The Drinks Business is argues that, while overall still wine sales are falling, the strongest growth is coming from flavour-led, easy-to-understand, occasion-based products, especially among younger drinkers, so wine producers may sell more by talking first about taste, style, strength and when to drink a wine rather than leading with terroir, grape variety or region. It highlights growth in ready-to-drink (RTD) wine cocktails, no- and low-alcohol wines, and high-ABV products, and gives examples of brands succeeding by putting flavour cues and drinking occasions at the centre of their labelling and marketing, while still positioning those products as an entry point into more traditional wine rather than a rejection of it.