Premiumization Not all Rainbows and Butterflies

Premiumization has been a hot topic in the wine industry "as the most important trend in the US market." Although most in the industry would agree the trend is largely a good thing for the wine business, it has also exacerbated some tensions worth talking about. In its most recent note, Rabobank identifies the top five challenges facing the wine industry and the role premiumization plays, along with suggestions on how wineries can adapt to the changing environment.(1) Shifting demand