Around a decade ago, the wine business was booming. This growth was driven by cultural trends like “Mommy Juice” marketing, the emergence of boutique wineries, and their subsequent popularity. While the “Mommy needs wine” memes haven’t gone anywhere, the attitudes towards drinking in general and wine in particular are changing in 2025. More mindful drinking habits, periods of sobriety, and a population with more discerning palates are reshaping the industry — and changing the way winemakers must hire.

As a recruiting firm specializing in placing talent across all aspects of winemaking — including marketing, sales, and operations — we’re seeing firsthand how companies must evolve. It’s time to figure out how to hire differently and stay competitive.

Cultural Shifts: The Rise of “California Sober” and Mindful Drinking

While many people might reach for a glass of wine after a long, stressful day, a new movement tells them to do the opposite. Being California Sober or just Cali Sober means you’ve eschewed drink and most drugs, apart from marijuana, which is, for many, considered an acceptable exception. The California sober movement aligns with the shift to younger consumers focusing on wellness and moderation, seeking authentic experiences over sheer indulgence. 

There are other “sober curious” movements that see people of all ages, but largely millennials, start to question their relationship with wine and other alcoholic drinks. They may indulge in mindful drinking, where the individual notes what they’re drinking, how much, and why. The goal of mindful drinking is to develop a more positive relationship with alcohol. Winemakers should be aware of these trends to ensure that they cater to them via their outreach strategies. That means hiring teams of culturally aware marketers and advertisers with the skills to produce wellness-aligned marketing. 

Market Trends: U.S. and Global Wine Industry Projections

More people going Cali Sober won’t end the wine industry, but if enough people lose interest in drinking, it could certainly have a lasting impact. Despite record harvests in California in 2023, people in 2024 drank less wine than ever across the United States. Silicon Valley Bank recently reported that after decades of growth, the wine industry has plateaued, citing a decline in the boomer population and anti-alcohol campaigns as drivers. 

Regarding wine industry trends, 2025 figures suggest that it could be 2027 before the industry starts to see noticeable growth again. This growth will only occur if winemakers focus on meaningful outreach to younger demographics rather than relying on existing target audiences. 

Despite the uncertainty surrounding international trade, there could be major global opportunities for American wine producers. The wine industry generates over $353 billion worldwide, and the world consumes 25.3 billion liters each year. Wine producers may find thirstier markets overseas, away from the rise in “sober curious” trends. 

Those potential opportunities are driving a demand for talent with skills in international business development. Firms will also need premium brand managers and sustainability specialists who can shift branding messages to resonate with new demographics. 

How Wineries Are Responding—And Hiring

Wine industry recruiting trends are shifting and responding to the changing market. While knowledge and experience of the wine industry are essential, so is a deep understanding of current lifestyle trends and marketing. Candidates who have worked in any aspect of lifestyle content management may have something to offer innovative wine producers. They know the likely segments that will respond to particular branding messages and can adjust marketing material accordingly.

Firms also need to focus on ensuring new hires have digital as well as physical marketing expertise. Omnichannel marketing strategies are now essential for reaching new audiences — but also for gathering feedback and assessing customer sentiment via tools such as social listening apps. 

Emerging Wine Markets 2025

Innovative leadership is also another hiring trend for wine producers. A leader who can help an organization understand emerging wine trends and pivot accordingly could be a massive return on investment. 

Current trends include the expansion into low- and no-alcohol product lines. With the rise of mindful drinking, keeping a brand relevant by catering to the Cali Sober crowd is a great way to expand into new markets.

Sustainability is another trend that’s here to stay. Where does your wine come from, and how is it produced? Talk about your green initiatives and how you give back to the Earth to appeal to ever-more eco-conscious consumers.

Finally, consumers love brands with a compelling story. Tell your tale and show your passion. 

Firms can also consider dipping into adjacent wine markets such as natural wine, climate-resistant grapes, and single-serve packaging formats. These are all ways to reach new consumers — with the right team behind you. 

Conclusion: A Business at a Crossroads — and a Workforce That Must Evolve

Great wine is just a drop in the ocean — or the glass — when it comes to success in troubled markets. You also need visionary leadership, strategic marketers, innovative product developers, and global-minded sales teams. Connect with MRINetwork and discover how we’re helping wine producers and their partners build teams ready for the next chapter of growth.