Taste descriptors are a common and influential communication tactic that can help demystify the category and guide choice. Over half of consumers say taste descriptors are the most influential motivator of their wine purchases. Wine’s association to naturally sweet fruit can give brands in the category an advantage in continuing to deliver the tastes consumers crave.

New taste experiences, driven by both flavor and texture/mouthfeel, such as sparkling fruit infused wine, can also boost the element of excitement. Fruit-infused wines can be combined with these flavors and ingredients, such as mint, basil, or lavender, to create the fresh and exciting profiles that consumers seek.