Summer 2026 has provided interesting insights into the evolution of wine consumption patterns worldwide. According to EFI Observatory analysis, consumers are increasingly choosing wine based on the occasion, climate, food pairing and drinkability, gradually moving beyond traditional seasonal consumption patterns.
The wines that performed best during the summer share a number of characteristics: freshness, balance, moderate alcohol levels and versatility. At the same time, the first signals for autumn point towards a return to more structured wines, without compromising freshness and drinkability.
Prosecco: increasingly associated with social occasions
Sparkling wines have confirmed their position among the strongest performers of the summer season. According to our estimates, international demand for Italian sparkling wines across key markets increased by approximately +5% during the summer period.
Prosecco continues to perform particularly well in markets such as the United States, United Kingdom and Germany, where its versatility makes it suitable for aperitivo, brunch, casual dining and social occasions. The category is therefore moving beyond the traditional perception of sparkling wine as something reserved exclusively for celebrations.
From an export perspective, this represents a strategic advantage: a wine capable of covering multiple consumption occasions has significantly greater distribution potential.
Fresh whites: demand remains strong
Summer also confirmed the strength of fresh and aromatic white wines. Pinot Grigio continues to perform particularly well in the United States, Canada and Germany, thanks to its recognisability, freshness and food versatility.
Sauvignon Blanc, meanwhile, maintains a strong position in Germany, the Benelux, the United States and Northern Europe, supported by the grape’s high level of international recognition. According to EFI Observatory, demand for fresh white wines across key international markets increased by approximately +3% during the summer.
The common denominator is therefore not necessarily the grape variety, but drinkability.
The new role of red wine in summer
One of the most interesting signals observed by EFI concerns the changing role of red wine during the warmer months. Fresher and more elegant reds are increasingly being consumed at slightly cooler temperatures than traditionally expected.
Valpolicella, young Sangiovese and Etna Rosso are examples of wines that can adapt particularly well to this new consumption pattern, especially in markets with a strong restaurant culture. According to EFI observations, fresher red wines have performed better than more structured reds, with an estimated 4 percentage-point advantage in summer demand growth.
The message is clear: red wine is no longer necessarily an exclusively autumn or winter product.
What does this mean for key markets?
Summer has not produced a single global consumption pattern. Each market continues to favour different styles and consumption occasions.
United States
The US remains one of the world’s most diversified wine markets. During the summer, Prosecco, Pinot Grigio, Sauvignon Blanc and fresher Chardonnay styles benefited from their versatility and strong recognition. For autumn, EFI expects greater interest in Chardonnay, Pinot Noir, Cabernet Sauvignon and premium Italian reds, particularly across the HoReCa and premium retail channels.
United Kingdom
The UK continues to be particularly receptive to fresh, aromatic and easy-drinking wines. Sauvignon Blanc, Pinot Grigio and sparkling wines remain particularly relevant. As autumn approaches, EFI sees growing opportunities for Chardonnay, Franciacorta and Italian reds with strong gastronomic positioning.
Germany
Germany maintains a strong preference for fresh white and sparkling wines. Lugana, Pinot Grigio, Sauvignon Blanc and Prosecco respond particularly well to the market’s preference for freshness and versatility. For autumn, EFI expects opportunities for more structured Riesling, Valpolicella wines and premium sparkling wines.
Japan
Japan continues to be particularly interesting for wines with a strong connection to food. During the summer, fresh whites and sparkling wines remain well positioned. Looking towards autumn, EFI expects stronger demand for Pinot Noir, Nebbiolo, Sangiovese and structured white wines, particularly within the premium HoReCa segment. The key word is gastronomy.
Autumn 2026: What Will We Drink?
As temperatures fall, consumption patterns are expected to change. However, the transition will not simply mean moving from white wine back to red. According to our Observatory, five key trends are expected to shape the autumn season.
Elegant Italian reds
The return of red wine is expected to favour freshness and balance rather than power and concentration. Nebbiolo, Barbera, Valpolicella, Chianti Classico, Etna Rosso and Montepulciano d’Abruzzo are well positioned to benefit from the autumn transition. Their combination of acidity, structure and food-pairing versatility makes them particularly relevant to the HoReCa channel.
Structured white wines
One of the most interesting opportunities for autumn could come from white wines. Verdicchio, Fiano, Etna Bianco, Friulano, Chardonnay and premium Sauvignon Blanc can move naturally from summer drinking into autumn dining. EFI expects demand for structured and gastronomic white wines to increase by approximately +2% across key international markets during the autumn period.
Sparkling wines become increasingly less seasonal
Prosecco and other sparkling wines are becoming progressively less dependent on seasonality. EFI expects the category to grow by approximately +4% during autumn, supported particularly by HoReCa, aperitivo and social occasions.
Premiumisation continues
Consumers are becoming increasingly selective. Rather than simply buying more wine, they are looking for wines with stronger identity, recognisable provenance and greater perceived value. This is particularly relevant in markets such as the United States, Germany, Switzerland and Japan, where premium Italian wines still have significant room for development.
Alcohol level and drinkability remain central
The moderation trend will not disappear with summer. Wines characterised by moderate alcohol levels, freshness and balance are likely to remain attractive even as consumers return to red wines. The traditional distinction between a “light summer wine” and a “structured winter wine” is therefore becoming increasingly blurred.