September 9, 2024 (Paris) – Each year, Verallia, the European leader in glass packaging, presents its Trends Book for the wine and spirits market. Created this year in collaboration with Barcelona- based agency Morillas, the Trends Book aims to inspire and highlight key sector developments and future directions. For 2025, four major trends emerge in response to more engaged consumers seeking new experiences and prioritizing well-being above all. This Trends Book will also introduce new designs ready to be developed by Verallia’s teams.
Reflecting new wine and spirits consumption practices, the 2025 Trends Book is viewed through the lens of three distinct consumer profiles.
The Drink Personas shaping new market horizons
- The Eco-activists: Concerned with environmental issues, they favour brands committed to sustainability (local production, recyclable packaging, etc.)
- The Mindful Nurturists: with priorities focused on well- being, they seek beverages aligned with their holistic wellness goals (natural ingredient infusions, low alcohol content, etc.)
- The Experientialists: In constant pursuit of unique and memorable tasting experiences (combination of atypical flavours, consumer experience, etc.)
Through these profiles, four major trends are observed, illustrating the transformations initiated by the wine and spirits industry.
- The return of ethics and sustainability: Brands now focus on authenticity and embrace packaging simplicity and its imperfections. Dedicated bottle recycling and reuse circuits are being invested in, and unconventional ingredients are used with respect for the planet’s resources.
- Less alcohol, more well-being: In response to strong demand, the market for non- alcoholic or low-alcohol beverages is thriving, with complex flavours, sought-after ingredients, and vibrant graphic identities.
- Customized experiences: Through new flavours, boundaries blur between different alcohols with the progression of Ready to Drink (RTD), alcoholic sparkling waters, and wine-based cocktails. Brands also rely on packaging to maximize the consumer experience and stimulate discoveries through single-serve bottles.
- The pursuit of added value: Emphasis is placed on aesthetics and sensory design to create authentic luxury experiences, adopting a minimalist aesthetic or inspired by the virtual world. This quest for added value is also reflected in the rise of limited editions and signature spirits.
“Understanding new consumer profiles and their preferences in terms of beverages and consumption occasions is crucial for ensuring sustainable success. These new trends mark a true paradigm shift in our relationship with wines and spirits. They translate into brands taking strong account of environmental challenges, a return to natural and minimalist values, while continuing to innovate in low-alcohol beverages, flavour combinations, and bottle design. Glass is particularly well-positioned to meet these new requirements. 100% recyclable and infinitely so, it constitutes a sustainable packaging par excellence. Moreover, its inert nature preserves the integrity of beverages, thus meeting the expectations of the most demanding palates. Its versatility offers unparalleled flexibility in terms of design, allowing for the creation of unique and personalized experiences.”
Elena Andia, Marketing Director of Selective Line
In response to these trends, Verallia is ready to develop new designs
Grace
An elegant and contemporary bottle for light white and rosé wines.
Heritage
A timeless shape for premium spirits, blending tradition and modernity
Lora
An iconic design with rounded shapes evoking pleasure and celebration.
Mixologist
A geometric design inspired by the art of mixology.
Arieta
A sleek and unique silhouette combining style and sophistication.
Smally
An ultra-light bottle-jar designed for individual portions, combining practicality and flexibility with multiple closure options.
The complete 2025 Trends Book is available upon request from the press service.
About Verallia
At Verallia, our purpose is to re-imagine glass for a sustainable future. We want to redefine how glass is produced, reused and recycled, to make it the world’s most sustainable packaging material. We work together with our customers, suppliers and other partners across the value chain to develop new, beneficial and sustainable solutions for all.
With almost 11,000 employees and 35 glass production facilities in 12 countries, we are the European leader and world’s third-largest producer of glass packaging for beverages and food products. We offer innovative, customised and environmentally friendly solutions to over 10,000 businesses worldwide. Verallia produced more than 16 billion glass bottles and jars and recorded revenue of €3.9 billion in 2023.
Verallia’s CSR strategy has been awarded the Ecovadis Platinum Medal, placing the Group in the top 1% of companies assessed by Ecovadis. Our CO2 emissions reduction target of -46% on scopes 1 and 2 between 2019 and 2030 has been validated by SBTI (Science Based Targets Initiative). It is in line with the trajectory of limiting global warming to 1.5° C set by the Paris Agreement.
Verallia is listed on compartment A of the regulated market of Euronext Paris (Ticker: VRLA – ISIN: FR0013447729) and trades on the following indices: CAC SBT 1.5°, STOXX600, SBF 120, CAC Mid 60, CAC Mid & Small and CAC All-Tradable.
About Morillas
Morillas, a brand leading consultancy and reputation agency, has been ranked the sixth best agency in the world by the prestigious World Brand Design Society of London, making it the only Spanish agency among the top ten. Created in 1962 in Barcelona by Antoni Morillas, graphic designer and pioneer of his times. Currently led by Marc Morillas, it continues to be a family-owned company with a global vision, with a team of more than 70 professionals dedicated to the creation (graphic, industrial and web design), strategy, and brand reputation of a wide array of projects in various categories such as: Wines & Spirits, Pharma, Health, Beauty & Personal Care, Hospitality, Travel, Transportation & Mobility, Fashion, etc., and in more than 35 countries: Spain, USA, China, United Kingdom, LATAM, etc. Recently, it has been awarded the highest national distinction in its category: the Special Mention of the National Innovation and Design Awards, recognizing its contribution in the field of branding and its ability to impact the day-to-day life of society, its companies, and administrations.
