Category
Fashion
Precision Serums
Trend cluster
Category
Upcycled
Grape
Distilleries are launching new products made from upcycled grape and grape pomace.
5.4
Trend score
Trend
What is the Upcycled Grape trend?
Upcycled Grape: Distilleries are using grapes and grape pomace intended to be discarded to make new drinks. These drinks include Wines and Piquettes, and are new collections marketed as eco-forward additions to the wine industry. These drinks reduce and in some cases eliminate waste from wine production systems.
Insight
The consumer insight behind the Upcycled Grape trend
Younger millenial and Gen Z consumers are becoming more aware of their passive environmental impact each year, with many looking to adopt more sustainable lifestyles, provided these do not come with significant compromises. One such area that consumers are prioritizing sustainability in is food and drink, increasingly opting for products that avoid single-use plastics and damaging ingredients. Alcohol brands are recognizing these priorities and are looking into more sustainable practices.
Trend themes
Themes within the Upcycled Grape trend
Three behaviours holding the trend together01
Upcycled Low-Alcohol Beverages
Ditto captures the attention of consumers with its pop of color and design-forward packaging. Its star product is made entirely from upcycled grapes.
02
Repurposed Pressed Juice
Joni's ready-to-drink beverages offer a refreshing and sophisticated alternative for those seeking a unique, non-alcoholic beverage.
03
Waste Reduction in Wine-making
Joni's two flavorful verjus varieties repurpose grapes that are removed as part of the culling process that thins grape vines to optimize flavors for wine-making.
Industry implications
What the Upcycled Grape trend means for industry
Where the trend changes the playbookFor
Alcoholic Beverages
Ditto's upcycled low-alcohol beverage appeals to consumers looking for eco-friendly options in the alcoholic beverage market.
For
Non-Alcoholic Beverages
Joni's repurposed pressed juice beverages cater to the growing demand for unique, non-alcoholic alternatives.
For
Wine Industry
Joni's verjus varieties contribute to waste reduction in wine-making while offering a sophisticated alternative for wine enthusiasts.
Workshop question
How could your brand incorporate more sustainable materials or practices into its day-to-day operations?
Trend signals
Trend signals for Upcycled Grape
Trend score 5.4 out of 10, from popularity 73%, activity 59%, freshness 29%.
Popularity73%
Activity59%
Freshness29%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Upcycled Grape trend
5 featured examples from Jan 26, 2022 to Sep 23, 2024CategoryLifestyle
Upcycled Grape Drinks
Joni's Non-Alcoholic Beverages Repurpose Pressed Juice from Unripened Grapes
The beverage industry has the opportunity to leverage upcycled fruit to create sustainable and unique offerings.
CategoryEco
Upcycled Low-Alcohol Beverages
Ditto Boasts Sparkling Wine in an Aesthetically Pleasing Can
The wine industry has an opportunity to innovate and create upcycled low-alcohol beverages that appeal to consumers looking for sustainable and health-conscious options.
CategoryEco
Upcycled Grape Distilleries
RE:FIND Crafts Artisan Wines out of Upcycled Grape Saignee
RE:FIND Distillery's upcycling of grape saignée presents an opportunity for the wine industry to enhance sustainability and create value from otherwise discarded grapes.
CategoryEco
Upcycled Pomace Piquettes
Wild Arc Farms Creates Piquette out of its Own To-be-Discarded Pomace
Sustainability in the wine industry is driving the adoption of upcycled grape pomace to create innovative beverages like Piquette.
CategoryEco
Upcycled Wine Brands
Rotterdam Urban Winery Addresses the Food Waste Crisis
The integration of upcycled fruit into wine production presents an environmentally-friendly approach to winemaking.
