Global wine volumes are shrinking, but value opportunities are emerging. A snapshot of production, consumption, and where the market is really heading in 2025.

In an era where every brand competes for attention across countless platforms, a new creative force is reshaping the marketing world. Generative AI, from image and text creation to video production, is redefining how campaigns are imagined, built, and scaled. But as technology accelerates creative workflows and global reach, it also raises new questions about authenticity, oversight, and the role of human creativity in a machine-driven age.