How to talk about white wine - Dining and Cooking

Following on from db’s handpicked top 10 white wine trends of the year, Sarah Neish asks major industry players how we should be talking to today’s consumers about white wine.

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Whites are enjoying unprecedented global momentum, with a spate of exciting trends coming to the fore. But how should producers, retailers and auction houses be communicating these developments to consumers?

“White wines have long been overlooked, but now they are becoming a global success story and consumers are increasingly curious and eager to discover and enjoy them,” says Sara Bañuelos, wine director for the Rueda arm of Spanish producer Ramón Bilbao. Here, db asks members of the trade, from importers and producers to sommeliers, how we should adapt our comms to capitalise on the wave of demand for whites.

Whites are for all year round

According to Dora Simões, president of Portugal’s Vinhos Verdes Wine Commission, one key point to get across to the consumer is that “we are moving beyond seasonality” when it comes to white wine, with “richer and more textured whites working wonderfully in cooler months.”

Indeed, versatility is central to white wine’s appeal. Paula Fandiño, winemaker for Albariño producer Mar de Frades in Rias Baixas, adds: “It’s important to convey that there are white wines for every occasion—this is crucial to connecting with new consumers.”

White wine makes up 95% of New Zealand’s global exports, “but while Sauvignon Blanc may have been the one to put New Zealand wine on the map, the nation also excels in the production of an increasing range of styles and varieties – from Chardonnay to Pinot Gris, Riesling to Albariño,” says Chris Stroud, market manager, Europe, for New Zealand Winegrowers. “These varieties offer consumers more choice for any occasion.”

The current trend, says Stroud, is that “consumers are looking for refreshing, lighter styles, regardless of the season, the weather or the occasion.”

Make it personal

Rather than “old and tired storytelling about centuries-old traditions”, says Wines of Lisboa president Francisco Toscano Rico, wineries should “show the character of the people behind each white wine project: what they hoped to achieve with a particular wine, what makes it so special to the producer, and what dreams and challenges drive them”.

With consumers increasingly looking for wines that tell a story, it’s worth remembering that people are an important part of terroir.

“In 2025, it’s essential to shift the conversation toward authenticity and origin,” adds Luciano García Carrión, vice president of Spanish wine producer J. García Carrión. “Consumers want to know about the people behind the wines.”

Helping customers to feel like part of the process is a winning formula.

“Above all, it’s about inviting the consumer into a broader conversation – one that goes beyond grape variety and price point, and instead explores terroir and craftsmanship,” says Marcelo Papa, winemaker at South American wine group Concha y Toro.

Speak plainly and sincerely

Among those db spoke to for this article, all agreed that the language used to speak about white wines must be stripped right back.

“We need to move away from rhetoric and speak from a more approachable, sincere position,” says Ramón Bilbao’s Sara Bañuelos.

It’s a string passionately plucked by Santiago Frias, president of fellow Spanish producer Bodegas Riojanas. “We need to simplify our messages,” he says. “White wines are meant to be enjoyed without having to worry about whether or not one knows anything about wine. Consumers should not be feeling overwhelmed, they should be able to enjoy these wines at any time and with any meal, without being ‘wine experts’, or feeling pressured about their choice.”

Likewise, James Dainty, business unit controller for UK wine importer Lanchester Wines, believes the trade should take its foot off the gas completely when it comes to making recommendations for white wines. “I’ve attended many consumer tastings over the years and am often asked which wines they should taste first. I generally respond with ‘anything you like’. Consumers are doing their bit by being at the tasting, that’s the first step; let them experiment, try new things. I prefer to guide, not dictate, and help them enjoy the experience so they keep coming back to the category.”

In 2025, adds Edward Vellacott, commercial director for French producer Bijou, we should “help consumers to navigate the diverse world of white wine with ease, rather than approaching it with an old-school, pompous tone.

“Rosé and sparkling wines are experiencing such success because these categories are fun and innovative. We need to enthuse consumers about whites in a similar way.”

Show how whites fit in with modern lifestyles

When considering how to market your white wines, think about how they can be weaved into a modern lifestyle. What everyday factors are most important to today’s consumer?

“We have a real opportunity to reframe how white wines are spoken about, making them feel more relevant,” says Johan Jordaan, cellar master at Spier Wines in Stellenbosch. Ultimately, he says, consumers are looking for “wines that pair well with lighter, more plant-based meals. High-acid, aromatic varieties like Chenin Blanc, Albariño, Assyrtiko and Picpoul tick those boxes. These wines aren’t just seasonal sippers, they’re smart, everyday choices that support mindful enjoyment.”

Recent research by New Zealand Winegrowers confirms this, with Stroud echoing that “lighter, refreshing styles are outpacing the overall white wine category performance, with shifts towards varieties with more refreshing palate profiles.”

Sustainability, while not exactly a sexy word, can nevertheless make white wines seem more attractive to certain consumer segments.

“People are looking for bottles which reflect more mindful ways of making and enjoying wine. Sustainability plays a significant part in this conversation,” says Bijou’s Vellacott. “Increasingly, consumers want more transparency to ensure they’re drinking wines that are both delicious and responsibly produced.”

If the word ‘sustainable’ feels trite or over-used try ‘mindful’ – white winemaking can be mindful of the environment as well as support mindful living in terms of lower alcohol, fresher expressions that pair well with healthy food. One brand to jump on the mindful trend is naturally alcohol-free sparkling alternative Wild Idol, which recently launched a series of ‘wellness evenings’ in partnership with a London restaurant.

Innovative packaging and formats like canned wines, aluminium bottles and bag-in-box also have an important role to play in modern lifestyles. “These offer relevance to consumers new to the white wine category, and fit in with the wider sustainability goals of the drinks industry,” says Stroud of New Zealand Wine. “Innovation is the key to success.”

Transport people to a place

Enjoying a white wine is not just about flavour profile, “it’s about transporting people to a place, a season, a moment,” says Luis del Águila, general director at Bodegas Sonsierra in Roja. “White wines offer an opportunity to reconnect with consumers emotionally and sensorially.”

That sense of place can be somewhere close to home such as “a simple chilled glass of white wine shared in a lovely garden or around a dining table with friends,” says del Águila. Or it can be a route to remembering a cherished holiday, or a journey once travelled.

Equally, white wine can also offer consumers a glimpse into a corner of the world they’ve never visited.

“Consumers in 2025 are more curious and informed than ever, and they value stories rooted in place,” explains Marcelo Papa of Concha y Toro. According to Papa, the producer’s Amelia wine “is not just an ultra-premium Chardonnay – it’s an ambassador for the Limarí Valley, a region that is playing an increasingly important role in Chile’s fine wine story.”

Evoking a sense of place also appeals to those with a growing appetite for discovering off-the-beaten-track locations. Think about the meteoric rise of Airbnb, which offers people the chance to stay in accommodation outside of the tourist traps and well trodden destinations.

“Consumers are moving beyond the well-known classics and exploring wines from smaller, lesser-known regions with real character and unique expressions,” says Bijou’s Vellacott. “Our white wines are crafted to reveal hidden gems in the Languedoc such as Coteaux de Béziers and the Haute Vallée de l’Aude. By celebrating these areas, we can offer wines that are distinctive, expressive, and deeply tied to their origins.”

Think aspirational for top-end whites

“For auction houses and collectors, the conversation around white wines is slightly different,” says Spier’s Jordaan. “For us, the 2025 vintage has produced wood-matured Chenin Blanc with serious ageing potential. These aren’t just wines to drink now, but wines to invest in and lay down.”

The message, therefore, must be “clear and aspirational”, adds Cristina Forner, president of Spain’s Marques de Caceres group. Producers looking to attract collectors should “spotlight barrel fermentations, single-parcel selections and limited releases, and educate the market about the remarkable ageing capacity of the world’s finest whites”.

According to Marcelo Papa of Concha y Toro, fine wine producers should also emphasise the “origin, precision, and complexity” of their whites.

Winemaker Susana Balbo, known as the ‘Queen of Argentine whites’, adds that “the trade should communicate to consumers that white wines are no longer simple, straightforward, or linear in complexity. Today, white wines are expressing terroir, showcasing unique places in the world, and highlighting winemaking techniques that elevate each variety’s character.”

If you would like to join the conversation about how to talk about white wines, head over to db’s LinkedIn page.