Geopolitics, trade wars and Gen Z: What’s next for the future of drinks?
At Wine Paris last week, industry leaders discussed the impact of geopolitical tensions on the global drinks trade. While challenges remain, the panel identified areas of opportunity—from technology to evolving trade dynamics and engaging younger consumers. The post Geopolitics, trade wars and Gen Z: What’s next for the future of drinks? appeared first on The Drinks Business.
“Adapt to protect the market and find new opportunities.” That was the overarching statement from Vinexposium CEO Rudolphe Lameyse as he opened the conversation on geopolitics at Wine Paris 2025. “Finding common solutions is essential,” he added, setting the tone for a discussion that covered everything from shifting trade policies to technological advancements and evolving consumer habits.
Joining the panel was Don Saint Pierre, co-founder of ASC Fine Wine, who recently returned to Shanghai after working in both China and the US, Miles Beale, chief executive of the WSTA, who addressed the trading environment and policy challenges, and Nicolas Ozanam, who offered insight into the situation surrounding French wine exports.
Trade wars and new opportunities
Geopolitical tensions have undoubtedly impacted the drinks trade, particularly with shifting policies between China, the US, and the EU. Ozanam addressed the situation for French exports: “We saw a decrease in exports to China, but this has been a trend for years.” Meanwhile, the US market has remained strong, but uncertainty lingers with new political developments.
On the US-China trade war, Saint Pierre offered a measured take: “Trump will create unexpected opportunities—opportunities for domestic demand recovery in China, which benefits everyone trying to export there.” He also suggested that the EU and China might use this period to resolve trade differences and forge a new approach to cooperation.
Despite acknowledging political concerns and natural uncertainty, Saint Pierre remained cautiously optimistic: “If a grand bargain between Donald Trump and Xi Jinping were to happen, it could stabilise much of the world and create new opportunities for everyone globally.”
The UK's changing tax environment
Closer to home, the UK’s new business taxation model was raised as another challenge for the industry. “It’s a painful, costly process, but it’s happened,” Beale said. “So rather than dwell on it, we need to focus on what happens next.”
Beale also suggested that Europe now has a chance to lead on trade policy. “There’s a leadership gap in traditional trade policy—China won’t fill it, and the US isn’t the same player it once was. Now is the time for Europe to push hard on free trade.”
Marketing to younger consumers - an essential
Looking ahead, Beale urged the industry to consider how it engages younger drinkers. “People are drinking less, but they’re drinking better. In the UK, alcohol consumption has fallen 20% over the last 20 years. That trend is unlikely to change.”
His advice? Simplify the message. “I love wandering around Wine Paris, but there are so many products where people talk in great detail about the winemaking process, the vineyard, the terroir. If you want younger consumers to drink as much wine and spirits in the future as past generations, you need to make it much easier for them.”
With shifting trade dynamics, emerging technology, and evolving consumer habits, the drinks industry faces challenges—but also opportunities. As Beale put it: “If we can apply some of our clever marketing minds to really simple messaging, the impact could be very big.”
Technology as a tool for growth
“New technology can be a game changer in this industry,” Beale noted, highlighting the role of artificial intelligence and digital platforms in reshaping global trade. While AI and the drinks industry is not immediately an obvious pairing, examples such as the US ban on TikTok leading consumers to Chinese platform Rednote demonstrate how technology can bridge cultural gaps, he explained., and that the drinks industry can benefit from such cultural integration.
“The Americans moving over to the Chinese version of TikTok is a form of soft power,” the panel observed, pointing to the way digital platforms allow cultures to integrate despite language barriers. For the drinks industry, this could mean leveraging technology to tell brand stories more effectively.
Another example discussed was the potential of QR codes on bottles to provide health information and brand narratives. “Brands need to be able to tell their stories effectively, and technology allows us to do this,” the Beale emphasised.
