A Pew Research Center survey found that 53% of adults say alcohol enhances their enjoyment of food and meals, and 44% say it helps them maintain social connections. Those who drink more regularly are even more likely to tie alcohol to positive experiences, with 69% of frequent drinkers and 63% of those who drink a few times a month saying it makes meals more enjoyable, compared with just 36% of occasional drinkers. For many, enjoying a glass of beer or wine is as much about community as it is about taste. Local wineries are leaning into this, appealing to nearby visitors with things like wine passports and tasting festivals that create memorable experiences close to home. Millennials and Gen Z are reshaping what those experiences look like. Many are drinking less overall, prioritizing wellness, sustainability and shared moments over consumption. They’re exploring flexible wine subscriptions, low-alcohol options and brands that align with their values. For wineries and microbreweries, staying relevant means adapting to this new mindset and finding creative ways to build loyalty beyond the bottle. One powerful way to do that is through promotional products. For example, a tasting glass etched with a winery’s logo or a bottle opener tied to a seasonal release don’t just market a brand but connect people back to the place and the experience of being there. In a market where people are sipping less but seeking more meaning, promotional products help transform a simple beverage into an ongoing relationship. Targeting Tourists With Promo America’s wine regions welcome more than 74 million visitors each year, generating over $14 billion in tourism spending. Every tasting room, tour and festival offers an opportunity for wineries to make a lasting impression and turn casual guests into loyal fans. Millennials are leading the way in wine tourism, favoring authentic, immersive experiences that connect them to the land and the people behind the label. Nearly half of respondents in a survey by Wine Opinions say they visit multiple tasting rooms annually, and 7 in 10 purchase wine during their visit, often as part of a weekend getaway or wine festival. Promotional products can help wineries extend those experiences far beyond the vineyard. A logoed glass or corkscrew brings the tasting room home, while a branded tote bag or hat keeps the winery’s name visible out in the world. Brewing Brand Loyalty Beer still holds the top spot in America’s glass, according to Gallup, with 38% of drinkers saying it’s their beverage of choice, compared to 30% who prefer liquor and 29% who prefer wine. But even with beer’s popularity, fewer adults are drinking overall, and more are skipping alcohol entirely for health and wellness reasons. This shift isn’t all bad news for microbreweries. It just requires a reimagining of how people connect with brands beyond the pint. Breweries can use promotional products to stay part of customers’ daily lives in creative, meaningful ways. Items like branded glassware can turn a night in into a tasting experience. Reusable water bottles fit into wellness-focused lifestyles, and cozy hoodies remind fans of their favorite local taproom. When drinking becomes more intentional, brand connection matters more than ever. Wine For The Win Wine isn’t just a drink – it’s a powerhouse industry pouring more than $323 billion into the U.S. economy this year alone. Across 760,000 acres of vineyards and nearly 11,000 producers in all 50 states, close to 2 million people are behind the scenes growing and crafting the experience. At wineries, employees are more than staff. They’re storytellers and brand ambassadors. They’re the face of the experience and the heart of the tasting room. Custom apparel and accessories like shirts, aprons and wine openers help teams look unified and reinforce the brand with every pour. Connecting With People Post-Pint Brewery visits are up, but fewer people are buying beer afterward. Last year, a Brewers Association Harris Poll found that only about half of visitors said they were more likely to purchase beer following a taproom visit, down 10% since 2015, while 21% said they were less likely, up 19% over the same period. With so many options, drinkers are eager to try something new rather than stick with one brand. Promotional products can help brands stay top of mind. A custom glass or can cozy, for example, keeps a name in sight and just may nudge customers to come back for another round. 53% of adults say alcohol enhances their enjoyment of food and meals 44% say it helps them maintain social connections 7 in 10 purchase wine during their visit 38% of drinkers say beer is their beverage of choice 30% prefer liquor and 29% prefer wine Wine isn’t just a drink – it’s a powerhouse industry pouring more than $323 billion into the U.S. economy this year alone PPAI • DECEMBER 2025 • 33 | Must Read
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