Insights from Drizly’s 5 Fastest-Growing White Wine Varietals
Younger generations are driving the trend toward alternative white wines
Though red wine remains the top-selling wine subcategory on the Drizly platform, white wine has become an increasingly important category. As red wine’s share of overall wine sales has declined slightly in recent years, white wine share has held steady since 2020 at approximately 29 percent.
Classic grape varieties such as Sauvignon Blanc, Chardonnay, and Pinot Grigio continue to drive sales, commanding the largest share of the white wine category on Drizly, yet interest in alternative white varietals is growing. Retailers can capitalize on these trends by adding new offerings to their online inventories.
“We know that consumers — particularly in the Gen Z and millennial generations — are interested in trying new categories and brands in the beverage alcohol space,” says Liz Paquette, the head of consumer insights at Drizly. “This is a driver of growth for these varietals.”
Among the five white wines varietals that have seen the largest sales gains on Drizly during the past 12 months, the majority of SKUs are imports. With 56 percent of all white wine sold on Drizly coming from outside the United States — a one percentage point increase from the previous year — this reflects a larger purchasing trend.
“Given the growth of imports in the overall white wine category,” says Paquette, “it makes sense that the fastest-growing categories are contributing to this growth.” During the last 12 months, wines from Canada, Greece, and Italy have all seen bumps in sales.
Three of the top five fastest-growing alternative whites hail from Italy, and they share a light, crisp flavor profile that is ideal for enjoying outdoors during the summer months.
Here are five fastest-growing white wine varietals that shoppers are buying on the Drizly platform.
Sales on the Drizly platform for wines made from this cold-hardy, French hybrid grape grew 122 percent over the previous year. Grown primarily in Canada and the northeastern United States, Vidal can be used to make dry and off-dry wines, as well as intensely sweet and luscious ice wine.
Of Vidal wines sold on Drizly during the last 12 months year-to-date, 61 percent originated in Canada and 39 percent came from U.S. producers. The top Vidal Blancs on Drizly include Inniskillin Vidal Gold Ice Wine (Canada), Boordy Vidal Blanc (Maryland), and Old Westminster Blinded By The Light White (Maryland).
On Drizly, sales for Pecorino-based wines — all hailing from Italy — increased 112 percent over the previous year. Pecorino is planted in the Marche and Abruzzo regions, along with Umbria and Tuscany, and produces wines that are typically dry, with mineral notes and floral aromas. The top Pecorino wines on Drizly include Umani Ronchi Vellodoro Pecorino, La Valentina Pecorino, and Velenosi Offida Pecorino.
This is one of the most commonly planted grape varieties in Italy, with the majority of acreage in Sicily. Catarratto-based wines saw 93 percent sales growth on Drizly over the last 12 months. Producing easy-drinking, lighter-style wines, the grape is often used for blending with other varieties.
All of the Catarratto wines sold on Drizly during the past year came from Italy. Drizly’s top-selling Catarratto — some of which are blends — include Terre Nere Etna Bianco, Donnafugata Anthìlia Sicilia DOC, and Murgo Etna Bianco.
This richly aromatic grape hails from Greece, with the majority of plantings located on the Peloponnese peninsula. Sales of these light, fresh wines increased 84 percent during the last year. Among Moschofilero wines sold on Drizly in the past year, 100 percent originated in Greece. The top Moschofilero wines on Drizly include Semeli Mantinia Moschofilero, Domaine Skouras Moscofilero, and Tselepos Moschofilero Mantinia.
This Sicilian grape variety’s sales grew 74 percent on Drizly during the last year. Grillo was once exclusively used to make fortified Marsala wines, which are often used in cooking, but today the grape is more commonly used to make fresh white wines. Grillo wines sold on Drizly year-to-date were exclusively Italian in origin. Among the top Grillos on Drizly are Poggio Anima Uriel Grillo, Donnafugata SurSur Sicilia DOC Grillo, and Feudo Montoni Grillo Timpa Sicilia IGT.