Meldung vom 26.05.2026
VIENNA / May 2026 – The wine world is undergoing profound transformation. Declining consumption in established markets, shifting expectations among younger generations, changing lifestyles, and global uncertainties are forcing the industry to confront fundamental questions. For Lenz Maria Moser, Chief Winemaker and international face of Changyu Moser XV in Ningxia, one thing is clear: anyone seeking to shape the future cannot look for answers solely within the wine industry itself.
Moser recently drew inspiration from an international conference focused on luxury and branding held in Brindisi. Exchanges with figures from fashion, creativity, and luxury management reinforced one of his core beliefs: the challenges faced by major luxury brands and those confronting the wine industry today are surprisingly similar.
Moser explains: “The world is changing rapidly — and we must change with it. At the same time, we need to think more deeply about what our consumers truly want, listen more carefully, and act faster.”
From Product to Relevance – Why the Wine Industry Must Rethink Its Approach
For decades, wine has primarily been communicated through origin, terroir, craftsmanship, and quality. Those elements remain essential — but today they are no longer enough.
“The inner circle of the wine world is small compared to the larger real world,” says Moser. “That’s why our industry needs to think more about consumers — and less about itself.”
For the wine expert, whose experience spans decades, this is not an argument against tradition, but rather a call to reinterpret it for modern audiences.
The wine industry, he says, has mastered the art of creating outstanding products. Now it must learn how to communicate their meaning more effectively.
“My grandfather always told me: wine is the most intelligent agricultural product — tell people about the thousand hands required before a drop of wine reaches the glass.”
Particularly in the premium segment, value is created not only by the product itself, but by the story, expertise, and culture behind it. “People create premium and luxury — not machines.”
What Wine Can Learn from Fashion
One insight from the fashion world especially resonated with Moser: the most successful brands evolve without losing themselves. Fashion, he notes, often moves faster than wine while remaining deeply connected to style, origin, and identity.
“Style and authenticity remain the common denominator — regardless of whether you are speaking with wine lovers, partners, media, or younger generations.”
This, he believes, is a critical parallel for wine: success does not come from chasing every trend, but from staying relevant while maintaining a recognizable identity.
Today’s consumers are not only looking for quality — they are looking for values and attitude.
The Next Generation Expects More
This shift is particularly visible among Gen Z and Millennials. These generations drink differently, discover differently, and make decisions differently. They have more choices than ever before — not only within wine, but across all categories.
“Remaining relevant is crucial today. That does not mean following every trend — it means truly understanding people.”
Moser’s understanding of innovation goes beyond traditional market research. “True innovation does not simply mean reacting to consumer needs — it means anticipating desires that people themselves have not yet articulated.”
Ningxia as an Example of New Wine Worlds
For Changyu Moser XV, this mindset has been embedded in its development for years. The château in Ningxia was founded with the vision of bringing Chinese premium wine onto the international stage and opening new perspectives on origin and quality.
The company began its consistent international positioning strategy as early as 2016.
“What may seem like only ten years represented an enormous leap forward for China, Ningxia, and our château,” says Moser.
Today, Changyu Moser XV exports globally and deliberately embraces innovation — including the creation of the first Blanc de Noir made from Cabernet Sauvignon, the “White Cabernet,” which now resonates in around 50 countries.
Innovation — But With a Human Signature
New technologies also play a role in Moser’s thinking, though he sees clear limits.
“We constantly hear: use AI. But preferably in the background and less in creativity — otherwise, in the end, we will all produce the same thing.”
In a world where content and products are becoming increasingly interchangeable, wine must preserve its human dimension. “We need to inspire our consumers, surprise them, and win them over for the long term.”
Resilience Becomes the New Luxury Quality
Alongside innovation and consumer understanding, Moser identifies another decisive factor for success: resilience.
Financial crises, Brexit, the pandemic, and geopolitical developments have shown that long-term success must now be approached differently.
“We need to build our brands to be more resilient — geographically and across different distribution channels.”
Shaping the Future While Preserving Origin
For Changyu Moser XV, the future does not mean breaking away from origin. Quite the opposite: the challenge lies in forging new paths while consistently preserving style, identity, and authenticity.
“It is our responsibility to continue our vision — to produce wines among the best in the world while remaining true to our origin, style, and authenticity.”
Because the future of wine will not be decided solely in the cellar. It will be decided where people connect with brands.