The Age of The Glass

Not so long ago, the idea of ordering a glass of grand cru Burgundy while your friend orders vintage Champagne felt almost fanciful – a privilege reserved for those willing to commit to the bottle. Today, however, such indulgences are no longer out of reach. Across the world's dining rooms and wine bars, the single glass has become the measure of luxury.

It's official. We are living in the "age of the glass," a moment where freedom, discovery, and experience matter more than the old rituals of ownership and status.

Wine by the glass is no longer relegated to the bottom of the list; it has become a defining feature of how people want to drink. Behind this shift lies a broader story: a generation of drinkers seeking variety, conscious moderation, and the assurance of quality in every pour.

Analysts at the IWSR note that while global wine volumes are flat, premium-and-above wines show more resilience, a clear sign that consumers are trading up even as they drink less overall. By-the-glass is the perfect entry point into that world.

The Numbers Tell the Story

These shifts echo a broader lifestyle change – the "experience economy" – where people increasingly value moments, stories, and connections over material accumulation.

The conclusion is hard to ignore. Wine culture is evolving, and by-the-glass is no passing fad. It is at the very heart of how today's drinkers choose to explore the world of wine – one glass at a time.

Why Less is More

The modern wine lover is increasingly guided by a simple principle: quality over quantity.

Around the world, health-conscious lifestyles and a growing appetite for quality are changing the way people enjoy wine. Surveys such as Gallup show drinking rates are at historic lows, with just 54% of Americans now saying they consume alcohol. What began with younger generations questioning the role of alcohol in daily life has spread more widely, reshaping the culture of the glass.

This doesn't mean wine is disappearing from the table, but it does mean wine lovers are becoming more selective.

This is where by-the-glass comes into its own. Katie Warren, senior director of global marketing at Coravin, explains:

Independent research, included in Coravin's Global Trends Report (2025), mirrors these findings – showing that 42% of UK and Australian drinkers order by the glass to access premium wines without committing to a full bottle, particularly younger wine lovers.

It's a simple but powerful shift: one perfectly poured glass can offer a quality experience. And with tools like Coravin making it possible to serve rare and fine wines without waste, "less" doesn't feel like a compromise – it feels like freedom.

From Mayfair to Melbourne – By-the-Glass Goes Mainstream

What was once reserved for fine dining is now the way the world drinks wine. Whether in a Michelin-starred dining room in Paris or a casual wine bar in Sydney, ordering by the glass has become the norm.

And restaurants are responding. A recent Coravin on-trade survey found that more than 81% of venues in the UK, US, and Australia have seen growth in by the glass sales – proof that it's not only consumers who benefit, but operators too.

Much of the momentum is coming from Millennial drinkers. Curious, experimental, and eager to share experiences, they see by the glass as social currency – a way to taste widely and tell richer stories. As Food & Drink Business reported, the majority of by-the-glass drinkers are younger women (58%), often educated and urban, who prefer quality moments over quantity.

Still, gaps remain.

Nearly half of consumers (48%) say they would order more if lists were broader, while 43% want the option to sample before committing. Too often, wine lists default to predictable house pours, when in fact research shows adventurous programs don't cannibalise bottle sales – they create incremental experiences. For wine lovers, that means more reasons to explore. For venues, it means more wine sale opportunities.

Tomorrow's Venues Will Win by the Glass

If the last century was about lengthening bottle lists, the future will be about the imagination behind by-the-glass. The most forward-looking restaurants and wine bars are already showing the way: pouring rare vintages by the measure, rotating cult bottles into their lists, and teasing guests with playful "mystery" pours that keep discovery alive.

For wine lovers, this means every visit holds the promise of discovery. A well-chosen glass isn't just a drink – it's a story, an experience you carry with you long after the last sip. And for the venues willing to be bold, it's a way to stand out in a crowded dining scene.

Technology has unlocked new possibilities, giving sommeliers the freedom to share bottles that might once have remained untouched, or even wasted. With Coravin, wine can be poured in any amount, while the rest of the bottle remains as if untouched, even years later. In this balance of innovation and tradition, the future of wine service is being redefined – not bottle by bottle, but glass by glass.