Mulled Wine Heats Up Winter 2024: The Festive Beverage Making a Global Comeback

Why Mulled Wine Matters This Winter

As temperatures drop across the UK and Europe, mulled wine—an alcoholic drink usually made with red wine and various spices—remains a traditional drink during winter, especially around Christmas. This centuries-old beverage is experiencing a remarkable renaissance, with the Mulled Wine Market projected to grow at a CAGR of 6.5% from 2025 to 2033, driven by changing consumer preferences and innovative new formats.

The best and worst supermarket mulled wines have been tested for Christmas 2025, highlighting the beverage’s enduring popularity in British culture. From Christmas markets to cosy pub corners, this spiced wine has become synonymous with festive cheer and winter warmth.

Market Trends and Consumer Preferences

The mulled wine market is witnessing significant transformation. Mulled Wine Market Revenue was valued at USD 2.5 Billion in 2024 and is estimated to reach USD 4.1 Billion by 2033. This growth reflects broader trends in consumer behaviour, with consumers seeking out artisanal and handcrafted drinks that offer a distinctive experience, and the growing popularity of experiential dining and drinking experiences further driving demand.

Particularly noteworthy is mulled wine’s appeal to younger demographics. Once a staple of German winter markets, this centuries-old beverage has found a surprising audience among China’s Gen Z, with those born in the 1990s and 1995s accounting for nearly 60% of consumers. London’s pubs are practically drowning in cauldrons of the stuff, some better than others, with offerings ranging from traditional to innovative variations.

Innovation and New Variations

Innovation is reshaping the mulled wine landscape. Mulled white wine is now growing in popularity, thanks to the proliferation of German markets serving the lighter drink in recent years. Waitrose was the only supermarket to offer a non-alcoholic mulled wine, their Alcohol-Free Mulled Punch, catering to health-conscious and sober-curious consumers.

Innovation in packaging—including cans, single-serve pouches, and premium gift boxes—is expected to drive adoption among younger consumers and digital shoppers. The ready-to-drink format has made this traditional beverage more accessible, allowing consumers to enjoy mulled wine without elaborate preparation.

Looking Ahead: The Future of Mulled Wine

The outlook for mulled wine remains optimistic despite its seasonal nature. The future outlook remains positive, driven by evolving consumer preferences, with increasing demand for premium and artisanal products, growing interest in sustainable and organic options, and the rise of e-commerce. Opportunities abound particularly with the increasing popularity of craft beverages, with local wineries and artisanal producers offering innovative products.

For British consumers, mulled wine represents more than just a beverage—it embodies tradition, warmth, and community during the coldest months. Whether enjoyed at bustling Christmas markets, intimate gatherings, or quiet evenings by the fire, this spiced wine continues to bring people together, one warming cup at a time.