BY THE GLASS REVOLUTION
- Donatella De Lucia
- Oct 23
- 3 min read
How wine formats (and habits) are changing
Wine is undergoing a silent and profound transformation.
Not in the grape varieties, not in the terroirs — but in the ways it is served, chosen and shared .
Behind the seemingly banal formula “by the glass” lies a cultural revolution that touches the heart of the drinking experience.
The new formats are not just a question of size: they are a new language , created to respond to the desires of an audience that demands quality, freedom of choice, and lightness.
THE DEEP MEANING OF “BY THE GLASS”
In the past, wine by the glass was a practical concession: a way to taste without committing to a whole bottle.
Today it has become an experiential marketing tool , a channel of discovery, a gesture of openness towards new generations of consumers.
“By the glass” allows for a wider range of consumption opportunities :
to guided tastings, from brunch to thematic wine pairings and, above all, it offers venues and wineries an extraordinary opportunity: to transform every sip into a short but memorable story .
THE NEW FORMATS THAT ARE CHANGING THE RULES
1️⃣ The classic glass – 125 ml
It's the traditional, elegant, and universal measurement. Perfect for still white and red wines, it retains a sense of ritual. But today it risks appearing staid if offered without context. 👉 It should become part of a guided experience, not a mechanical gesture.
2️⃣ The mini tasting glass – 70–90 ml
It's the new frontier of "curious" wine: it allows you to taste multiple labels, compare, and choose. It fits perfectly into tasting flights , the trilogies of tastings that young people and enthusiasts love.
👉 It's the format that educates without boring.
3️⃣ The “social” glass – 100 ml
Lighter, more convivial. Perfect for aperitifs and urban wine bars. It restores to wine the contemporary lightheartedness that cocktails once took on.
👉 A key format to win back Gen Z: wine is smiling again.
4️⃣ The micro-bottles – 187 or 200 ml
Single-serve bottles with a refined design, ideal for events, hotels, and mobile tastings.
Also growing in Italy, where they are starting to be seen as a sign of attention, not of trivialization.
👉 They are the "traveling wine" format, perfect for those who want freedom and quality control.
5️⃣ The tasting flight – 3x60 ml or 3x90 ml
It's more than a format: it's a narrative format . Three glasses, three stories, three territorial identities. It works in cellars, bistros and events, because it invites discovery without forcing .
👉 It is the wine that dialogues with curiosity.
6️⃣ The premium pour – 150–175 ml
The glass for important occasions. Served with Coravin or Enomatic, it allows you to offer iconic wines by the glass, without waste.
👉 It's the key to elegant upselling : those who wouldn't open a 200 euro bottle will gladly accept an 18 euro glass.
THE NEW ROLE OF BARS AND CELLARS
The "by the glass" revolution isn't just about quantity: it's about how wine is presented . Producers and venues must work together, creating tailor-made experiences.
For venues: diversify the offering, create tasting menus, and pay attention to visual presentation.
For wineries: provide communication tools, train staff, and build micro-narratives for each label.
In a world where attention spans are mere seconds, a single well-served glass of wine can be more powerful than an entire campaign.
💡 IN SUMMARY
The new frontier, in our opinion, is not technological: it is sensorial and cultural .
“ By the glass” doesn’t devalue wine, it makes it mobile , curious , alive . A language that speaks to today’s rush, but with the same depth as always.
For Italian producers who are also export-oriented, “by the glass” represents a lever of access:
enter international wine lists without price barriers;
communicate the quality of the territory in an experiential format;
reach younger audiences through lighter consumption opportunities.
The principle is always the same: less quantity, more connection. Every glass, in every country, can be a gateway to a new audience—if told the right way.
Whoever knows how to interpret it – with balance, creativity and respect – will not only sell wine, but a greater chance of falling in love with it .
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