Kiwis love a good bottle of wine but they're drinking less than normal and moving onto different beverages.
Wine sales have stayed fairly flat for years, but canned wine is increasing in popularity and on the rise.
One winemaker is reaping the rewards of growing grapes for a can rather than the bottle.
"The beauty is the liquid and what we wrap around it is irrelevant," Joiy winemaker Chris Archer tells Newshub.
It certainly isn't irrelevant for Millennial consumers, with a growing trend for canned drinks instead of bottles.
The international canned wine market is forecasted to reach $807 million by 2028 and Kiwi drinkers have been slow to catch on, until now.
"We're up nearly 70 percent this year on last year which is very much growth for us," Archer says.
Some of the biggest growth has been products like the canned wine seltzer, which is competing against supermarket wines.
Wine sales per capita in New Zealand have dropped, and supermarket sales of still wines are down 2.9 percent.
"Commercial wine sales are declining and we're seeing some other products and categories coming up like seltzers and things that are doing the job that commercial wine used to do," Matt Deller from Villa Maria tells Newshub.
"But it'll never replace wine at a dinner table, wine is really finding its place as an occasion beverage, what we call the right moments.
"Nothing brings people together like a bottle of wine."
And even during the pandemic, wine exports haven't lost their fizz.
"New Zealand was the only country to record an increase in exports and that's actually the 25th year in a row that the value of New Zealand wine exports have increased," Jeffrey Clarke from NZ Winegrowers says.
Last season's vintage was small because of cool weather during the flowering period and that's expected to put pressure on supply in the coming years.
"It's actually putting quite a lot of strain on wineries just trying to meet their orders, especially with export orders," Clarke says.
So whether it's in a can or a bottle, winemakers are hoping it'll be a 'glass half-full' kind of season.
Watch the full story above.
