Lambrusco rises, white wine gains ground, Diageo goes deeper

Lambrusco posted 14.3% dollar growth and 9.3% volume growth in the U.S. on-premise channel in the year ending January 2026. Better producers, drier styles, and more distance from the category’s old reputation are helping it show up differently on wine lists and in the broader sparkling conversation. What used to get boxed into one narrow idea now feels more flexible, more polished, and easier for restaurants to take seriously.

White and sparkling wines are gaining more ground in the fine wine market. Liv-ex’s latest report shows white trade up 650% and sparkling up 1,100% since 2010, a shift that points to a broader change in what buyers are looking for at the top end. Red still anchors most collections, but the mix is not as one-sided as it used to be, and the trade data is starting to reflect that more clearly.

Diageo’s new Rare Series opens with five ultra-limited Scotches ranging from 34 to 55 years old. The lineup includes a 55-year-old Glenury Royal from a distillery that was closed and later demolished, with just 122 bottles allocated to the U.S. and prices running from $900 to $6,350. It is the kind of release that leans on patience, depth of reserves, and the pull of bottles that cannot be recreated once they are gone.

👉 Want to talk wine investing with our team?