Once a signifier of luxury or novelty, custom products and services are now within reach of the everyday consumer, thanks to the rise of artificial intelligence, algorithm-led platforms, and the COVID-era digitisation boom. Today, everyone wants to be the main character of their brand experience.

Wine has always been a drink to be taken seriously – at least, it used to be. A new breed of US-based subscription wine services is helping to diversify people’s relationships to the beverage, making wine more accessible, experimental, and even playful.

As the number of people on the hunt for good wine continues to rise, they're seeking wine connoisseurship online. From natural wine to curated viticulture, brands are using Instagram as a playful place to reach new and loyal grape fans, offering people entry to their favourite tipples.

An abundance of lackluster single-serving wine options inspired Dana Spaulding, the founder of Wander + Ivy, to produce luxe, premium versions. With young wine consumers cautious about splashing out on big bottles, the smaller containers allow for more casual experimentation.

Once a niche drink option, the availability and appeal of natural wine is making it a popular choice. And a focus on natural winemaking – the oldest method in the book – has begun to revolutionize how young Americans are drinking. What’s behind this pivot and a return to tradition?