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Why has wine on tap failed to catch on in the on-premise? – Consumer Intel

Jessica Broadbent
Last updated: 15/10/2026 at 5:29 PM
By Jessica Broadbent
15 October 2026
7 Min Read

The use of kegs in the on-premise is more sustainable, efficient and saves costs compared with alternative formats. But, why is more wine not served on tap in the channel?


WIne on tap on a bar
Credit: Free Flow Wines

The market for kegged wine remains small, but the format is a valuable option that appears to have been overlooked by an on-premise channel overwhelmed by more immediate challenges.

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The market for kegged wine remains small, but the format is a valuable option that appears to have been overlooked by an on-premise channel overwhelmed by more immediate challenges.“Alongside refill/reuse, bulk shipping and lightweight glass,” says wine sustainability consultant Anne Jones (below), "draught is one of the most credible ways to decarbonise wine served by the glass. It isn't a universal solution for all wine, but it is highly relevant for high-throughput on-trade.” In the US, wine-on-tap supplier Free Flow Wines ships to all 50 US states and says de

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Jessica Broadbent
ByJessica Broadbent
Jess joined Global Drinks Intel as deputy editor in January 2026 following a stint as a freelance journalist in Panama. She was previously deputy editor at Just Drinks. She has bylines in other industry titles including The Buyer, Fine Lees and Just Food, and has been a sub-editor at The Daily Mail.
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