This paper analyzes the position of wine in the Danish alcohol market from 1978 to 2008. During this time period the market share of wine has doubled, assumingly due to a tax-induced change in relative prices as well as behavioral changes. This paper models the yearly observed market share of wine by unobserved component models which allow for adaptive trends including regressions with time varying coefficients. I find that the market share of wine has a steady upward trend even if it was temporarily broken by a tax reduction for liquor in 2001.