Gen Z Is Rethinking Its Wine Drinking Habits

"Earlier this month, wine giant Gallo announced that it was purchasing Whiny Baby, a company with a focus on making wine appealing to a younger generation of drinkers. The alcoholic preferences of this generation have been in the spotlight in recent years, with beverage companies and tastemakers alike carefully monitoring what Gen Z is drinking - and what it might mean for the industry."

"According to a 2022 study, Gen Z has a taste for red wine; The Guardian's article notes that, broadly speaking, this generation appears to be focusing on taste over strength - along the lines of what chef Lily Taggart, interviewed for the article, called "intentionality over status." The Guardian cited data from the drinks industry analysis firm IWSR, which noted that Gen Z is both "less familiar with wine-specific regions and varietals" and "sensitive to price increases.""

"One interesting point made in both The Guardian's reporting and in a 2024 article by Casey Lewis at The New York Times is that Gen Z - or, at least, some of them - are drawn to the atmosphere of wine bars even if they're ordering a zero-proof option there as opposed to a Rioja or Pinot Noir."

Gen Z shows a preference for taste-driven red wines and experimental styles like orange wine, often prioritizing flavor over alcohol strength. Younger consumers are less familiar with traditional wine regions and varietals, and display sensitivity to price increases. Interest in non-traditional regions, sustainable practices, and experimental techniques influences purchasing choices. Many are attracted to wine-bar atmospheres even when choosing zero-proof options. Economic precarity leads some to treat wine as a luxury reserved for special occasions rather than regular consumption. Beverage companies are adapting products and marketing to appeal to these preferences.

Read at InsideHook