What Gen Z Actually Wants From Wine
How to make wine matter to a generation that’s redefining drinking.
Wine marketers love to say that Gen Z “just doesn’t drink wine” or that “they’ll grow into it.” But is that really true, or are we not giving them a good reason to start? Maybe the real question is: What would it take to make wine matter to a generation that’s redefining everything about when, why, and what we drink?
Drop the Pretension
Millennials aspire to a perfect aesthetic. Gen Z has perfection fatigue. They’re not chasing hyper-curated tablescapes with a single bottle staged like it’s in a museum. They want content that looks like their lives: cluttered tables, half-eaten takeout, friends around a Mahjong set, or a glass perched on the bathroom vanity mid–getting ready.
Gratsi gets it. Their tagline — “wine for slow dinners and long stories” — says it all. This wine is meant to be enjoyed with friends and family, and facilitates deeper connections. Their "live slow" motto highlights the relaxed and carefree vibes of a Mediterranean vacation. Same with their style of voice and photography, which leans into effortless, unscripted moments. It's premium, but just as natural at a rooftop picnic as it is on a weeknight at home. The fact that it comes in a box, makes it portable, and great for groups, or any time, really—without committing to an entire bottle.
Make It Easy
The wine world has always spoken in a sort of code. Varietals, specific regions, and tasting notes that barely make sense. Gen Z doesn’t know the codewords and is not very interested in learning them. Who knows what “hints of wet stone” or “nuances of leather-bound books” tastes like? They want the essentials: What is the flavor (in terms I can relate to)? When should I drink it? Am I gonna like it?
This is the generation that grew up with Google in their pockets. They don’t want lectures about wine etiquette — they want quick, usable information. What pairs with Pad Thai? What bottle should I bring to a BBQ? Think CliffsNotes, not the whole textbook.
Build an On-Ramp with Cocktails
Most new drinkers aren’t diving straight into a tannic cabernet. Wine cocktails create an easy bridge, making it feel fun and familiar. Take the Jalapeño Sauvy B trend that racked up millions of views on TikTok, and a feature in The New York Times. Old-school winemakers clutched their pearls, but it’s always important to remember that Gen Z loves customization (and probably needs some TUMS).
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Wente Vineyards, the oldest continuously operating, family-owned winery in the U.S., leaned into this approach by highlighting a Pink Watermelon Chardonnay Spritz in the summer and a Mulled Wine in winter. They also made their content more approachable by bringing in younger adult family members on camera and a more diverse mix of faces. Within a year, they shifted from a mostly Gen X and Boomer audience to include Millennials and Gen Z.
Hampton Water, a name perfectly positioned for Gen Z’s appetite for classic American luxury, pushed even further, teaming up with Poppi soda on wine cocktail recipes — a crossover that feels completely natural to younger audiences.
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Play With Flavor
Gen Z grew up with 20+ LaCroix flavors. Plain “red wine” isn’t enough. Flavored wines answer the “what does it taste like?” question upfront.
Case in point: Stella Rosa’s Pineapple Chili — the #1 new wine SKU of 2023. It lives right between wine and RTD, with a flavor profile people can immediately imagine.
Zonzo, an Australian winery, sells bottled wine-based aperitivos such as a limoncello spritz, a bellini spritz, and a pistachio spritz (because everything needs pistachio now).
Live Where They Live (Online)
We’re sorry, but your Boomer-targeted email newsletter won’t cut it with Gen Z. You need to show up where they spend their time — on TikTok, Instagram, and the spaces they scroll. Speak the language of the platform, but don’t force slang unless you’re in on the joke. And remember: your TikTok audience probably isn’t the same crowd reading your emails or buying your wine for the last 15 years. Social posts should have their own message, not just a copy-paste of your email campaign.
Stay relevant, keep up with what’s trending, and don’t sleep on memes. Just ask Josh Cellars, who went viral due to a few tweets making fun of the brand's name for being so unassuming and “basic”. After spotting the popularity of the memes, Josh began leaning into their new status by posting on their Twitter account for the first time in over 3 years, helping translate meme fame to building a massive Gen Z and Millennial following.
Bottom line: Gen Z isn’t rejecting wine — they’re just discovering how it fits into their lives in their own unique ways.
For more insights on how wine can appeal to younger consumers, read the full report. The report will be available for individual purchase, but paid Insight Out subscribers enjoy complimentary and early access.
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