A new survey found the number of Gen Z wine drinkers has jumped from 9% to 14% in the past two years — and they’re drinking wine more frequently than before. But they’re doing it on their terms.
They’re all about lighter, sparkly wines (think Prosecco and easy-drinking whites) that pair well with casual midweek takeout rather than fancy celebrations.
They want authenticity and stories behind the bottle, not fancy labels. Tastings now feel more like hangouts — think backyard parties, game nights, and collabs with cool restaurants instead of lectures.
And the language? No more “hints of oak” — it’s all about trusting your own taste. Basically, Gen Z wants wine that feels real, fits their lifestyle, and brings people together. Cheers to that.
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