It’s the same conversation in boardrooms, discussion boards, symposiums, and industry reports: “Younger consumers just aren’t drinking wine like previous generations.” Sure, the concern is valid. But the narrative misses key nuances. The reality is that younger consumers are still just that—young. Their drinking habits, lifestyle priorities, and financial realities don’t yet match those of past generations at the same life stage.

But instead of writing off Gen Z or younger Millennials, the wine industry needs to adjust its approach. The traditional playbook doesn’t account for how younger consumers live, what they value, or how they engage with brands. If wineries want to stay relevant, it’s time to rewrite the script.

1. Younger Consumers Will Age Into Wine—Just Like Boomers Did

A common misstep in the industry’s current panic is comparing a 23-year-old Gen Zer to a 45-year-old Gen Xer. The latter has had decades to develop wine preferences, disposable income, and a lifestyle where wine fits naturally. The younger consumer? They’re still figuring things out.

But here’s the thing—this isn’t new to this generation.

Boomers weren’t drinking Bordeaux and Burgundy in their 20s. In the 1970s and 80s, their go-to drinks were beer and spirits, with brands like Budweiser, Miller, and Jack Daniel’s leading the way. When they did drink wine, it wasn’t $100 Napa Cabs—it was cheap, approachable, mass-market brands like Mateus Rosé, Blue Nun, and Riunite Lambrusco.

As they aged into their 30s and 40s, their disposable income grew, their tastes evolved, and they started drinking more premium wines. This shift was helped by key moments in wine history, like the Judgment of Paris in 1976, which put California wines on the map and helped normalize wine as an aspirational yet accessible beverage.

Fast forward to today—why would we expect Gen Z’s path to look any different?

They’re starting with canned wines, easy-drinking rosés, and White Claw-adjacent wine spritzers—just like Boomers started with sweet, entry-level wines. That doesn’t mean they won’t eventually graduate to a Cab Sauv, but their lifestyle, budget, and interests don’t align with traditional wine marketing yet.

Instead of lamenting that they’re not cellaring Bordeaux at 22, the industry should focus on meeting them where they are and evolving with them—just like it did with previous generations.

The Judgment of Paris in 1976 changed perceptions of wine forever. Now, nearly 50 years later, we’re at another turning point—but instead of waiting for a ‘moment,’ wineries need to actively shape how younger consumers engage with wine.

2. The Old Playbook Doesn’t Fit Today’s Lifestyles

For decades, the wine industry followed a structured marketing model:

• High-end, aspirational messaging
• Traditional pairing rules
• Wine-first events and experiences

But Gen Z operates differently. Their 20s aren’t about settling down early, hosting dinner parties, or buying cases of wine for a well-stocked cellar. They value experiences over possessions and are more likely to be traveling, working remotely, and prioritizing social time.

And let’s address the big misconception—Gen Z isn’t skipping wine because they’re broke. They’re skipping wine because it doesn’t fit into how they currently spend their money.

This is the generation dropping $200+ for Coachella tickets, Taylor Swift concerts, and global travel. They spend on boutique fitness classes, Airbnb getaways, and high-quality coffee. They’re willing to pay for what matters to them.

It’s not about affordability—it’s about priorities. So the real question is: ‘Why isn’t wine making the cut?

The answer? It’s not speaking their language.

• They don’t want to feel excluded by stuffy wine messaging.
• They’re looking for experiences first, and if wine happens to be there—great.
• They aren’t drawn to outdated marketing tropes about luxury and exclusivity.

This is why natural wine bars, canned wines, and alternative formats are thriving—because they fit seamlessly into how Gen Z consumes. Wineries need to lean into where and how this generation is already spending money, instead of dismissing them outright.

The problem isn’t that they can’t buy wine. The problem is the industry hasn’t given them a compelling reason to.

3. Make Wine More Approachable (No, Really)

Younger consumers weren’t raised on Robert Parker scores and Bordeaux classifications. They don’t need a masterclass in tannins—they need a reason to care.

Look at What Works: The Yellowtail x Domino’s Example

Yellowtail’s recent collaboration with Domino’s was brilliant. Why?

• It removed the pretentiousness around wine.
• It said, “Wine can be casual, fun, and totally normal with pizza.”
• It reinforced the idea that wine isn’t just for special occasions—it’s for whenever.

This is exactly why canned wine, wine spritzers, and single-serve bottles are thriving—because they fit into how Gen Z already drinks. Instead of forcing them into traditional formats, these products meet them where they are, making wine more accessible in the same way craft cocktails in a can or hard seltzers have.

New Playbook: Wine Fits Your Lifestyle, Not the Other Way Around

Forget the old-school rules. Wine should be as flexible as the consumer.

• Rosé + porch nights = perfection.
• Canned white wine + beach day = effortless.
• Big, bold red + bonfire = cozy fall vibes.
• Bubbles + pickleball victory = celebratory.
• Your glass + après ski = winter perfection.

Wine isn’t one-size-fits-all. Consumers should feel like they’re choosing the moment, not following a rulebook.

Wine should feel personal, casual, and adaptable—not like an intimidating, rules-based club.

4. Rethink the Way We Talk About Wine

Let’s be honest: most wine descriptions sound like they were written for a sommelier exam.

• “Firm structure with notes of graphite and leather.”
• “Elegant yet powerful, with stewed plum and baking spice.”
• “Unctuous mouthfeel with lifted acidity.”

No 25-year-old is thinking, ‘You know what I need? A hint of graphite and leather.’

Wine marketing needs to shift from intimidating to inviting. Instead of making consumers feel like they need a degree in enology to enjoy a bottle, brands should focus on making wine descriptions relatable and easy to digest.

Stop Talking At Consumers—Make It Make Sense

If wine descriptions were written the way people actually talk, they’d look more like this:

• Instead of “medium-bodied with bright acidity,” → “Light enough for a second glass, bold enough to impress your wine-snob friend.”
• Instead of “aromas of stewed plum and baking spice,” → “Like drinking a warm hug on a cold night.”
• Instead of “unctuous,” → Just… don’t.

Consumers aren’t looking for a lecture on tasting notes. They want descriptions that help them imagine the experience.

Think Beyond Fancy Glassware

Wine marketing still leans heavily on polished table settings, perfect charcuterie boards, and scenic vineyard backdrops.

But let’s be real—younger consumers aren’t hosting formal dinner parties every weekend. They’re:
✅ Sitting on the couch with takeout
✅ Pregaming for a concert
✅ Hanging out at a pickleball tournament

And yet, so many brands refuse to show wine in these real-life settings.

The message? “This isn’t for you.”

That needs to change.

• Show wine at a tailgate, a bonfire, or a game night.
• Show wine in a plastic cup at a music festival.
• Show wine on a beach, at a house party, or in the hands of people just having fun.

People drink wine how they want to, not how we tell them to. The brands that lean into that will win.

Make Packaging Part of the Experience

For Millennials and Gen Z, packaging isn’t just functional—it’s part of the experience.

• Unboxing videos are everywhere on social media, and brands that invest in aesthetically pleasing, memorable packaging get free exposure.
• Subscription box culture is thriving, and wineries that design fun, interactive packaging can take advantage of this trend.
• Sustainability matters. Younger consumers care about recyclable, minimal-waste packaging, making it a key selling point.
• Modern, bold designs win. Bright colors, sleek typography, and minimalist yet striking aesthetics resonate with younger buyers.

5. Digital Marketing: Go Beyond Facebook & Instagram

If your winery’s digital presence is limited to Facebook and Instagram, you’re already behind.

• TikTok (within compliance) is shaping trends and introducing new brands to consumers.
• YouTube remains an untapped goldmine for storytelling—behind-the-scenes footage, winemaker chats, and lifestyle content.
• Pinterest is where people plan their dream dinners, vacations, and weddings—why not position your brand there?

Younger audiences aren’t passively scrolling—they’re searching for engaging content. Be part of their world, not an afterthought.

6. Rethink Events: Make Them About What Consumers Love (Not Just Wine)

For years, wineries have structured events around wine first, everything else second. But what if we flipped that?

Host events people already love—and add wine.

• Pickleball tournament with rosé slushies (post-game, of course)
• Sunset yoga followed by a wine flight
• Vinyl night where guests bring records & sip natural wine
• Trivia night with themed wine pairings
• Mini ‘Judgment of Paris’ blind tastings where guests pick the winners

Wine can enhance experiences without being the entire experience.

7. Wine Clubs Need a Refresh

Wine clubs are due for an evolution. The old-school model of three bottles per quarter, automatically billed is losing appeal. Younger consumers want:

• Customization – Let them swap bottles or choose frequency.
• Experiential perks – Priority access to fun events, not just discounts.
• Flexibility – Subscription models that adapt to their lifestyle.

Think about how younger consumers engage with brands like HelloFresh or Netflix. Personalization, ease of use, and a sense of belonging are key.

8. Get Playful: Marketing That Feels Fun

Wine marketing doesn’t have to be serious all the time—in fact, the brands that embrace creativity and interactivity are the ones capturing younger audiences.

Think about how people discover fashion, travel, and food—it’s not through static ads. It’s through immersive, engaging experiences that feel tailored to them. Wine should be no different.

Instead of treating wine as something exclusive and polished, brands should make it dynamic and shareable:
✅ Instagram-worthy packaging that makes people want to show it off.
✅ Interactive online quizzes that help customers find their perfect wine match.
✅ Behind-the-scenes winery content on YouTube that feels like an inside look, not a sales pitch.

Tailor Your Marketing by Platform

Different platforms require different tones and strategies:

• Facebook: Best for polished storytelling and brand authority.
• YouTube: A goldmine for immersive, long-form content (like behind-the-scenes winery tours).
• Instagram: Visually aspirational—lean into lifestyle-driven content that sells a vibe.
• TikTok: Playful, trend-driven, and ideal for quick, engaging wine hacks or fun pairings.

Younger consumers engage with brands differently on different platforms—meet them where they are, and make it fun.

9. Why Emerging Wine Regions Are Thriving

Napa will always be a bucket-list destination, but younger consumers are branching out—and wine regions that offer a more relaxed, approachable experience are thriving.

There’s a reason wine regions outside of Napa are seeing spikes in visitation:

• Family-friendly, dog-friendly experiences
• No reservation-only policies
• Affordable tastings

Remember: When Boomers started drinking wine, wine tastings were mostly free. The barrier to entry was low, allowing people to explore wine without intimidation or financial hesitation.

Today, a Napa tasting can easily run $80+. That’s a tough sell for a young consumer who might not even know if they like wine yet. Now, regions that keep things casual and let people discover wine without pressure are pulling in the next generation of drinkers.

Lowering the barrier to entry brings more people into the fold.

The Bottom Line: Wine Needs to Evolve, Not Panic

The next generation of wine drinkers isn’t rejecting wine—they’re just engaging with it differently. Wineries that adapt their marketing, experiences, and messaging to meet younger consumers where they are will be the ones that thrive.

At Corksy, we help wineries modernize their DTC strategy with flexible tools for e-commerce, wine clubs, POS, and digital marketing—all designed to make selling wine easier in today’s landscape.

Want to attract and retain younger wine consumers? Let’s chat. Learn more at Corksy.io. 🚀

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