Millennials and Gen Z Still Can't Figure Out Wine

In another eye-wincing look at why Millennials and Gen Z aren't drinking wine, we've found that many younger shoppers feel like they're stepping into an exclusive club where they don’t know the rules—and aren't welcomed. Recent research shows that younger, more diverse wine drinkers want to enjoy wine on their own terms, but the industry is making it harder than it needs to be.

One major grape? Wine is just too complicated. Between the confusing jargon, too many options, and wine aisles that can feel like a maze, it’s no wonder young drinkers are opting for beer or seltzer instead. Many of them don’t understand wine terms like “cuvee” or feel overwhelmed by the sheer number of bottles.

To connect with this crowd, the wine industry needs to make shopping for wine simpler and more relatable. Stores that use clear, easy-to-understand signs—like “Simplified Reds” or QR codes that explain wine types—get higher marks from younger buyers. On top of that, helpful touches like “staff picks” can cut through the noise and make it easier for shoppers to feel confident in their choice.

Another sticking point? Price. While younger consumers are willing to spend more for special occasions, they’re looking for affordable bottles, often in the $10 to $15 range, for everyday sipping. If the wine’s for a casual dinner or night with friends, they’re not about to drop big bucks on a bottle.

And when it comes to labels, it’s not one-size-fits-all. Some people are drawn to bright, modern designs, while others like the look of traditional, old-world bottles.  (See my blog on the horror of Italian wine labels.)  But the artwork alone won’t seal the deal. What really helps is when the label gives real, useful info without being snobby or overly technical.  So maybe family crests can finally be abandoned.    

It’s not just about shopping, either. When young people are out at a restaurant or bar, the wine list often falls flat compared to the cocktail section. Instead of eye-catching drink names and descriptions, wine gets lumped into generic categories like “red” or “white,” which doesn’t inspire anyone to give it a try. The industry has a huge opportunity to make wine lists more fun, adding descriptions, food pairings, and even images to make wine feel exciting again.  In other words, more cowbell.  

The bottom line? Wine needs to lose the exclusivity and start feeling more approachable. Whether that’s with clearer info, creative events, or simply making the wine aisle less overwhelming, it’s time to let young drinkers feel like they belong.