Why Millennials and Gen Z are Secretly Wine Lovers

Rob McMillan's latest "State of the Wine Industry" report from Silicon Valley Bank presents a compelling, if somewhat paradoxical, observation: wine possesses all the characteristics that resonate deeply with younger consumers, specifically Millennials and Gen Z, yet they remain largely unaware of this alignment. In a contemporary landscape saturated with trendy hard seltzers, meticulously crafted cocktails, and a constant influx of novel beverage options, wine often finds itself relegated to the perceived realm of tradition, even antiquity. (Cue "Unbreak My Heart" by Toni Braxton.) However, McMillan's insightful report challenges this perception, painting a vivid picture of wine's inherent qualities as perfectly mirroring the evolving values of these crucial demographics.  We are invariably reminded by the sage words of Chris Indelicato, CEO and President of Delicato Family Wines, that Millennials and Gen Z will gravitate towards wine as they age.

It's undeniable that the wine industry has historically struggled to effectively communicate its appeal to younger generations. The imagery often associated with wine—formal tasting rooms, intricate tasting notes, and a general air of exclusivity—can be intimidating and off-putting. Yet, a closer examination of wine's fundamental attributes reveals a striking congruence with the priorities of modern consumers. McMillan's report underscores that wine is, first and foremost, a green and plant-based product, a significant advantage in an era marked by heightened environmental consciousness. It's a beverage rooted in nature, minimally processed, and free from the artificial additives that increasingly concern health-conscious individuals. Furthermore, wine typically contains no added sugars, offering a sophisticated and healthier alternative to sugary drinks. The growing movement towards organic and sustainable practices within the wine industry further enhances its appeal, aligning with the values of Millenials and Gen Z who prioritize ethical consumption.  (Kashi cereal fans and farm-to-table enthusiasts can rejoice.)  

Millennials and Gen Z are driven by a desire for authenticity, sustainability, and immersive experiences. Wine, at its core, embodies these very principles. The disconnect, however, lies in the prevailing perception. Younger consumers may not readily associate wine with these values, instead viewing it as a complex, expensive, and perhaps even outdated beverage. The challenge, therefore, lies in bridging this perceptual gap and repositioning wine as a modern and relevant choice.

The wine industry has a unique and timely opportunity to forge meaningful connections with younger consumers by strategically reframing its narrative. This involves emphasizing the natural, sustainable, and experiential aspects of wine, highlighting its intrinsic connection to the land and the artistry of winemaking. Simplifying the wine experience, making it more approachable and less intimidating, is also crucial. This can be achieved through demystifying tasting notes, offering accessible entry points for beginners, and creating a more relaxed and inclusive atmosphere. Leveraging digital platforms, particularly social media and online content, is essential for engaging with younger audiences and shaping their perceptions. Showcasing the remarkable diversity and innovation within the wine world, from unique grape varietals to avant-garde winemaking techniques, can also spark interest and curiosity. Moreover, wine is inherently an experience, and creating memorable experiences through engaging tasting events, innovative food pairings, and immersive vineyard tours will resonate deeply with younger consumers.

McMillan concludes his report on a note of optimism, asserting that “Wine is what younger consumers want. They just don’t know it.” It is now incumbent upon the wine industry to actively demonstrate this alignment. By proactively highlighting its inherent values, simplifying its accessibility, and fostering genuine connections, wine can emerge as the preferred beverage of a new generation. The future of wine is undeniably bright, contingent upon our ability to bridge the gap between perception and the inherent reality of wine's appeal.