7 Surprising Facts To A Wine Retailer About Gen Z's Wine Preferences

A recent survey by Study Finds has dropped seven undeniably insightful knowledge bombs on the drinking habits of Gen Z wine enthusiasts, specifically those aged between 21 and 26 years old. The results paint the most vivid picture that I have found on the wine preferences of this generation.  

1. Drinking Preferences
The study reveals that two in three Gen Z wine enthusiasts (66%) prefer the comfort of their homes for drinking. Surprisingly, only 23 percent would choose to go to a bar, and a mere 18 percent opt for drinking at live events. This suggests a trend towards more intimate and relaxed settings.  E̶m̶a̶i̶l̶ ̶b̶a̶n̶k̶ ̶b̶u̶s̶i̶n̶e̶s̶s̶ ̶p̶l̶a̶n̶ ̶f̶o̶r̶ ̶w̶i̶n̶e̶ ̶b̶a̶r̶.̶ ̶

2. Social Aspect
For Gen Z wine enthusiasts, having a glass of wine is an opportunity to be social. Hanging out with friends (64%) tops the list of preferred activities, while 46 percent enjoy a glass on a date. Interestingly, young wine drinkers prefer to drink with friends (72%) rather than with their partners (49%).  That's why we drank the '64 DRC with her friends.  

3. Reasons for Drinking
Nearly half (48%) of respondents enjoy wine for the sheer joy of having fun, while 47 percent use it to relax and unwind. This underlines the role of wine as a means of enjoyment and stress relief for Gen Z.  Robert Mondavi's bourbon barrel aged cabernet sauvignon just hits different than chamomile tea.  

4. Reasons for Not Drinking
When asked why they don't drink wine, 27 percent cited not liking the taste as the top reason. Additionally, 15 percent find wine menus, and 13 percent find tasting notes confusing or intimidating.  This is the most disturbing insight because it underscores an unwillingness to try new things and develop your palate.  Of course my first sip of Barolo was hard to swallow.  (Well, maybe not.)  

5. Knowledge and Preferences
Survey results indicate that Gen Z is most knowledgeable about vodka (38%) and tequila (37%), with fewer feeling well-versed in still wine (29%) and sparkling wine (19%). Interestingly, 44 percent have experienced feeling judged about their choice of wine, with men (56%) more likely to feel judged than women (41%).  Attention all asshole somm's.   

6. Factors Influencing Wine Selection
Gen Z primarily selects wine based on mood and activity (27%), while 21 percent rely on go-to favorites. Recommendations from friends and family hold the most significant influence, with 39 percent considering them when trying a new wine. Price point follows closely at 17 percent, and interesting labels or packaging sway 12 percent to try a new wine.  So if they are kayaking weighs more than if the label features a bulldog.  

7. Perceptions of Wine Drinkers
When thinking of wine drinkers, 39 percent associate the image with parents, more so than wealthy individuals (31%), businesspeople (27%), or celebrities and influencers (26%).  This is the price for mom and dad's alcoholism.  

Final Note
The survey offers one of the most illuminating glimpses into the drinking habits of Gen Z wine enthusiasts, revealing a preference for home settings, social connections, and the influence of recommendations on their wine choices. As this generation continues to shape drinking trends, understanding their preferences becomes crucial for the wine industry and I hope the industry internalizes this data so that wine retailers are not left to carry the watermelon wild berry citrus squeeze hard seltzers for alcohol companies.