Trend Report: Gen Z Is Reshaping Wine Culture
Gen Z has been dubbed the “sober curious” generation. More than half of young U.S. consumers reported in one survey that they hadn’t touched alcohol in six months. Yet rather than turning away from wine altogether, they are reshaping how it is consumed.
For this generation, wine is less about prestige labels and elaborate rituals, and more about intentionality, connection, and authenticity. The focus has shifted away from exclusivity and toward moments of sharing — sipping with friends, exploring new flavors, and creating experiences that feel approachable rather than intimidating.
Industry research shows that Gen Z gravitates toward sustainable, natural wines and playful, innovative styles such as chilled reds and orange wines. These bottles are lighter, more sessionable, and designed for social settings. Instead of drinking heavily, young consumers prefer beverages that allow them to enjoy long, relaxed gatherings.
Producers and venues are adapting quickly. Traditional wineries are experimenting with adventurous flavors and creating ready-to-drink spritzes inspired by cocktail culture. At the same time, natural wine bars with casual, low-key atmospheres are thriving, offering a more intuitive approach where customers simply express the mood or taste they’re after.
Alongside these venues, new wine clubs are emerging, designed to make wine culture more inclusive and fun. These communities prioritize accessibility, diversity, and discovery, reflecting Gen Z’s desire for shared experiences over technical expertise.
On the production side, innovative labels are breaking away from glass bottles, offering canned and boxed wines that align with younger consumers’ eco-conscious and health-minded values. Some even incorporate digital elements, such as QR codes that link to curated playlists, blending wine with lifestyle and culture.
Affordability also plays a key role. Gen Z is seeking wines that are not only sustainably made but also priced within reach. The appeal lies in options that are good for the planet, fit with health-conscious habits, and feel compatible with modern social life.
The result is a quiet transformation of wine culture. What once seemed elitist or inaccessible is being reimagined as playful, democratic, and engaging. In the hands of Gen Z, natural wine is becoming less about status and more about connection — reshaping not just how wine is consumed, but what it means to drink it in the first place.
Gen Z isn’t rejecting wine — they’re reinventing it. Rather than the formal dinners and high-ABV bottles of past generations, younger consumers are gravitating toward moderation, sustainability, and formats that feel fun and social. Below is an updated look at how this shift is playing out — and where the numbers point.
Market Dynamics & Structural Headwinds
In 2024, global wine consumption volumes declined by 3 % to about 2.3 billion nine-litre cases, while total value edged up ~1 %.
Over the coming years, both volume and value are forecast to soften, with an estimated annual decline of ~1 % out to 2029.
Traditional, lower-priced (“value”) wine segments are under particular pressure: between 2021 and 2023, sales volumes in that tier dropped ~27 %.
On the flip side, premium and above price tiers are expected to remain more resilient. Between 2025 and 2027, growth is likely to be concentrated in those higher end segments.
These trends highlight a broader phenomenon: younger consumers are drinking less overall, but choosing to invest in fewer, higher-quality bottles.
Growth in Alternative Wines
“Alternative wines” — natural, organic, sustainable, low-intervention — are bucking the decline in the broader wine category.
Globally, organic wines grew at a ~5 % volume CAGR from 2017 to 2022, while many conventional wine markets stagnated or declined.
In the U.K., organic wine volumes posted ~6 % annual growth over that period.
A recent forecast by Grand View Research estimates the global organic wine market size will reach USD 21.48 billion by 2030, expanding at ~10.4 % CAGR from 2025 to 2030.
