Gen Z and wine

A few days ago, I hosted a wine tasting, and among the attendees was a Gen Z table, two couples. Despite holding monthly tastings at the same venue for over a year, I had never seen them before; it was their first time.

As I began the tasting, I immediately noticed that one young woman at their table seemed particularly engaged and interested. Not only did she show interest, but she also appeared knowledgeable about wine, nodding in agreement as I spoke. Meanwhile, one couple was more absorbed in their own conversation, while the other young man seemed to be holding the group together.

The tasting featured four wines, and as always, I made my way to their table at the end to ensure they had enjoyed the wine tasting. I mentioned to the young woman that, from where I stood, she seemed to know about wine. She confirmed that she did, she said that her job required frequent travel, and she loved wine, especially French wines. However, she had thoroughly enjoyed the Italian themed tasting and the wines.

The more distracted couple assured me they had a great time, but the biggest surprise came from the other young man. He admitted that, before that evening, he had never drunk a red wine in his life (this was the red wine), he still had a pint of beer in front of him. We were both pleased, he had discovered a red wine he enjoyed, and I had shown him that red wine wasn’t the problem; it was simply that he hadn’t tasted the right one before. Laughing, he joked that he had "shed the Englishman in him" and could finally appreciate red wine alongside beer. He even ordered another glass.

In the last few months, there has been a lot of discussion about Gen Z and their relationship with wine, the rise of low- or alcohol-free wines, and the challenges facing the wine industry. I have always pushed back against the idea that Gen Z doesn’t like wine, and that evening reinforced my belief. Watching their table was a joy. It was nice to see young people enjoying their evening without drinking too much, no phones on the table, just friends talking, laughing, and appreciating good wine and food. Their night was about having good time together, not about drinking. They wanted to remember the evening, not forget it.

It reminded me of when I was their age and used to go out with my friends in Italy, we would drink but never too much, so that the following day could be still talking about the night before and continue laughing at each other.

Yes, Gen Z drinks less, but expecting them to consume alcohol the way people did 30 years ago is unrealistic. The world has changed. Decades ago, Italy, Spain, and France only to mention the main consuming countries, will stop for lunch, and lunch meant food and wine. Now, even in those countries, lunch is often a quick sandwich and a soft drink. Wine has become a weekend indulgence or, at most, a single glass with dinner. The quantities will never be what they once were, and future generations will likely follow the same trend.

However, rather than seeing this change as a problem, the wine industry should view it as an opportunity. Gen Z, and those coming after, need a different approach. They need guidance, education, and exposure to quality wines so they can develop an appreciation rather than simply consume. That night, I introduced one person to red wine, and it made a difference. Imagine what could be achieved if the industry rethinks how it engages with them.

By speaking to them in a way that resonates, we can ensure that wine remains part of their life, not something to be abused, but something to be understood, enjoyed, and remembered. And perhaps, in doing so, we can also raise the standard, getting rid of the poor quality wine, cultivating a culture of genuine appreciation.