Is GenZ really drinking less or just differently?

Every day, I come across articles discussing how Gen Z is drinking less wine and alcohol in general compared to previous generations. These reports are often backed by various statistics and surveys, claiming that Gen Z is drinking less and driving the demand for alternative beverages, especially no and low alcohol. But is this really an accurate depiction of what's happening? Or are big brands merely adapting to a perceived trend by expanding their range of no and low alcohol drinks to make up for declining numbers in traditional alcoholic beverages?

To answer that question, it’s crucial to first understand why Gen Z is an important demographic for the wine industry. Gen Z refers to individuals born between the mid 1990s and early 2010s, with most definitions identifying this group as those born from 1997 to 2012. This means that a significant portion of Gen Z is now of legal drinking age. Their habits and preferences are essential to consider, as they represent the future of the industry.

Unlike older generations, Gen Z came of age during a global pandemic, a time of lockdowns, social distancing, and staying at home with family instead of going out to bars or clubs with friends. The circumstances of their formative years were drastically different from those of previous generations, who often celebrated turning the legal drinking age with wild parties, indulgent nights out, and, of course, hangovers. For Gen Z, that moment of coming of age was quieter, more subdued, and likely more introspective. The pandemic played a significant role in shaping their relationship with alcohol, particularly wine.

In addition to the pandemic, another key factor that distinguishes Gen Z from their predecessors is their digital upbringing. This generation grew up online, with social media woven into the fabric of their daily lives. They are digital natives, and much of their socializing, communication, and even decision making is influenced by online platforms. This is a generation that is constantly plugged in, scrolling through Instagram, TikTok, or YouTube, where lifestyle trends, including health conscious movements, are readily visible.

This relationship with the digital world has posed a challenge for the wine industry, which has historically lagged behind in adopting new technologies. Only in recent years has the wine industry started to catch up, leveraging social media platforms to appeal to younger consumers. However, the strategies traditionally used to promote wine - whether through glamorous advertisements or tasting events - may not resonate as much with a generation that craves authenticity, transparency, and inclusivity. Gen Z is more likely to value what a brand stands for and how its practices align with their own beliefs, including sustainability, ethical production, and a focus on health.

That said, I don’t buy into the idea that Gen Z is simply "not drinking." Based on my own experience organizing wine tasting events across the country, it’s clear to me that they are drinking, but they are doing so in a different way. Gen Z approaches wine with curiosity and intentionality. They ask questions, they are curios, they want to enjoy their wine, they don’t just drink for the sake of getting drunk or because the wine has been paid for. They view wine as part of a social experience. For them, it’s about enjoying the moment, the company, and the culture that surrounds wine. This behaviour reminds me of the way I used to drink wine when I lived in Italy, this mindful approach to drinking is similar to what I see in Gen Z today. They’re drinking less, yes, but the emphasis on enjoying and understanding what they’re consuming means that their overall experience is richer, more deliberate.

This shift in consumption patterns ties directly into the rise of the no and low alcohol category. There’s no denying the explosive growth of these products, with many reports showing double-digit increases in sales. But it’s important to remember that rapid growth is expected whenever a new trend emerges. The real question is whether this demand will hold up over the long term. Personally, I’m skeptical that the current rate of growth is sustainable. While I think no and low alcohol drinks are here to stay, I believe we’ll see a market consolidation in a few years, with growth tapering off to single digits, if that. As with many trends, the initial excitement will likely fade.

Ultimately, I view Gen Z’s approach to alcohol, especially wine, as a positive development for the industry. Their interest in mindful drinking, their desire to understand and appreciate what they’re consuming, and their focus on quality over quantity are all encouraging signs. Wine has long had a reputation for being elitist or overly complicated, but Gen Z’s openness to learning and their desire for authenticity could help to demystify it for future generations.

My hope is that they continue on this path, resisting the temptation to fall into the more excessive drinking habits that were common among previous generations. If the wine industry can continue to adapt, embracing technology and transparency while focusing on education and experience, there’s no reason to believe that Gen Z can’t become a valuable and lasting part of the wine drinking community.