Gen Z's approach to alcohol has evolved over the years, influenced by new alternatives, tighter budgets, and a different sense of what drinking should be. Wine is no longer the default choice; ready-to-drink cans, spirits, and nonalcoholic options are easier to understand and purchase. According to NielsenIQ’s Generations on Tap report, Gen Z accounts for just 9% of wine-buying households, and their purchases tend to be deliberate rather than habitual — 56% are pre-planned, and only 30% are intended for casual home enjoyment.
But participation among Gen Z has started to rebound, and lighter styles are leading the way. According to the Wine Market Council's 2025 U.S. Wine Consumer Benchmark Segmentation Survey, Gen Z's share of wine drinkers climbed from 9% to 14% in the past two years, and they are drinking wine more frequently than before.
The question facing producers: How do you meet Gen Z where they are, not where wine has traditionally been?
Inside the tasting rooms Gen Z actually wants
Sparkling wine in particular is holding up. According to IWSR, an authority on drinks industry data, Millennials and Gen Z have stopped waiting for weddings or promotions to pop a bottle — they're enjoying Prosecco or flavored fizz with takeout on a Tuesday.
At Cho Wines in Oregon, cofounder Lois Cho is witnessing that shift firsthand. "If you look at our production, 40% is Pinot Noir, 60% is sparkling, rosé, or white," Cho said. "That itself is a really big shift in showing people what people are drinking." They build tasting flights around bubbles and ask which bottles work across a whole table rather than for a single pairing.
Many guests coming into the tasting room are experiencing wine for the first time or joining a wine club for the first time, drawn to the variety and approachability of lighter styles. They're also asking different questions. "People are wanting to be connected to the people," Cho said. "They want to know that we hold the same values. They want to know more about who they're supporting, rather than just what they're supporting."
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