Alcohol consumption in Germany has been on a steady decline since the 1980s. Younger demographics, specifically, are opting for sobriety with increasing frequency. Data from the Federal Institute for Public Health reveals that while two-thirds of 18-to-25-year-olds reported consuming alcohol at least once a week in 1979, that proportion fell to approximately 28% by 2023. Wine consumption has mirrored this downward trajectory over the past several decades; per capita consumption of still wine stood at 21.9 liters in 1990, yet by 2025, it had diminished to 18.3 liters.
Such shifts are particularly evident in the growing restraint shown by younger consumers. Nielsen figures indicate that buyer reach among young singles up to age 34 plummeted from 46% to 26% in the last four years alone. Seeking to investigate the underlying causes of this downturn, the German Wine Institute commissioned a study to identify potential avenues for making wine more appealing to Generations Y and Z.
The inquiry was conducted in two stages, beginning with a qualitative phase consisting of group discussions and intensive individual interviews with subjects aged 18 to 34 who consume alcohol at least occasionally. These qualitative insights were subsequently expanded upon through a representative online survey of 2,000 participants. Half of the cohort comprised individuals aged 18 to 24, while the remaining half represented the 25-to-34 age bracket. Quotas based on gender, education, and geographic location ensured the sample accurately reflected the broader population.
Consumption occasions
A key objective of the study was to analyze the specific occasions associated with alcohol consumption. Within both age groups, the primary drivers are "celebrations" (with friends or family) and "partying" (at clubs or social events). Weighted by the top three occasions, "celebrating with friends" led with 23%, ahead of "clubbing" (15%) and "parties" (14%). Conversely, "casual socializing" (9%) and "solitary downtime" (5%) ranked significantly lower.
Of the 2,000 participants surveyed, approximately half expressed a preference for wine, while the remainder did not. In terms of favorite beverages, wine ranked fifth among Gen Z (ages 18–24) at 9%, and third among Gen Y (ages 25–34) at 12%. These metrics suggest that while wine resonates more strongly with women, Gen Y, and traditional middle-class demographics, the category struggles to achieve broad market penetration. Most notably, during the main consumption occasions that drive the highest volume, wine lacks a natural integration and a modern, appealing "vibe" – a deficit particularly apparent among Gen Y and even more acute within Gen Z.
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