What equals the adult population of Europe, has a penchant for supporting local brands and might be sipping tea-infused Chardonnay at this very moment? Generation Z, a quickly emerging, increasingly powerful and quite complicated wine force in China.
Gen Z roughly covers those born from 1995 through 2010 and, per state media, totals some 260 million citizens, the vast majority of them now working age. They grew up with social media and e-commerce, and spend the most time online, estimates varying widely from three hours to over six hours per day.
They also grew up as only children in a China that only knew strong economic growth but now faces uncertainty, including high youth unemployment. Even so, they are a major spending force, often splurging on life's pleasures and delaying saving for big-ticket items like apartments, using their online skills to research products and find good value.
All while frustrated researchers try to pigeonhole them: open-minded; patriotic; health-conscious; socially aware. They aren't easy to pin down.
"I have many unresolved questions regarding the drinking habits of Gen Z," says Wang Shenghan aka Lady Penguin, a key opinion leader (KOL) with millions of followers. What isn't in question is Gen Zers importance to the wine scene. In fact, they are transforming it from a focus on status to one on pleasure.
Gen Z 101
"This recent generation is very relaxed about wine," says professor Ma Huiqin, who has seen tastes change for two decades via her introductory wine course at China Agricultural University in Beijing. With 500 students per year, Ma has raised a glass with 10,000-plus attendees hailing from all disciplines and across the nation.
"They want to try every wine, no matter Chinese or imported, from big wineries or small ones, from orange wines to screw caps."
Paired with this inquisitiveness is independence.
"They have a lot of confidence," she says. "They decide what wines are good compared to years past when students tried to learn what is good."
Many see Gen Z as more adventurous and less focused on prestige, exploring wine far past the big oaky reds associated with China. Andrea Leng runs Chanson winery in Ningxia and cites Gen Z's unique experience.
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