Is wine adapted to Gen Z?

Gen Z's relationship with alcohol is fundamentally different from their parents'. Berenberg Research (2023) found that 20 % of 18–27-year-olds in Europe identify as non-drinkers — double the rate among millennials at the same age (10 %) and four times the rate of baby boomers (5 %). The UK (28 %) and Scandinavia (25 %) are even more pronounced.

Wine faces a particular challenge. Wine Intelligence reports that in 2024, only 42 % of European 21–27-year-olds drank wine in the past month, versus 58 % of millennials and 65 % of Gen X. For many young consumers, wine feels like 'my parents' drink.'

But it's not game over. Gen Z doesn't reject wine itself — they reject how it's sold and talked about. Three adaptation strategies are emerging. First, format: wine cans (25 cl) grew 60 % by volume in the US between 2021 and 2023 (Nielsen IQ). In Europe, brands like Barokes (Australia) and Nice (France) are gaining traction. Second, digital communication: Gen Z discovers wine on TikTok, not in a printed guide. Wineries that master short-form video storytelling (15–60 seconds) are capturing this audience. Third, the 'sober curious' option: this generation wants to switch freely between wine, zero-alcohol wine, and other drinks without judgment.

In Belgium, the shift is visible. Wine bars targeting younger audiences focus on atmosphere, small formats, and short, readable menus. Places like 20hVin in La Hulpe attract a mixed-age crowd by leading with friendliness rather than formality.

The wine industry has a window to act. Producers and retailers who invest in transparency, alternative formats, and authentic communication will win this generation. Those who don't risk losing them for good.