Young Consumers and the Future of Wine
How the industry is reinventing itself to win over the new generation
For an ancient beverage like wine, staying relevant to younger audiences is the challenge of the century. With a keen awareness of alcohol moderation trends, exposure to a wide range of alternative beverage categories, and a stronger health consciousness than their parents, the new generation is forcing producers of red, white, and sparkling wines to adapt to the times.
Studies show that traditional marketing is failing to impact younger consumers. In Australia, for instance, the proportion of 18- to 24-year-olds who report drinking wine monthly has halved since 2010, according to data from the UK-based consultancy IWSR. The situation in Brazil is not much different—young people in this age group make up 16% of the adult population but account for only 12% of regular wine consumers, presenting both a challenge and an opportunity for the industry.
A recent study by the German giant Rotkäppchen-Mumm revealed how much young consumers value individuality and personalization when choosing what to drink—78% of respondents prioritize freedom of choice over following conventions, and 57% want more non-alcoholic and low-alcohol options. Additionally, 61% of young Germans prefer conscious consumption over total abstinence.
In this edition, the Winext blog will analyze what the most innovative brands are doing to adapt—from new packaging to emerging regions and fresh marketing strategies to capture the youth's attention. The wine industry is reinventing itself to remain relevant.
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Thinking Beyond the Bottle
The days when wine was only associated with meals are long gone. Convenience and sustainability have become increasingly important to the new generation. Cans, bag-in-box, and more sustainable bottles made of aluminum or cardboard are gaining popularity.
The Italian brand Lovvo has launched its Lambruscos in cans, aiming for a relaxed drinking experience for young consumers. (Photo: press release)
The Italian brand Lovvo launched its Lambruscos in cans, betting on a casual drinking experience for younger audiences.
The Australian brand Gonzo Vino uses bag-in-box packaging to attract environmentally conscious consumers. Meanwhile, Pernod Ricard's Greasy Fingers line, designed to pair with fast food, exemplifies how wine is evolving to fit new consumption occasions.
The American Currently Wine Co. perfectly encapsulates the desires of new drinkers. It was born from the belief that drinking responsibly made wines, with a focus on taste, in an aluminum bottle will soon be more than just a niche habit. For over nine years, the company has partnered with environmental NGOs dedicated to protecting marine life and coral reefs. As founder Daniel Rodriguez says, "Our consumers come for the wine and stay for the impact."
Currently Wine Co. was born out of concern for the environment. Its first release is a Sauvignon Blanc in an aluminum bottle. (Photo: press release)
Greasy Fingers by Pernod Ricard was designed to pair with your favorite fast food. (Photo: press release)
Breaking Barriers
Low-intervention wines and a fun approach are the motto of South Africa's New Theory. (Photo: press release)
The new generation is drawn to adventurous projects from non-traditional wine regions, breaking away from the idea that good wine can only be made in certain places. Another shift is that traditional wine concepts—such as grape varieties, regions, and styles—are not always essential when making a purchase decision.
Take Frezzcanti, for example, the first sparkling wine from Colombia. Its retro, 1970s-inspired label reflects the freedom of a brand unbound by tradition.
Similarly, brands like New Theory and Whiny Baby focus more on what their wines communicate than strictly adhering to grape varieties and winemaking techniques.
New Theory names its wines after youthful themes, such as Growing Pains and Love Bite, while Whiny Baby (a play on "whiny" and "wine") associates its varietals with moods, offering options like Unwind and OMG. Their screw caps, removable stickers, and fun accessories like beaded charms turn wine drinking into an interactive and relaxed experience.
A californiana Whiny Baby, fundada durante a pandemia, conquistou uma comunidade em busca de experiências mais divertidas com o vinho. (foto: divulgação)
“Our consumers come for the wine and stay for the impact.”
In Brazil, successful brands like the Portuguese Porta 6, the French Rosé Piscine, and the Argentine Mosquita Muerta are innovating in their messaging, proving that there's room for creativity in wine to attract new audiences and expand the market.
Conscious Consumption
The new generation is more health-conscious and emotionally aware, and they are exploring low-alcohol and alcohol-free beverages as part of a more mindful drinking approach. Brands respond to this trend, using lower alcohol content as a selling point.
The English brand Nice and its session-style wines. (Source: press release)
The New Zealand brand Kim Crawford highlights the reduced alcohol content in its Illuminate range. At the same time, the American Bread & Butter has launched a lower-calorie version of its popular Chardonnay. The London-based Nice brand took inspiration from session beers to create Session Wines, featuring Sauvignon Blanc and Merlot with just 3.4% alcohol.
In Brazil, the Chilean giant Concha y Toro introduced Casillero del Diablo Belight, a line of wines with 42% fewer calories and 32% less alcohol than its traditional counterpart, aligning with consumers' health and wellness concerns. Meanwhile, in the sparkling wine segment, Henkell Freixenet has successfully launched its alcohol-free sparkling wine in the country.
From bold packaging to more accessible language, wine brands are working to demystify the category and make it more appealing to young consumers. As Gen Z rewrites the script for how and when wine fits into their lives, producers are proving they are up to the challenge—creating a future as dynamic and adventurous as the generation they seek to win over.
Learn more at:
Rotkäppchen-Mumm Trend Study: Community and Freedom Take Center Stage, Meiningers Magazine
Winext helps wine companies to be successful in Brazil. Find out more about our services here.
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