Wine, once considered the ultimate symbol of sophistication and celebration, is slowly losing its luster among younger consumers—particularly Gen Z. Once the drink of choice at dinner parties, weddings, and weekend brunches, wine is increasingly being left on the shelf in favor of lighter, more playful, or wellness-oriented options. According to recent market data, wine consumption among adults under 30 is declining sharply in many Western countries, a trend that has beverage analysts and wine producers on high alert.
Younger generations, raised in a culture of customization, social media, and health awareness, are reshaping drinking culture altogether. Where their parents may have explored terroir and vintage, Gen Z is exploring kombucha cocktails, low-ABV spritzers, or entirely alcohol-free social drinking. Wine, with its often rigid traditions and perceived exclusivity, seems out of step with the values of today’s young consumers. But instead of mourning the decline, the industry is beginning to respond—with innovation, collaboration, and fresh takes on the beverage once known as the nectar of the gods.
Trend Snapshot / Factbox
| Aspect | Details |
|---|---|
| Trend name and brief definition | Decline of traditional wine consumption among Gen Z |
| Main ingredients or key components | Wine alternatives: low-alcohol, non-alcoholic wine, canned wine, wine cocktails |
| Current distribution (where can you find this trend now?) | US, UK, Germany, Australia, urban centers with high Gen Z populations |
| Well-known restaurants or products currently embodying this trend | Avaline, Haus Aperitifs, Le Petit Beret (alcohol-free wine), canned wines in bars like “Natural Wine Bar” (Berlin) |
| Relevant hashtags and social media presence | #LowABV, #NoAndLow, #WineTok, #SoberCurious, #GenZDrinks |
| Target demographics (who mainly consumes this trend?) | Gen Z (18–27), urban millennials, wellness-focused consumers |
| “Wow factor” or special feature of the trend | Shift from wine as tradition to wine as creative, adaptable base for mixed drinks |
| Trend phase (emerging, peak, declining) | Decline in traditional use, but new formats are emerging |
The Decline in Numbers
Recent data from industry reports such as the International Organisation of Vine and Wine (OIV) and Wine Intelligence show a clear downward trend in wine consumption among younger age groups. In the United States, consumption of wine among 21–29-year-olds has fallen by over 20% in the past five years. In Germany, only 16% of 18–29-year-olds say they drink wine at least once a week, compared to over 40% in older demographics.
This shift isn’t isolated. In the UK, wine has dropped from the top spot in preferred alcohol categories among young adults, replaced by beer, hard seltzers, and even non-alcoholic beverages. Global wine production has also adjusted downward to meet this reduced demand. Young consumers are not just drinking less—they’re also choosing differently.
Health and Wellness Priorities
A major driver of this trend is the increasing importance of health and wellness in Gen Z’s lifestyle. This generation is more likely to read nutritional labels, monitor their alcohol intake, and explore “sober-curious” or alcohol-free socializing. The rise of the #SoberCurious movement, often driven by influencers on TikTok and Instagram, aligns with the drop in wine consumption.
Traditional wine, often seen as calorific and high in sugar, struggles to compete with beverages marketed as “clean,” “low-ABV,” or “functional.” Kombuchas, botanical tonics, and low-sugar canned cocktails are seen as more compatible with fitness goals and mental health priorities. For many, the relaxing glass of red has been replaced by magnesium-based sparkling water or a CBD mocktail.
Alternative Beverages Gaining Ground
As traditional wine loses favor, a colorful array of alternative drinks is stepping in. Low-alcohol wines, “wine spritzers,” and ready-to-drink wine cocktails are growing categories. Beverages like Haus—a low-ABV aperitif brand—are built around the idea that you can have a sophisticated experience without the heavy buzz. In Australia and the US, natural wines served in cans or cartons are making wine more festival-friendly and casual.
Social media plays a huge role in this shift. On TikTok, the hashtag #WineTok has been overtaken by videos promoting wine-based cocktails or parodying outdated wine-snob culture. Drinks like white wine mojitos, rosé slushies, or red wine negronis show how Gen Z is still engaging with wine—but on their own terms, often remixing it with playful, Instagram-friendly aesthetics.
“Gen Z’s preference for health-conscious and diverse beverage options is challenging the traditional wine industry.”
Perception and Accessibility of Wine
Wine’s decline among youth is not just about taste—it’s also about image. Many young consumers perceive wine as old-fashioned, elitist, or intimidating. The coded language of sommeliers, the etiquette of wine-tasting, and the high price points of “serious” wines don’t resonate with a generation raised on transparency, memes, and mass customization.
Additionally, wine is often marketed in ways that don’t speak to Gen Z values. While brands in other beverage sectors emphasize sustainability, inclusivity, and digital culture, wine marketing remains largely conservative. A Bordeaux with centuries of tradition may impress older connoisseurs, but younger drinkers are looking for fun, flavor, and authenticity—often delivered via a mobile-first experience.
Innovations and Adaptations in the Wine Industry
Still, the wine world isn’t standing still. Forward-thinking winemakers and distributors are trying to meet Gen Z where they are. Canned wines have become more aesthetically designed and flavor-diverse. Labels like Babe Wine or Nomadica embrace bold colors, irreverent branding, and portable formats. Organic, vegan, and biodynamic wines are gaining traction with environmentally minded drinkers.
Some producers are embracing the world of mixology, creating wine-based spirits or promoting red wine cocktails with ingredients like elderflower syrup or grapefruit soda. Restaurants and bars are now offering wine slushies or sangria variations aimed at younger palates. And crucially, wine brands are beginning to collaborate with influencers to reposition wine as part of an easy-going, stylish lifestyle.
Also interesting to hear are the perspectives shared in the episode, especially regarding the reasons behind the decline in wine consumption and the future outlook for the industry:
Conclusion
The drop in wine consumption among younger consumers is more than just a passing phase—it’s a reflection of broader shifts in health values, cultural preferences, and lifestyle choices. Gen Z is not rejecting wine entirely, but they’re reimagining it, reshaping it to fit their social and digital world. For the wine industry, the challenge lies in letting go of old assumptions and embracing the creativity, curiosity, and consciousness of the next generation.