Is Wine Losing Gen Z?

Over the past year, I’ve had the chance to host tastings all across Auckland.

Different rooms. Different people. Different energy.

But one thing keeps coming up, especially with the younger crowd.

It’s got me thinking…

Is wine actually losing the next generation?

Or… are we just getting it wrong?

When people talk about “the next generation” in wine, they’re really talking about Gen Z (born roughly 1997–2012) those just coming into legal drinking age, forming habits that will shape the industry for the next 20–30 years.

And right behind them is Gen Alpha (born 2013 onwards) a generation growing up even more health-conscious, digital, and experience-driven.

So, this conversation isn’t just about today. It’s about the future of wine.

And it’s worth noting Millennials (born roughly 1981–1996) helped drive the rise of wine culture, while Gen Z is now reshaping it

And the data is clear.

Gen Z is:

• Drinking less than previous generations
• More health-conscious
• More selective about what they consume

But here’s the part that matters most…

They’re not rejecting alcohol completely.
They’re just not choosing wine.

I was blessed to spend time in France, living just minutes away from some of the most iconic vineyards in the world.

But what stayed with me wasn’t the prestige…

It was the simplicity.

Wine wasn’t complicated.
It wasn’t over-explained.
It wasn’t intimidating.

It was shared over long lunches, poured without ceremony, and part of everyday life.

You will sit with winemakers after a Sunday meal, walk through vineyards with your kids, and realise something powerful:

Wine was never meant to be intimidating. It was meant to be shared.

Fast forward to today…

Wine can feel:

• Complicated
• Full of rules
• A little exclusive

And if we’re honest… that’s not very inviting.

Especially for Gen Z. Because this generation is choosing differently.

They’re drawn to:

• Experiences over products
• Authenticity over tradition
• Simplicity over complexity

Cocktails feel fun.
RTDs feel easy.
And drinking less? That’s completely normal now.

So, the question becomes:

Where does wine fit in?

Here’s what I believe. Gen Z isn’t rejecting wine because they don’t care.

They’re rejecting how we present it.

And this shift is already changing the industry.

Mass-produced wine, built on volume and convenience is starting to feel the pressure.

Because when people drink less…
the volume model doesn’t work the same anymore.

At the same time, something else is happening.

Smaller producers, the ones focused on quality, story, and place are becoming more relevant than ever.

Because even if people are drinking less…

They’re willing to spend more on something meaningful.

What we’re seeing is a reset.

Less about:

• Volume
• Status
• Complexity

More about:

• Connection
• Culture
• Experience

Because at the end of the day…

Wine isn’t about knowing everything in the glass.

It’s about who you’re sharing it with.

So maybe wine isn’t losing Gen Z after all.

Maybe we just haven’t invited them properly.

Let’s change that.

Semisi
The Wine Chief