Artisanal wines resonate with Gen Z’s appreciation for craftsmanship and authenticity.
By Stephanie Franklin
Recently, wineries have noticed a significant shift in younger wine consumers, particularly among Gen Z. This generation is emerging as a formidable presence in the wine market with unique tastes and values that are reshaping wine consumption, leading to an increased demand for premium, artisanal products.
Gen Z is seeking more than just good wines; this cohort desires quality and a comprehensive experience. This quest for premium experiences has driven them toward artisanal wines, which are crafted with meticulous attention to detail, often by smaller, independent wineries. According to IWSC Market Insight, “[more than] 50% of Gen Z and millennial wine drinkers enjoy trying new and different styles of wine regularly, showcasing their openness to experimentation and premium products.”
Artisanal wines resonate with Gen Z’s appreciation for craftsmanship and authenticity. This generation values the artistry involved in winemaking and the unique characteristics of small-batch productions. They are drawn to wines that reflect the terroir — the unique environment where the grapes are grown — and the hands-on methods of passionate winemakers. As noted by Wine Intelligence, “Gen Z and millennials are very willing to throw out the wine rule book, showing a high propensity to experiment with natural, organic, fair trade, and environmentally friendly wines.”
Social media, social activism
Generalizing as a group, Gen Z is known for its strong stance on social and environmental issues. It prefers products that align with its values, such as sustainability, ethical production and support for local communities. This commitment not only satisfies the ethical considerations of Gen Z consumers but also promotes a healthier planet.
Social media plays a pivotal role in shaping the preferences and purchasing decisions of Gen Z. Platforms such as Instagram and TikTok are filled with content showcasing the latest trends in food and drink — including wine. Gen Z consumers are influenced by the stories behind the wines, the faces of the winemakers and the beautiful vineyards from which the wines originate. According to a 2023 Business of Drinks report, “Flavor is a top priority for Gen Z, and they rely heavily on social media to discover new trends and make purchasing decisions”.
Learn and explore
Gen Z is eager to learn and explore. It seeks to understand the nuances of different wine varietals, regions and winemaking techniques. This generation’s demand for premium, artisanal products is driving wineries to innovate and focus on quality, sustainability and authentic storytelling. The IWSC Market Insight report indicates that “the key to unlocking spending from Gen Z is to offer wines with a clear ‘wow factor’ worthy of social occasions and sharing on social media.”
Gen Z’s preference for quality over quantity is evident in its willingness to spend more on premium products such as Champagne and sparkling wines, and unique wine formats such as wine spritzers and wine in cans.
The rising popularity of wine among Gen Z consumers is a testament to their evolving tastes and values. This generation’s demand for premium, artisanal products is driving wineries to innovate and focus on quality, sustainability and authentic storytelling. As Gen Z continues to flex its purchasing power, understanding its preferences and values will be key for wineries looking to achieve sustained growth in the coming years.
Stephanie Franklin
Stephanie FranklinStephanie Franklin is CEO & founder of Fly Wines, a minority-owned wine company that brings fine wines from independent wineries to the U.S. market. With a passion for discovering exceptional wines and supporting underrepresented winemakers, Franklin initially established Fly Wines to bridge the gap between international vineyards and wine enthusiasts in America. Her mission is to curate a diverse selection of wines that tell stories, showcase unique terroirs, and celebrate the craftsmanship of talented winemakers worldwide.
