June 18, 2026 (Napa, CA) — Wine Market Council (WMC) today announced a new research initiative titled, “Engaging the Modern Wine Consumer: Communication Strategies for Gen Z, Millennials, and Gen X.” Identified by WMC members as one of the organization’s highest-priority research projects for 2026, the study aims to provide actionable insights into how wine is perceived through media across generations and genders and identify communication strategies that resonate with each consumer group.
The research will explore several critical questions, including:
- How is wine currently encountered by consumers across media channels and how does this differ by consumer group?
- What emotions, associations, occasions, images, and descriptors are prominent in wine-related content for each generation?
- How do communication channels—including TikTok, Instagram, YouTube, influencers, digital media, and traditional media—differ in wine content and type of engagement? Which content and channels might be most effective for reaching each generation?
- What types of content, messaging, information, and context provoke engagement and could make wine more appealing and relevant to each group?
“We know that wine plays different roles in the lives of consumers across generations, but the industry has an opportunity to strengthen emotional connections and increase relevance with today’s consumers,” said Liz Thach, MW, President of Wine Market Council. “This research will help us better understand how to communicate wine’s value and appeal in ways that resonate with each generation.”
Wine Market Council Partners with Material+
To support the study’s design, execution, and analysis, Wine Market Council has selected Material+ as its research partner (https://www.materialplus.io/). Material+ is a leading consumer insights and strategy firm that combines research, data analytics, and behavioral science to help organizations better understand consumers and drive growth.
“While we have a good idea of consumer perceptions of wine and some key barriers, we need to better understand what is influencing these in the river of media washing over us all,” said Christian Miller, Research Director for Wine Market Council. “Material+ brings expertise in measuring and analyzing the content across all major platforms and developing consumer insights based on that. This project will help our members identify meaningful opportunities and develop evidence-based strategies that could benefit the entire wine industry.”
“We look forward to collaborating with Wine Market Council on this study,”said Machias Turner, Senior Vice President at Material+.“Together, we hope to develop a deeper understanding of how wine can play a meaningful role in consumers’ lives—from social connection and celebration to enjoyment, relaxation, and personal reflection.”
Research Methodology for 2026 WMC Wine Communication Study
The study will be conducted in two phases.
Phase 1 will start with what Material+ calls “online anthropology”, a combination of social listening, media quantification and statistical analysis to uncover the language, imagery, emotions, cultural signals, and communication channels associated with wine among different generations. Insights from this phase will be used to identify key themes and opportunities for consumer engagement.
Phase 2 will consist of a nationally representative consumer survey designed to test and validate correlations between media content or exposure and wine perceptions, and identify the most promising communication approaches. The findings will provide practical recommendations for connecting with today’s wine consumers overall, as well as within specific generational segments.
Two Webinars Planned to Share Findings
Wine Market Council will present the results of the research through two exclusive webinars for members and invited media guests.
Webinar 1: “Communicating Effectively with Wine Consumers: Phase 1 – Market Intelligence Results & Emerging Themes.” July 7, 2026 | 10:00 a.m. PT. This webinar will present key findings from the market intelligence and social listening phase, highlighting emerging perceptions, themes, and opportunities for engaging consumers across generations.
Webinar 2: “Wine Communication Study Phase 2: Strategies to Connect with Gen Z, Millennials, and Gen X.” August 2026. The second webinar will share results from the national consumer survey and provide validated communication strategies and recommendations for the wine industry.
About Wine Market Council
Wine Market Council is a nonprofit organization founded in 1996 and supported by members committed to advancing the U.S. wine market through research and education. Its mission is “to conduct forward-looking market research on U.S. wine consumer buying habits, attitudes, and trends.”
Membership provides access to cutting-edge research on U.S. wine consumers, exclusive webinars, newsletters, data resources, industry statistics, and complimentary registration to the annual Wine Market Council Research Conference.
Memberships begin at $400 annually, depending on organization size. Members include wineries, growers, distributors, importers, regional, national, and international trade associations, and affiliated businesses throughout the wine value chain.
For membership information, visit: https://winemarketcouncil.com/join/
