by Matt Citriglia, director of wine education, East Region, Southern Glazer’s Wine & Spirits
Walk into almost any wine industry meeting right now, and you’ll hear a familiar refrain: “Gen Z doesn’t drink.” “Millennials are abandoning wine.” “Wine is dying.” Yet there’s a growing disconnect between these laments and what many of us are encountering in restaurants, wine bars, and tasting rooms. Younger consumers aren’t anti‑wine—they’re just engaging with it differently. As I dug deeper into the data and spent more time talking directly with under‑35 drinkers, it became clear that much of the negative discourse rests on misleading comparisons that ignore two critical factors: life stage and a radically changed beverage landscape. We need to stop comparing generations in the abstract and instead evaluate data on how people drink at comparable ages as well as consider what wine is competing against now versus in the past.
The Apples‑to‑Oranges Problem
Comparing boomers, at 60-plus years of age, to members of Gen Z, who are under 30, is not just a matter of generational difference. It’s about life stages, which matter enormously when it comes to alcohol, as consumption changes predictably with age. In early adulthood, consumers skew toward beer, RTDs, and spirits in social settings; the adoption of wine typically comes later as disposable income grows, accompanied by changes in dining habits and home entertaining. Most beverage professionals intuitively recognize this arc. So the real question isn’t whether young adults drink less wine but whether millennials and Gen Z are drinking less wine than boomers and Gen X did at the same age—and if so, by how much?
Per the research above, boomers didn’t pound wine at college parties. (Does anyone recall a Bordeaux scene in National Lampoon’s Animal House?) Their relationship with wine developed gradually, driven by several factors. First, as they formed households, wine‑friendly occasions—family dinners, hosting, gifting—multiplied, allowing the beverage to thrive in shared social contexts. Second, as they settled into careers and gained spending power for travel and other aspirational purchases, they increasingly turned to wine as the “adult beverage” that fit their identity. And finally, the market adapted around them: Wine became easier to buy due to expanded on‑premise programs and broader retail distribution, transforming it from a product with limited access into a mainstream choice. It also became easier to learn about, with wine-focused publications demystifying the category and driving consumer confidence.
Analyzing Wine Adoption Curves
By looking at how different age groups adopt various types of beverages, we can more effectively understand generational differences. According to NielsenIQ data, alcohol preferences and the market share of beer, wine, and spirits change over time across age groups.
Beer is typically adopted earlier, as it fits well in social settings, is single serve, and is familiar to the point that it requires almost no learning curve. Wine, by contrast, is usually adopted later, as people host more frequently and become more interested in quality as well as in pairing their beverage with food. Consumption then declines again as health priorities shift.
Broadly speaking:
- Ages 21–29: Beer and spirits dominate; wine is situational (restaurants, celebrations).
- Ages 30–45: Wine gains share as travel and hosting opportunities expand
- Ages 45–60: Wine becomes a regular choice.
- Ages 60-plus: Frequency declines as health concerns rise.
Today, that later adoption curve doesn’t mean wine is safe. The category must still earn those midlife occasions in a market now crowded with RTDs, seltzers, cannabis products, and nonalcoholic options—many of which are cheaper and easier to understand than wine and have created an environment of much greater competition than boomers experienced when they were the same age as Gen X is now. Convenience formats are gaining share, and younger consumers show lower brand loyalty. Discovery now happens faster, more impulsively, and across more categories—slowing the traditional transition from beer or RTDs into wine.
All this considered, millennials and Gen Z are not “killing wine.” The Wine Market Council’s 2025 U.S. Wine Consumer Benchmark Segmentation Survey offers some encouraging news: Millennials are now the largest wine‑drinking cohort in the U.S., accounting for 31% of wine drinkers (boomers represent 26%), while Gen Z’s share of wine drinkers has risen to 14%, even though only about half the cohort is legally able to drink.
And while volume growth from sales to the younger generation is not enough to offset the volume drop due to boomers consuming less for the aforementioned health-related reasons, this doesn’t suggest rejection: It suggests that age matters more than it’s being credited for.
Attracting Today’s Younger Drinkers
The challenges the industry faces won’t be solved by telling younger drinkers they’re wrong. Relevance comes from meeting them where they are. Here are five ways to do that.
Increase quality at lower price points: Young consumers are more quality‑literate than boomers or Gen X were at the same age, but they’re price‑sensitive. Many will spend $50 on bourbon but balk at $50 wine. Why? A bourbon can last ten days; a bottle of wine degrades once opened. Where’s the $8–$10 wine that delivers the same perceived value as a $50 spirit?
Compete on convenience formats: Increase the quality and variety of wine going into cans, half-bottles, and other on-the-go formats tailored for consuming at parks, concerts, and other casual environments.
Avoid the “special occasions” trap: Younger consumers increasingly describe wine as something that “makes occasions feel special.” That sounds positive—but when wine disconnects from weekday meals, volume suffers.But businesses can make a targeted effort toreclaim everyday occasions: Think carafes at pizza joints, tumblers with burgers, and combo-priced glasses with sandwiches. Wine needs repeatable rituals, not just celebratory moments.
Embrace the “better‑for‑you” trend with credibility: Public concern about alcohol’s health-related risks is real. Similar concerns emerged in the 1980s, and wine successfully positioned itself as a moderate option; if the industry presents a unified, credible message, it can do so again, but it must stop damaging itself with faux claims like “Dry-farmed is healthier” or “Natural wine is better for you.” Thankfully, we have moved away from the idea that power driven by ripeness and high alcohol levels equals better quality; instead, producers should embrace lower‑ABV styles and aim for transparency via honest messaging about the importance of moderation for higher quality of life.
Encourage discovery off- and on-premise: Younger consumers are less brand‑loyal and more discovery‑driven. That creates an opportunity for businesses to promote impulse-driven purchases through themed flights, bundled offers of food and BTG wines, discovery packs, and storytelling using experiential language.
In conclusion, wine has an “occasion problem” more than a “youth problem.” Current data does not support a generational abandonment of wine: More millennials consume wine than did boomers at the same age, and Gen Z participation is rising. The industry therefore has even more opportunity to reach them than it did during the boomer era by aligning its products with their life stage. It needs to remember how to sell wine to younger consumers who demand convenience, transparency, and compelling stories. Otherwise, it will continue to lose.
