To sell wine to Gen Z, brands must align with their values, meet them on digital-first platforms, offer transparency, and create experiences over prestige.
That’s the short answer. But Gen Z is radically reshaping how—and why—people engage with alcohol. If you’re a wine brand trying to stay relevant, here’s what the 5forests team thinks every wine business can’t afford to ignore.
Why Gen Z Is Changing the Wine Game
Born between the mid-1990s and early 2010s, Gen Z is coming of legal drinking age during a time of economic instability, climate anxiety, and social change. Unsurprisingly, they’re bringing a different set of expectations to the table—and they’re drinking less alcohol overall than the generations before them.
But don’t confuse moderation with disinterest. Gen Z still enjoys wine. They’re just more intentional about what they drink, how it’s made, and who they’re buying from. That makes them harder to win over, but far more loyal once you do.
Understand What Gen Z Values in Alcohol Brands
Remember, you’re not selling to a “demographic” — you’re selling to real people. And those real people have been shaped by some very specific values:
- Transparency and ethics: Gen Z wants to know how the wine is made, where it’s from, and whether the brand walks the talk on sustainability, labor practices, and DEI.
- Realness over polish: They trust behind-the-scenes shots, unfiltered posts, and people over polished ads. Traditional “luxury wine” cues feel performative at best, out-of-touch at worst.
- Wellness-aware choices: Sober curiosity, moderation, and functional drinking (think low-ABV, better-for-you ingredients) all factor into purchase decisions.
- Community and identity: Wine isn’t a status symbol. It’s a social tool, a vibe, a way to express who they are and what they care about.
Gen Z buys wine when it reflects who they are, not who you want them to be. Start with empathy, develop personas, understand what makes them different, and how (if!) there is a place for your brand in their life. (FYI, there might not be…yet)
Meet Gen Z Where They Are (Hint: It’s Not in Your Tasting Room)
Your social media isn’t enough. Your website isn’t enough. Your newsletter isn’t enough. Gen Z discovers and engages with brands on platforms where they’re already spending time, and nowadays, that means Pinterest and TikTok for discovery; Instagram for validation and social proof, and YouTube for longform educational content and “is this legit” research.
They trust creators more than critics and bounce from any experience that feels clunky, outdated, or inauthentic. That means:
- Your site needs to be mobile-first and lightning fast.
- Your brand voice should be consistent across all platforms.
- Your content needs to be native to each platform, not repurposed templates.
Want to know more? This episode of The Wine Marketer’s Radar dives further into channels, trust, and influence.
Rethink Traditional Wine Messaging
95-point scores? Founder backstories full of jargon? Endless vineyard shots with no people in sight?
Sorry, that old school wine language doesn’t sell to Gen Z. Instead, lead with why your brand matters in their lives: Is it easy to drink with friends? Good with takeaway? Part of a collab that supports something bigger? Use storytelling that invites, not excludes. Embrace a tone that’s confident, casual, and clear—not condescending.
If your brand voice feels like a wine exam, you’ve already lost them.
Offer Products and Experiences That Fit Their Lifestyle
Gen Z doesn’t need to be “converted” to wine. They need wine to meet them where they are and that includes what’s in the bottle, and how they access it. All of our research shows that Gen Z is currently buying:
- Single-serve cans or ready-to-drink (RTD) formats
- Low-ABV and natural wines
- Pet-Nats and stylistically adventurous releases
- Sustainable, local, or values-led wines
- Discovery boxes, limited drops, and brand collabs
Beyond products, Gen Z values experiences that feel social, frictionless, and trustworthy. That means tastings that look more like casual hangouts than formal seminars, checkout processes that are clear and fast, and no manipulative subscriptions or pricing games.
Be Ready for the Long Game
Gen Z isn’t looking for a one-night stand (to be fair, research shows they’re barely even dating…). They’re building relationships slowly, across multiple touchpoints and over time. Forget trying to “go viral” and instead focus on trust-building and consistency. They’re young! They’re still early in their wine journey. Brands that are willing to grow with them now will earn long-term loyalty as their tastes and income evolve.
A Cautionary Word on Generational Marketing
All this having been said, at 5forests, we’re not fans of generational marketing. (In fact, Polly has whole presentations on why generational marketing needs to die!) What matters isn’t age. What matters is behavior, values, lifestyle, and context. When we talk about “Gen Z,” we’re talking about shared experiences that influence consumer decision-making—not a stereotype.
If you’re building your strategy around age, you’re already out of date.
The smarter approach? Focus on cohort behavior: the shared experiences, values, and digital fluency that define Gen Z today and will influence them for decades. By rooting your marketing in real behavior (not fads), you future-proof your brand and create relevance that lasts.
Need help selling wine to Gen Z?
At 5forests, we specialize in customer-centric strategies that help wine brands engage the next generation authentically and profitably. We can help you create content, campaigns, and products that resonate with how Gen Z lives, shops, and drinks. Need help? Get in touch.
