The data suggests a significant challenge. The information and symbols of quality that worked for older generations: the high scores, prestigious châteaux, and cellar investments are increasingly irrelevant to the newest legal drinking cohort. Therefore, the industry is forced to adapt to a consumer whose “red scale” is less about 100 points and more about authenticity, social currency, and a clean hangover.
Dispelling the Myth: The Rise of Young Wine Drinkers
Contrary to popular belief, the younger generations are rapidly becoming the most important segment of the wine market:
Millennials Lead the Pack: According to the Wine Market Council’s (WMC) 2025 Benchmark Consumer Survey, Millennials have officially surpassed Baby Boomers as the largest share of wine consumers. They account for 31% compared to 26%.
Gen Z is Catching Up: The share of Gen Z drinkers (ages 21+) increased from 9% to 14% in the last two years. This trend is expected to continue as more of the generation comes of age and gains disposable income.
Re-engagement with Alcohol: Data from IWSR (International Wine and Spirit Research) indicates the proportion of legal-drinking-age Gen Z consumers who have consumed alcohol in the past six months has surged in the U.S. from 46% to 70%. Economic constraints, rather than cultural shifts, were cited as the primary driver behind earlier low-consumption rates.
While Millennials and Gen Z are increasing their participation, overall wine consumption volume in the U.S. is still experiencing a decline. This is due in part to a key behavioral change. Younger drinkers are embracing a “drink less, drink better” philosophy. They prioritize quality and spend more per bottle, even as they consume less frequently.
Wine Loses Ground to Spirits, Beer, and RTDs
The struggle for wine is not just about competing with abstinence; it’s about losing the “drink of choice” battle. Research from Wine Opinions highlighted that wine is often a distant third among younger consumers (ages 21-39). Beer (43%) and spirits (24%) outpace wine (19%) as the preferred choice.
Key factors driving this preference shift include:
Value Perception: Wine ranked last among young consumers when assessing value for money. For a generation burdened by economic challenges, wine is often perceived as too expensive or too complicated for the return.
The Rise of RTDs: Ready-to-Drink (RTD) cocktails, hard seltzers, and flavored malt beverages appeal to Gen Z’s demand for convenience, flavor variety, and on-the-go consumption.
Health and Wellness: With Gen Z prioritizing mental and physical health, they are increasingly drawn to beverages that are low-ABV (alcohol by volume) or contain less sugar/fewer additives.
The New “Red Scale”: Authenticity Over Prestige
Perhaps the greatest divergence from traditional wine culture is Gen Z’s taste profile and purchasing criteria. They are consciously stripping away the pretense associated with the category.
Instead of hunting for age-worthy Bordeaux or Burgundy, they gravitate toward:
“Funky” and New Styles: There is a pronounced demand for wines that are fresh, easy-drinking, and visually interesting such as orange wine, chilled red, and Pet-Nats. The lack of historical baggage with these styles makes them more approachable.
Aesthetic and Social Values: Purchasing decisions are heavily influenced by sustainability, organic/biodynamic certification, and low-intervention methods. They want bottles with a good “vibe” and labels that are Instagram-worthy.
Experiential Formats: Gen Z and Millennials are more likely to purchase wine in non-traditional formats like cans or magnums. The latter is favored for large, social gatherings to create an obvious “wow factor.”
The Irrelevance of Traditional Critics
This shift in priority directly addresses the perceived decline in influence of traditional critics like James Suckling or Jeb Dunnuck. While there is no direct study quantifying the number of young people reading their reviews, the broader trends suggest their style of criticism is losing cultural resonance with this audience:
Scores vs. Story: Critics who focus on technical scores, aging potential, and classic regional typicity are speaking a language that does not prioritize Gen Z’s core values: purpose, ethic, and immediate pleasure. A 98-point score on a traditionally structured wine may be less compelling than a natural wine brand with an engaging social media presence and a commitment to climate action.
Discovery through Social Media: Gen Z’s discovery of new brands happens through digital influencers, TikTok videos, and direct-to-consumer platforms rather than established print or subscriber-based publications. They seek peer-to-peer recommendations and brand transparency, making the traditional critic a less essential gatekeeper of quality.
Ultimately, Gen Z is not necessarily “not drinking wine,” but they are not reading the traditional wine press and are not engaging with wine in the traditional way. To survive, the industry must pivot. It must ditch the prestige act and show up with story, soul, and relatable realness. This will speak to a generation focused on intentional, authentic consumption.
Background Information and Data Sources
The data presented in this analysis is drawn from recent, publicly available market research reports and industry articles tracking generational alcohol consumption trends in the United States. Key organizations and reports referenced include:
Gen Z Wine Consumption Trends: Why the Industry is Shifting from Critical Scores to ‘Vibe’ and Authenticity – AI Generated
Wine Market Council (WMC) Benchmark Consumer Survey: A leading study that tracks wine consumption habits across different generations in the U.S.
IWSR (International Wine and Spirit Research): A global data provider for the beverage alcohol industry. It provides critical insights into volume and value trends.
Wine Opinions: A market research firm specializing in U.S. wine consumer attitudes and behaviors. They often issue reports focused on generational shifts.
RaboBank: A major financial institution in the agriculture and beverage sector that issues periodic outlook reports on the industry’s future.
The research generally covers the periods leading up to 2025. It provides a snapshot of the newest shifts in Gen Z and Millennial drinking behaviors.
Research Links
The following links were used to gather and synthesize the data for this report:
