At just 23 years old, Darriene Marks stands out in the wine industry, which faces challenges in appealing to Generation Z. Raised in Hawaii, wine was not part of her upbringing, yet her interest flourished after her first job as a server at the Four Seasons Resort Hualalai. Inspired by the sommelier’s passion, Marks sought to understand wine deeply.

Her journey continued with a visit to the Napa Valley Wine Academy for the WSET Level 3 exam, which ignited her passion further. Now, as the lead hospitality ambassador at Merriam Vineyards in Healdsburg, she’s pursuing the WSET Level 4 Diploma, aspiring to work in wine production. Marks acknowledges that many her age view wine as an “old person’s drink” and emphasizes the need for education about the wine world.

Statistics reveal that only 14% of wine consumers belong to Generation Z—half of whom are under legal drinking age. Many young people are shifting towards convenient alcoholic drinks like hard seltzers and canned cocktails. Whereas earlier expectations suggested a decline in alcohol consumption among Gen Z due to health concerns, recent data indicate that the number of Gen Z adults reporting alcohol consumption jumped significantly from 46% to 70% within two years.

Tess Housholder, a Gen Z sommelier at Folia Bar & Kitchen, also sees a gap in understanding wine’s diversity among her peers. Although budget constraints influence purchasing decisions, Housholder believes that educating her generation on wine’s varied offerings could cultivate a stronger interest.

Meanwhile, Addie Dearden, who grew up in Napa Valley and now manages her father’s winery, has transitioned her love for science into a wine career. She recognizes that the wine industry has made strides toward being more inclusive and approachable for younger audiences but notes that more needs to be done to demystify it.

As these young professionals seek to change the perception of wine among their peers, they strive to emphasize that enjoying wine should be about connection and pleasure without intimidation.