Wine is facing challenges in attracting younger consumers, not due to a lack of appreciation but rather a perceived disconnect with everyday life. This insight arises from the latest research conducted by Oakland’s consumer insights firm, Material, during a webinar presented by the Wine Market Council.

New council president, Michelle Egan, emphasized that wine’s issue is less about its image and more about its relevance in daily scenarios. While consumers view wine as enjoyable, they often associate it with traditions and special occasions rather than casual, everyday moments.

Material’s study, which targeted different consumer segments across generations, revealed that many younger drinkers—such as Generation Z and millennials—tend to drink less wine compared to older generations. Despite these younger age groups consuming more alcohol overall, they often feel uncertain about choosing wine and lack understanding of common descriptors.

The survey also demonstrated how younger consumers are experimenting with wine, incorporating it into cocktails or serving it over ice. This openness suggests a shift in how they wish to enjoy wine. The key takeaway for wineries? They need to remove barriers around wine consumption by offering simple guidance, promoting discovery, and encouraging more relaxed tasting opportunities.

Respondents expressed a desire for practical help, such as food-pairing ideas or recommendations for selecting wines, with many favoring informal tasting events over traditional winery tours or formal dinners. The research underlined that the way forward for the wine industry involves increased visibility on social media and more accessible tasting opportunities.

In summary, wineries must adapt to the preferences of younger drinkers by redefining how wine fits into everyday life and making the experience more engaging and approachable. This involves simplifying choices, securing relevant taste pairings, and fostering environments where wine can be enjoyed freely and casually.