Wine Producers Adapt to Attract Younger Consumers

Innovation in wine branding and packaging is becoming a crucial strategy as producers aim to attract younger consumers and maintain relevance in shifting markets. According to an analysis by the International Wine and Spirits Research (IWSR), wine brands are adapting their offerings to appeal to new audiences, particularly Gen Z, who are less engaged with traditional wine culture and consumption habits.

IWSR data reveals a growing reliance on older consumers in many wine markets, with drinkers aged 55 and above forming a significant portion of regular wine consumers. At the same time, younger adults of legal drinking age (LDA) are drinking wine less frequently. For instance, in Australia, the percentage of LDA consumers aged 18–24 who reported drinking wine at least monthly dropped by half between 2010 and 2023.

For Gen Z, born between 1997 and 2012 and now aged 12 to 27 years old, wine faces stiff competition from other beverages. This generation is health-conscious, intrigued by the rise of non-alcoholic options, and highly selective about spending. LDA Gen Z consumers often lack familiarity with wine-specific terms and regions, are influenced by moderation trends, and are moving away from traditional wine-drinking occasions. This shift has forced producers to explore innovative branding and packaging solutions to capture their attention.

Brands are increasingly embracing bold, playful, and non-traditional approaches to make wine more accessible to younger audiences. Frezzcanti, for example, markets itself as the first sparkling wine from Colombia, showcasing retro-style labels and rejecting the traditional language of European sparkling wines. Similarly, New Theory uses thematic names such as "Growing Pains" and "Love Bite" instead of referencing grape varietals, while Whiny Baby leans into moods like "Unwind" and "OMG," complete with unconventional packaging features like capped closures, peelable stickers, and phone charms.

Gen Z's inclination toward moderation has also inspired the growth of low- and zero-alcohol wine options. Brands such as Kim Crawford Wines and Bread & Butter have introduced lower-ABV lines to appeal to this health-conscious demographic. London-based brand Nice offers "session wines" with 3.4% ABV in easily portable packaging, targeting casual and social drinking occasions.

Evolving consumption patterns are pushing wine brands to rethink formats and packaging. Traditional bottles are being supplemented with ready-to-drink (RTD) cans, Bag-in-Box (BIB) options, and resealable aluminum containers. These formats cater to sustainability-minded consumers while supporting more versatile and on-the-go drinking occasions. Gonzo Vino, for instance, promotes eco-friendly BIB wines made from sustainably grown, chemical-free grapes, while Italian brand Lovvo offers slim canned semi-sparkling wines designed for convenience.

Pernod Ricard's Greasy Fingers range is another example of adapting to new lifestyles, featuring wines crafted specifically to pair with gourmet fast food, challenging the association of wine with formal dining. Across the board, brands are leveraging innovative designs, lower-ABV options, sparkling formats, and casual meal pairings to remove barriers to entry for younger drinkers. These efforts reflect a broader industry push to ensure wine remains relevant in an increasingly competitive and diverse beverage market.