Gen Z Isn’t Rejecting Wine. They’re Redefining Access

Gen Z Isn’t Rejecting Wine. They’re Redefining Access

Data shows Gen Z’s rising engagement with wine is driven by lighter styles, values-focused buying habits, and tasting rooms that emphasize connection and transparency over traditional cues.Nevena Ristic / Getty ImagesKey PointsGen Z’s wine consumption is rebounding, with lighter and sparkling styles emerging as the most approachable entry points.Younger drinkers prioritize authenticity, shared values, and community over tradition or prestige, re…