Exploring the wine preferences of different generations 

Key takeaways: 

• Different generations have wine preferences as it relates to consumption, packaging, varietal, and more. 
• Baby boomers still consume the largest percentage of wine but other generations are beginning to consume more.
• Younger generations (Gen X, Millennials, and Gen Z) are starting to drink a larger share of wine.
• Baby boomers gravitate toward traditional, exclusive selling.
• Younger generations want a more accessible experience.
• Younger generations increased their wine consumption due to the online shift in sales and change in activities during COVID-19.
• Millennials and Gen Z want to patronize socially responsible, sustainable wineries.
• Millennials want experiences while Gen Z wants innovative delivery (canned wine, wine cocktails, etc.) and cool marketing concepts.

Generational wine trends have been shaping the industry since its early days. Baby boomers consume the most wine in the United States and now, Millennials and Gen Z’ers are putting their mark on the industry. 

In the 1990s, people were asking “Who made this?” and looking for signs of luxury on a bottle’s label. During the next decade, the main consumer question shifted to “How was this grown?” Now, as younger wine drinkers focus on farming ethics and accountability, the next question seems to be “How did this get here?” 

These simple questions mirror the differences in generational wine trends. This guide takes a closer look at how the preferences of various generations are affecting the wine industry now and how they will in the future.

Consumption by generation

The majority of wine consumption still lies with the Baby boomers and Gen X but in 2020, Millennials and Gen Z started drinking a larger share of wine. 

In 2019, generational wine trends showed the following consumption patterns:

• Generation Z (ages 6 to 23): 2.1%
• Millennials (ages 24 to 39): 18%
• Generation X (ages 40 to 55): 32.9%
• Boomers (ages 56 to 74): 40.8%
• Silent Generation and older (ages 75+): 6%

In 2020, the numbers shifted, with all three younger generations consuming a larger share and Baby boomers and the over 75 crowds consuming a smaller share than the previous year:

• Generation Z: 3%
• Millennials: 20.1%
• Generation X: 34.9%
• Baby Boomers: 36.7%
• Silent Generation and Older: 5.3%

A glance at these numbers makes it look like people over age 55 just started consuming less wine but the reality of the situation is how the COVID-19 pandemic shifted wine-drinking trends.

COVID-19’s effect on generational wine trends

Efforts to flatten the curve during the COVID-19 pandemic required people to spend unprecedented amounts of time at home and business closures changed their entertainment options. Gen X and younger tend to be more comfortable with technology than their older wine drinking counterparts and by extension, they were quicker to adapt to ordering wine online, go to wine tastings online, or even meet friends or family over Zoom for a bottle of wine.

Younger groups were also more likely to go out during the COVID-19 pandemic than older groups. While movie theaters, concert venues, schools, and sporting arenas were closed, restaurants and some bars stayed open and as a result, wineries became a popular destination for consumers eager for something to do. 

Baby boomers

Baby Boomers, as indicated above, drink the most wine in America. They had unprecedented and un-replicated levels of expendable income and economic growth during their working years and wine was one of the indulgences they decided to explore. 

Wine had been produced in the United States since the 1800s but the industry didn’t take off until the 1960s. Some of the interest came from people who’d flown to Europe and tried the wine there but in general, wine consumption increased over the next couple of decades as young boomers were interested in trying something new. In the 1990s, this generation was firmly into adulthood, and news stories on how red wine consumption could reduce heart disease doubled its popularity. 

Baby boomers were formalists. They wanted to see high wine scores by sommeliers and specific grapes. They were drawn to wine for its luxury. They felt knowledgeable and exclusive while drinking wine but this aspirational trend did not carry to future generations. Younger generations felt that an exclusionary experience was unappealing and they wanted accessibility. 

Generation X

In terms of increased accessibility, Generation X is much more comfortable with the direct-to-consumer model of sales. They feel confident about going online and choosing their own bottle, rather than waiting to hear the opinion of a sommelier at a winery or a restaurant. 

One company that sells wine directly to consumers says that Gen X spends 13% more than other groups. Baby boomers, on average, order more bottles but Gen X is willing to spend more if they feel like they are getting an intimate and authentic experience. This generation is also leading the shift from the big names to smaller producers. 

Millennials

Millennials have been asking the question, “How did this wine get here?” With wine as well as with other products, this generation wants to see corporate social responsibility. They want to know what a company believes in and see these beliefs reflected in the way the company treats its employees, interacts with its community, and produces its wine. 

Backed with over $1.4 trillion in spending power, Millennials have already created a thriving rose wine market and they are exploring co-fermentation methods, nontraditional wine regions and grape varieties, and sustainable practices. In general, this generation gravitates towards the well-known grape varieties but at the same time, they are also driving big changes in the industry.

Generation Z

Although only a handful of Generation Z members can drink wine right now, this generation promises to have an impact on the wine industry. They are a third of the global population and they want to see cool concepts and cutting-edge marketing. They also want to engage with businesses that have a position on global conversations such as the “MeToo” movement and Black Lives Matter.

About 60% of Generation Z says that food and drink are in their top five interests and they are very interested in alternative ways to consume wine such as wine cocktails, wine in cans, and wine made through co-fermentation with apples, watermelons, and other fruits.

Whether you prefer a quaffable white wine for a sunny afternoon or a high-end red blend to pair with a steak dinner, wine is appealing to people of all generations. However, different generations want different things from their wines. Traditionally older generations want class and elegance, while younger generations want a high-quality experience from a company they can trust and respect. At Domaine Bousquet, we offer all of that. 

Regardless of where you fit on the generational spectrum, Domaine Bousquet has wines for you. We offer a variety of organic wines as well as other amazing quality Argentinian wines. To learn more, contact us today.