Much is written about the fact that the young generation does not drink wine. That is not entirely true; the young drink wine, at least some of it (but not as much as the 60-plus). But what is true is that different age groups like different types of wine.
The American Wine Market Council has done a study and confirmed that red wines with a lot of oak and rough tannins do not appeal to the younger generation. They prefer rosé, prosecco and light white wines.
Of Gen Z (ages 21-26), 33% like dry rosé wine; only 10% do among baby boomers (born 1946-1964).
27% of Gen Z like prosecco, but only 15% of the baby boomers.
Only 21% of Gen Z like cabernet sauvignon, but 31% of the baby boomers.
The difference is slightly smaller for pinot grigio (27% and 20%, respectively) and sauvignon blanc (22% and 18%).
The survey applies to the USA but it is probably not wholly different in other countries.
Red wine consumption is going down and white wine consumption is going up everywhere. Light, aromatic grape varieties are in fashion, sauvignon blanc, pinot grigio, vermentino, alvarinho, etc.
Younger people in the US (as well as in other countries) do not shy away from drinking wine in cocktails. Sangria and spritz are popular summer drinks in the US. Too. Spritz seemed to be everywhere on the sidewalk tables this summer.
Read more: winebusiness
