The wine industry is evolving, and Millennials and Gen Z are leading the charge, though they’ve long been regarded as the “killers of the wine industry.” Unlike previous generations, these younger consumers prioritize affordability, approachability, and innovation over traditional prestige. From fruit-forward, low-alcohol blends to playful branding and social media-driven marketing, brands like [yellow tail], Stella Rosa, and Whiny Baby have successfully captured the attention of modern wine drinkers. As we head into 2025, understanding what resonates with these demographics is crucial for any wine brand looking to thrive in an increasingly competitive market.

‍

What Millennials and Gen Z Value in Wine

Whether it’s a playful brand identity, sustainability, or an easy-drinking wine that fits their lifestyle, Millennials and Gen Z are reshaping what it means to enjoy a glass of wine. So, what exactly are they looking for? Let’s dive into the key values shaping their choices.

Healthy and No/Low Alcohol Options 

Health-conscious wine trends are growing as millennials and Gen Z prioritize wellness in their drinking habits. "Natural wine" (minimal additives, wild fermentation, no filtering) is popular due to its perceived purity. Consumers appreciate wines with fewer synthetic chemicals and additives. Additionally, some brands market wines with added benefits like probiotics, antioxidants, or adaptogens. Wines made with "clean" ingredients and transparency in nutritional information appeal to these younger consumers.

The "sober-curious" movement has also driven demand for alcohol-free or low-alcohol wines. As a result, many younger consumers prefer wines with lower alcohol by volume (ABV), typically 8-12%, compared to traditional wines that often range from 13-15%. These lighter wines allow them to enjoy social drinking without the heavy effects of alcohol. Dealcoholized wines are also improving in quality and taste, making these more attractive options for the sober and sober-curious.

Sustainability as an Expectation

Millennials and Gen Z not only want brands that openly share their sustainability efforts and ethical commitments–they’ve come to expect this from the brands they support. They’re looking for wine brands that support fair trade initiatives, ensuring fair compensation and humane conditions for workers, and sustainable vineyard and winemaking practices. They’re also reaching for wine in eco-friendly packaging, like cans and cardboard boxes, over the traditional glass bottles that typically line shelves.

Value Over Prestige

Many in these generations are dealing with student loan debt, rising living costs, and economic uncertainty, making them more price-sensitive. They’re looking for high-quality products at a reasonable price, often preferring wines in the $10-$25 range rather than luxury bottles. And, unlike older generations that may prioritize well-known wine regions or prestigious labels, Millennials and Gen Z are more adventurous in their wine choices. They’re willing to try wine from lesser-known regions or made with innovative winemaking styles that offer a more cost-efficient experience compared to traditional wines.

Diversity and Inclusivity

Millennial and Gen Z consumers are more conscious about who they buy from as much as what they’re buying. Many well-established wineries are run by third and fourth-generation members of wine-making dynasties, creating a fairly stable but rather homogenous wine market that Millennial and Gen Z buyers just aren’t interested in. These generations are looking for women and minority-owned small businesses to support, especially ones that have strong diversity and inclusivity practices.

‍

Case Studies: 4 Brands Winning with Millennials & Gen Z

How are wine brands rising to meet the challenges that these demographics bring? Four companies stand out as leaders in the industry and showcase clever marketing toward Millennial and Gen Z consumers.

1. Whiny Baby

Whiny Baby is a California-based wine brand founded in 2020 by Jess Druey (a member of Gen Z herself), aiming to make wine selection and consumption more approachable and enjoyable, especially for younger generations.

‍

Why Millennials and Gen Z Love Whiny Baby Wine:

> Playful Branding: The first thing that stands out about Whiny Baby is the bright, playful branding. The bright colors, bold font, and lighthearted copy have Gen Z written all over, right down to the friendship bracelet accompanying each bottle.

> Interactive Drinking Experience: Whiny Baby wines all feature a conversation starter under the bottle cap and a peel-and-stick label you can write on to document your experience. They encourage customers to leave voicemail reviews and text product photos to a dedicated line–very Gen Z.

> Approachable Wines: Whiny Baby currently offers three varieties of wine: Unwind White Wine, Obsessed Red Blend, and OMG!?! Fizzy Rose. All three are incredibly drinkable and approachable, with lower ABVs than others in the category.

‍

Impact of Whiny Baby Wines

• In 2023, the McBride Sisters Wine Company announced their first-ever joint venture with Whiny Baby.
• With Whiny Baby, Jess Druey won Gordon Ramsay’s Food Stars along with a $250,000 prize in 2024.
• Whiny Baby received rave reviews from VinePair and was dubbed Gen Z’s favorite wine in 2024.

‍

2. Stella Rosa

Stella Rosa, an Italian semi-sweet wine brand, has skyrocketed in popularity among Millennials and Gen Z, thanks to its low-alcohol, fruit-forward wines, social media presence, and approachable branding.

‍

Why Millennials and Gen Z Love Stella Rosa Wine:

> Sweet, Low-Alcohol, & Fun Flavors: Stella Rosa offers a variety of semi-sweet and semi-sparkling wines with unique flavor combinations like Golden Honey Peach, Strawberry Rosé, and Watermelon. They offer both no and low-alcoholic wines, making them a smart choice for sober-curious drinkers.

> Social Media & Influencer Marketing: Stella Rosa engages young wine lovers through fun content, challenges, and memes on their social media platforms. They regularly use TikTok trends and celebrity partnerships to stay relevant, as well as collaborate with social media influencers and lifestyle brands to enhance their visibility.

> Variety of Packaging Options: In addition to the standard 750ml bottles, Stella Rosa offers canned wines, single-serve bottles, and flavored variations to appeal to on-the-go consumers. Canned wines, in particular, attract Gen Z’s preference for portable, festival-friendly beverages.

‍

Results and Impact of Stella Rosa Wines

• Stella Rosa became the leading imported wine brand in the U.S. between 2019-2021
• Stella Rosa regularly receives awards and accolades for their innovative wine flavors, including their Pineapple & Chili wine released in 2024.

‍

3. [yellow tail]

[yellow tail] is an Australian wine brand known for its affordable, easy-drinking wines with a fruit-forward style. It was launched in 2001 by the Casella family and quickly became one of the best-selling wine brands worldwide, especially among younger generations.

‍

Why Millennials and Gen Z Love [yellow tail] wine:

> Affordability: [yellow tail] wine is incredibly affordable, ranging between $6-$12 per bottle. 

> Low ABV: [yellow tail] wines are on the lower end of the ABV spectrum than other wines, appealing to the sober-curious Millennial and Gen Z consumers.

> Fruit-Forward & Approachable Wine: Designed to be approachable, smooth, and slightly sweet, [yellow tail] is appealing to casual drinkers. It’s also less tannic and acidic compared to traditional wines, making it a good choice for those new to wine or drinking in general.

‍

Results and Impact of [yellow tail]

• As of 2024, [yellow tail] has held the prestigious title of IWSR’s “Most Powerful Wine Brand” for seven years running.
• Less than 20 years after launch, [yellow tail] became the leading imported table wine brand in the U.S. in 2018, 2019, and 2020.

‍

4. Barefoot Wine

Barefoot Wine is a popular, affordable wine brand enjoyed by millennial and Gen Z consumers for its approachable style, playful branding, and wide variety of wines. It is one of the best-selling wine brands in the U.S. and is owned by E. & J. Gallo Winery, one of the largest wine producers in the world.

‍

Why Millennials and Gen Z Love Barefoot Wine:

> Sweet & Easy-Drinking Wines: Many Barefoot wines are fruit-forward and slightly sweet, making them approachable for casual drinkers and those new to wine. Their Moscato, Pink Moscato, and Sweet Red blends are particularly popular among younger consumers.

> Fun & Casual Branding: The brand avoids traditional wine snobbery and markets itself as fun, laid-back, and inclusive. Barefoot uses colorful labels, quirky advertising, and social media engagement to appeal to millennials and Gen Z.

> Social Responsibility & Sustainability: Barefoot partners with organizations that support LGBTQ+ rights, environmental causes, and disaster relief efforts. They focus on sustainable winemaking practices, including water conservation and eco-friendly packaging. 

‍

Results and Impact of Barefoot Wine

• In 2024, Barefoot Wine became the top selling table wine brand in the U.S., reporting over $555 million in sales.
• As of 2022, Barefoot Wine is the official wine sponsor of the NFL, replacing Anheuser-Busch’s now discontinued Drink Babe wine.