With sparkling wines key to the occasion, there’s so many great choices out there beyond the classics, that can reach treat-minded customers on a bit of a budget. Consider expanding your sparkling wine offering and look at options from England, Spanish Cava or traditional method sparklers from the New World.
PROOF Insight 2024 Trends Report
PROOF Insight GB On-Trade Insights October 2024
Research has found that Millennials and Gen Z are more likely to drink wine to celebrate special occasions and are happy to spend a little more for better-quality when they do drink it.
By putting wine front and centre of celebrations and occasions, there’s a great opportunity for venues to win over younger drinkers within the wine category.
It’s all about the experience,
so think about how you can encourage your Gen Z and Millennial customers to make an occasion out of the everyday and splash out on a bottle of fizz or special wine.
We’ve put together a selection of wines that are fit for any occasion - perfect for drawing in the millennial and Gen Z crowd.
Where Gen X and Boomers tend to drink wine for flavour, paired with food, and to relax, Gen Z drink wine during occasion moments, to create a ‘vibe’ and to share with friends and family. Millennials sit somewhere in the middle, opting for wine both for special occasions, but also for taste and relaxation.
With wine sitting as the headline act for parties and celebrations, Gen Z and Millennials are showing different spending behaviours to their elders. They often spend more on better quality or more premium sips, with magnums and other ‘statement’ formats a popular choice.
51% of Gen Z and 23% of Millennials choose to buy magnums of wine, compared to just 6% of Boomers. With their obvious ‘wow factor’ it’s not surprising that magnums have a strong appeal to the younger wine drinkers.
In the case of sparkling, Prosecco and Champagne are the top two wine regions for Gen Z and Millennials. Despite usually having lower levels of income,
it appears that younger wine drinkers are all about making the most of the occasion, both in the moment and for showcasing their celebrations with
Insta-worthy photos.
Wine has always been enjoyed during celebratory or special occasions, whether it's popping the cork on a Champagne to ring in the New Year or sharing a bottle of something special to celebrate birthdays or anniversaries.
By putting wine front and centre of celebrations and occasions, there’s a great opportunity for venues to win over younger drinkers within the wine category.
It’s all about the experience,
so think about how you can encourage your Gen Z and Millennial customers to make an occasion out of the everyday and splash out on a bottle of fizz or special wine.
We’ve put together a selection of wines that are fit for any occasion - perfect for drawing in the millennial and Gen Z crowd.
With sparkling wines key to the occasion, there’s so many great choices out there beyond the classics, that can reach treat-minded customers on a bit of a budget. Consider expanding your sparkling wine offering and look at options from England, Spanish Cava or traditional method sparklers from the New World.
Wine has always been enjoyed during celebratory or special occasions, whether it's popping the cork on a Champagne to ring in the New Year or sharing a bottle of something special to celebrate birthdays or anniversaries.
PROOF Insight 2024 Trends Report
PROOF Insight GB On-Trade Insights October 2024
Where Gen X and Boomers tend to drink wine for flavour, paired with food, and to relax, Gen Z drink wine during occasion moments, to create a ‘vibe’ and to share with friends and family. Millennials sit somewhere in the middle, opting for wine both for special occasions, but also for taste and relaxation.
With wine sitting as the headline act for parties and celebrations, Gen Z and Millennials are showing different spending behaviours to their elders. They often spend more on better quality or more premium sips, with magnums and other ‘statement’ formats a popular choice.
51% of Gen Z and 23% of Millennials choose to buy magnums of wine, compared to just 6% of Boomers. With their obvious ‘wow factor’ it’s not surprising that magnums have a strong appeal to the younger wine drinkers.
In the case of sparkling, Prosecco and Champagne are the top two wine regions for Gen Z and Millennials. Despite usually having lower levels of income, it appears that younger wine drinkers are all about making the most of the occasion, both in the moment and for showcasing their celebrations with Insta-worthy photos.
Research has found that Millennials and Gen Z are more likely to drink wine to celebrate special occasions and are happy to spend a little more for better-quality when they do drink it.