Packed with style
Appealing to the eye can be just as important as appealing to the palate when it comes to Gen Z and Millennial wine drinkers. 41% of younger consumers say they can’t resist fancy packaging, compared to just 21% of other age groups*. Offering wines that come in eye-catching or unusual packaging can be a good way to encourage young customers to invest in a more premium bottle just to have the pleasure of seeing it on the table and, of course, snapping some pics for the ‘gram. While it can be hard to show off wine packaging on a wine list, you can always try to keep some of the more stylish bottles somewhere visible, such as on or behind the bar, to attract attention and encourage curiosity.
Approachable styles
The human taste buds have a limited lifespan meaning we lose them as we age. One effect of this, is that we are more sensitive to taste factors (i.e. salty, sweet, bitter, umami, and sour) when we’re younger and often have lower tolerance for potentially unpleasant sensations, like bitterness. This could explain why younger consumers tend to lean towards alcohol products that are less bitter and more sweet, showing more preference for products like RTDs and cider over products like beer.
This feeds into younger consumers’ preferences for wines as well, with sales data showing that they are more likely to purchase sweet wines with lower acidity and tannin*. Wines that are more approachable in style or that have some residual or fruit sweetness, like New Zealand Sauvignon Blanc or German Riesling, will likely appeal to your young customers over more intense wines like Bordeaux reds, and should be well represented on any list aimed to target young people.
WHY
GENERATION
WINE?
WHAT
DO THEY WANT FROM THE ON- TRADE?
Now that we’ve looked at key trends that inform what young wine drinkers are looking for their on-trade experiences, it’s time to think about what they actually like to drink. Our tastes in all things change as we age and gain more experience. Any wine drinker will tell you that their go-to wine styles change quickly as they try more wines and learn more about the category. It is probably possible to track the journey that most people will take as they explore the world of wine, from styles that are easy drinking to those that have more overt flavour characteristics, and finally towards more subtle and complex wines. By looking at sales data and consumer sentiment we can come to understand the types of wines that appeal to a younger audience, so we can build a range that ticks all their boxes.
Bigger is better
Younger wine drinkers are more likely to drink wine to celebrate special occasions. Magnums and other large formats naturally bring a sense of occasion and there is nothing more celebratory than popping the cork on a large bottle of sparkling wine or champagne. Not to mention they look fabulous on the table and are perfectly instragammable. Or, why not add an extra theatrical touch to your wines by the glass by serving them at the table from a magnum.
For more advice on building the right range to win with the younger generation, contact your account manager today.
There is much more we could say about how to appeal to Gen Z and Millennial wine drinkers in your venue. We will be coming back to this topic over the coming months to dig more into the specific tastes of young consumers, looking in depth at their preferences for sustainable products and conscious consumption, fun and irreverent branding, rosé (of course) and much more. So, keep your eyes peeled for further instalments in our Generation Wine series as we work to unpack the question of how we win the next generation of wine lovers in the on-trade.
WHAT
DO THEY WANT FROM THE ON- TRADE?
WHY
GENERATION
WINE?
For more advice on building the right range to win with the younger generation, contact your account manager today.
Bigger is better
Younger wine drinkers are more likely to drink wine to celebrate special occasions. Magnums and other large formats naturally bring a sense of occasion and there is nothing more celebratory than popping the cork on a large bottle of sparkling wine or champagne. Not to mention they look fabulous on the table and are perfectly instragammable. Or, why not add an extra theatrical touch to your wines by the glass by serving them at the table from a magnum.
Packed with style
Appealing to the eye can be just as important as appealing to the palate when it comes to Gen Z and Millennial wine drinkers. 41% of younger consumers say they can’t resist fancy packaging, compared to just 21% of other age groups*. Offering wines that come in eye-catching or unusual packaging can be a good way to encourage young customers to invest in a more premium bottle just to have the pleasure of seeing it on the table and, of course, snapping some pics for the ‘gram. While it can be hard to show off wine packaging on a wine list, you can always try to keep some of the more stylish bottles somewhere visible, such as on or behind the bar, to attract attention and encourage curiosity.
There is much more we could say about how to appeal to Gen Z and Millennial wine drinkers in your venue. We will be coming back to this topic over the coming months to dig more into the specific tastes of young consumers, looking in depth at their preferences for sustainable products and conscious consumption, fun and irreverent branding, rosé (of course) and much more. So, keep your eyes peeled for further instalments in our Generation Wine series as we work to unpack the question of how we win the next generation of wine lovers in the on-trade.
Approachable styles
The human taste buds have a limited lifespan meaning we lose them as we age. One effect of this, is that we are more sensitive to taste factors (i.e. salty, sweet, bitter, umami, and sour) when we’re younger and often have lower tolerance for potentially unpleasant sensations, like bitterness. This could explain why younger consumers tend to lean towards alcohol products that are less bitter and more sweet, showing more preference for products like RTDs and cider over products like beer.
This feeds into younger consumers’ preferences for wines as well, with sales data showing that they are more likely to purchase sweet wines with lower acidity and tannin*. Wines that are more approachable in style or that have some residual or fruit sweetness, like New Zealand Sauvignon Blanc or German Riesling, will likely appeal to your young customers over more intense wines like Bordeaux reds, and should be well represented on any list aimed to target young people.
Now that we’ve looked at key trends that inform what young wine drinkers are looking for their on-trade experiences, it’s time to think about what they actually like to drink. Our tastes in all things change as we age and gain more experience. Any wine drinker will tell you that their go-to wine styles change quickly as they try more wines and learn more about the category. It is probably possible to track the journey that most people will take as they explore the world of wine, from styles that are easy drinking to those that have more overt flavour characteristics, and finally towards more subtle and complex wines. By looking at sales data and consumer sentiment we can come to understand the types of wines that appeal to a younger audience, so we can build a range that ticks all their boxes.
