How Wineries Can Attract Younger Consumers (Gen Z & Millennials) in 2025

The wine industry is changing, and Gen Z and Millennials are shaping its future. These younger consumers have different tastes, shopping habits, and values than older generations. They care about sustainability, affordability, digital experiences, and convenience when choosing wines. To stay relevant and grow sales, wineries need to adapt their marketing strategies to connect with this new generation of wine lovers. Here are 10 powerful ways to attract and retain younger wine consumers in 2025.

Why Wineries Should Focus on Gen Z & Millennials

Younger consumers are becoming the biggest buyers of wine. Millennials (ages 28-43 in 2025) love trying new flavors and exploring different wine styles. Gen Z (ages 18-27 in 2025) enjoys social drinking experiences, low-alcohol options, and digital convenience. Older generations are drinking less wine, making younger consumers essential for the wine industry's future. Let’s explore how wineries can connect with these younger audiences and keep them coming back.

1. Be Active on Social Media Younger consumers spend hours on social media every day, so platforms like Instagram, TikTok, and Facebook are essential for wineries. Post fun and educational content, work with influencers and bloggers, use Instagram and TikTok Reels, and join viral trends.
   
   

2. Make Wine Affordable & Easy to Buy Young consumers want great wine at a great price. Create affordable bottles, sell single-serve bottles and cans, and start a wine subscription box to make wine discovery fun and convenient.
   
   

3. Focus on Sustainability & Eco-Friendly Practices Younger consumers care about sustainability and prefer brands that support the environment. Use eco-friendly packaging, promote organic and natural wines, and highlight green initiatives.
   
   

4. Make Wine Fun & Less Intimidating Many young people feel overwhelmed by fancy wine terms and complex tasting rules. Use simple language, host unique events, and encourage casual drinking to make wine more accessible.
   
   

5. Sell Wine Online & Make Shopping Easy Gen Z and Millennials prefer shopping online, so having an e-commerce store is essential. Make your website mobile-friendly, offer first-time buyer discounts, and accept digital payments.
   
   

6. Create Eye-Catching Wine Labels Younger buyers love unique, artistic labels that stand out. Use bright colors and modern fonts, tell a fun story on the label, and add a QR code for interactive experiences.
   
   

7. Host Virtual & In-Person Wine Events Younger consumers love experiences, not just products. Host Instagram and TikTok Live tastings, offer fun pairing classes, and partner with cool venues to attract attention.
   
   

8. Offer Low-Alcohol & Health-Conscious Wines Health trends are influencing how younger consumers drink. Launch low-ABV wines, promote vegan and gluten-free options, and introduce non-alcoholic wines to cater to health-conscious drinkers.
   
   

9. Encourage User-Generated Content (UGC) Young consumers love sharing their experiences online. Repost customer photos and videos, create a branded hashtag, and offer perks for engagement to encourage promotion.
   
   

Final Thoughts

To attract Gen Z and Millennials, wineries must evolve with modern marketing, digital convenience, and engaging experiences. By focusing on social media, affordability, sustainability, and unique branding, wineries can build lasting relationships with younger wine lovers.