The new wine consumers of 2026: Trends and opportunities

How Millennials and Gen Z are redefining wine culture

Jill Barth

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The wine industry is at a turning point. As Millennials hit peak spending years and Gen Z reshapes expectations around wellness, digital engagement, and sustainability, understanding these new consumers is no longer optional: it’s the key to thriving in 2026 and beyond.

Understanding the "new wine consumers" is essential for wineries, marketers, and retailers aiming to thrive in this dynamic environment. Outshinery is here to help your brand navigate these changes with innovative solutions that resonate with today’s wine drinkers.

Summary

The wine industry is undergoing a transformation as Millennials and Gen Z become the dominant consumer groups. These generations value sustainability, digital engagement, and unique experiences, while also drinking less alcohol overall.

front and back views of non-alcoholic sparkling wines — With the advent of non-alcoholic wines, the pairing of athletic pursuits like running with a sophisticated drink is now a viable option.

To thrive in this new landscape, wineries must adapt by embracing innovation, broadening drinking occasions, and telling compelling stories. Outshinery’s solutions, including the Lite platform, empower wineries to meet these challenges head-on with stunning visuals and digital tools.

Millennials and Gen Z take the stage

Millennials, once the up-and-coming wine enthusiasts, are now entering their peak spending years. They value sustainability, authenticity, and storytelling. Millennials are drawn to wines with a narrative: be it about the winemaker, the region, or eco-friendly practices. They also prioritize affordability, often seeking high-quality wines at accessible price points.

Meanwhile, Gen Z is emerging as a unique force. This generation is health-conscious, adventurous, and digitally native. Wine Enthusiast highlights their preference for sustainable practices, lighter wine styles (like rosé and sparkling wines), and alternative packaging.

brut rosé, sparkling rosé, rosé of tempranillo and rosé rhubarb strawberry mash — Rosé, affectionately dubbed "pink wine" by the younger generation, is currently experiencing a surge in popularity. Its versatility and approachable character make it an ideal choice for both experimentation and casual enjoyment.

Gen Z also embraces new wine regions and styles, from Scandinavian whites to chilled reds, reflecting their curiosity and openness to experimentation.

The rise of wellness and moderation

Both Millennials and Gen Z are drinking less alcohol overall, driven by health concerns and the "sober-curious" movement. Non-alcoholic and low-alcohol wines are gaining traction, with sales projected to grow significantly in the coming years. It's important to align wine with wellness trends and broaden its appeal to new drinking occasions.

Erica Duecy, speaking at the WiVi conference, emphasized the importance of aligning wine with wellness trends and broadening its appeal to new drinking occasions.

moscato non-alcoholic wine bottle, rosé non-alcoholic wine bottle — Wineries are expanding their portfolios, introducing non-alcoholic versions of their flagship wines. This strategy builds on their established brand image and caché. Research indicates that wine consumers readily alternate between alcoholic and non-alcoholic options. By providing both, wineries can retain sales and position themselves as the preferred choice.

Digital engagement: Meeting consumers where they are

As noted by Wine Enthusiast, authenticity is paramount: brands must connect with their audience in genuine and relatable ways.

Social media and digital platforms are critical for engaging younger consumers. Gen Z, in particular, relies on influencers and online communities for wine recommendations. Platforms like TikTok and Instagram are becoming key channels for storytelling and brand building.

Outshinery’s Studio platform makes it easier than ever for your winery to create stunning, on-brand visuals that stand out in crowded feeds. From Bottle Shots to Lifestyle Imagery, Lite ensures your wine looks as good online as it tastes in the glass.

woman in a white skirt holding a bouquet and a bottle of California rosé in a vineyard — To captivate the younger generation of drinkers, wineries must communicate the pleasure and experience that their wines bring to people's lives, highlighting how seamlessly wine integrates into various occasions.

Sustainability as a non-negotiable

Sustainability is no longer a bonus; it's an expectation. Gen Z, in particular, scrutinizes brands for their environmental and social impact. From organic farming to innovative packaging, wineries that prioritize sustainability are more likely to win the loyalty of younger consumers.

bottle of organic rose certified sustainable in a unique frosted glass bottle — Organic and sustainable practices are quickly becoming essential for younger generations to choose wine over other beverages.

According to Colangelo PR, Millennials are drawn to wines with a narrative, be it about the winemaker, the region, or eco-friendly practices.

Outshinery supports your winery in showcasing its sustainability efforts through compelling visuals and storytelling. Whether it’s highlighting eco-friendly packaging or vineyard practices, we help you communicate your values effectively and transform your efforts into powerful marketing assets.

open cardboard box containing 6 cans of sparkling rosé — To stand out in the wine industry, offer more than just a drink; offer an experience backed by values. These eco-friendly 250ml sparkling rosé cans are a great example. Shipped directly to consumers in elegant, lightweight cardboard boxes (a sustainable alternative to glass) they embody the "drink mindfully" motto. Plus, with commitments like 1% for the Planet and women-owned certification, they offer values that resonate with today's consumers, helping the brand stand out in a crowded market.

Broadening drinking occasions

Traditionally associated with formal dinners and celebrations, wine is now finding its place in more casual settings. Younger consumers are exploring wine as part of outdoor activities, home gatherings, and even as a cocktail ingredient.

This trend aligns with the broader desire for unique experiences and cultural connections, as highlighted by Meininger’s International. This shift presents an opportunity for your winery to innovate and position your products for diverse occasions.

Outshinery’s Lifestyle Imagery can help you reimagine how your wine fits into these new occasions, from picnics to parties, making it easier for consumers to see your product in their lives.

Sparkling, Blanc de blancs and brut rosé bottles on a picnic blanket outside with a wicker basket — Democratize champagne by making it more accessible and realistic to potential consumers. Utilize visual content, like a simple outdoor picnic, to showcase how even the fanciest wines can be enjoyed in everyday life.

Globalization and new regions

The new wine consumers are adventurous, seeking out lesser-known regions and varietals. From Portugal's Azores to Japan's emerging wine scene, there's a growing interest in exploring the world through wine.

This trend aligns with the broader desire for unique experiences and cultural connections.

slim 250ml aluminum can of a natural piquette blanc that appeal to the more-open minded wine drinker

Get unforgettable wine visuals with Outshinery Studio

First impressions matter. Outshinery Studio offers world-class product photography, lifestyle images, and creative assets. No costly photoshoots or complicated logistics: Studio’s streamlined process delivers professional results quickly and affordably. Stand out in retail, online, and everywhere your wine is discovered.

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Challenges and opportunities ahead

While the wine industry faces challenges like declining consumption and economic uncertainty, there are reasons for optimism. A recent study suggests that 2026 could mark the beginning of a recovery phase, driven by premiumization, wine tourism, and emerging markets. To succeed, your winery must adapt to changing consumer demands, embrace innovation, and invest in digital and sustainable strategies.

Outshinery is your partner in navigating these changes. Our visual content solutions help you tell your story, connect with new audiences, and stand out in a competitive market. Whether you’re launching a new product, promoting your sustainability efforts, or targeting a younger demographic, we’re here to make your brand shine.

A recent study suggests that 2026 could mark the beginning of a recovery phase, driven by premiumization, wine tourism, and emerging markets.