How wine brands can win over millennials and Gen Z—and make them lifelong customers

The wine industry stands at a crossroads: millennials and Gen Z drink less overall, yet they’re reshaping the market with digital‑first values like authenticity, social impact, and wellness.

Use these 10 proven tactics to connect with younger consumers today—and turn them into lifelong brand advocates.

1. Democratize Wine 101 to address declining wine consumption

You’ll make wine feel approachable by swapping lofty tasting notes for bite‑sized TikToks, Instagram Reels, and interactive virtual tastings. Think 15‑second grape 101s, “what to pair with your comfort food” shorts, and live “ask a winemaker” sessions that invite questions in real time—no snobbery allowed.

Make wine fun and approachable with bite-sized videos and live pairing workshops that break down barriers and remove the intimidation factor. Younger generations are rewriting the wine playbook—they crave a fresh, relatable experience where wine feels versatile and enjoyable. Highlight wine as the perfect companion for casual dinners, lively social gatherings, or even quiet moments of self-care.

Case study: La Vieille Ferme
After leaning into fans’ playful “Chicken Wine” nickname on TikTok—highlighting its easy‑drinking reds and whites—La Vieille Ferme drove over 1 million case sales in the UK within a year, proving that fun, no‑frills storytelling can break down barriers for wine newcomers. bonappetit.com

Platforms like TikTok, Instagram Reels, and YouTube Shorts are ideal for short, relatable videos that demystify wine. Online tastings and pairing workshops can also help integrate wine into their everyday lifestyle.

Evolve with their lifestyle shifts

As your audience moves into different life stages—like starting families or advancing their careers—offer content that aligns with these changes. Think family-friendly pairings, stress-relief rituals, or quick dinner tips that keep wine relevant and approachable.

2. Offer big flavor on a small budget

You’ll win budget‑conscious Millennials and Gen Z by spotlighting crowd‑pleasing bottles under $20 as “affordable indulgence.” Remove the intimidation factor with playful, user‑generated reviews and “approachable luxury” cues in your visuals and copy—think candid tasting notes, everyday‑lifestyle shots, and simple, jargon‑free descriptions that invite curiosity and confidence in every sip.

Case study: Barefoot Wine
Barefoot’s #BareYourSole social campaign generated over 75 million impressions and boosted social media engagement by 15 percent—all while maintaining an average bottle price under $12. drinksretailingnews.co.uk

Grow with their buying power

As their income grows, guide them toward premium offerings through storytelling, curated recommendations, and loyalty perks. Help them upgrade their tastes without abandoning the sense of ease and fun they’ve come to love.

3. Turn fans into friends

Create share‑worthy challenges and hashtag campaigns on TikTok & Instagram, then deepen loyalty with members‑only clubs and virtual tastings.

You’ll spark engagement when you invite your community to co‑create and share—think tagging challenges, recipe remixes, or interactive experiences that lean on peer networks for amplification.

You’ll spark community‑driven buzz by turning social channels into co‑creation hubs: launch low‑barrier pairing challenges (“name your perfect red and party snack”), recipe remixes, and interactive hashtags that reward participants with exclusive perks. Partner with values‑aligned influencers to amplify authentic voices and invite your audience to share their “wine moments.”

For inspiration, look at 19 Crimes’ “Living Wine Labels” AR app—by animating its heritage characters and making each bottle a shareable experience, they transformed casual sippers into enthusiastic brand ambassadors. Invite your fans to scan, share, and tag friends to keep the conversation—and the pours—flowing.

Case study: 19 Crimes
By animating its infamous ’19 Crimes’ characters via the Living Wine Labels app, 19 Crimes achieved 5.5 M downloads, a 40 % jump in sales, and earned the Super REGGIE Award for best brand activation.” PTC

Use this model: launch low‑barrier, high‑fun challenges (e.g., “scan & share your outlaw story”), reward UGC with exclusive badges or discounts, and lean into any tech or social feature that gets people talking—and tagging—their friends.

Unlock the power of storytelling

Partner with influencers who align with your brand values, and invite your community to share their unique wine moments. Here's the formula: launch simple, enjoyable challenges (e.g., “Scan & share your outlaw story”), reward user-generated content with exclusive perks like badges or discounts, and embrace tools or social features that spark conversations and tagging among friends.

Deepen connection through community

As their online and offline communities mature, build loyalty through exclusive wine clubs, private tastings, or members-only perks. Give them more reasons to come back—and bring their friends.

4. Own the wellness wave

Meet demand for health-conscious wines where transparency and wellness are key. Often derided in the wine industry as just another “celebrity vanity project,” Avaline—co‑founded by Cameron Diaz and Katherine Power—has proved a highly successful brand and message, thanks to its commitment to organic grapes, minimal additives, and clear “no added sugar, no colorants, low sulfites” labeling.

Case study: Avaline
Once dismissed as a ‘celebrity vanity’ label, Avaline now tops the health‑conscious charts—55% of its buyers cite ‘no added sugar’ and ‘low sulfites’ as their #1 purchase driver.

Partner with wellness influencers, host “wine & yoga” events, or highlight how your wines fit into a balanced lifestyle.

Align with lifelong wellness values

As consumers age, wellness becomes even more central. Continue to offer options that promote moderation and mindfulness, and use messaging that speaks to long-term health and wellbeing.

5. Prioritize diversity and social responsibility

Millennials and Gen Z want to buy from brands that reflect their values. Demonstrate your commitment to DEI by supporting minority-owned vineyards, working with social impact partners, and sharing authentic stories from your team.

Maison Noir Wines is a perfect model: founded by André Hueston Mack, one of fewer than 100 Black‑owned U.S. wineries (<1 % of 11,600+) . Mack leverages his Wall Street‑to‑winemaking journey to mentor at DEI panels , funnels grants through a “Give Back” portal to grassroots orgs , and centers first‑person narratives in every campaign.

Case study: Maison Noir
André Mack turned his Wall Street résumé into a platform for change—Maison Noir is one of <1% Black‑owned U.S. wineries, funnels six‑figure grants annually to grassroots groups, and sees 75% repeat purchase rate among Gen Z customers.

Stand as a values-driven legacy brand

Continue to show—not just tell—your values as your audience matures. Position your brand as a consistent advocate for equity, inclusion, and sustainability over time.

Use this blueprint—spotlight minority leadership, invest real resources in communities, and amplify authentic voices—to forge genuine connections with younger consumers.

6. Create experiential and interactive campaigns

Experiences matter more than ever. From custom labels to gamified trivia nights, brands like Whiny Baby are winning hearts through interactive packaging and campaigns. Make your wine not just a product, but a moment.

Case study: Whiny Baby
Jess Druey leveraged her Red Bull marketing background to position Whiny Baby as a playful, Gen Z‑focused label—landing shelf space in Target, Total Wine, and BevMo within months of launch and building a vibrant online community through AR‑style label activations and user‑driven storytelling.” vintmarketplace.com

Offer meaningful experiences as traditions

As life slows down, shift your experiences toward life’s meaningful milestones—anniversaries, cozy nights in, and special celebrations that become traditions.

7. Innovate on packaging

Packaging isn’t just practical—it’s part of the appeal. Single-serve bottles, canned wines, and spritzers are perfect for on-the-go lifestyles. Design packaging that looks good on a shelf and a feed.

You’ll stand out by offering formats that fit modern life—think single‑serve cans, bag‑in‑box, and eco‑innovations like Blue Bin’s 100 % recycled & recyclable PET bottles. Design packaging that looks great on‑shelf and “for the ‘gram” to drive both convenience and shareability.

Case study: Blue Bin
Blue Bin has revolutionized eco-friendly wine packaging by reducing bottle weight from 420g to just 52g. This innovative change slashes packaging weight by nearly 90% and reduces carbon emissions by approximately 30%. With its lightweight design, Blue Bin has solidified its status as the go-to wine for outdoor adventures and on-the-go lifestyles—proving that sustainability and convenience can go hand in hand. Wine Road

Balance convenience with elegance

As younger consumers mature, keep convenience but elevate your design for occasions that call for something a little more refined. Think table-ready elegance with a modern twist.

8. Craft authentic, relatable messaging

Speak like a human, not a textbook.

Make your brand feel like a friendly neighbor by swapping wine jargon for everyday language. Use playful taglines and relatable stories to connect with real-life moments—like a cozy night in, a backyard BBQ, or a casual hangout at the local spot.  

Ditch the technical lingo and talk like a friend. Describe tasting notes in simple, approachable terms (“bright strawberry zing” instead of “high-acid red blend”), reference familiar places, and invite your audience into your world. The result? A brand voice that’s warm, relatable, and easy to connect with.

Case study: Tank Garage Winery
By turning a former gas station into a friendly neighborhood tasting room—complete with rotating local art and staff who greet every guest like an old friend—Tank Garage has generated strong word‑of‑mouth buzz and a steady stream of new wine‑club members.

Use this model: sprinkle geographic shout‑outs, share candid behind‑the‑scenes snaps, and let your team’s personality drive each post. This approach makes your brand feel less like a corporation and more like a trusted friend.

Mature your tone with your audience

As your audience grows, so should your tone. Keep it real and relatable, but introduce storytelling with more depth, nostalgia, and emotional resonance to reflect their evolving mindset.

9. Lead with sustainability

Sustainability is no longer optional—it’s expected. Be clear about your eco-friendly practices, from vineyard to packaging. Use your channels to educate and empower consumers to make planet-positive choices.

You’ll earn trust by spotlighting real eco‑actions—from regenerative farming to low‑impact packaging—and by inviting consumers to join you on a sustainability journey.

Take A to Z Wineworks as your model: in 2014 they became the first U.S. winery to earn B Corp certification, sourcing 100 % of their grapes from vetted, sustainable Oregon vineyards and achieving zero‑waste operations at their tasting room.

Case study: A to Z Wineworks
After pioneering B Corp status, A to Z launched its Stewardship Series—special bottlings that fund regenerative agriculture projects—and continually shares soil‑health data and carbon‑reduction milestones across its channels. This transparency has driven a 25 % uptick in club enrollments from eco‑focused consumers.”

Show long-term commitment to the planet

• Publish annual sustainability reports with hard metrics (water use, carbon footprint, waste diverted).
• Educate through multimedia: virtual vineyard tours, “Meet the Farmer” videos, or soil‑sampling livestreams.

By embedding these practices into your brand story—and keeping your audience updated on real progress—you’ll cement loyalty among customers who not only buy wine, but also buy into a healthier planet.

10. Position for quality over quantity  

Today’s wine drinkers may be drinking less, but they’re spending more on what matters.

You’ll attract discerning drinkers by spotlighting your winemaking heritage and artisanal process. Share your founding story, celebrate landmark vintages, and invite consumers behind the scenes—whether through virtual cellar tours, founder interviews, or limited‑edition bottlings that showcase your signature techniques.

Take Ridge Vineyards as inspiration: founded in 1885 by Dr. Osea Perrone atop Monte Bello Ridge, Ridge still operates its original hillside cellar and emphasizes minimal‑intervention, single‑vineyard bottlings. They routinely open the doors for members to “peek behind the scenes” and learn how each barrel is crafted—reinforcing authenticity and commanding premium pricing among loyal collectors.

Case study: Ridge Vineyards
Ridge’s annual Monte Bello release sells out within hours of a members‑only email, thanks to exclusive cellar‑door tastings, deep dives on vineyard history, and storytelling around their landmark 1962 ‘Dad’s Cabernet,’ which cemented their legendary status.

Be part of life’s big (and small) moments  

Position your wine as the go-to for life’s celebrations and quiet joys. Help your customers create emotional connections that deepen their loyalty over time.

In conclusion: build relationships  

Building genuine relationships—not just transactions—is the ultimate goal. By meeting Millennials and Gen Z where they are, delivering on your brand’s story and values, and evolving alongside their changing lifestyles, you’ll transform one‑time buyers into loyal fans.

Ready to future‑proof your wine brand? Start engaging authentically now—and keep the conversation flowing as your audience grows.