How to Reach the Next Generation of Wine Lovers (Without Reinventing Your Brand)

Wine consumption is down, especially among younger generations. But here’s what we know from working closely with wineries across the country: Gen Z isn’t against wine—they just connect to it differently than past generations did.

They’re more intentional about drinking. They care about brand values. They’re skeptical of tradition for tradition’s sake. And they can spot inauthentic marketing from a mile away.

So if your winery wants to stay relevant as demographics shift, the answer isn’t to rebrand everything with slang and TikTok dances. It’s to refine what you already do best—and communicate it in a way that feels real, relevant, and inviting.

Here’s how to start.

Don’t Market to Gen Z. Market a Real Experience.

One of the biggest mistakes wineries make is trying to speak directly to Gen Z like they’re some alien species. You don’t need to change your voice or water down your brand. Instead, focus on making your winery experience feel like something worth showing up for.

Wine buyers of all ages (but especially younger ones) are drawn to:

• Social moments they can share with friends
• Spaces that feel comfortable, not exclusive
• Events and visuals that feel fresh and memorable

If your tasting room is beautiful, relaxed, and genuinely welcoming, your job is to make sure that comes through in your online presence—on your website, social posts, and email content. Use storytelling and visuals that show what it’s like to spend time at your winery, not just what’s in the bottle.

Ditch the Formality and Speak Human

There’s still a time and place for elegant, polished copy. But many wineries fall into the trap of sounding overly formal or technical when describing their wines, events, or club perks.

Younger drinkers don’t need you to dumb anything down—they just want clarity. Tell them what to expect, why it matters, and why they’ll enjoy it.

Instead of:

“Indulge in our finely nuanced expression of terroir-rich Merlot.”

Try:

“This Merlot is smooth, rich, and perfect for sipping with friends.”

Friendly, helpful, and confident copy builds trust.

If You Have Values—Talk About Them

We’re not saying every winery needs to slap “sustainably farmed” on every label. But if sustainability, community support, or ethical sourcing is something your winery already invests in, then say so.

Don’t make it a sales pitch. Just share what you do, and why. Show a photo of your vineyard crew. Post about the local nonprofits you support. Share behind-the-scenes footage from harvest.

Transparency and authenticity matter. And stories like these are easy to repurpose across email, social, and blog content.

Make Your Online Presence Match Your Tasting Room

If you want to connect with younger buyers, your digital presence has to match the in-person experience. That means:

• A website that’s mobile-first, fast, and easy to navigate
• Events and tasting info that’s clear and up to date
• Email content that feels personal—not templated or corporate
• Social media that shows your real people and personality

You don’t need to be everywhere—just be consistent in the places that matter.

Related post: Winery Website Must-Haves: What Today’s Wine Buyers Expect Online

Focus on First Visits, Not Just First Sales

Here’s a reality check: most Gen Z consumers aren’t stumbling across your winery online and placing a case order out of the blue. That’s not how people buy wine—especially not from smaller, independent producers.

They visit. They taste. They remember how your staff treated them. Then maybe they follow you online. Sign up for your emails. Buy later.

Your marketing should support that journey—not skip to the end.

So instead of trying to sell wine directly to new visitors, focus on:

• Making your tasting experience worth remembering
• Training your staff to create connection, not just pour samples
• Building your email list while the memory is still fresh

The sales will follow—especially when the experience was good enough to share with a friend.

Bottom Line: Don’t Chase Trends. Deliver a Great Experience.

The best way to market wine to Gen Z isn’t to guess what’s trending. It’s to do what you already do—well—and make sure it’s easy to find, easy to understand, and easy to love.

Lead with experience, stay consistent, and keep showing up.

Want help making your marketing connect across generations? Let’s talk winery marketing that actually works.