STELLENBOSCH, SOUTH AFRICA - OCTOBER 30: Acclaimed winemaker Andrea Mullineux serves her 2018 Syrah Schist red wine during the Noble Vice Farm Feast wine festival on October 30, 2021 at the Kaapzight Wine Estate near Stellenbosch in South Africa's Western Cape. Wine lovers flocked to the two-day event, one of the first of its kind since South Africa eased its Covid-19 lockdown restrictions, which also saw periodic bans on the sale and distribution of alcohol during the Coronavirus pandemic. (Photo by David Silverman/Getty Images)
Food - Drink
The Type Of Alcohol Gen Z Pours The Most Of
Jean Twenge, a professor of psychology at San Diego State University, describes Gen Z as "more risk-averse than previous generations in terms of attitudes and [behavior]." This may explain why Gen Z is less inclined towards drinking, according to the Financial Post, but this generation does favor a certain type of alcohol.
According to the Annual Drizly Consumer Trend Report, red wine is the beverage that will see higher and higher sales amongst one of America's youngest generations. Results of the report also show that Gen Z favors red wine more than Gen X and Boomers, but Gen Z likely enjoys this drink for different reasons than their elders do.
Wine Enthusiast notes that the wine industry is tied to history and tradition, but Gen Z is "excited about co-fermentation methods, lesser-known wine regions, and varieties, and brands that align with their values." Gen Z likes wine that is modern and novel, so if the industry wants to ride this wave of popularity, it needs to keep up with the times.