For years, the prevailing view was that younger generations in particular were drinking less alcohol, whilst Baby Boomers (aged roughly 62 to 80) were thought to be the heaviest drinkers.
Text: Ingrid Larmoyeur (The Wine Institute) | Image: Unsplash
However, new international research by the market research firm IWSR paints a more nuanced picture.
It is the Boomers, in particular, who appear to be cutting back most significantly on their alcohol consumption. Health, wellbeing and changing lifestyles play a significant role in this.
The trend seems to be towards drinking not more, but more mindfully. This development is evident in the world of wine. Many wine lovers are increasingly opting for quality over quantity, discovering lesser-known grape varieties and wine regions, and savouring a good glass of wine more mindfully.
A more immersive experience
The perception of Gen Z also needs to be put into perspective. The youngest generation of adults does not reject wine en masse. According to the researchers, they are primarily seeking a richer experience: an authentic story behind the wine, an attractive presentation and a wine that suits a special moment with friends or family. In addition, cocktails and other drinks are more often part of their choices.
As one of the researchers puts it: “I don’t think younger drinkers were turning their backs on wine. I think they were turning their backs on the way wine was being presented to them.”
The differences between generations therefore appear to be smaller than is often thought. The trend is not to drink more, but to make more conscious choices. And perhaps that is the most significant development for the wine world.
[Source: IWSR, international consumer research in 15 key alcohol markets worldwide.]
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