The Wine You Buy Tells Your Age

We like to compare generations in many way, so why not wine consumption?

 

Something we can all get behind, a great glass of wine
Gen Z, "Yeah, as long as I'm not paying for it." 😁
image from thetaste.ie

 

  Gen Z  born 1997-2012

They are just starting their wine adventure. As has been the case with past generations of people in their 20s, price is key. Sauvignon Blanc is a current favorite among young consumers. It's crisp, clean, easy to sip, and inexpensive, especially if it's from New Zealand. Low-priced sparkling wines like Prosecco and Cava are also popular. Natural wines and orange wines are part of this youthful experimentation. Chillable, light reds such as Gamay and Grenache are gaining popularity. Light, fruity wines priced under $20 are what many are looking for. Price is probably why they haven't latched on to rosé, as most premium wineries charge more than $30 for a bottle.

This is the generation most likely to be drinking something other than wine, seeking lower-alcohol wines, or not drinking at all. The alcohol industry will eventually have to address these concerns.

 

  Millennials  1981-1996

Rosé caught on with this generation about 15 years ago, and it's still very much their wine of choice. There is certainly a lot more rosé on the market now than there was in 2010 as just about every winery seems to produce at least one version of rosé.

Sparkling wine, including Prosecco, is also popular with this group, as is Chardonnay. In addition to rosé, I've noticed many more wineries now offering sparkling wines to meet the demand. When it comes to reds, they tend to favor Pinot Noir, Merlot, and Malbec over heavier Cabernet Sauvignon. Easy-drinking wines seem to be the theme.

There is also growing interest in unusual varietals, organic wines, and natural wines. This group is ground zero for healthier beverages and more sustainable farming practices. As this generation ages into its peak buying years, the wine industry is beginning to adapt to its preferences.

 

  Gen X  1965-1980

This generation now leads in wine purchases as the Boomers gradually exit the premium wine market. They buy traditional Cabernet Sauvignon, just as the generations before them did. They've also embraced the two-decade-old Pinot Noir trend. For white wines, the old standby—oaky Chardonnay—along with Sauvignon Blanc, remains popular. They tend to favor trusted brands over the new and trendy. They leave that to the younger generations.

These are the folks who likely started with Bartles & Jaymes, the first widely popular wine cooler. They've come a long way. See, everyone grows up.

 

  Boomers 1946-1964 

You probably think of Chardonnay or Cabernet Sauvignon when you picture older wine drinkers, and you'd be right. Rich, full-bodied Chardonnay and bold, dry Cabernet Sauvignon remain their favorites. Classic Chardonnay producers such as Chateau Montelena and Wente are longtime staples, as is Cabernet Sauvignon from wineries like Silver Oak and Beaulieu Vineyard.

And don't forget Merlot. Boomers have been loyal to it ever since Morley Safer's 1991 60 Minutes report, Sideways be damned. Boomers also had a fling with Sauvignon Blanc in the 1980s—or, as many remember it, Fumé Blanc, the name popularized by Robert Mondavi.

White Zinfandel was a wine phenomenon in the 1980s and into the '90s with Boomers and young Gen Xers. It can best be described as a sweeter version of premium rosé. It's showing a bit of resurgence with younger generations looking for less expensive and sweeter options.

Sources:

Delish.com 
Tastewise