For many younger wine drinkers, ordering wine off a wine list can feel like decoding a foreign language—no one wants to feel pressure at their restaurant table trying to order the “right” wine for their meal. And that’s exactly what the industry hopes to change. Wine sales have been on a slow but steady decline in recent years, leaving wineries with the pressing question: How do you capture the attention—and the palates—of the younger generations of taster?
The State of Wine Sales
The landscape of wine consumption is shifting between generations—younger consumers face an endless array of beverage options. New craft beers, spirits, hard seltzers, and non-alcoholic alternatives seem to pop-out every other week. Coupled with cultural shifts and changing habits, wine faces stiff competition.
The problem lies in the fact that the Gen-Z and Millennial generations are not yet replacing the wine drinking rates of the Baby Boomers. According to Silicon Valley Bank’s 2024 State of the US Wine Industry report, only about 20% of wine consumption in 2024 came from people under 40.
Despite decreasing wine consumption, winemakers across the West are not worried—they are confident the unparalleled experience of wine will speak for itself.
What Younger Drinkers Actually Want
Lindsey Reed, local wine expert to Santa Barbara, California, is all for spreading wine-education. Growing up around the food and drink industry, Reed fell in love with wine and never looked back. Combining her restaurant experience with her geology degree, Reed is passionate about the intricacies of wine’s production—and the beauties of its experience…