As reports of declining wine consumption continue to grow, the industry is scrambling to answer a crucial question: how do you get more people, particularly millennials and Gen Z, to fall in love with wine?

“Gen Z is 42% of the population in South Africa. If we don’t pay attention, we risk losing a generation of wine drinkers,” says Ginette De Fleuriot, a Wine Education and Training Manager. Yes, they’re digitally savvy, but that’s just the surface. While Millennials built social media, Gen Z reshaped how we use it: for humour, collaboration, and shared experiences. They care about values, not vanity. They’re skeptical of marketing spin and want to know why a brand exists, not just what it sells. They’re saving for experiences that matter. And they’re open to wine, but only on their terms.

When it comes across as expensive, elitist, or intimidating, with endless jargon, rituals, and rules, it pushes away potential new fans instead of welcoming them in. So how can restaurants and the industry make wine more appealing to Gen Z? Ginette and her team have some recommendations.

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Host the experience, don’t just sponsor the moment
Think smaller, more intimate events and experiences like cosy in-home tastings and quirky pairings like wine and Shisa Nyama. Give them something worth sharing.

Tap into the home connoisseur
They don’t want lectures; they want playful learning. Gamify tastings, let them lead, keep it low-pressure. They’re curious, not craving credentials.

Show your ‘why’ and stay consistent
Purpose matters more than polish. They’ll forgive imperfection if your reason for existing feels real and backed by action.

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Offer value without cutting corners
Make wine approachable and exciting. It’s not about cheap; it’s about fair, meaningful value. Consider limited editions, experimental styles, cans, and bag-in-box formats, done with intention.

Use humour to unlock the category
Don’t joke about your product, joke about the barriers. Poke fun at snobbery, rituals, or the ‘rules.’ A little self-awareness makes wine feel human.

Let them be your creators
TikTok isn’t for slick ads, it’s for real, relatable content. Give Gen Z a story, a kit, or a behind-the-scenes moment, and they’ll tell your brand’s story better than you could.

Gen Z isn’t hard to reach. They’re simply not buying into the old rules. They want honesty, creativity, and joy. They’ll spend on brands that give them reasons to care and stories to share.

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