Magazine teaser

Over centuries, wine has been described with references to poetry and mysticism, its consumption likened to communing with the divine. Jesus turned water into wine for Biblical gatherings, while father of microbiology Louis Pasteur said, “A bottle of wine contains more philosophy than all the books in the world.”

Young people today are not convinced. In the wake of the World Health Organization’s decree that “no level of alcohol consumption is safe”, it appears that members of Gen Z are rethinking their drink. Many note the health risks of alcohol, the cost of wine, and alternatives such as cocktails, mocktails and cannabis. In modern parlance, “California sober” means getting stoned while abstaining from alcohol.

Glass half-empty

In sun-soaked Wellington, Catherine Entwistle, owner of Val du Charron Wine and Leisure Estate, notes a decrease in wine sales, especially since Covid. However, at the estate’s two restaurants, she has noticed an uptake. “So, people do have wine at our restaurants – clearly they make a special occasion of it, a celebration,” she says.

All indicators show that Gen Z is embracing mindful consumerism – and alcohol is not exempt. More than ever, autopilot sippage is considered déclassé. Around the world, the sober-curious movement is reshaping how youngsters think about alcohol, and not just in terms of the units consumed: motives are also being examined.

To read the full article, grab your copy of the 2026 Eat Out Magazine at Woolies or online!