For a few years now, the ongoing rhetoric in the alcohol industry has been this: as older consumers age out of consumption, younger consumers are failing to pick up the slack they are leaving behind. This has been seen especially in wine consumption trends. Anyone who tracks alcoholic beverage publications or has found themselves in an industry meeting room has without a doubt, heard something along these lines.
However, recent reports by organizations such as the IWSR are showing that this may not be the case. According to a recent publication, from April 2023 to March 2025 alcohol participation rates in Gen Z have risen from 46% to 70%. Furthermore, trends indicate that Gen Z may be the most “adventurous” generation yet when it comes to willingness to try new products and seek out new experiences.
In hindsight, this all makes sense. Think about it, when you began drinking alcohol, did you drink what your parents drank? In reality, this is the same cycle that has happened with every generation aging into alcohol consumption. The real question now is how do we meet these younger consumers where they are, and adapt to changing preferences?
At Great Lakes Wine and Spirits we pride ourselves on delivering the highest level of service to you, our customers, as we can. That is why we decided to hit the streets and get firsthand accounts from younger consumers on what they like to see in not only the products they seek out, but the places as well.
Although we received many opinions, there were a few common points that several of those asked agreed on. One theme that seemed to appear a lot was community and approachability. Brett, a 29 year old living in Detroit stated the reason he frequents the wine bars he does is because of how “accessible/non-pretentious those spaces are, you can be balling out on some expensive stuff or just go cheap.” Another point he emphasized was the “cozy community driven setting.”
Another local Detroiter named Ena stated “I think young people aren’t just looking for a place with a good cocktail or drink anymore, they want to be somewhere that has its own atmosphere & feeling that’s unique to the place, and has that sense of community”
Continuing with the theme of Approachability, Frankie of Chicago stated that she seeks out places where the hospitality is strong and the waitstaff or bartender make her feel welcome. She especially emphasized how important it is to make customers not feel judged, even if they know nothing about wine or cocktails.
Frankie also made a point to bring up another point that seems to be important to young consumers no matter the generation – affordability. To the average 25 year old, a $15 glass of wine just does not make sense – especially if you can get a bottle of said wine for the same price in a retail setting. This is supported by a 2024 IWSR study that showed price sensitivity is one of the top barriers to wine adoption among Gen Z and younger Millennials. These consumers are not necessarily “cheap”—but they are value-driven, seeking authenticity, story, and quality at a fair price point.
Beyond the voices we heard locally, broader data tells us another major driver: sustainability. According to the Wine Intelligence Global Trends Report, nearly 60% of Millennial and Gen Z wine consumers say they are more likely to purchase a brand that emphasizes sustainability, organic practices, or transparent production. Labels that clearly communicate farming practices, environmental commitments, or “better-for-you” aspects (like lower alcohol, natural, or no additives) are winning attention.
Another key factor is discovery. Younger drinkers are highly curious and seek novelty. A 2024 WMC consumer insights study revealed that Gen Z is more likely than any other age group to experiment with unfamiliar wine regions and grape varieties. They are less tied to “Napa Cab” or “Bordeaux” than their parents and instead lean into Oregon Chardonnay, Sicilian Nero d’Avola, or pet-nat from a small producer they found on TikTok.
Overall, the responses were varied but community, affordability, and setting seemed to be the most important factors for young consumers. While these trends can be seen across alcohol consumption, the “tip of the spear” so to speak seems to be in on-premise consumption.
As we’ve seen trending restaurants in the Metro Detroit area move away from traditional white table cloth “stuffy” service and into more modern, fun, fresh concepts, so too has the wine programs. With this fresh new change of atmosphere in the restaurants comes this welcoming feeling of approachability for the younger generation. Instead of being handed an intimidating 30 page book of a wine list from someone in a 3 piece suit recommending them a Chassagne-Montrachet for $300, it’s a more casual approach to not only the wine list, but the offerings, the attire and the prices too! Now it’s someone in jeans and a button up handing you a simple wine list, getting excited about Oregon Chardonnay for $90 that tastes like $300.
One thing that has not changed over the generations is the thirst for knowledge among consumers. Whether it be on or off premise, it seems to be a common thread that new (and old) consumers are still looking for a way to learn more about what is in the glass. The difference today is the format: TikTok explainers, Instagram reels, podcasts, and casual tastings have replaced long masterclasses and dense textbooks. The people, the places, the stories, and accounts that can offer this information in a non-intimidating way really seem to be breaking through and creating a foundation of new wave regulars. At Great Lakes Wine & Spirits, our goal is to help you capture this emerging audience—younger drinkers who value authenticity, affordability, community, sustainability, and storytelling. By meeting them where they are, we can create the next generation of loyal customers, while continuing to serve your current ones.