The new rules of wine: Why Gen Z is changing the way we sip
Image: supplied
Let's be honest: popping a bottle of wine on a Sunday afternoon used to feel like a ritual - one that was passed down, quietly and without question. But these days, something's shifting.
In wine cellars, tasting rooms and even on Instagram feeds, a quieter revolution is brewing, one that's less about drinking more and more about drinking mindfully. And it's Gen Z leading the charge.
According to a 2023 Wine Intelligence report, global wine consumption has dipped by 7.5% over the past two decades. Europe, once the heartbeat of global wine drinking, has seen a staggering 24% decline between 2010 and 2020. But don't mistake this drop as a crisis. Instead, it reflects a cultural reset, and wine is being rewritten. We're seeing younger wine lovers choosing bottles with intention, says Carryn Wiltshire, Marketing Manager at Steenberg Wines in Cape Town.
It's not about indulgence anymore, it's about alignment. They want wines that mirror their values: wellness, sustainability, authenticity.
The rise of conscious drinking
From sustainable skincare to organic food, Gen Z and millennials are embracing conscious consumerism, and alcohol isn't excluded. According to consumer insights firm Hartman Group, wine now lives in the same cultural lane as artisanal foods, mindful travel, and slow fashion. Every sip is supposed to mean something.
For many, this means fewer glasses but better wine. Health-conscious consumers are opting for lighter wines, such as Sauvignon Blanc, which was the most popular choice in a 2022 Statista survey of South African wine preferences, with 44% of respondents naming it their preferred option. With its fresh acidity and clean profile, it offers a way to enjoy wine without the heaviness, Perfect for salads, seafood, and summer braais.
This generation isn't drinking wine as a habit; they're choosing wines that elevate experiences, whether that's a gathering of friends, a meal that matters or a moment of celebration, Wiltshire explains.
The sober-curious effect
The global sober-curious movement is gaining traction among younger generations who are questioning not just how much they drink, but why they drink. In South Africa, where alcohol culture runs deep, this shift feels radical, yet refreshing. Gen Z isn't necessarily abstaining, they're simply redefining their relationship with alcohol. They're asking: Is this good for me? Is it aligned with who I am? Does it matter?
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Europe, once the heartbeat of global wine drinking, has seen a staggering 24% decline between 2010 and 2020.
Image: PICHA/pexels
This growing interest in low-alcohol and non-alcoholic wines is nudging South African winemakers to take note. But rather than chasing trends, many producers are leaning toward transparency and storytelling. "Innovation should never come at the cost of integrity," Wiltshire explains.
Winemakers need to remain true to their roots and that means making wine that honours the land and the year it was harvested.
"Walk into any wine estate today and you'll notice something different. Yes, the glasses are still there. But visitors aren't just here to taste, they want the full backstory. They want to walk the vineyard, speak to the winemaker and understand the journey from vine to glass. This is the rise of experience-driven wine tourism, and it's reshaping the way the next generation connects with wine."
It's no longer enough to serve a great Merlot - the narrative behind it must resonate. People want to feel something when they open a bottle. They want to remember where they bought it, who they were with, what it represented, explains Wiltshire.
With platforms like Instagram and TikTok acting as today's digital sommeliers, storytelling is everything. Wine brands that connect emotionally through heritage, craftsmanship or climate-conscious practices are thriving. In fact, sustainability is no longer a bonus - it's an expectation. Younger consumers want to know how the grapes were grown, how the workers were treated and whether the wine was packaged responsibly.
'Provenance matters,' Wiltshire affirms. "It's not just about the taste, it's about the trace.'
What this means for the future of wine
Younger generations aren't turning away from wine they're simply turning toward it more thoughtfully. They want their glass to reflect their lifestyle: slower, more intentional, more conscious.
And the message for South African winemakers is clear: speak honestly, produce with integrity, and honour the land.
'It's not about being trendy. It's about being timeless.'
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