GenZ drinks differently: What the Next Generation Wants from Wine & Food
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Generation Z (typically born between 1997 and 2012) is rapidly becoming a dominant force in food and beverage consumption. Their values, behaviours, and expectations differ significantly from previous generations, challenging brands to rethink product, packaging, and experience. For wine and food players, understanding Gen Z’s mindset is no longer optional but strategic. A defining trait of Gen Z’s consumption is purpose driven choice. One 2025 Harris Poll report found that 33 % of Gen Z consumers are willing to pay 5-10 % more for sustainable products.[1]
At the same time, Gen Z is showing lower tolerance for high-alcohol formats, with a clear pivot toward moderation and functional beverages: a 2025 NY Post trend report found that Gen Z is swapping booze for lattes, mocktails, and “wellness” drinks.[2] Health, balance, and mindfulness are replacing intoxication as the markers of a “good time.”
In the culinary domain, Gen Z’s priorities are equally clear. A study on emerging food trends reports that this generation is more likely than any other to choose food based on ethical sourcing, ingredient transparency, and health benefits. Taste still matters, but it must align with authenticity and social purpose. [3]
Experience and digital visibility drive Gen Z’s relationship with brands. AskAttest’s 2025 Consumer Behavior Survey revealed that over 70 % of Gen Z search for food inspiration on social platforms such as TikTok and Instagram, while 84 % tried at least one viral food trend in the past year.[4] Food and beverage decisions are now influenced less by traditional advertising and more by social currency: shareable experiences, photogenic design, and storytelling that fits the feed.
Digital behaviour is another structural shift. A study published by The Sun UK found that nearly three-quarters of Gen Z get meal inspiration from social media, double the rate of millennials, and 42 % purchased food or ingredients they saw online.[5] For food & beverage brands, this makes social-first design essential: campaigns, packaging and experiences must be conceived to perform natively within social media ecosystems. Authenticity remains non-negotiable. A feature in The Guardian describes how Gen Z drinkers are exploring wine “on their own terms” preferring lower-ABV styles, casual contexts, and genuine storytelling.[6] They value tradition only when it feels inclusive and transparent. Marketing tone therefore must shift from elitist expertise toward participatory culture.
For industry strategists, several implications stand out:
Format innovation: Canned wines, low-alcohol cocktails, small-batch or shareable packs meet Gen Z’s social habits and sustainability ideals.
Balance wellness and indulgence: Functional ingredients, clean labels and mindful drinking align health and enjoyment.
Social first storytelling: Every label and event must be camera-ready, rooted in real community narratives.
Transparency as equity: Digital traceability (QR codes, sourcing data) reinforces authenticity.
Agile feedback loops: Monitor social data continuously. Trends evolve faster than traditional product cycles.
We can say that GenZ is not rejecting wine or fine food, it is reinventing their meaning around wellness, experience and social relevance. For global food & beverage players, the key is to evolve from tradition as heritage to tradition as platform: authentic, inclusive and shareable.
[1] The Harris Poll, State of Beverages 2025 Trend Report; How Does Gen Z Shop?; Restaurants Are Losing Business By Not Answering The Phone; Should Workers Adapt To Company Culture?, URL: theharrispoll.com (07.07.2025)
[2] Olander S., Gen Z is swapping booze for lattes, mocktails and ‘wellness’ drinks, trend report finds, URL: nypost.com (07.19.2025)
[3] Mintel, Prediction on the future of flavors 2025, URL: mintel.com (02.13.2025)
[4] Rand S., Gen X food trends: what today’s young US consumers want (07.08.2025)
[5] Abdismand N., Almost three quarters of Gen Zs get meal inspiration from social media, double the number who rely on cookbook, URL: thesun.ie (08.05.2025)
[6] Zaza J., They don’t want to get hammered: how gen Z found a taste for wine, URL: theguardian.com (09.28.2025)
