Young people no longer buy wine out of habit, but for pleasure. They don’t choose in a rush or out of routine, but with intention. They consume less often, but better, and ideally, every bottle comes with a story, a context, or an emotion behind it. At first glance, this shift may seem like a problem for the industry, especially in a context where volumes are declining. Looked at differently, however, it can be an opportunity for repositioning.

The way we drink wine is changing

Over the past two years, a decline in wine consumption among younger audiences has become noticeable, both in restaurants and in retail. The economic context and reduced purchasing power have played an important role in this shift. This has also fueled the idea that Millennials and Gen Z are moving away from wine and choosing other types of beverages.

In reality, this is not about giving up wine, but about a change in perspective. Younger consumers no longer drink wine in the same way as previous generations. The focus is no longer on quantity, but on quality. The choice is no longer automatic, but conscious. Wine is no longer just something you drink at the table, it becomes part of an experience.

Less wine, but better quality

In urban environments, one of the clearest changes is how people buy wine. Instead of purchasing several cheaper bottles, Millennials prefer a single good one. They are willing to pay more, but they want to feel the difference. They are looking for taste, story, and personality.

This is increasingly visible in the market, with growing interest in mid-to-premium wines and in artisanal wines found in wine bars. At the same time, pricing in HoReCa is often scrutinized, with many consumers feeling that prices are excessively high, sometimes enough to discourage wine consumption altogether.

Wine is no longer just a drink. It’s experience and knowledge

For the new generations, wine is not just about what’s in the glass, but everything around it. A winery visit is no longer just about tasting. People want to see the vineyard, understand the process, and meet the people behind the wine. They are looking for a real story.

At the same time, atmosphere matters. Beautiful, authentic places have a clear advantage. Wine becomes part of a lifestyle that includes good food, design, nature, and memorable experiences. We are also seeing more and more themed, seasonal events organized at wineries.

Gen Z takes it even further

If Millennials changed the direction, Gen Z is pushing things even further. For them, wine is no longer about status or prestige. It’s about freedom and simplicity. They are drawn to natural wines, minimal intervention, and “clean” products.

At the same time, they are much more health-conscious. They prefer lighter wines, with lower alcohol content, wine-based cocktails, or even non-alcoholic options. They don’t follow traditional food pairing rules, they simply choose what they like.

And perhaps most importantly, they care deeply about how a brand looks and what it stands for. Label design, values, and social positioning matter enormously.

People want authentic wines, not perfect ones

Another strong trend is the growing interest in organic, biodynamic, and natural wines. But beyond labels, what truly matters is authenticity. People want to know what they are drinking. They value transparency and honesty, and that creates a sense of trust and well-being.

During a tasting or a winery visit, a genuine story about how the vineyard is cared for or how the wine is made can matter more than a medal from an international competition.

For Romanian wineries, this can be a huge advantage. There are many small, modern wineries, a great diversity of styles, and a strong opportunity to better communicate local grape varieties.

What wineries need to do to keep up

The change is already happening. The question is who will take advantage of it.

First of all, having a strong online presence is no longer optional. If a winery doesn’t communicate well digitally, for younger audiences it practically doesn’t exist. It’s not enough to post bottles, people want to see the process, the people behind it, real life in the vineyard and at the winery.

Secondly, the winery experience needs to be rethought. A classic tour is no longer enough. Events, interactive activities, and collaborations with local gastronomy can make the difference. People want to be involved, not just spectators. This is already happening in some Romanian wineries that have started organizing thematic and interactive events.

At the same time, more courage is needed in winemaking. Local grape varieties such as Fetească Neagră or Crâmpoșia can become stars if presented properly. Alternative wines, such as orange wines or Pet-Nat, already produced by smaller wineries, can attract a new, curious, and open-minded audience.

The future of wine is more personal

Wine is not disappearing, it is evolving. Millennials and Gen Z are not “killing” the industry; they are pushing it to become more authentic, more creative, and more connected to people.

Today, success in selling wine means creating a connection, with the place, the story, and the people who choose to experience it.

And for Romanian wineries, this is not a threat. It is the perfect moment to do things differently.

Alina Iancu

29/03/2026