Red Wine and Gen Z
July 2022
The Perfect Pairing
Boomers had their wine coolers. Gen X put the cosmo on the map. Millennials love a good hard seltzer.
And what is the preferred drink for Gen Z – those born from about 1995 to 2010? Surprisingly, it just might be a good, old-fashioned glass of red wine.
As more members of Gen Z reach the legal drinking age (about 20 million since 2016), they are developing their palates and making their mark on the industry, just as previous generations before them.
Today, Gen Z makes up about 32 percent of the global population and boasts $243 million in buying power (that’s more than millennials). To remain relevant and profitable, it is vital that bars, restaurants and alcohol manufacturers learn about and actively reach out to this increasingly influential market.
So, what makes Gen Z drinkers different from their older counterparts? To begin, they’re actually drinking less than previous generations. But when they do choose to imbibe, they are willing to splurge on premium alcohol.
Branding also makes a difference to Gen Z consumers. Younger drinkers want to support businesses that tout social responsibility and sustainable production practices. They are also looking for a more accessible experience – namely, easy online ordering.
As for favorite beverages, Gen Z drinkers enjoy tequila and hard seltzer, much like other groups. But according to a recent report from Gen Z, about 38% of the cohort say they’ll be buying more red wine in 2022, beating out all other alcoholic beverages.
When it comes to wine, Gen Z favors innovative options like canned wine and wine cocktails, as well as interesting fruit flavor blends. They prefer their wine to taste smooth, fruity, and semi-sweet. And while there isn’t major variance in which varietals they reach for, red wine is the overall winner.
It makes sense, then, that to bring more Gen Z customers into your establishment, you’ll want to offer a robust red wine list that satisfies their preference for premium beverages.
Libbey’s wide selection of red wine glasses are the perfect vehicle for a variety of styles and price ranges, giving customers of all ages an enjoyable drinking experience and giving you credibility as a connoisseur of red wines:
-Stemless wine glasses offer a casual alternative to traditional stemware. Our Infinium™ premium plastic stemless wine glass is a durable, nearly unbreakable option for busy outdoor venues.
-Small-capacity glassware is a profit-boosting choice that reduces the risk of over-pouring and squeezes more glasses out of each bottle. Smaller portions also appeal to customers cutting back on alcohol consumption.
-For unmatched luxury, explore American-made Master’s Reserve, our highest-quality glassware that impresses guests with its thin walls, soaring stems and windowpane clarity.
Want to see more red wine glasses and explore Libbey’s full collection of glassware? Connect with your Libbey representative.
