Gen Z and Wine Why the industry must rethink its playbook

Making up a growing proportion of wine drinkers, these nextgen enthusiasts are proving both opportunity and risk for brands to up their game

- Words by Luthando Vikilahle

AS THE LARGEST demographic cohort in South Africa, comprising 42% of the population, Generation Z is an essential segment for the wine industry to engage with. Ginette De Fleuriot, Vinimark's Wine Education and Training Manager, recently highlighted this urgency at a masterclass where industry professionals confronted a pressing question: How do we keep wine relevant for Gen Z? Brand and consumer strategist Lara Faris from Qual Agency offered insights into the values and behaviours that define this generation, which spans individuals born from 1997 to 2012. She noted that, to connect effectively with Gen Z, the industry must cease viewing them through outdated stereotypes and instead meet them where they are.

"They're not defined by rebellion for its own sake," said Faris.

"They're defined by action, agency and authenticity." This generation is eager for new experiences and supporting up-and-coming brands but only if it aligns with their values and provides the right experiences.

WHY WINE STRUGGLES TO CONNECT