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How restaurants are winning over Gen Z wine drinkers with tastings, tap systems and tech-free storytelling
Gen Z is all about unique experiences, said Julie Heseman, senior director of research & insights at Technomic. “They appreciate the ritual of wine when it’s presented in an unintimidating, approachable way,” she said. “That gives younger drinkers more confidence to explore.”
Gen Z consumers of legal drinking age (21-31) are unlike previous generations in the way they think and purchase alcohol, Technomic research concluded. In a recent survey, about half of operators who serve adult beverages agree that this group is less engaged with wine than older generations, and are opting instead for beer, mixed drinks or cocktails.
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