Where Wine Wins Next. How Producers Can Grow with Millennials and LDA Gen Z

Millennials remain a core wine-consuming generation, while LDA Gen Z, the legal-drinking-age segment of Gen Z, represents an important opportunity for future growth. That distinction matters: when discussing alcohol, Gen Z as a whole cannot be treated as a single consumer group. The focus must be on those who are legally able to purchase and consume wine. At the same time, Millennials and LDA Gen Z are approaching beverage alcohol differently from previous generations. They are drinking more selectively, moving easily between categories, and choosing what to drink according to the occasion rather than traditional category loyalty. For wine, the challenge is not simply to attract younger consumers, but to become easier to understand, easier to choose and more relevant to the way they live today. Moderated by Erica Duecy, Founder of Business of Drinks, this session combines consumer insights with two producer case studies to explore where wine can win next. From new drinking occasions and moderation to format, accessibility, community and communication, the discussion will look at practical ways producers can reduce friction while protecting the identity and value of wine.

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