Wine brands are ditching the pretentious, old-school rulebook to win over Gen Z. Facing stiff competition with young people’s love for canned cocktails and no- or low-alcohol alternatives, wine marketers are embracing a more accessible, pop culture-forward vibe. For example, in honor of Shark Week, Juggernaut Wines introduced a chardonnay labeled with a graphic of a great white shark and the tagline, “just the right amount of bite.” Bread & Butter Wines is also speaking young people’s language with their tagline: “Don’t overthink it.” Meanwhile, boxed wine maker Franzia launched a NASCAR-inspired line called “Fuel by Franzia.” Other brands are using playful, eye-catching names to capture Gen Z’s attention, from “Cupcake Vineyards” to MAWBY’s provocatively titled “SEX Rosé.” YPulse data shows that the number of Gen Z adults who say they never drink has been rising over the past six years, meaning that wine brands have a shrinking window to make their case. (AP)
👀 Read more from YPulse: Are Gen Z Adults Really Not Drinking Anymore?
