Drinking less or not drinking at all hasn’t stopped Gen Z’s appreciation for wine culture. Some wine bars and social spots are catering to sober curious younger gens by creating an atmosphere that matches the young gen’s vibe. Young people increasingly seek hangout spots where they can enjoy time with friends without the pressure to drink, though they do still appreciate having the option of alcoholic beverages. And despite profit dips in the wine industry in recent years, Gen Z isn’t disinterested in wine; rather, they’re more discerning about the environment of the places that serve it. They prefer non-traditional bars and lounges where the focus is on relaxation and socializing, rather than just drinking—also providing them with a greater appreciation for wine culture, perhaps instead of wine itself. (NYT)
📊 YPulse data: 56% of 21-39-year-olds drink wine
