German wine is reinventing itself for Gen Z. According to industry data, only 18% of 21-31-year-olds drink wine regularly. For brands in Germany’s Palatinate wine region, one issue seems to be that Gen Z doesn’t want to drink wine out of glasses anymore. Traditional wines and pairings aren’t part of their day-to-day drinking like it was for older generations, though they remain part of special events or dinners. Instead, young people are interested in canned and boxed wines, and mixed wine drinks they can bring along to places like festivals and lowkey social events. So, that’s exactly what the brands are giving them. More young people are also becoming part of the winemaking industry, “taking over at many wine-growing estates” and using social media to make it feel more approachable. (Vinetur, Yahoo! Life)
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