Style, language and tools

This article is available for reading in Trade magazin 2025/11.

Younger generations find it harder to identify with wine. For many of them wine consumption seems complicated, bound by tradition and sometimes even elitist. Experts highlight three main areas where the wine market should change its strategic direction: Packaging and practicality – practical, modern packaging can help integrate wine consumption into everyday life. Product innovation and flavour profile – wine-based cocktails, flavoured sparkling wines, spritzers and low-alcohol wines are closer to the consumption trends of Generations Z and Y. Communication and accessibility – wineries need to address younger audiences with simpler, more understandable and more accessible communication.