Move over Boomers, new research from IWSR has revealed growing enthusiasm for wine among younger consumers in markets such as Germany, the UK, US and Sweden.

In Germany and the UK, the legal drinking age (LDA) to 34 years segment now accounts for 22% of wine drinkers, 23% in the US and 27% in Sweden.

IWSR Head of Research – EMEA Dan Mettyear said: “The cohorts aged LDA to 34 are growing in several key markets, reshaping consumer habits and offering new opportunities for growth.

“These wine drinkers show higher involvement, experimentation and openness to new styles and formats.”

According to IWSR, these consumers make up for their relative lack of wine knowledge with high levels of engagement.

In the UK, 66% of LDA to 34 regular wine drinkers are classed as ‘high-involvement’, those who have a strong interest in wine, say it is important to their lifestyle and they take time when purchasing wine. This is well ahead of other age cohorts, according to IWSR consumer research, with high levels also reported in Italy (49%) and the US (44%).

Wine consumers in general continued to be most influenced by brand awareness and grape variety, whereas younger wine drinkers are more likely to rely on recommendations and food matching potential.

“These younger cohorts are more confident, highly involved and experimental, and are willing to spend more per occasion compared to the average drinker,” said Mettyear.

“Their openness to a wider range of styles and formats, and their use of online channels, create opportunities for brands to premiumise and innovate within the category.”

Emerging growth areas

IWSR said growth opportunities in the wine market included no/low-alcohol, low-sugar/low-calorie, sparkling wine and products with strong sustainability credentials or exploring the growing category of RTDs.

“Wine brands are focusing on the new product development of lighter wines, as consumers are becoming increasingly aware of calories and sugar, with health-conscious drinkers factoring alcoholic strength, sweetness levels and overall calorie intake into their purchasing decisions,” said Mettyear.

There is also a growing appreciation for the improved quality and taste of no/low-alcohol wines: no-alcohol wine volumes more than doubled in the UK and the US between 2019 and 2024, according to IWSR data, with significant gains also in Germany, Canada and Australia.

Sparkling wine is also bucking the category’s negative growth trend: globally sparkling wine volumes grew at a CAGR of +2% between 2019 and 2024, driven by Prosecco (+5%) and no-alcohol (+12%), compared to still wine’s CAGR decline of -4% over the same timescale. The RTD subcategory wine spritzers and coolers grew at a volume CAGR of +2% between 2019 and 2024.

“Sparkling wine consumption is becoming more casual across markets, moving beyond celebrations into more everyday, informal settings, partially driven by the spritz trend,” said Mettyear.

“Younger consumers are driving this shift with their broader repertoires and greater openness to experimentation, trying out flavoured sparkling and other styles.”

Wine giants embrace innovation

Australian Vintage, Vinarchy and Treasury Wine Estates are among the winemakers innovating to attract younger consumers.

Australian Vintage revealed in February that its disruptive wine innovation in small format – Poco Vino – was scanning around 12,000 bottles a day globally. The brand is on target to add over $15 million in additional revenue for the company during its first full year of sales, which are projected to hit 4.5 million bottles.

UK shoppers have gone crazy over Vinarchy’s new, very blue wine product—Echo Falls Blue Raspberry. Launched exclusively into the independent trade last month, the 9% ABV product has been an instant hit on social media and quickly sold out at many locations.

Vinarchy CEO Danny Celoni said: “Our Echo Falls Blue Raspberry launch in the UK is lighting up! Retailers are selling out within hours, we’ve already hit more than 10 million impressions, and organic social engagement is accelerating at pace.

“At Vinarchy we’ve set about Redefining Wine—from glass to grape—and the early signs suggest we’re onto something with this one.

“This is just the start. We are on a mission to reignite the appeal of wine, drive genuine category growth and bring excitement back to the shelf. That means thinking big, expanding the category and bringing new people into wine as we redefine what it can be.”

Meanwhile, Treasury Wine Estates recently revealed its new-to-market range Sorbet, which blends traditional varietals like Prosecco, Rosé, Sauvignon Blanc and Shiraz with fruit and berry flavours such as passionfruit, mango and lemon.

Head of Commercial Wine for Endeavour Group Leigh Firkin said: “The new Sorbet range is a high quality, diversified selection of lower-alcohol wine that responds to consumers wanting refreshment in their drink.

“For consumers, the artisanal nature of wine needs to be reflected in lower-alcohol alternatives as much as full-strength versions – and that comes through with a fresh take on classic varietals in sorbet.”