The wine industry is facing a challenge in attracting younger consumers, with alcohol consumption down across the board. To combat this, wine brands are trying to appeal to Gen Z with playful tie-ins and accessible language. Companies like The Wine Group and Bogle Family Wine Collection are partnering with popular events and brands, such as Shark Week and NASCAR, to make wine more relatable to a younger audience.

Changing the Image of Wine

Wine has long been seen as a pretentious and expensive drink, but companies are now trying to change this image. They are using contemporary communication and ditching the fussy façade in favor of a sassy vibe. The goal is to make wine more accessible and appealing to a generation that is used to sipping hard seltzers and other low-alcohol beverages.

One way companies are doing this is by using social media and pop culture references to promote their wines. For example, Bogle Family Wine Collection has partnered with Shark Week to promote its Juggernaut Wines, which feature labels with alpha predators like sharks and lions. The company has also sponsored Tough Mudder races and events where people can name dead rodents and insects after their exes.

Speaking to Gen Z

Companies are also trying to speak to Gen Z in their own language. They are using terms like “it’s giving… yummy” to describe their wines, rather than traditional wine terminology. The goal is to make wine more relatable and fun, rather than stuffy and intimidating.

While the wine industry still has a long way to go in attracting younger consumers, companies are making an effort to change their image and appeal to a new generation. By using playful tie-ins and accessible language, they hope to make wine more appealing to Gen Z and increase sales.

Original reporting: KTBS 3 (Shreveport) — read the source article.