“Gen Z is 42% of the population in South Africa. If we don’t pay attention, we risk losing a generation of wine drinkers,” warns Vinimark’s Wine Education and Training Manager, Ginette De Fleuriot.
At a recent Vinimark Masterclass she hosted, the room was buzzing with one urgent question: How do we keep wine relevant for Gen Z?
To help answer, brand and consumer strategist Lara Faris of Qual Agency unpacked the values, behaviours and preferences of this generation, with a special lens on South Africa. Her message was clear – if we want to connect with Gen Z (born 1997–2012), we need to stop looking at them through stereotypes and start meeting them where they are.
“They’re not defined by rebellion for its own sake,” Faris explained. “They’re defined by action, agency and authenticity.” And with Gen Z making up a sizeable share of South Africa’s wine drinkers, the opportunity is here, but so is the risk.
Meet Gen Z: A social collective
Yes, they’re digitally savvy, but that’s just the surface. While millennials built social media, Gen Z reshaped how we use it: for humour, collaboration, and shared experiences.
They care about values, not vanity. They’re sceptical of marketing spin and want to know why a brand exists, not just what it sells. They’re saving for experiences that matter.
And here’s the kicker: they’re open to wine, but only on their terms.
Why wine struggles to connect
Wine consumption among young legal-age drinkers is declining worldwide. In Australia, the share of 18–24-year-olds drinking wine monthly halved between 2010 and 2023 (IWSR). Why?
Because too often, wine brands chase Instagrammable aesthetics or assume Gen Z will act like young millennials. But Gen Z isn’t buying R800 champagne for status. They’re looking for authentic, feel-good experiences they can share.
When wine presents itself as expensive, elitist or intimidating, with endless jargon, rituals and rules, it risks alienating the very people who might have become loyal fans.
Six ways to win Gen Z over
1. Host the experience, don’t just sponsor the moment
Think smaller, more intimate events and experiences like cosy in-home tastings, and quirky pairings like wine and Shisa Nyama. Give them something worth sharing.
2. Tap into the home connoisseur
They don’t want lectures, they want playful learning. Gamify tastings, let them lead, keep it low-pressure. They’re curious, not craving credentials.
3. Show your ‘why’ and stay consistent
Purpose matters more than polish. They’ll forgive imperfection if your reason for existing feels real and backed by action.
4. Offer value without cutting corners
It’s not about cheap; it’s about fair, meaningful value. Limited runs, experimental styles, cans, and bag-in-box formats, done with intention. Make wine approachable and exciting.
5. Use humour to unlock the category
Don’t joke about your product, joke about the barriers. Poke fun at snobbery, rituals, or the “rules.” A little self-awareness makes wine feel human.
6. Let them be your creators
TikTok isn’t for slick ads, it’s for real, relatable content. Give Gen Z a story, a kit, or a behind-the-scenes moment, and they’ll tell your brand’s story better than you could.
The bottom line
Gen Z isn’t hard to reach. They’re simply not buying into the old rules. They want honesty, creativity, and joy. They’ll spend on brands that give them reasons to care and stories to share.
Or, as Faris summed it up: “You don’t need to be ten things to ten people. You just need to be one real thing, and let Gen Z meet you there.”
For more information on Vinimark visit www.vinimark.co.za
