What makes different generations in the UK pop a bottle?

Wine drinkers in the UK have been quizzed on their grape consumption including how and when they like to drink in a cutting edge new study.

The findings, carried out on behalf of Wine Paris & Vinexpo Paris 2023, were organised according to participants' age to see how this impacts people's habits and behaviours when it comes to wine consumption. While several key behaviours varied little across the generation, others differed significantly between Generation Z (aged 18-24), Millennials (aged 25-39), Generation X (aged 40-54) and boomers (aged 55 and over).

Asked what motivates their consumption, older consumers reported being more focused on functional attributes, such as taste, relaxation and food matching. Younger generations on the other hand, were more likely to see wine as a specific occasion-based beverage, especially in social settings. Boomers were also more likely to rely on regular purchase patterns, while other generations were more likely to try a new bottle.

Respondents were also asked to share their alcohol repertoire. For younger drinkers in the UK, wine shares space with a wide variety of other alcoholic beverages, particularly spirits, cider and cocktails. The alcohol repertoire for older generations tended to be shorter, with Boomers listing beer/craft beer and gin as other options.

The results also shed light on peoples' off-premise wine drinking habits. Consumers aged 18-39 account for 26% of the regular wine drinking population and 34% of the total spend was off premises. Boomers were heavily focused on informal wine drinking occasions compared to younger drinkers who had a more balanced repertoire of wine drinking occasions, and more of them in social settings.

How many people purchased wine through e-commerce channels was also examined. The study found that purchasing wine online decreased with age, with 48% of Gen Z respondents buying online compared to 31% of Boomers. Younger consumers in the Untied Kingdom were also more likely to view wine as being an expensive drink.

When it comes to drinking wine in bars and restaurants, younger generations account for about half of still wine volumes and total spend. This said, a vast majority drink wine in restaurants (80%+), across all age groups. The Main point of difference came from drinking wine in bars and/or pubs, with 82% for Gen Z, 69% for Millennials, 60% for Gen X and 52% for Boomers. Gen Z and (to a lesser extent) Millennials still drive wine consumption in on-premise.

Overall, the study shows boomers and Gen X remain key targets for the UK wine industry, as it remains a solid habit and wine dominates their alcohol repertoire. These two groups account for 73% of the wine drinking population and 66% of total spend in off-premise, with routine purchase-patterns at entry and mid price points. At the same time, Gen Z and Millennials are key targets in on-premise and for premium and super premium wines.

A break down of UK wine drinking by colour

Younger consumers in the United Kingdom are more likely to drink rosé, sparkling wines and sweet/dessert wines.

They are also more likely to drink Moscato (20%+ for 18-39 vs 11% for Gen X and 4% for Boomers). For white wines, there was little difference between the generations. For red wines however, it is noteworthy that Shiraz penetration increases with age. Shiraz proved to be the most generation sensitive red variety: from 17% for Gen Z to 42% amongst Boomers.