Generation Z drinkers are increasingly ditching cheap alcohol in favor of expensive wines.
Drinking culture in the UK appears to be evolving, with younger generations moving away from the fluorescent liquors once famous for drinking in shady locations.
Instead, they have gone for luxury wines, albeit with a Gen Z twist, introducing wine raves, YouTube wine clubs and natural wine influencers.
This is coupled with recent research from advertising firm Red Brick Road which found that 72 percent of Gen Z participants said they “fear” drinking alcohol and 32 percent said they are drinking less alcohol compared to last year.
Wine experts Jim Dawson and James Ballard of House of Assets found that the two phenomena are linked, explaining that Generation Z is “buying better quality wine” because they are “more aware of the effects of alcohol.”
A growing number of Gen Zers are ditching cheap alcohol in favour of expensive wine, including Montreal-based wine influencer @rien.sans.peine (pictured), who has more than 63,000 followers.
Wine expert Jim Dawson added: ‘Generation Z drinks much less than previous generations when it comes to alcohol.
‘I think there are several reasons for this… the younger generation is much more aware of the effects of alcohol, is more inclined towards a healthier lifestyle and is more aware of the mental health problems that can be caused by excessive alcohol consumption.
‘A lot of this is influenced by social media content, driven by influencers and celebrities who rely on their followers to buy into their brand, which is primarily Gen Z.’
‘The move away from cheap wines… before going out to party is a positive thing. Generation Z is buying better quality wines as gifts for their parents, family and friends.
‘Similarly, drinking a quality wine looks much better on social media as it gives the impression of being sophisticated, having good taste and leading a more comfortable lifestyle, even if it is only for appearance reasons.’
‘Wine parties are becoming more popular… something that nightclubs are pushing to attract Gen Z back to their clubs, which have seen a huge decline (in attendance) since Covid-19.’
A quick look at social media reveals just how interested Generation Z is in natural wines or other high-quality wines.
Popular YouTube show Sorted Food, a channel dedicated to inspiring its predominantly young audience to learn how to cook, has featured an online wine tasting club.
Popular YouTube channel Sorted Food has introduced a virtual wine club to demystify wine for younger generations (pictured: host Mike Huttlestone)
Wine festivals have become increasingly popular; TikTok user Jonathan Tioseco attended one in Hackney, London (pictured)
A TikTok user, known as @masvinoplease (pictured), listed some of the many reasons why she loves natural wine.
The channel, which has over two million subscribers, has partnered with The Online Wine Tasting Club to invite its young community to join a virtual event to demystify wine and help introduce the world of wine to a younger audience.
On the topic, Jamie Spafford, co-founder of Sorted Food, said the decision was the result of audience feedback.
Speaking to FEMAIL, she said: ‘Having explored the world of food and drink with our community for the past 14 years, wine is something that has come up numerous times.
‘The feedback we’ve gotten is that it’s such a broad topic that it seems very pretentious if you don’t know what you’re talking about.
‘Just as we’ve always done with food, we want to demystify the topic and find a way to help our audiences delve into the topic, discover what they like and give them the confidence to buy the right wine for them.’
Elsewhere, companies are organizing wine clubs, allowing younger generations to have fun while enjoying trendy wines.
Moving away from the sticky floors and strobe lights typically associated with nightclubs, New Theory, founded by Charlie and Thom Bradley, created wine raves to promote its products.
Their first event took place in London last year with tickets priced at £26, an event The times Considered one of the most popular entries of the summer.
They are not the only ones to have embraced the idea: there are venues in and around London, New York, Berlin and Australia that host wine club nights.
And since it’s a Gen Z trend, it’s only right that influencers share their wine knowledge on TikTok.
Gen Z wine influencer Riene Sans Peine from Montreal has amassed a staggering 64,000 followers by sharing her thoughts on various luxury wines.
By tasting drinks from around the world, the influencer not only gives his tasting notes, but also provides relevant geographical and historical information about the drinks.
Meanwhile, Gen Z drinkers have taken to the platform to share their thoughts on natural wine, or “natty wine,” as they might call it.
A natural wine influencer, known as @masvinoplease, took to TikTok to say there are a “million” reasons why she loves natural wine, but some include: “Cool friends in the wine community” and the “room for experimentation.”
The wine influencer explains the historical and geographical context of each wine he tastes
Orange wine has also had its moment in UK supermarkets, with retailers reporting a massive increase in sales compared to last year.
Surprisingly, orange wine has nothing to do with citrus fruits and is made from white wine by prolonged contact with the skin of the grape, which creates its distinctive color.
Natural wine can be considered an intermediate wine between white and red, and the techniques for making it date back some 5,000 years to Georgia, although it has only recently become popular in the UK.
Sales of orange wine at Ocado have increased by 99 per cent this year (searches are also up 80 per cent) and the drink has become the hottest drink of the summer.
Christian Streatfield, wine buyer at Ocado, said: ‘Orange wine is becoming increasingly popular with our customers.
‘Unlike typical white wine production, the grape skins remain in contact with the juice during fermentation, producing complex flavors and textures, as well as that deeper color.
‘The resulting wine is delicious and versatile, with something to offer both red and white wine lovers.’
London’s trendy spots have been quick to jump on the trend, with popular wine bars eager to offer a variety for orange wine lovers.
The recently opened Oranj wine bar in Shoreditch is even named after the drink and offers a wide selection of red and white wines.
And Aldi has jumped on the bandwagon, launching an “orange rosé” wine earlier this year, which it says is a first for a supermarket.
Bottles of the Rosorange Specially Selected hybrid wine, which retails at £9.99, have reportedly been selling like hotcakes off the shelves.
One description says it “has all the personality of an orange wine, but unlike others of its kind, it comes with a pleasant smoothness, made possible by the addition of refreshing rosé.”
Orange wine, also known as amber wine or ramato, has more body and flavor than a white wine.
Its popularity is also due to curiosity as it helps people learn more about the wines they drink.
Helena Nicklin, Ocado drinks ambassador, added: ‘Interest in orange wine continues to grow and it’s easy to see why – as well as the intriguing colour, it has a natural and historical element.
‘After all, this is how wine was first made over 3,000 years ago.
‘Orange wine is also an incredibly versatile style of wine, sitting somewhere between a heavier white and a lighter red, with plenty of texture as well as fruit and aromas, making it ideal for pairing with food or drinking on its own.’
