The relationship between younger generations and wine is profoundly changing, and with it, the prospects for the entire winemaking industry. This awareness is behind a new research project promoted by Nomisma, designed to understand how young people between 18 and 30 are embracing—or distancing from—the world of wine, identifying strategies that companies can use to engage with tomorrow's consumers.
According to Denis Pantini, Head of Agrifood & Wine Monitor at Nomisma, the sector is faced with an increasingly aging consumer base. People under 30 represent just 6% of wine consumers in Italy, and their share has remained essentially unchanged over the last twenty years. This is due not only to the demographic decline, but also to a general decline in consumption frequency across all age groups. Regular consumers, who once made up approximately 57% of the total, have now fallen below 40%.
Even the traditional pattern of young people gradually increasing their wine consumption as they age has been disrupted. While in the past, wine naturally accompanied the entry into adulthood, today this evolution is no longer a given, and occasional drinking doesn't automatically become a consolidated habit.
Consumption occasions are also changing. In recent years, wine has been increasingly consumed away from home, especially among young people, although economic and cultural factors, and driving regulations, are encouraging a partial rediscovery of home drinking. For example, aperitifs organized at home with friends are on the rise, while wine tourism is proving to be an increasingly effective tool for introducing younger generations to wine culture through firsthand experience.
In terms of preferences, tastes are changing compared to the past. Among those under 30, white wines are the most popular, while reds are less appealing. There's also great interest in sparkling wines, often consumed in mixology and cocktails, rather than in traditional tastings.
New trends also include dealcoholized and low-alcohol wines. Although the market is still limited, with approximately 400 bottles sold in large-scale Italian retail outlets by 2025, Nomisma research highlights a growing receptiveness among young people to these types of products. This propensity is also confirmed in major European markets and the United States, where interest in low-alcohol, ready-to-drink, and mixology products is growing.
According to Pantini, one of the main obstacles remains the perception of wine as a complex, elitist, and impersonal product. This cultural gap risks further alienating young people and necessitates rethinking communication language without sacrificing the product's quality and value.
For this reason, Nomisma has launched a two-phase project. The first involves in-depth research on the drinking behavior of young people between 18 and 30, analyzing their habits, preferences, and consumption occasions. The second will directly involve the young people in tastings and comparative tests, to concretely determine which types of wine are most popular.
The goal is to transform research findings into operational guidance for companies in the supply chain, helping them develop more effective products and strategies. The project, supported from the outset by Tenute del Leone Alato and Assoenologi, also aims to create a permanent observatory that will involve an ever-increasing number of industry players.
For Nomisma, the relationship between young people and wine isn't just a matter of taste, but a strategic theme that intertwines demographic change, culture, innovation, and communication, destined to influence the future of the entire winemaking industry.
