Video • May 2024

Terrain’s Take: How Are the Younger Generations’ Wine Preferences Evolving?

Chris Bitter
1 min read

You asked, we answered. In Terrain’s Take videos, Terrain analysts take on Farm Credit producers’ most popular questions.

How Are the Younger Generations’ Wine Preferences Evolving?

June 2024

Crisp, fresh, light wines such as Sauvignon Blanc and Pinot Gris aren’t staying on retail shelves for long thanks to the changing tastes of today’s younger wine consumers. “They’re not into the big, oaky, tannic wines with a lot of alcohol and mouthfeel,” our senior wine & grape analyst, Chris Bitter, says.

But it’s not just their taste preferences that have evolved. Younger consumers’ concern with health is fueling today’s alcohol moderation movement, which Chris discussed in the Spring 2024 issue of “Winescape.”

This means they’re more willing to try low- and no-alcohol wines. “I think that’s a category that’s poised for significant growth over the next several years,” Chris adds.

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