Strategic Sips

It makes perfect sense when you think about it. Over time younger consumers (primarily Millennials and Gen Z) have been instrumental in the rise of Prosecco, hard seltzers, and cocktails. Now, as they diversify into still wine, they gravitate towards light, crisp, and refreshing options. White and rosé now account for half of global wine consumption.

Their palates have been shaped by a variety of drinks featuring lighter fruit tones like citrus and tropical flavors. Wines like Sauvignon Blanc, Pinot Gris/Grigio, and Chenin Blanc align perfectly with these flavor profiles that today’s consumers crave.

White wine also matches better with what they’re eating too. As an example, a Newsweek article reports 75% of Americans enjoy spicy food. Mexican cuisine is a top choice for many, while Thai and Vietnamese dishes are becoming more common in towns and cities across the country, compared to fifteen years ago. Here’s an example of a wine company taking advantage of this trend.

But white wine shouldn’t be viewed as just a consumer on-ramp. Its at a more accessible price point compared to red wines, generally more compatible with spicy foods, aligns with the flavor preferences of consumers. All signs point to the future for white wines is now.

I hope you find this information somewhat insightful. Leave a comment below or feel free to connect!