Boomers VS natural wines 🍷

The latest IWSR data confirms what many of us are already seeing across the trade and at the pub: that alternative wines are moving from the niche to the mainstream, particularly among Gen Z and millennial consumers.

Natural, organic and sustainably produced wines are benefiting from growing demand for products that align with health, wellness and environmental values. However, the challenge remains the same - availability, education and perceived value.

Consumers are interested in natural wines, yet too many still struggle to identify these consistently on shelves or wine lists. At the same time, narrative and price premiums need stronger storytelling to justify their propositions, especially when engaging older consumers (the largest group in the market).

All in all, it’s clear that for producers and retailers, the opportunity here lies in removing these barriers and combining authenticity and accessibility with strong consumer communication to better capture the next wave of long-term growth and encourage boomers' attention.

We’ll cheers some natty wine to that!