Younger Generations Embrace Wine, Challenging Stereotypes
Recent data indicates a shift in alcohol consumption habits, with Gen Z and Millennials increasingly choosing wine, despite previous assumptions. While โฃbeer remains popular – classic full-strength Australianโ beer โขbeing the most consumed alcoholic beverage by both groups – wine consumption among younger generations is onโข the rise.
According to the Growth Scope financial year 2025 survey, the percentage of Millennials who drank wineโฃ in their last consumption occasion has decreased slightly compared to prior years.โค However, youngerโค generations demonstrate a broader palate and willingness to experiment with different wine styles, mirroring the overall population’s varietal preferences.
In contrast, within the spirits category, Gen Z and younger Millennials over-index in vodka consumption, with 19 percent of Gen Z and 10 percent of younger Millennials consuming vodka in theโข financial year 2025.They also show a preference for Ready-to-Drink (RTD) spirits – including lightโข cocktails,tequila,and shots – compared โtoโข older generations. Older Millennials favor whisky/scotch (10 percent), followed by โbourbon (8 percent) and โvodka (7 percent).
Other โalcoholic beverages gaining traction with Gen Z and younger millennialsโ include apple cider (8 percent) and alcoholic ginger beer andโ seltzer (less than 5 percent each).Notably, the same percentage of Gen Z consumed Proseccoโ as alcoholic seltzer.
The data also highlights a trend toward mindful consumption, with mid-strength beerโ being the second most popular beer choice for both Genโฃ Z and Millennials, according to Endeavour Group.