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 beer remains popular – classic full-strength Australian beer being the most consumed alcoholic beverage by both groups – wine consumption among younger generations is on the rise.
According to the Growth Scope financial year 2025 survey, the percentage of Millennials who drank wine in their last consumption occasion has decreased slightly compared to prior years. However, younger 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 the financial year 2025.They also show a preference for Ready-to-Drink (RTD) spirits – including light cocktails,tequila,and shots – compared to older generations. Older Millennials favor whisky/scotch (10 percent), followed by bourbon (8 percent) and vodka (7 percent).
Other alcoholic beverages gaining traction with Gen Z and younger millennials include apple cider (8 percent) and alcoholic ginger beer and seltzer (less than 5 percent each).Notably, the same percentage of Gen Z consumed Prosecco as alcoholic seltzer.
The data also highlights a trend toward mindful consumption, with mid-strength beer being the second most popular beer choice for both Gen Z and Millennials, according to Endeavour Group.
