Reviving Wine Culture: How Gen Z Young Professionals Are Shaping the Future of Wine Consumption

At just 23 years old, Darriene Marks stands out in the wine industry, an arena traditionally dominated by older professionals. Raised on the Big Island of Hawaii, Marks had no prior exposure to wine as her parents didn’t discuss it. Yet her fascination with the world of wine sparked a desire to learn more about it.

Beginning her journey five years ago as a server at the Four Seasons Resort Hualalai, she was trained by the restaurant’s sommelier. Captivated by the sommelier’s passion for wine, Marks was determined to evoke that same enthusiasm within herself. Her foundational wine education was funded through her job, including attending the Napa Valley Wine Academy for the Wine & Spirits Education Trust (WSET) Level 3 exam, which she described as life-changing.

Now, she’s working towards her Level 4 Diploma and considering a future in wine production. Marks believes many her age have a narrow perspective on wine, often viewing it as an “old person’s drink” and urges her peers to expand their knowledge about this diverse beverage.

On the other hand, Tess Housholder, another young wine professional at Folia Bar & Kitchen, highlights the popularity of alternative alcoholic beverages among Gen Z, such as hard seltzers and canned cocktails. She recognizes that affordability plays a vital role in their beverage choices; many of her friends are uncomfortable with the cost of traditional wine. Housholder sees a significant opportunity to educate her generation on the wide variety of wines available.

At 27, Addie Dearden, operations manager at her father’s winery in Napa Valley, has witnessed more of her friends starting to drink wine, particularly lighter varieties under $45—reflecting a shift in taste as they enter better-paying jobs. Dearden feels that the industry must work harder to remove the barriers that make wine seem intimidating to younger consumers.

As wine continues to grapple with declining consumption rates among Generation Z—only 14% of wine drinkers fall into this demographic—industry insiders like Marks, Housholder, and Dearden are committed to making the beverage more accessible and appealing to their peers. They share a common goal: to reframe wine as a social drink meant for enjoyment in various settings, rather than a luxury product reserved for special occasions.

About the Author: Chris Lehoux

Meet Chris Lehoux, an experienced wine connoisseur and dedicated blogger with a deep passion for all things wine-related. With years of expertise in the industry, Chris shares insightful wine reviews, valuable wine tasting tips, expert pairing advice, and captivating tales of vineyard visits. Join Chris on a journey through the world of wine, where every sip is an adventure waiting to be savored!