The under-45 wine lover seeks more than just a great bottle of wine. They want stories, honesty and experiences that align with their values and lifestyles. By embracing these priorities, wineries like Grosgrain Vineyards in Walla Walla, Washington, are not just surviving — they’re thriving in a changing industry.
While Baby Boomers remain the industry’s cash cow, they are rapidly aging out. The landscape is shifting toward younger consumers — Millennials and Gen Z — who bring different tastes and expectations to the table. I spoke with Matt Austin, owner/winemaker at Grosgrain Vineyards, about these changes. Since its start in 2018, Grosgrain has understood that this group is not just a younger replica of their predecessors but a distinct one with unique values. Every facet of their business has purposefully strayed from tradition, from organic farming to experimenting with unconventional wine varietals and fun, eye-catching branding.
One of the most noticeable differences between younger and older wine drinkers is their relationship with brands and established traditions. “Younger drinkers are less beholden to brands,” Austin says, whose approach is shaped by his own journey into wine in his 30s. “They’re more open to exploring new things.” This curiosity extends to lesser-known grape varieties and innovative styles like skin-fermented whites and sparkling wines that break from the classic Champagne mold.
Health consciousness is another trait defining the under-45 wine consumer. “They’re especially concerned about additives in wine and what they’re putting into their body,” Austin says. “A lot are drinking less, but when they are drinking, they’re trying to drink wines they perceive as being healthier.” This means they are more likely to seek out wineries that prioritize organic or biodynamic farming, or produce low-alcohol wines.
When it comes to the tasting room, younger drinkers have different interests than their older counterparts. “They’re less interested in hearing some of the scientific terms,” Austin points out. “They want to hear stories — where the grapes come from, what makes them unique.” This preference for narrative over technical detail is typical of the younger generation’s attitude toward wine. Grosgrain’s goal is to foster an environment where everyone feels welcome, regardless of their wine knowledge.
The visual and experiential aspects of wine are also important to Austin. “More and more people are expecting great experiences when they visit a winery. We want to make sure they have fun,” Austin says. “My wife Kelly was formerly a fashion designer. She created a beautiful environment to experience our wines.” The winery’s name is another nod to design. Grosgrain is a type of fabric or ribbon with a pattern of parallel lines. This is reflected in the visually striking, modern and playful labels.
As the Baby Boomer generation ages and younger drinkers take their place, the wine industry is being reshaped by new values and expectations. “I’ve read a lot of things about losing younger wine drinkers. I’m not super worried about being able to draw them into wine,” Austin says. “To attract these younger consumers, we must look at what they’re interested in. That might mean some existing wineries need to evolve.
“We try to stand out with a fun and unique product that reflects who we are, the things we love and our experiences in life,” he adds.
