Decoding Generational Shifts to Drive Lasting Category Relevance

Approach 

Online Anthropology + Social Listening 

We analyzed more than 7 million naturally-occurring, online consumer conversations across TikTok, Instagram, Reddit and other digital forums. We then mapped beverage culture, wellness trends and shifting social occasions to uncover 13 core themes illustrating how consumers discuss and encounter wine online. 

Quantifying Generational Trends 

A national survey of adult alcohol consumers (ages 21–65) validated the findings from our examination of online signals and provided additional rich insights about wine’s audiences and their behaviors and motivations. In this phase, we employed a custom 3 × 3 cell design across three generational cohorts (Gen Z, Millennials and Gen X+) and three beverage engagement tiers (Core Wine Consumers, Marginal Wine Consumers and Non-Adopters). 

Turning Insights into Actionable Takeaways 

We evaluated messaging strategies, emotional drivers, visual imagery, packaging cues and serving formats across generational cohorts, alongside a mapping of how consumers move from inspiration on social platforms or AI search tools to active research and retail purchase. 

Outcomes 

Material’s research program unlocked a core theme for the industry: wine’s single greatest opportunity lies in generational relevance.

Our researchers and strategists presented the social intelligence and quantitative findings directly to wine industry leaders during two exclusive member webinars, followed by a full report detailing the data, insights and implications; a data-driven roadmap to make the category more resonant for modern consumers.

Finally, robust media coverage of the research amplified its findings across the beverage sector, bolstering Wine Market Council’s reputation as the premier market intelligence authority for the U.S. wine industry.