Generation Z is changing its drinking habits and increasingly choosing wine in 2026

Amsterdam, 9 January 2026 — In 2026, the alcohol category is being shaped by new consumer values and changing drinking occasions. Generation Z (approximately 18–28 years old) in particular is influencing the future of wine and other beverages. In the Netherlands, this generation numbers more than 3.1 million people. One shift is especially clear: the popularity of wine is increasing, while interest in cocktails is levelling off—a trend that coincides with broader changes in alcohol consumption. According to wine marketing agency Pitch PR and recent data from Statistics Netherlands (CBS), Dutch drinking behaviour shows notable patterns.

1. Less but better: premium wine moments
Generation Z drinks alcohol less frequently than older generations and makes more deliberate choices, favouring quality wines with a clear origin and story. It has been twelve years since the legal drinking age was raised to 18+, meaning this generation has grown up with a more conscious approach to alcohol. This aligns with CBS data showing that young adults are more likely to meet the guideline of no alcohol or a maximum of one drink per day; in 2024, approximately 37% of 18–25-year-olds met this guideline.

2. Wine & wellbeing: balance, lower alcohol and an alternative to cocktails
When choosing alcohol, Generation Z places strong emphasis on balance and ease of drinking. Wines with lower alcohol levels, spritz-style wines and lighter serving formats are gaining popularity, particularly as alternatives to sweet or strong cocktails. This trend is also boosting the popularity of wine cocktails such as Sangria and Mimosa.

3. Sustainability as a credibility factor
Generation Z expects wine brands to demonstrate sustainability in practice—from regenerative vineyards and lightweight bottles to fair supply chains. Transparency about impact and production methods is increasingly becoming a decisive factor in purchasing decisions. Visible information on labels, such as official organic certifications, plays a role in this process. In addition, the story behind the winemaker is becoming more important: Generation Z values storytelling and enjoys sharing experiences.

4. Digital discovery & community-driven brand preference
Media use among this generation is largely online and social-media-based. New wine choices are discovered through creators, tasting content, communities and social commerce. Brands that combine interaction, education and identity—such as through virtual tastings, influencer visibility and collaborations—build brand loyalty more quickly among young consumers.

5. New flavour paths and blurred boundaries
Generation Z is open to experimental styles such as gently sparkling wines (Pet-Nat), orange wine, lightly chilled red wines, natural wines and global blends. Crossover drinking occasions—wine with street food, at picnics or during daytime social moments—are creating new consumption rhythms beyond traditional gastronomy.

“We are seeing a clear shift in preference, especially among Generation Z, away from cocktails and sweet mixed drinks towards quality wine,” says Robert Verhoeven of Pitch PR. “For this generation, drinking is about meaning, quality and balance—and wine fits that increasingly well.”

Context: changes in alcohol consumption among young people and young adults
Although young adults still consume alcohol relatively often, the proportion meeting the guideline for low alcohol consumption has increased significantly. In 2024, more than one third of 18–25-year-olds complied with the recommendation to drink no alcohol or no more than one drink per day, indicating a shift towards more conscious drinking: less frequent, but more focused on quality.

 Source: Pitch Communication & PR