Gen Z is changing drinking habits and choosing wine more often in 2026
The way people in the Netherlands consume alcohol is changing rapidly. In 2026, Generation Z (roughly ages 18 to 28) is especially influential in shaping new drinking moments and preferences. This generation numbers over 3.1 million people in the Netherlands and has grown up with different values around health, sustainability, and identity. One development stands out: wine is gaining ground, while the popularity of cocktails is leveling off.
According to wine marketing agency Pitch PR and recent figures from Statistics Netherlands (CBS), the drinking behavior of young adults shows clear shifts. The focus is no longer on volume or fixed patterns, but on conscious choices, quality, and flexibility.
1. Less but better: premium wine moments
Gen Z demonstrably drinks less alcohol than previous generations. At the same time, there is a more deliberate choice about what goes into the glass. Wines with a clear origin, a recognizable style, and a credible story are growing in popularity.
This mindset fits the way this generation has grown up. The increase of the legal drinking age to 18 is now more than twelve years behind us, making moderation and mindful drinking more natural. CBS data confirms this picture: in 2024, around 37 percent of 18 to 25-year-olds adhered to the guideline of no alcohol or a maximum of one glass per day.
2. Wine & wellbeing: balance and lower alcohol
Within the alcohol category, Gen Z primarily seeks balance. Wines with a lower alcohol percentage, fresh styles, and lighter drinking moments align better with their lifestyle than heavy cocktails or sweet mixed drinks.
This also creates room for new applications of wine. Think spritz-style wine drinks and wine cocktails such as sangria and mimosas, which are especially popular during the day or at informal moments. Wine becomes less ceremonial and more accessible.
3. Sustainability as a prerequisite
For Gen Z, sustainability is not a marketing term but a requirement. Wine producers are expected to be transparent about their practices, from regenerative viticulture and lighter bottles to fair supply chains.
Visible information on the label, such as organic or sustainability certifications, plays an increasingly important role in purchasing decisions. At the same time, interest in the personal story of the winemaker is growing. Authenticity and credibility carry significant weight, and experiences are readily shared, both offline and online.
4. Digital discovery and community-driven choices
New wine discoveries among Gen Z largely take place online. Social media, creators, tasting content, and digital communities strongly influence which brands and styles gain attention.
Wine brands that invest in education, interaction, and a recognizable identity build loyalty more quickly. Virtual tastings, collaborations with influencers, and smart social formats make wine understandable and relevant for a younger audience.
5. New flavor paths and fading boundaries
Gen Z is remarkably open to non-traditional wine styles. Lightly sparkling wines such as pét-nat, orange wine, natural wines, lightly chilled red wines, and global blends are readily embraced.
The context is also changing. Wine is increasingly consumed with street food, at picnics, and during informal daytime gatherings. This shifts wine consumption away from classic hospitality settings and creates broader, more flexible drinking occasions.
Wine fits the values of a new generation
According to Robert Verhoeven of Pitch PR, the shift is clearly visible. Younger consumers are increasingly turning away from cocktails and sweet mixed drinks and choosing wine with quality and meaning. Not to drink more, but to enjoy more consciously.
The figures support this view. In 2024, more than a third of young adults met the guideline for low alcohol consumption. This does not point to less interest in drinking, but to a different relationship with alcohol. Wine increasingly fits that relationship.
For wine lovers and wineries, this points to an interesting future. A future in which origin, style, and story matter more than ever, and in which wine naturally finds its place in the everyday lives of a new generation.
Source: Pitch Communicatie & PR
