According to the most recent Russian census, nearly 18 million people aged 18–30 now live in Russia.
This demographic, primarily Generation Z, holds increasing influence over the country’s wine market. Their habits, values, and preferences are actively shaping its future, and producers are taking note.
A Generation That Drinks Less — But Better
Generation Z is emerging as the most mindful and conscious generation among legal alcohol consumers in Russia. Data from the wine trading company Fort reveals that young people in this age group consume 20–30% less alcohol than millennials did at the same age. But it’s not just about moderation — it’s about purpose and experience.
Romir’s May 2025 survey into generational wine habits shows that Gen Z lacks strong loyalty to specific wine brands. Instead, they rely on peer recommendations and social networks before making a purchase. This reflects their desire to discover new experiences and seek social validation when choosing wines.
The Zoomer Wine Profile: Light, Aromatic, and Playful
When it comes to wine preference, rosé (35%) and semi-sweet wines (76%) dominate among Gen Z, especially among women. Sparkling, white, and sometimes orange wines are also favored. They are less drawn to heavy reds and are more willing to experiment with styles, origins, and formats.
Daria Sologub, purchasing director at Fort, describes their taste as leaning toward low-alcohol (8.5–11%), non-alcoholic, and lightly carbonated wines. They also prefer wines from non-traditional regions like Argentina, Chile, and Eastern Europe, avoiding mainstream mass-market options in favor of authenticity and uniqueness.
Drinking Occasions: Less at Home, More with Friends
Social context plays a crucial role. A staggering 72% of young people drink wine with friends, but only a minority do so at home. Instead, bars, parties, cozy restaurants, and cultural events like concerts and wine festivals are their preferred spaces.
Wine consumption is increasingly seen as part of a lifestyle — a way to brighten a moment, emphasize joy, and enhance social connection. It's not a habit; it's an occasion.
Packaging, Aesthetics, and Social Media Appeal
Zoomers want more than just good wine — they want it to look good too. Aesthetic packaging, Instagrammable labels, mini bottles, cans, and ready-to-go formats are crucial for this demographic. Producers are innovating quickly to meet these expectations.
For example, Fanagoria Winery and Olymp Winery are working with young designers and creating vibrant bottle designs, while launching carbonated low-alcohol drinks that match both taste and visual trends.
Values and Willingness to Pay
Despite limited income, Gen Z consumers are willing to pay a premium for value-based products. They gravitate toward wines that are organic, vegan, biodynamic, and come from brands with a mission. They reject cheap, industrial alcohol in favor of products that align with their values of eco-consciousness, minimalism, and authenticity.
Experts like Elena Melnikova of Kuban-Vino and Ilya Voloshin of Olymp Winery confirm this trend. Prices between 600–1000 rubles per bottle are seen as acceptable if the wine has credibility, story, or social media backing.
The Evolution of Taste
Industry leaders are confident that Gen Z's wine tastes will evolve with age, income, and experience. Many expect that a significant portion of this demographic will eventually transition from sweet to dry wines, from approachable to complex styles, and from budget to premium wines.
However, some will continue to embrace lighter and more playful formats throughout their lives. "Youth is our resource. And woe to the market that is not distracted by its call," says winemaker Ilya Voloshin.
The Industry's Response
Russian wine producers are adapting fast. Brands like Kuban-Vino report that a third of their 300 wine products are now designed with the youth market in mind. Non-alcoholic wines, bright labels, expanded sparkling ranges, and wine-based cocktails are now key components of portfolios.
The message is clear: The wine market is becoming lighter, more flexible, and increasingly consumer-driven. Brands that ignore Generation Z risk being left behind.
Source: RBC Vino