Generation Z values captivating flavors and authenticity, with a strong emphasis on people and the planet. Argentine wine meets these needs exceptionally well.
Generation Z, known for their conscientious relationship with drink and their lifestyle-based preferences, is highly attuned to what Argentine wine offers. They prioritize brands that resonate with their values. Lorena Mulet, winemaker at Bodega Cruzat, notes that Gen Z is very loyal once they find a brand they like. "Generation Z are very curious individuals who research, read, and investigate. They are increasingly committed," she says.
What attracts Gen Z to a wine? It starts with appealing design and brand identity, but price is also crucial. Lis Clément, director at Clément Winery and Vineyards, says Gen Z is drawn to wines with captivating brand identities, from striking labels to packaging that stands out at social gatherings and makes stunning gifts. Clément advises finding the perfect balance in pricing to make wine accessible to Gen Z without compromising quality, suggesting a sweet spot of USD 12-15.
Authenticity is another major draw for Gen Z. Argentine wines often showcase family-owned businesses, women-founded wineries, and strong local appeal. Clément emphasizes that Argentine wine hits many Gen Z trends head-on by upholding provenance and equality and putting people and communities at the forefront. "A good, well-written, authentic backstory enhances the wine’s appeal, especially for local Gen Z buyers who gravitate towards family-owned, women-owned, or locally produced wines," she says.
Argentine winemakers excel by listening to consumers and continually innovating. Mulet explains that Cruzat is always looking to move forward, meeting Gen Z with distinctive and innovative products. "The wine market demands that we are always on the move, not only with new products but also by seeking new consumers," she says.
Gen Z's sense of discovery and adventure is matched by the diversity of Argentine viticulture, offering a wide range of flavors thanks to varied climates, altitudes, and grape varieties. Clément notes that showcasing unknown grape varieties can set a wine apart on store shelves and tell a compelling story of a diverse wine culture beyond the classics.
Sustainability is high on Gen Z’s list of priorities, a value shared by many Argentine winemakers. Daniela Mezzatesta, sustainability and vineyards manager at Terrazas de los Andes, states that caring for the community and mitigating climate impact are central to their winemaking. Andrés Biscaisaque, winemaker at Los Dragones, highlights the importance of agro-ecological practices, biodiversity, and reducing environmental impact.
Argentine winemakers are already signaling their eco-friendly methods and intentions. Lucas Niven, winemaker at Niven Wines, points to their Criolla Argentina brand and its earth-friendly label design as appealing to environmentally conscious Gen Z consumers. Niven also emphasizes their sustainable practices, such as using centenary vineyards, native grapes, agro-ecological management, and avoiding animal-derived fining agents and sulfites.
Gen Z’s dedication to environmental betterment is admirable and inspiring for future generations. Mezzatesta explains that Terrazas de los Andes is pursuing regenerative organic certification, lightweight packaging, and green energy integration. Biscaisaque notes the importance of eco-friendly packaging, emphasizing that lightweight bottles reduce emissions and costs.
Mulet believes consumers understand the positive impact of organic products on the environment and health. Clément echoes this, noting that Gen Z prioritizes organic and sustainable wines, driving the trend for low-intervention and natural wines.
What Gen Z loves most about Argentine wine is its passion, positivity, and alignment with their values. As Mezzatesta remarks, "Making wine in Argentina is a vivid example of working with passion and love for our land. Although the economic situation is constantly swaying, people are resilient and hopeful." This resilience and forward-thinking approach are what make Argentine wine so appealing to Generation Z.
Source: The Drinks Business