How Generations are Shaping the Future of Wineries
A Screw it Wine Editorial
By Jennifer Primrose
Wine has always been more than just what’s in the glass. It’s about the stories behind the bottle—the roots that run deep in the soil and within families. But as we visit wineries today, there’s a growing question lingering in the air: What does the future hold when younger generations aren’t as drawn to wine as their parents and grandparents?
Research indicates that younger generations consume less wine—and, in many instances, drink less alcohol overall. This trend can be attributed to various factors, including health concerns, financial priorities and a preference for craft cocktails and non-alcoholic beverages. As a result, wineries are confronted with a challenge: How can they attract a demographic that does not share the wine appreciation of previous generations?
Some wineries are taking a proactive approach, creating more engaging and experiential visits designed to entice a younger crowd. While older wine lovers may enjoy a traditional tasting bar experience, younger visitors are gravitating toward interactive events like wine blending classes, vineyard picnics and social gatherings with live music.
Embracing Innovation and Experience
Wineries like JOLO Winery & Vineyards and Rayson Winery are examples of how youthful energy is influencing the industry. With younger staff at the forefront, these wineries are blending classic winemaking with fresh ideas that resonate with younger consumers. From elevated yet relaxed dining experiences to creative social media strategies, they’re finding ways to connect that feel authentic and approachable.
Having a younger team also brings new perspectives — they’re often more attuned to trends, tech-savvy with marketing and eager to redefine the wine experience. This influence is helping shift wineries away from the old-school “wine snob” stereotype, making tastings more welcoming for newcomers who may feel intimidated by wine culture.
Rayson Winery is also hosting creative events like its “Singles Mingles” night, designed to encourage social interaction in a relaxed environment—a clever way to draw in those who may not consider themselves typical wine drinkers but are eager to enjoy a memorable experience.
Meanwhile, Raffaldini Vineyards has drawn in diverse crowds, focusing on Italian-inspired events, food pairings and curated tastings that blend tradition with a modern touch.
Shelton Vineyards takes a different approach by hosting its annual “Running the Vines” 5K/10K event, which attracts a variety of guests—from avid runners looking for a scenic course to casual visitors who stay to enjoy wine, music and socializing afterward.
Wine shops are also helping to make wine approachable to all generations. The Wine Feed in Durham is known for hosting casual tastings and fun, educational events that cater to both seasoned wine drinkers and those just starting their wine journey. Meanwhile, Vitis House focuses on wine, beer, and spirits education.
Cause for Concern or a New Opportunity?
To capture the attention of millennials and Gen Z, wineries are rethinking the guest experience. Gone are the days of simply standing at a tasting bar and sipping through a flight. Now, wineries are creating immersive experiences—from vineyard hikes and yoga sessions among the vines to culinary pairings, live music events and even art installations.
The shift in drinking habits among younger generations is causing some industry concerns. But if there’s one thing that wineries have shown, it’s that wine brings people together—no matter their age. By embracing a mix of tradition and innovation, wineries are creating spaces where all generations can gather, share stories and enjoy memorable experiences.
After all, the beauty of wine lies in its ability to connect—whether through a shared bottle, a lively event, or a quiet conversation overlooking the vines.
Primrose is the co-founder of Triangle Around Town LLC and Screw it Wine. She has over 15 years of journalism and writing in the wine industry.