Could drinking at home become the new going out? Recent research indicates that six in 10 (66%) Gen Z wine enthusiasts opt for the comfort of their homes when it comes to drinking.
A survey conducted among 2,000 U.S. adults aged 21–26 found that of those who enjoy wine, only 23% would choose a bar setting, and 18% would opt for an event.
Rather, for Gen Z wine enthusiasts, having a glass is an opportunity to be social, as hanging out with friends (64%) topped the list of activities they prefer to partake in while drinking, while 46% enjoy a glass on a date.
Results also showed that those who drink wine would prefer to drink with friends (72%), above their partner (49%).
On their own, 46% of those who enjoy wine also enjoy a nice drink with their meal compared to just 37% of respondents who have a different alcohol preference.
What inspires Gen Z to raise a glass? Conducted by OnePoll on behalf of Unshackled Wines, the survey found that nearly half (48%) of those who drink wine do so for the sheer joy of having fun, while 47% drink wine to relax and unwind.
While much of Gen Z enjoys sipping a glass of wine, some prefer to reach for other options.
When asked why they don’t drink wine, don’t like the taste was the top reason (27%), while others reported finding wine menus (15%) or tasting notes (13%) to be confusing or intimidating.
Originally published by Talker News