Overview: Material and the Wine Market Council released a national study titled “Wine, Reframed” on September 02, 2026, in New York. The research examines consumer perceptions across generations to determine how the category can become more relevant in everyday life. Findings indicate that while wine is viewed as welcoming, it requires reframing for younger audiences to appear simple and relatable.
The Full Story
The study paired a national consumer survey with a quantitative content analysis of major online media channels. Material surveyed 900 U.S. alcohol consumers ages 21-65, segmented into core wine drinkers, marginal drinkers, and non-adopters across Gen Z, Millennial, and Gen X+ audiences. Research shows that across every generation wine is viewed as welcoming and approachable, but is often rooted in perceptions of being traditional, for special occasions or for older generations. The study found the opportunity with younger generations, specifically Millennials and Gen Z, to reframe wine as something that is simple, easy to enjoy and relatable versus something to be learned and understood before it can be enjoyed.
Machias Turner, director at Material, stated, “Our research found that wine doesn’t need reinventing; it needs to be recognized as something people can reach for more often than they do right now.” Michelle Egan, President of the Wine Market Council, added, “This research gives our industry a clear and encouraging direction. Consumers already see wine as welcoming and approachable. Now we have a better understanding of where they are discovering wine, what content resonates across generations, and where wine has an opportunity to be more visible.”
Brand & Industry History
The Wine Market Council is a nonprofit organization founded in 1996 and supported by members committed to advancing the U.S. wine market through research and education. Its mission is “to conduct forward-looking market research on U.S. wine consumer buying habits, attitudes, and trends.” Material is an intelligent growth company that is part of the Blackstone portfolio with a 50-year history of helping clients build customer intelligence into brands.
What This Means
The report shares insights on how the industry and brands can tailor communications strategies to effectively engage distinct audiences. Key themes include Occasion, normalizing casual use; Versatility, serving styles like over ice; Visibility, increasing online presence; Confidence, providing guidance and sampling; Discovery, generation-specific content strategies; and Wellness, transparency on sourcing for Gen Z. A one-size-fits-all message won’t work across audiences.
Consumer Takeaway
The full report is available exclusively to Wine Market Council members. To access the findings and learn more about membership, visit winemarketcouncil.com/join/. The study provides a clear direction for consumers who want to understand where wine fits in everyday life without losing what makes it special.
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