Gen Z are quaffing expensive bottles, enjoying wine RAVES and joining YouTube ‘vino’ clubs – because they fear health consequences of binge drinking

Generation Z drinkers are increasingly ditching cheap alcohol in favour of expensive wines.

Drinking culture in the UK appears to be evolving, with the younger generations moving away from the fluorescent spirits that they were once renowned for glugging in precarious locations. 

Instead, they have landed on luxury wines, though still adding a Gen Z twist, by introducing wine raves, YouTube wine clubs, and natural wine influencers.

It’s paired with recent research from ad firm Red Brick Road that found 72 per cent of Gen Z participants claimed they ‘fear’ boozing and 32 per cent said they drink less alcohol in comparison to last year.

Wine experts Jim Dawson and James Ballard at House of Assets found that the two phenomena are linked, explaining Gen Z are ‘purchasing better quality wine’ because they are ‘more consciously aware of the effects of alcohol’.

An increasing number of Generation Z are ditching cheap booze in favour of expensive wine, including wine influencer @rien.sans.peine (pictured), from Montreal, who boasts over 63 thousand followers

Wine expert Jim Dawson added: ‘Generation Z are drinking far less than previous generations when it comes to alcohol.

‘I think there’s several reasons for this… the younger generation is much more consciously aware of the effects of alcohol, leaning more towards a healthier lifestyle and more aware of mental health issues, which can be caused by binge drinking.

‘A lot of this is influenced by social media content, pushed by influencers and celebrities who rely on their followers buying into their brand, who are primarily Gen Z.’

‘The move away from cheap wines… before a night out is a good thing. Gen Z are purchasing better quality wines as gifts for parents, relatives and friends.

‘Equally, drinking a quality wine, looks much better on social media as it gives the impression of being sophisticated, having good taste and leading a more affluent lifestyle, even if it’s just for appearance purposes.’

‘Wine raves are becoming more popular… something nightclubs are pushing to draw Generation Z back in into their clubs, which have seen a huge decline [in attendance] since Covid-19.’

A quick browse on social media reveals the extent of Gen Z taking an interest in natural or other, high-quality wines.

On popular YouTube show Sorted Food, a channel dedicated to inspiring its predominantly young audience base to pick up cooking, has introduced an online wine tasting club.

Popular YouTube Channel Sorted Food have introduced a virtual wine club to demystify wine for the younger generations (pictured: host Mike Huttlestone)

Wine raves have become increasingly popular, with TikTok user Jonathan Tioseco attending one in Hackney, London (pictured)

A TikTok user, who goes by @masvinoplease (pictured), listed some of the many reasons she loves natural wine

The channel, which has over two million subscribers, has partnered with The Online Wine Tasting Club to invite its young community to join a virtual event to demystify wine and help introduce a younger audience to the world of wine.

On the topic, Jamie Spafford, Sorted Food Co-Founder said the decision was a result of audience feedback.

Talking to FEMAIL, he said: ‘Having explored the world of food and drink with our community for the last 14 plus years, wine is something that’s come up numerous times.

‘The feedback we’ve had is that it’s such a large topic that feels very pretentious if you don’t know what you’re talking about.

‘So, as we’ve always done with food, we want to demystify the subject and find a way to help our audience dip a toe into the water, figure out what they like and give them the confidence to buy the right wine for them.’

Elsewhere, businesses are hosting wine rave clubs, allowing the younger generations to party while sipping on trendy wines.

In a move away from the sticky floors and strobe lights typically associated night clubs, New Theory, set up by Charlie and Thom Bradley, created wine raves to promote their produce.

Their first event took place in London last year with tickets priced at £26 – an event The Times dubbed to be one of the hottest tickets of the summer.

They’re not the only ones picking up on the idea, with locations in and around London, New York, Berlin, and Australia, hosting wine club nights.

And given that it’s a Gen Z trend, it’s only right that influencers are sharing their knowledge of wine on TikTok.

Gen Z wine influencer, Riene Sans Peine, from Montreal, has accumulated a staggering 64 thousand followers from sharing his opinions on different luxury wines.

Trying the tipples from all around the globe, the influencer not only gives his tasting notes, but provides relevant geographic and historical information on the beverages.

Meanwhile, Gen Z drinkers have taken to the platform to share their thoughts on natural wine, or ‘natty wine’, as they might refer to it as.

A natural wine influencer, who goes by @masvinoplease, took to TikTok to say there are a ‘million’ reasons why she loves natural wine, but a few include: ‘Cool wine community friends’ and the ‘room for experimentation’.

The wine influencer explains the historical and geographical background of each wine he tastes

Orange wine has also had a moment in UK supermarkets – with retailers reporting a massive spike in sales compared to last year.

Surprisingly, orange wine has nothing to do with the citrus fruit and is made from white wine by extending contact with the grape skins, which creates its distinctive colour.

The natural wine can be thought of as halfway between a white and a red, while techniques for making it date back to around 5,000 years ago in Georgia – though it has only recently become popular in the UK.

Sales for orange wine on Ocado have soared by 99 per cent this year – with searches also up 80 per cent – as the drink becomes the trendiest tipple for the summer.

Christian Streatfield, wine buyer at Ocado said: ‘Orange wine is increasingly popular with our customers. 

‘Unlike typical white wine production, the grape skins remain in contact with the juice during fermentation, producing complex flavours and textures, as well as that deeper colour. 

‘The resulting wine is delicious and versatile, with something to offer both red and white wine fans.’

London hotspots have been quick to jump on the trend, with most popular wine bars keen to offer a range for orange wine seekers.  

The recently opened Oranj wine bar in Shoreditch is even named after the beverage and offers a wide selection, as well as reds and whites. 

And Aldi was keen to jump on the trend and started stocking an ‘orange rose’ wine earlier this year – which it claims to be a supermarket first. 

The bottle of the Specially Selected Rosorange hybrid wine, which retail at £9.99, have reportedly been flying off the shelves. 

A description says it ‘has all the personality of an orange wine, but unlike others of its kind, it comes with a pleasing softness, made possible with the addition of the refreshing rosé.’ 

Orange wine – also known as amber wine or ramato – has more body and flavour than a white wine. 

Its popularity has also been put down to curiosity and helping people learn more about the wines the drink.  

Helena Nicklin, ambassador at Ocado drinks added: ‘Interest in orange wine is continuing to grow and it’s easy to see why: the intriguing colour aside, there’s the natural and historical element to it. 

‘It is, after all, how wine was first made over 3000 years ago. 

‘Orange wine is also an incredibly versatile wine style, sitting somewhere between a heavier white and a light red, with lots of texture as well as fruit and aromatics, making it ideal for food pairing or sipping alone.’