
BOISE, Idaho — One of the biggest conversations in the wine industry revolves around wine consumption among Millennial and Gen Z audiences.
As a Millennial who spent four years working at a university directly with Gen Z, I am optimistic about the future of wine for these demographics.
While they may not consume wine to the same extent as previous generations, their interest in it is undeniable. There are gatherings such as “Wine Wednesdays” where each person in the friend group brings a bottle to enjoy at a casual kickback. On “Wine Walks” they fill their Stanley tumblers and stroll the neighborhood with best friends.
It is true, however, that Gen Z and Millennials are more inclined to drink in moderation. And while it’s crucial to respect their drinking choices, it’s also essential to provide options that cater to their desires.
What I hear often is the concern, “I don’t want to open an entire bottle of wine just to drink one glass.”
Sure, there are plenty of solutions for storing open bottles, but there are occasions when people may not finish the opened bottle within a three- to five-day period before the wine goes bad.
Here is where options such as half-bottles, splits (187-milliliter bottles) and canned wines come in. They offer convenience and versatility for those moments when a full bottle isn’t the right fit. Intrigued by this concept, I reached out to a few leading producers in the Pacific Northwest that offer these options and are achieving success with these smaller formats.
In 2018, when Stoller Wine Group in Oregon’s storied Dundee Hills began producing canned wine, they anticipated that their Canned Oregon tier would primarily appeal to Gen Z and Millennials. What they discovered is that established fine wine consumers who lead active and social lives also embrace these products. Stoller’s longtime supporters appreciate the serving size, portability and value of canned wines.
Canned Oregon by Stoller particularly resonates with the outdoorsy, adventure-seeking demographic so prevalent in the Pacific Northwest. Hannah Guth, communications coordinator at Stoller Wine Group, emphasized that canned wines were “born from the idea that wine should complement every lifestyle you lead. Whether you are exploring the mountains, relaxing at the beach or hosting a game night with friends and family, there is premium wine delivered in a portable package.”
Stoller Wine Group hit the mark with Canned Oregon, connected to a broader audience and added its Stoller Swing program. It shows that Bill Stoller’s team understands what appeals to not just Gen Z and Millennials but also established wine drinkers. Those generations are all about experiences and convenience, and that’s driving the demand for products such as canned wines.
Support of social causes key to Precept’s House Wine
Another touchpoint for Gen Z and Millennials includes social causes. House Wine — a major brand for Precept Wine & Spirits in Seattle — provides an ideal example by showcasing its commitment to important causes through wine offerings.
Alex Evans, Precept’s chief marketing officer, emphasizes that House Wine connects with Gen Z and Millennials through their cause-marketing approach — a collaboration with the Human Rights Campaign since 2017. They not only practice what they preach but also demonstrate the tangible impact of their donations from these authentic partnerships. Their efforts are further amplified through social media, allowing them to engage with their audience. And in 2021, Wine Enthusiast named House Wine its Social Visionary of the Year.
In addition to their commitment to social causes, House Wine in Washington also prioritizes sustainability — another value that resonates with Gen Z and Millennials. Evans underscores that House Wine’s choice of packaging, primarily aluminum cans, aligns with their dedication to sustainability. As Evans points out, aluminum cans are the most sustainable beverage package. This focus on sustainability is particularly noteworthy as 68% of consumers continue to adopt greener buying habits, according to The Round Up.
On average, aluminum cans are made up of 73% recycled content – 20 times the recycled content of a plastic bottle. Their lightweight nature reduces the energy required for transit and production, while their stackable and strong design ensures ease of transportation and storage. Moreover, aluminum cans are most often recycled in a truly closed-loop process, further enhancing their sustainability credentials.
Holesinsky in Idaho delivers levity, approachability

Holesinsky Vineyard and Winery — which Great Northwest Wine selected as the 2022 Idaho Winery of the Year — is a brand that also has captured the hearts of Millennials and Gen Z. Their IdaPeach Sangria has become a favorite among younger drinkers, epitomizing their approachable and fun brand ethos.
“We are targeting individuals just starting their drinking careers with a fun, approachable label and a wine profile to match,” says co-owner/co-winemaker Caitlin Holesinsky. “I think that the canned IdaPeach may do even better than the bottle.”
The shift toward canned wines emerged during the pandemic as the demand for grab-and-go options soared. Caitlin and her husband — founding winemaker/grower James Holesinsky — made their first move into canned wine with IdaSeltzer.
“I don’t want to even admit how many Coors Light-loving men we have converted to the IdaSeltzers,” she quipped.
Now, the Holesinskys are introducing their most popular wine among Gen Z and Millennials into a can: IdaPeach Sangria. This vibrant and deliciously executed wine received a Platinum and 91 points last fall during Great Northwest Wine’s 24th annual Platinum Awards.
The target demographic for the IdaPeach sparkling canned wine includes college students, and Holesinsky plans to release its canned IdaPeach Sparkle in June during the Highway 30 Music Festival, where their pouched wine (think adult Capri-Sun) dominates the festival scene. The Holesinskys also offer the IdaPeach and several of their other wines in 1.5-liter pouches.
Canned wines have faced skepticism regarding their quality, but Stoller urges consumers to compare Canned Oregon side by side vs. bottled counterparts. Similarly, House Wine has received more than 30 “Best Buy” recommendations from critics and publications. Those include the brand’s leading canned offerings of Sauvignon Blanc and Chardonnay, highlighting the increasing recognition of canned wines as a high-quality option.
L’Ecole N° 41 continues tradition of 375-ml bottles

For those who appreciate the romance of a wine bottle, splits and half bottles offer clever options. Splits and half-bottles (375 ml) provide flexibility for individuals seeking smaller portion sizes.
L’Ecole N° 41 Winery in the Walla Walla Valley has been a leader in the half-bottle market for 15 years, offering its critically acclaimed Columbia Valley expressions of Chardonnay ($12), Merlot ($14.50), Syrah ($14.50) and Cabernet Sauvignon ($16.50) in the format. These bottles quickly gained a diverse audience, including solo travelers, and they are distributed via wholesale channels, hotels and restaurants. Look for them also at retailers such as Safeway.com and Seattle’s Esquin Wine & Spirits.
Millennials and Gen Z have embraced alternative packaging without questioning the quality. They love the lower entry price for premium wines, the convenience and the sustainability these options bring to the table.
It’s clear that younger generations are in a position to drive a major shift in the wine scene, pushing for innovation and inclusivity. With respected vintners such as L’Ecole, Precept and Stoller leading the efforts of canned wines and smaller bottles, it’s obvious these alternatives are cementing their place in the wine world.
Leave a Reply