Gen Z presents a unique challenge and opportunity for the wine industry. While this demographic might not be flocking to Napa Valley just yet, there’s a clear opportunity to cultivate their interest in wine.
In this article, we’ll explain how restaurants and wine bars can tailor their approach to resonate with these discerning young consumers. Then, we’ll showcase three stemware collections perfect for selling more vino and promoting your establishment as the go-to destination for young wine enthusiasts year round.
Sustainability Sells
More than any other generation, Gen Z prioritizes ethical consumption and won’t buy into corporate greenwashing. To reach them, showcase certified wineries through clear labeling and staff education. For example, global certifications like LEED (Leadership in Energy and Environmental Design), Demeter USA (biodynamic farming), or regional certifications like SIP Certified (California, Oregon, and Michigan, emphasizing sustainable practices such as water conservation) will impact their decision-making in your favor.
Beyond Bordeaux
Gen Z is open to experimentation, in both varietals and origins. To satisfy their thirst for novelty, keep up with trends. For instance, there’s currently a focus on natural wines produced with minimal intervention as well as orange wines, a skin-contact white with intriguing texture and flavor.
When it comes to wine origin, look beyond traditional powerhouses like France or Italy. You are more likely to pique their interest with wines from regions that are up-and-coming or traditionally haven’t garnered attention like Slovenia, Uruguay, Denmark, Poland, or New Zealand, to name a few. And be prepared to talk about them.
Speak Their Language
As a whole, Gen Z sees through inauthentic marketing and are put off by pretension. Instead of using complex descriptors, focus on relatable experiences. For instance, descriptive terms like “bright acidity” can be translated into “crisp and refreshing.” Staff training should prioritize clear communication, focusing on flavor profiles, pairing suggestions, and creating an authentically approachable atmosphere that celebrates shared experiences.
Quality Matters, From Grape to Glass
Gen Z values quality, even on a budget. They have high expectations for the quality of products and are unlikely to compromise on it. Restaurants and wine bars can curate wine lists with options for every price point, emphasizing artisanal wines, sustainable production methods, independent producers, and regional fun facts over brand names.
Their attention to detail extends to glassware, as they value aesthetics and sensory experiences. Investing in high-quality, commercial glassware, not just for form but also for function. Servers can illuminate the experience by talking about both the wine and its origins, as well as how the shape of the glass impacts flavor perception.
3 Stemware Collections That Tell a Story
Next, we’ll introduce three wine glass collections that will assist in shaping your narrative around wine appreciation because they are as technically sound in enhancing flavor and scent as they are visually stunning.
Grace
Introducing Grace, a new addition to the commercial stemware market. Grace instantly captivates an audience — its delicate and precious appearance looks lighter than air.
The secret behind Grace’s lightweight feel lies in the material chosen for its construction: mouth blown crystalline glass. Using traditional glassblowing techniques, skilled artisans shaped molten glass into Grace’s form by blowing air into a hollow tube while it’s still malleable.
Mouth blown glass is an art that resonates with Gen Z’s thirst for quality. It’s also a technique that dates back millennia. Think of royals in Ancient Egypt, the Roman Empire, or throughout the Renaissance, where every luxurious glass is shaped to the exacting standards of kings and queens. It’s no surprise that the demand for mouth blown glass has persevered throughout the ages.
This glass material is part of the Aeris Collection by Chef & Sommelier, with each piece delicately crafted for both precision and exquisite artistry. Grace is available as an 8 oz. flute glass as well as in three sizes of universal wine glasses. Their thin walls allow for a more nuanced and precise wine-tasting experience.
These glasses elevate the sensory experience and embody a commitment to quality and sophistication as each piece showcases the exquisite craftsmanship that enhances the visual appeal in foodservice settings. Your Gen-Z guests will feel their time and money were well spent.
Exaltation
From its soft, organic shapes to the flavor held within, Exaltation stemware is an essential companion at wine tasting events or for everyday sips. Its wide bowl reveals the intricacy of flavor notes. Having a large oxygenation surface and aromatic chamber creates a deeper level of engagement compared to your average wine glass, revealing flavors and aromas imperceptible in lesser vessels.
Exaltation stemware is made in France from Krysta, a high-performance non-leaded crystal glass. This material stands up to commercial environments because it is stronger than standard glass, provides complete transparency, and retains a long-lasting brilliance after thousands of cycles in commercial dishwashers.
Symétrie
Symétrie features a wide range of depths to meet the needs of restaurateurs, mixologists, and caterers in search of difference and delicacy. It’s a stunning collection that celebrates the French “art de vivre.” Symétrie’s soft vertical lines on Krysta crystal glass captures light to create hypnotic optics, adding a secondary layer of intrigue for the drinker.
Beyond its chic visuals, Symétrie’s angular design aids in concentrating the aroma of wine and promoting controlled aeration. The texture within the bowl further assists in releasing its fine aromas, allowing drinkers to deeply engage with their wine.
A New Era for Wine
As we’ve seen, Gen Z presents a dynamic and exciting market for the wine industry. While their approach to wine consumption may differ from previous generations, their appreciation for quality, exploration, and sustainability offers a wealth of opportunities to restaurants and wine bars.
Partnered With 
Arc Cardinal, Creator of Experiences. Create. Curate. Celebrate. Elevating your guest’s experience is your priority. Bringing your vision to life is ours. No matter the experience, we are here to help you create a remarkable one. Our expertly crafted collections of tableware, smallwares and buffetware supports the needs of today’s chefs, mixologists, and sommeliers.
