What new generations really expect from a wine tourism experience

For several years, the debate surrounding younger generations' relationship with wine has often been approached from a particularly simplistic perspective. The question is frequently framed in terms of volume, declining consumption, or supposed disaffection. However, this interpretation misses the point entirely. New generations are not rejecting wine uniformly. They are profoundly transforming its uses, perceptions, and expectations. Wine tourism offers a particularly revealing vantage point from which to observe these changes, as it involves the product, the narrative, the place, hospitality, and winemaking practices in the design of wine tourism experiences.

Practices are evolving, but above all, perceptions are distancing us.

This gap between actual practices and persistent perceptions is currently one of the main blind spots in wine tourism strategies. Young adults no longer base their relationship with wine on regular or automatic consumption. Wine is increasingly associated with specific moments, such as meals, social gatherings, or particular experiences. This evolution can be explained by broader transformations in lifestyles: the decline of traditional communal meals, the reshaping of social interactions, increased attention to well-being and health , and the normalization of moderation as a social norm.

But the main breaking point isn't just behavioral. It's cultural and symbolic. Some young people aren't turning away from wine as a product, but from what it still too often represents. Images of old-fashioned wines, stories of excess, drunkenness associated with a form of social performance, and an elitist and sometimes macho interpretation of wine culture all contribute to a feeling of illegitimacy.

Wine can be perceived as a world where one must know, master, and prove oneself. This symbolic distance acts as a powerful filter, far more dissuasive than price or technical skill. Studies conducted by Wine & Society. They highlight this relationship. They show that, for some young adults, wine remains associated with a world of codified knowledge, implicit norms, and judgments, in which it is difficult to find one's place. This perception particularly affects young men, many of whom express a fear of "doing it wrong" or "talking about it wrong," revealing an issue that is less generational than cultural.

Dynamics that vary significantly from country to country

Speaking of "young people" as a homogenous group leads to inaccurate diagnoses. Their trajectories are non-linear and highly dependent on cultural and economic contexts. In Western Europe, in mature markets, consumption is structurally declining. While wine remains a strong cultural marker, the focus is shifting towards renewing narratives, formats, and experiences.

Conversely, in several emerging countries, wine is gaining ground as a symbol of modernity, lifestyle, and urban sociability. In Latin America and India, and more broadly in a majority of Asian countries, it is associated with gastronomy, cultural openness, and more relaxed experiential practices.

These discrepancies highlight a strategic truth: successful wine tourism offerings are those rooted in real-world experiences and local perceptions, rather than an abstract vision of Generation Z and subsequent generations. Furthermore, the evolving expectations of these generations are not only reflected in visitor behavior; they are also being perceived, analyzed, and integrated by a growing number of winemakers themselves, who see wine tourism as a strategic lever for adapting their practices and business model.

What the winemakers say: sustainability as the foundation of the experience

The analysis becomes more precise when we look at the supply side of the data. An international study published in January 2026 in the International Journal of Tourism Research, "A Cross-National Analysis of Sustainable Wine Tourism From the Perspective of Wineries" by our colleague Gergely Szolnoki's findings are based on a survey of 1,579 estates in 42 countries. The survey shows that sustainability is considered important or very important by 93% of winegrowers, with nearly 60% considering it very important.

Beyond this observation, the study identifies the concrete levers deemed most effective for sustainable wine tourism. Environmentally, biodiversity comes out on top ( 46% ), followed by the use of regional products ( 42% ), energy efficiency ( 40% ), and organic practices ( 38% ). Economically, the key factor is the development of a long-term strategy ( 54% ), followed by structuring wine tourism as a fully profitable activity ( 52% ). Socially, the priorities are very concrete: an open and honest relationship with the staff ( 46% ), local cooperation ( 40% ), and monitoring visitor satisfaction ( 34% ).

These results directly shed light on the expectations of new generations. The sustainability that matters today is not just vague talk. It is visible , embodied , and experiential . It manifests itself in the coherence of offerings, the quality of the welcome, and in the way the site is presented, those involved are valued, and wine is introduced.

Between evolving practices and the weight of perceptions

Young visitors aren't looking for a wine tasting lesson. They expect a meaningful experience . They want to understand the place, the landscape, the production and winemaking choices, and the rationale behind the project. Practices like agroforestry, biodiversity, animal presence, and water management become immediately accessible and shareable narratives.

They seek holistic experiences where wine interacts with gastronomy, music, art, architecture, or wellness. Wine is no longer the central element; it becomes relational. They expect freedom : flexible formats, customizable itineraries, and a lack of rigidity. They want an accessible experience , free from jargon and pretentious posturing. Finally, they seek practical spaces where they can stay, work, connect, and return. Hospitality becomes a cornerstone of the experience, especially for digital workers and lifestyle travelers.

Places that have incorporated this change in grammar

Some players have already translated these expectations into concrete offerings. In Portugal's Douro Valley, Quinta de Pacheca ( Pacheca Group ) has transformed vineyard stays into immersive experiences, with iconic accommodations nestled among the vines. Wine becomes the backdrop for a memorable, narrative-driven moment. In Chile, VIK Chile - Winery & Luxury Hotel has designed its estate as a destination in its own right, integrating architecture, art, landscape, and hospitality into a cohesive experience. In India, Sula Vineyards has leveraged wine tourism to democratize wine among young urbanites, relying on events, music, and modernized hospitality.

These places have one thing in common: they don't require their visitors to be experts. They invite them to experience a place. This raises a simple but crucial question for those involved in the industry.

What concrete steps can be taken today at the scale of a wine estate or wine destination to attract new generations?

Three key lessons emerge from this analysis, and they call for operational choices for both winegrowers and destinations.

The first lesson is that the issue isn't just the wine itself, but the perceptions associated with it. Modernizing wine tourism requires consciously working with the imagery surrounding wine . This involves more open, less intimidating, less codified narratives that break with the stereotypes of the expert, exclusivity, or performance. In practical terms, this means rethinking how tours are presented, simplifying the language, and emphasizing pleasure, context, and location, rather than just expertise. Hospitality becomes a cultural act in its own right.

The second key lesson: sustainability that works is sustainability that is visible, understandable, and shared. International data shows that the most effective levers are biodiversity, local sourcing, long-term thinking, and the quality of human relationships. For wineries, this means making these choices visible in the experience : walks through the vineyards, interpreting the landscape, the presence of living things, showcasing farming practices, and ensuring coherence between the place, the narrative, and the hospitality. A sustainable approach that is not easily understood generates neither support nor desire. Conversely, embodied sustainability becomes a powerful driver of attractiveness and differentiation.

Third lesson: the wine tourism experience must become shareable, memorable, and Instagrammable, without feeling artificial. Successful projects are those that become genuine living spaces. This means designing areas where people can stay, return, work, eat, attend events, and create content. Instagrammability isn't about superficial decor, but about paying attention to the architecture, the views, the light, the uses, and the moments. An experience designed to be recounted, photographed, and shared naturally extends the venue's reputation and attracts new visitors.

In practice, this means the following for domains and destinations:

• designing experiential journeys, not just visits, investing in hybrid spaces compatible with contemporary uses,

• integrate hospitality, culture and landscape into a coherent strategy,

• to assume that wine tourism is as much a lever for image as an economic lever.

New generations are not a threat to wine. They have higher expectations. They expect places that are genuine, accessible, desirable, and vibrant. Wine tourism is one of the most powerful tools for meeting these expectations, provided it is conceived as a complete experience , and not simply as a commercial extension.

At CALICE Hospitality and Wines , we support wineries, destinations, and investors in designing wine tourism offerings tailored to new trends: experience audits, defining hospitality concepts, integrating sustainability considerations, storytelling, and marketing. If you'd like to develop your project to reach new French and international clientele, I would be delighted to discuss it with you.

www.calicehospitality.com