What do zillenials want? What do they seek? How do they think about wine and what can the industry do about this?

In this third episode of New Consumers, New Narratives, we meet Honore Comfort, the vice president of international marketing at the Wine institute, the collective body representing the Californian wine trade. In 2024, the wine institute commissioned a big study aiming to understand the minds of the zillenials – the clever contraction of Gen Z-at least the ones that are old enough to legally drink +millennials. While acknowledging that this cohort is diverse, the study focused on understanding the key points making this demographic so different from other age groups and how these differences impact the way they see – and think about wine. 

This podcast series is part of a larger Areni Global research project. Subscribe to our newsletter to get access to our articles and publications: https://bit.ly/AreniNewsletter

Consistent with its Code of Advertising Standards, Wine Institute is committed to ensuring wine is promoted responsibly to those adults who choose to consume it. Wine Insitute offers insights and tools to help our members promote their wines to consumers of legal drinking age. Their members are required to market wine to adults in a responsible and appropriate manner. This commitment includes the responsible content and placement of all communications concerning wine. All research, insights, and strategies have been developed for an adult audience above the age of 25 who are self-described consumers and purchasers of alcohol beverages.