Beverages: Battle of the Bottles: How Wine Can Compete with RTDs for Gen Z’s Attention
- InsightTrendsWorld
- Sep 4
- 6 min read
What is the Wine vs RTDs Trend?
The wine category is facing stiff competition from ready-to-drink beverages (RTDs), particularly among younger consumers. This trend signals a shift in both cultural preferences and practical consumption habits.
Convenience over tradition: RTDs offer single-serve, portable packaging with no need for corkscrews, glassware, or ritual. Wine is still often tied to elaborate setups, which alienates casual or time-pressed drinkers.
Flavor innovation: RTDs introduce bold, experimental flavors and seasonal limited editions at a rapid pace. Wine largely remains tied to grape varietals and terroir—appealing to enthusiasts but less flexible for trend-driven consumers.
Cultural resonance: RTDs are frequently linked to celebrity endorsements, viral TikTok moments, and influencer-driven launches. Wine brands struggle to break into these conversations, often appearing elitist or outdated.
Wellness positioning: RTDs often highlight functional benefits (low-calorie, low-ABV, gluten-free, adaptogen-infused). Wine, by contrast, is perceived as high in calories, sugar-heavy, and not transparent with labeling.
Occasion mismatch: RTDs thrive at festivals, pre-parties, picnics, and gaming nights. Wine still leans heavily on celebratory dinners, weddings, and “serious” settings.
Why it is the Topic Trending: “Gen Z Chooses Cans Over Corks”
Generational Shift: Gen Z and young Millennials are shaping the alcohol market with values of convenience, transparency, and novelty. They see wine as their parents’ drink, not theirs.
Market Acceleration: RTDs have doubled their share of global serves since 2019. In some markets (U.S., Japan), RTD volumes already exceed wine.
Cultural Capital: Posting colorful RTD cans or cocktails on Instagram or TikTok carries social prestige. Wine lacks the same quick-share visual impact.
Affordability: In an inflation-sensitive era, single cans or multipacks are budget-friendly, while wine bottles are perceived as higher commitment and costlier.
Shift in Occasions: Today’s drinkers favor casual “micro-moments” (picnics, pre-gaming, balcony hangs) instead of sit-down meals. RTDs are better designed for these.
Overview: “Wine’s Image Crisis Meets RTDs’ Cool Factor”
The decline of wine’s share is not about product quality—it’s about perception and fit. RTDs have become culturally adaptable, accessible, and affordable, while wine still leans on its heritage, formal associations, and complex messaging. As a result, wine risks losing its future consumers. To remain relevant, the industry must adapt its formats, communications, and occasions.
Detailed Findings: “Market-by-Market Shake-Up”
United States
RTDs grew at +14% CAGR (2019–24), forecast to grow at +1% CAGR to 2029.
Still wine volumes dropped -4% CAGR (2019–24) and are forecast to decline by another -4% CAGR through 2029.
Sparkling wine performed better but is forecast to shrink -3% CAGR by 2029.
RTDs now outsell both still and sparkling wine combined in volume.
Japan
RTDs expanded +5% CAGR (2019–24), with further growth projected.
Still wine fell -3% CAGR and sparkling wine -1% CAGR in the same period.
RTD volumes already surpass total wine volumes.
Canada
RTDs are projected to overtake still wine by 2027 and surpass still + sparkling wine by 2028.
Flavored sparkling wines have grown +65% CAGR (2019–24) from a small base, showing hybrid formats can thrive.
Australia
RTDs grew +4% CAGR (2019–24).
Still wine declined -3% CAGR (2019–24).
Millennials are moving into RTDs and spirits, pulling away from wine.
Germany
RTDs surged +11% CAGR (2019–24) and are projected +4% CAGR to 2029.
Still wine volumes are falling. Gen Z preference: 23% drink RTDs vs. only 9% still wine.
Italy
One of the few exceptions: RTD volumes fell -2% in 2024.
Still wine -3% CAGR, sparkling wine grew slightly (+1% CAGR 2019–24).
Gen Z participation in both categories remains low, highlighting a broader disengagement from alcohol traditions.
Key Success Factors of the Wine Comeback Trend: 🍾 “What Wine Needs to Win Back Gen Z”
Packaging Innovation: Shift from bottles to cans, single serves, and resealable formats.
Flavor Expansion: Launch wine spritzers, sangria cans, and flavored sparkling wines that mirror RTD-style variety.
Transparency: Add calorie counts, sustainability certifications, and “clean label” ingredients to match wellness narratives.
Cultural Marketing: Invest in influencer partnerships, music festival sponsorships, and TikTok-first campaigns.
Occasion Expansion: Reframe wine for casual settings (rooftop hangouts, gaming streams, outdoor events) instead of just fine dining.
Key Takeaway: “Relevance is the Real Vintage”
Wine must evolve beyond its heritage-driven, elitist image to survive. Gen Z is not rejecting alcohol—they’re rejecting complexity, inaccessibility, and outdated storytelling. RTDs win because they make drinking easy, fun, and sharable. The future of wine depends on its ability to adopt those same values without losing authenticity.
Main Trend: “RTDs Disrupt Tradition, Wine Fights for Modernization”
This is not simply about product formats—it’s a cultural clash between tradition and innovation. RTDs align with fast-paced, digital, and health-conscious lifestyles, while wine risks irrelevance if it doesn’t modernize.
Description of the Trend: “Wine vs. RTDs: Clash of Generations”
The rise of RTDs is reshaping alcohol consumption. Instead of entering alcohol through wine (as earlier generations did), Gen Z starts with RTDs and flavored cocktails. This shift means wine must fight harder to attract first-time drinkers, using packaging, storytelling, and occasions that meet younger consumer expectations.
Key Characteristics of the Core Trend: “Convenience Over Complexity”
Format Shift: RTDs dominate in cans; wine remains bottled.
Speed of Innovation: RTDs launch quarterly flavors; wine has slow product cycles.
Health Narrative: RTDs ride the wellness wave; wine lacks modern health cues.
Cultural Resonance: RTDs trend online; wine is absent in digital subcultures.
Price Perception: RTDs = affordable entry-level, wine = higher financial and social commitment.
Market and Cultural Signals Supporting the Trend: “Proof It’s More Than a Fad”
Global double-digit RTD growth since 2019.
TikTok-driven drink trends like dirty sodas, spicy cocktails, and pickle lemonade.
Festival and casual occasion culture, which aligns better with RTDs.
Inflationary spending pressures pushing consumers to smaller, cheaper formats.
Celebrity-backed launches—RTDs linked with global music stars and athletes.
What is Consumer Motivation: “Why Gen Z Picks RTDs”
Customization and novelty through rotating flavors and limited editions.
Identity signaling—cans as lifestyle badges on social media.
Ease of access—no corkscrews, no special glasses.
Budget sensitivity—affordable and low-commitment purchase.
Health appeal—clear calorie/ABV info, low-sugar claims.
What is Motivation Beyond the Trend: “Deeper Drivers”
Flexibility-first culture—RTDs fit seamlessly across multiple contexts.
Digital-first identity—products that “perform” on camera.
Anti-tradition stance—skepticism of elitist, rule-heavy products like wine.
Micro-occasions—small moments of indulgence instead of rare celebrations.
Descriptions of Consumers: “The RTD-First Gen Z Drinker”
Consumer Summary
Young, digitally native, price-sensitive, seeking convenience and identity-driven products.
Their alcohol use is more about experience and social performance than ritual.
Detailed Profile
Age: 21–30.
Gender: Balanced; RTDs use unisex branding to avoid stereotypes.
Income: Lower disposable income, inflation-conscious.
Lifestyle: Festival-goers, gamers, TikTok users, urban-dwellers.
Behavior: Cross-category drinkers who combine RTDs with spirits, wine spritzers, or mocktails.
How the Trend Is Changing Consumer Behavior: “From Ritual to Ready-to-Go”
Decline in formal wine nights, growth in casual sipping moments.
Shift to cans and small servings over bottles.
Rise of flavored, hybrid drinks over terroir-based choices.
Alcohol framed as an everyday accessory, not just a luxury ritual.
Consumers mix categories more freely (wine spritzers, beer-cocktail fusions).
Implications of Trend Across the Ecosystem: “Winners and Losers in the RTD Era”
Consumers: Gain more variety, lower costs, and more flexible choices.
Brands/CPGs: Must embrace innovation speed, transparency, and digital-first marketing.
Retailers: Cold storage space shifts to RTDs; mid-market wine may shrink.
Strategic Forecast: “What’s Next for Wine vs RTDs”
RTDs plateau in market share by 2029 but keep cultural dominance.
Hybrid formats (wine spritzers, canned cocktails) emerge as wine’s bridge to Gen Z.
Canned wine gains traction in North America and parts of Europe.
Mid-tier wine brands face the biggest risk; premium and heritage wines survive.
Alcohol brands will lean heavily on cross-category collaborations (music, gaming, fashion).
Areas of Innovation: “Where the Next Growth Lies”
Premium Canned Wine – Elevating design, taste, and eco-friendly packaging.
Wine Cocktails & Spritzers – Seasonal, flavored, and festival-friendly formats.
Functional Wine – Low-calorie, low-sugar, adaptogen-boosted wines.
Digital Campaigns – TikTok collabs, gaming sponsorships, and viral drink challenges.
Casual Occasions – Positioning wine for pre-drinks, picnics, or casual hangs.
Summary of Trends
Core Consumer Trend: RTD-first Gen Z — values convenience, novelty, and affordability.
Core Social Trend: Everyday Drinking Moments — alcohol as a casual accessory, not a ritual.
Core Strategy: Reframe Wine — simplify packaging, modernize marketing, embrace transparency.
Core Industry Trend: Category Blurring — wine merges with RTDs via spritzers and hybrids.
Core Consumer Motivation: Identity + Ease — products must align with values and fit effortlessly into lifestyles.
Final Thought: “Wine Needs a New Story”
The problem isn’t that wine has lost its quality—it has lost its cultural fit. RTDs win because they adapt quickly, speak the language of social media, and simplify drinking into something casual and fun. If wine wants to matter to Gen Z, it must stop defending tradition and start innovating around accessibility, transparency, and playfulness. The next decade will decide whether wine is remembered as a timeless staple—or left behind as a ritual of the past.
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