Is the Ritual of Wine Facing Extinction?

• Only 4 in 10 Gen Z have used a corkscrew or ice bucket

• ‘Time-honoured traditions of wine are being replaced by a grab-and-go mentality’, says expert

In a world where convenience is king, the age-old rituals of wine appreciation are rapidly changing.

A new study has revealed only four in ten Gen Zers have ever used a corkscrew or ice bucket, and a mere 18% have tried a decanter - a tool that can enhance the flavours and aromas of wine. 

The survey, conducted by alcohol-free wine brand Eisberg, has uncovered a stark generational shift in wine culture, with Millennials and Gen Z leading the retreat from tradition.

These numbers reflect a steady decline in traditional wine practices from older generations to the youngest, echoing last year’s Lakeland survey, which revealed that just 27% of young people even own a corkscrew.

With screw-top bottles and ready-to-drink formats on the rise, the ritualistic elements of wine appreciation like uncorking, decanting, and savouring are being left behind. 

The shift signals not only a change in drinking habits but also a cultural shift away from the experience of wine as something to be ceremoniously enjoyed.

A lost art?

The survey findings  raise questions about whether the art of wine appreciation is at risk of extinction, or whether it is due for a revolution. 

Using the corkscrew as an example, the poll revealed that 84% of Silent Generation have used one, followed by 76% of Baby Boomers, 65% of Gen X, dropping to just 56% of Millennials and 43% of Gen Z. 

Where previous generations relished the careful process of opening, serving and tasting wine, today’s younger drinkers prioritise convenience and accessibility.

Dan Harwood, Managing Director for Eisberg's SW Wines Europe, commented: “We’re witnessing a fascinating change in the way younger generations interact with wine. 

“The time-honoured traditions of wine, from using a corkscrew to decanting, are being replaced by a grab-and-go mentality. 

“While this evolution in drinking habits isn’t necessarily negative, it does suggest that a certain romance and ritual around wine could be fading. 

“At Eisberg, we believe that wine - whether alcoholic or alcohol-free - should be about more than just the drink itself, it’s about the experience.

“Through our different ranges, we hope to cater for all. Whether it’s Eisberg Signature for the grab-and-go drinker, Selection for the discerning wine-lover or Eisberg Mulled for the Holiday Super-host.”

With the rise of alcohol-free options and a growing focus on health-conscious consumption, the way people engage with wine is evolving. 

However, as traditions fall away, there is a risk that the rich heritage of wine appreciation may be lost entirely.