FROM OUR COLUMNISTS
HOW RESTAURANTS ARE WINNING OVER GEN Z WINE DRINKERS WITH TASTINGS, TAP SYSTEMS AND TECH-FREE STORYTELLING Behind the Menu: Younger guests are not drinking as much wine as their parents, but some operators are uncorking clever strategies to capture their interest and dollars. W hen Oakville Grill & Cellar opened in Chicago two years ago, parent company Lettuce Entertain You Enterprises outfitted a small nook in the back with a six-seat tasting counter called The Cellar Door. Each month, a different winery sends in bottles, and 4-ounce pours of three to five different wines are served over the course of one-and-a-half hours. Seats go for around $65.
“A number of people have standing reservations,” said Grant Barnow, wine director at Oakville. “We get a huge range of ages and wine knowledge, but the event skews younger with folks just beginning their wine journey. Participants get a personal som- melier to answer questions and we are able to stoke a passion for wine early on.” Gen Z is all about unique experiences, said Julie Heseman, senior director of re- search & insights at Technomic. “They appreciate the ritual of wine when it’s presented in an unintimidating, approachable way,” she said. “That gives younger drinkers more confidence to explore.” Gen Z consumers of legal drinking age (21-31) are unlike previous generations in the way they think and purchase alcohol, Technomic research concluded. In a recent survey, about half of operators who serve adult beverages agree that this group is less engaged with wine than older generations, and are opting instead for beer, mixed drinks or cocktails. Affordability also plays into the picture. The No. 1 reason this generation doesn’t drink alcohol is that they are trying to control spending. The “sober curious” movement and a preference for cannabis products are also factors.
PATRICIA COBE
PATRICIA.COBE@INFORMA.COM
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RESTAURANT BUSINESS JULY 2025
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