Wine consumption is changing. Around 2023, the wine industry began to see a shift in consumer demand, from red to white wine. In recent years the industry has seen a drop in sales, but whites are decreasing at lower rates than red, and some varieties – such as Sauvignon Blanc – are even seeing growth. Why is this? White wines are light, refreshing, easy to pair with a variety of dishes, and tend to be more affordable. Wine drinkers appreciate the fact that white wines can provide the same levels of sophistication as reds while also being extremely versatile.
Changing Demographics
At the heart of this shift is the change in generations. Baby Boomers, once the defining consumer of wine, have moved over to make way for Millennials and Gen Z and, according to the data, these younger generations have different priorities.
Data suggests that younger consumers tend to be more conscious about their health, and they want their alcohol consumption (or lack thereof) to reflect that. White wines are naturally lower in both calories and ABV (11-13%) compared to red wines (14+%) while also being an easier pairing option for lighter, healthier fare. Red wines have traditionally been paired with heartier foods such as steaks and other red meats while white wines pair well with salads and seafoods.
Additionally, white wines lend themselves well to discovery. With many restaurants now serving wider varieties of cuisines and flavors, white wines make for easier pairing options. The same could be said of the activities younger generations might participate in. A light, refreshing white is more tempting at a music festival or beach day than a red might be.
Sophistication
It’s not just younger wine drinkers defining this trend. Older generations are seeing that white wines have the potential to be just as sophisticated as red wines. Although previously associated with sweeter, even lower quality options, the right white wines can be successfully barrel aged to create more complex flavor profiles. Our own selection of barrel-aged reserve wines includes three whites: Viognier, Semillon, and Chardonnay.
Have we also been seeing this trend here at Zorvino?
Yes! We did some number crunching to find out if we’ve also seen this trend in recent years. From 2021 to June of 2025, whites have gradually been outpacing reds in sales.
Here at Zorvino we believe in innovation and new experiences surrounding wine. Last week we tried firsthand the recent viral trend of pairing Sauvignon Blanc with frozen jalapeños for a refreshing, slightly spicy summer beverage. We found the pairing to be surprisingly delicious, and the jalapeños worked to complement rather than overwhelm the delicate tropical notes of the wine. We want people from all generations to be able to enjoy wine their own way, be it a traditional red, sparkling white, or one of our many Z Labs. If the industry continues to shift more and more towards white wine (with or without jalapeños) then we’re excited to see where it takes us!
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