Wine in the UK is no longer just about oak barrels, Château labels, or which sommelier can say “terroir” with the most nasal conviction. We’re entering a bold new vintage—flavoured with sustainability, convenience, and a healthy splash of Gen Z attitude. If you’re a UK winery still clinging to the 750ml glass bottle like it’s your nan’s bone china, brace yourself. Change is not coming. It’s already here.
The 750ml Dinosaur
Glass bottles are the sacred cow of the wine world. Heavy, fragile, and responsible for more than half of wine’s carbon footprint, they’ve had a good run. But now, even the government wants them phased out. Post-Brexit duty reform is set to reward wines under 8.5% ABV with lower tax bands. Translation? Lighter, fizzier, friendlier wines get a financial high-five, while traditional 14% reds take a tax hit.
Let’s be honest—that’s a dream come true for Gen Z. This is the generation that wants a drink they can take to the park, a playlist to match, and no hangover to ruin the vibe.
Enter: Wine in a Can
It’s not a gimmick. Canned wine is faster to chill, lighter to carry, and easier to recycle. Plus, the can is a blank canvas for creativity. Think less Bordeaux, more Banksy. It’s picnic-perfect, festival-friendly, and allows for portion control—ideal for a crowd big on moderation and even bigger on aesthetics.
Worried about taste? Don’t be. Modern liners inside the cans keep that “tinny” flavour at bay. And while traditional bottle fermentation doesn’t work for cans, there’s a sparkling workaround: Charmat or carbonated wines with a softer fizz. It’s frizzante meets fresh-faced innovation.
Piquette: From Grape Waste to Insta-Worthy Wonder
You heard it here: piquette is having a moment. Once banned in the EU, this low-alcohol, upcycled beauty is back—and it ticks every Gen Z box. Sustainability? Check. Low ABV? Yep. Quirky enough to make it on TikTok? Absolutely.
But first—what is piquette? Traditionally made by adding water to grape pomace (the skins and seeds left after pressing wine), it’s a low-alcohol, slightly fizzy drink once dismissed as winemakers’ leftovers. Think of it as wine’s eco-conscious, slightly rebellious cousin. Now reimagined, piquette is a vibrant, sessionable option that aligns perfectly with Gen Z’s love for sustainability and experimentation.
Kent’s Westwell Wines and Astley Vineyard have already embraced the trend, launching piquette with punchy, flavour-forward spins like Wild Hop and Blackberry. Serve it in a can, add a QR code linking to a vibey playlist, and you’ve got a ready-to-go brand experience.
Paper Bottles, Kegs, and Other Mad Genius Ideas
If cans aren’t your thing, how about a wine bottle made from recycled cardboard? Frugalpac’s paper bottle weighs less than a pair of socks and has 84% less carbon footprint than glass. Or consider kegs—yes, wine on tap is a thing now, and not just in hipster bars.
UK wineries can keg, can, or paper-pack their wines without buying expensive kit. Companies like BevCraft and Kingsland Drinks will do it for you. So, there’s no excuse to be caught flat-footed.
Marketing to Gen Z: Drop the Wine Snob Act
Sad as that may be—it’s a different audience now.
Forget dusty cellars and gold-foiled labels. Gen Z doesn’t want to be lectured on tannins. They want a drink that fits their lifestyle, not one that demands a sommelier.
Try this:
- Name wines based on the mood: Crisp White for Park Days or Juicy Red for Sunday Roast.
- Ditch the fancy prose. Use memes. Launch with Spotify playlists.
- Be transparent—if you’re sustainable, prove it.
- Be inclusive—represent the people drinking, not just the tradition.
The Roadmap
Short-term: Start with a post-harvest waste audit to see how much pomace you’re producing. Perfect for launching a first batch of canned piquette or a crisp Bacchus. Use mobile canners like BevCraft to stay nimble and avoid heavy upfront investment.
Mid-term: Build a lifestyle sub-brand with its own tone and visuals. Think bold design, simple language, and shareable moments—ideal for tapping into festivals or Gen Z fridges.
Long-term: Cement your sustainability credentials with B-Corp certification and start planting grape varieties suited for LoNo production. This isn’t about ditching fine wine—Bacchus forbid! It’s about broadening the offer.
The future of UK wine isn’t just corked. It’s cracked wide open and fizzing with opportunity.
Much as a Gen Xer it pains me to admit, the spirituality and reverence of wine—the slow swirl, the vineyard lore, the sacred silence of the cellar—isn’t what’s driving business right now. But I do hope those days return.
