The Future of Wine is Multicultural
January 17, 2026
THE WINE INDUSTRY IS FACING A RESET
The wine industry is facing a reset. Declining volumes, shifting demographics, and competitive pressures are reshaping the market. But moments of disruption also create moments of renewal—and today’s industry has a unique opportunity to reimagine its future.
Globally, as here in the U.S., wine sales are softening. Consumer behavior is evolving: younger generations are drinking less alcohol overall, and those who do drink are diversifying their preferences across spirits, craft beer, and ready-to-drink beverages.
Add in broader lifestyle shifts toward moderation and affordability, climate pressures, and retail shifts, and the challenges become as complex as a full-bodied red.
In California, which produces 80% of the nation’s wine and is the world’s fourth-largest wine-producing region, these headwinds are particularly pronounced. Yet within these challenges lies one of the most powerful growth opportunities in decades: the multicultural consumer.
– James Elliott, Jamie Emerson-Heery, BPM
THE SHIFTING DEMOGRAPHICS
Demographics tell a clear story. Baby Boomers—long the heaviest wine drinkers—are aging out of their prime consumption years. Millennials and Gen Z, by contrast, are more selective in their alcohol choices, and less loyal to wine as a category.
At the same time, the U.S. population has become increasingly multicultural. Between 2010 and 2020, people of color accounted for all U.S. population growth, as the non-Latino white population—historically the wine industry’s strongest base—shrank for the first time, notes the American Immigration Council.
For California’s nearly 6,000 winegrape growers, this reality cannot be ignored. Hispanic, Black, and Asian Americans currently under-index as wine consumers in terms of frequency and volume. The industry’s long-term health depends on building relevance and loyalty among these younger, more diverse audiences.
U.S. Hispanics represent both the largest and youngest multicultural group. Indeed, according to the U.S. Census, as of 2020 the median age of U.S. Hispanics is 13.8 years younger (age 30.7) than that of non-Hispanic whites (age 44.5).
And the economic stakes are just as compelling. The buying power of U.S. Latinos is more than $4 trillion—bigger than many national economies. Reaching Hispanic consumers is not just a cultural imperative; it is an economic one the wine industry cannot afford to ignore.
CULTIVATING THE HISPANIC CONSUMER BASE
The question is not whether to engage Hispanic consumers, but how. Research shows the opportunity is real, but relevant communications, inclusive representation, and cultural calibration are essential for success.
Authentic Storytelling
Storytelling is at the heart of wine culture—and it must reflect the diversity of those who grow, produce, and enjoy it. First-person narratives from Hispanic vineyard workers, winemakers, and brand leaders make wine feel accessible and inclusive. Equally important is using the voices Hispanics already trust: influencers who show how wine fits naturally with family meals, cultural traditions, and everyday celebrations.
Latinos, especially younger ones, often live between two worlds—“ni de aquí, ni de allá.” This creates a powerful opening for wine to act as a bridge between tradition and aspiration: pairing tamales with Chardonnay, or tacos with Rosé.
Inclusive Representation
Representation matters. According to the Wine Market Council’s 2024 Young/Multicultural Consumer Wine Study, 35% of Hispanics believe the “typical wine drinker” is someone from a different culture. Meanwhile, 60% say they are influenced by seeing winemakers or winery owners of their own heritage.
This signals a clear insight: Hispanics want to see themselves reflected in the brands they support. They respond to pride, authenticity, and recognition. Inclusive casting, bilingual marketing, and spotlighting Hispanic leaders in wine are not just best practices—they’re essential for building category and brand loyalty.
Wine brands must reimagine consumption occasions. Hispanics over-index on convenience and social gatherings. Canned wines, spritzers, and other ready-to-enjoy formats could introduce wine at backyard parties, picnics, or cultural festivals—not just at formal dinners.
Social Influence + Community
Latinos are community-driven and disproportionately active on social platforms. Building grassroots micro-influencer partnerships and integrating wine into cultural festivals, food fairs, or sports tie-ins can accelerate adoption. When wine shows up in the spaces where Hispanic consumers already celebrate and connect, it begins to feel like a natural fit.
TURNING HEADWINDS INTO TAILWINDS
The challenges facing the wine industry are real. Declines in consumption, increased competition, and demographic shifts represent the most significant reset in decades. But the opportunities are just as powerful.
Hispanic consumers, with their growing population share, young median age, massive purchasing power, and cultural emphasis on family and celebration, represent the future of wine. They are eager to support brands that reflect their culture, tell their stories, and invite them into the experience.
The wineries that thrive will be those that innovate not only in product and format, but also in marketing, accessibility, and representation. By doing so, wine can move from being perceived as exclusive and tradition-bound to becoming a vibrant, inclusive part of everyday life for the next generation of drinkers.
