The Next
Generation
Isn’t Coming.
They’re Already Here.
AND MOST WINE BRANDS ARE STILL SPEAKING TO SOMEONE WHO NO LONGER EXISTS.
Over 50% of Gen Z legal-age drinkers are multicultural. Younger millennials aren’t far behind. Together, they’ll make up nearly half of all wine consumers by 2030. And Non-Hispanic Whites will make up just 10% of new legal drinking age consumers over the next 10 years.
They’re not rejecting wine. They’re rejecting brands that don’t speak their language
If your brand isn’t evolving to connect with these new drinkers, you’re not just behind. You’re invisible.
And every day you wait, someone else takes the lead.
You know your brand needs to evolve. But you don’t need more trend reports, you need a clear, strategic path forward.
NextGenDrinkers brings together a rare trifecta of capabilities: consumer foresight, brand clarity, and culturally fluent storytelling.
The Outlier Initiative
Rest of the World
EthniFacts
Challenger brand strategy and positioning for beverage brands. Led by Courtney O’Brien, former lead strategist behind Apothic, Dark Horse, and Coke Zero.
Award-winning creative that builds cultural relevance through story, design, and voice. Led by Sergio Alcocer.
Proprietary research and cultural segmentation that uncover the deep drivers behind modern consumer behavior. Led by Mike Lakusta.
We don’t just track cultural shifts, we help you turn them into smart, actionable brand moves.
The General Market is a Myth.
Multicultural consumers aren’t a niche. They are the new mainstream.
Source: US Census Projections
100% of future population growth is projected to come from multicultural consumers—while the NH White population shrinks as it ages out of childbearing years.
Source: US Census 2023 ACS
Almost 80% of the oldest U.S. population is NH White, while younger generations are already majority multicultural. This isn’t a trend. It’s a demographic reset.
But most wine brands are still built for an older, whiter, more traditional audience that no longer reflects the category’s future—or its present.
This generation doesn’t want to be “included.” They want to be seen, spoken to, and respected from the start.
SPIRITS ARE WINNING. Tequila, RTDs, and canned cocktails are connecting with cultural fluency—and locking in loyalty.
WINE ISN’T IN THE CONVERSATION. Because it’s still playing by old rules, for an audience that’s no longer listening.
THIS ISN’T JUST A SHIFT. IT’S RESHAPING. And if your brand doesn’t evolve, it will be left out of the story entirely.
The Future Wine Consumer Is Already Here
Non-Hispanic Whites will make up only 10% of new legal drinking age consumers over the next 10 years
All population growth is projected to come from multicultural groups
Younger generations are already majority multicultural
If your brand still defines “the general market” the old way—you’re building for a consumer that’s disappearing.
How We Help You Get Ahead
We combine predictive data, brand strategy, and culturally fluent creative to help you evolve with confidence:
We decode how multicultural Gen Z and millennial consumers are reshaping the wine aisle—and how they see your brand today.
See the shift clearly
Find your relevance
We clarify what your brand really stands for, who it’s for now, and what role it should play next.
How to Start Working With Us
We help you create messaging, creative, and campaigns that reflect culture—not clichés—and resonate where it counts.
Show up in the right way
Start With a Strategy Conversation
Well walk through where your brand stands and it might take to lead in today’s wine aisle. No pressure, just clarity.
Custom Strategy Proposal
From brand repositioning to full market reframes, we’ll scope the right-sized engagement to move you forward.
Execution and Advisory
From insight to rollout, we support naming, messaging, creative and activation, grounded in culture built for this generation.
START YOUR SHIFT
If you can’t confidently answer how your brand fits into the lives of multicultural Gen Z drinkers, you need this conversation. It’s free. It’s senior-to-senior.
And it’s how we help brands that deserve to lead- actually do it.
You don’t have to lose your identity to resonate with a new generation. You just have to understand theirs.
We’re opening a new strategy conversations this quarter- let’s make yours one of them.
hello@nextgendrinkers.com
Start with our free guide:
“5 Mistakes Holding Wine Brands Back with the New Generation of Drinkers”
It’s short, sharp, and designed for senior leaders.
