Gen Z Prefers Darker Rosé, Study Finds

Gen Z consumers are more likely to favor darker shades of rosé wine, associating them with greater fruitiness and willingness to pay a higher price, according to a study published in Food Quality and Preference.

The research, which surveyed 448 wine drinkers aged 21 to 44, presented participants with five different shades of rosé. Participants were asked to estimate how much they would pay for a glass or bottle and their likelihood of purchasing it. Analysis consistently showed that darker hues were linked to higher price points and stronger purchase intent.

Younger drinkers, specifically those classified as Gen Z, were particularly influenced by the perceived fruitiness of darker rosés, to a greater extent than older Millennial drinkers. Researchers posited that color acts as a more potent flavor cue for this demographic.

Lead author Renaud Lunardo of Kedge Business School in France stated that different shades of rosé can signify different meanings to various generations. For wine producers aiming to attract Gen Z drinkers, a darker color may be a more effective strategy.

While pale rosé received a slight boost for being perceived as lighter and more refreshing, darker shades generally led to higher willingness to pay and purchase intent. The study authors noted that fruitiness is a key perception Gen Z consumers derive from rosé color, potentially linking it to health perceptions. Previous research indicates that fruit-related cues can make food and beverages appear healthier, suggesting that the stronger fruitiness associated with darker rosés may act as a health cue for younger consumers.

These findings suggest that winemakers and retailers could leverage color more strategically to influence consumer expectations and target specific demographics. The study authors concluded that product color should be viewed as a significant strategic design element rather than a mere aesthetic feature.

The research aligns with previous findings indicating differing wine preferences among Gen Z compared to older generations. An earlier study revealed that adding the sweetener xylitol to red wine significantly increased its appeal to young adults, who described sweeter versions as softer and fruitier, while traditional red wines were perceived as more bitter and acidic. This suggests a tendency for younger drinkers to prefer sweeter, fruitier flavors over the dry, tannic characteristics often found in classic wines.