Why young people are increasingly choosing natural wines

“In recent years, the wine world has seen a growing trend emerge: young consumers between the ages of 20 and 35 are showing a growing preference for natural wines. These wines, produced without pesticides, through spontaneous fermentation, and with minimal use of sulfites, represent a choice that goes beyond simple taste. Their popularity among young people is no coincidence, but rather the result of cultural and social factors, as well as a shift in consumption and perception of food and beverages. Understanding why young people are increasingly choosing natural wines means exploring the motivations that combine ethics, lifestyle, and sensory pleasure.

One of the main reasons lies in young people’s growing attention to sustainability and environmental responsibility. Unlike previous generations, who tended to focus primarily on price or brand awareness, younger consumers want to know where the grapes come from and how they are grown. Natural wine responds perfectly to this need: it comes from organic or biodynamic vineyards, limits chemical interventions, and often favors agricultural practices that respect biodiversity. Drinking natural wine thus becomes a conscious gesture, combining pleasure and sustainability, and allows young people to feel part of an ethical choice without sacrificing taste.

Beyond the environmental aspect, young people are attracted to the philosophy of authenticity that characterizes natural wines. These products do not strive for uniform perfection, but seek to express the terroir, the vintage, and the character of the producer. This variability can translate into more intense and original aromas, complex scents, and unexpected flavors, stimulating curiosity and exploration. For young consumers, accustomed to experimentation and discovery, natural wine offers a more engaging narrative than industrial wines, allowing them to savor each bottle as a unique experience. The connection between wine and the history of the region, combined with the opportunity to meet small local producers, gives consumption an emotional and cultural value that goes far beyond the simple drinking experience.