Article: Millennials and Gen Z: the sugar-free wine revolution.
Millennials and Gen Z: the sugar-free wine revolution.
Millennials and Gen Z: the sugar-free wine revolution.
Discover how millennials and Gen Z are choosing sugar-free, low-calorie and carbohydrate-free wines. PURE The Winery is at the forefront of this global trend.
A new way of consuming without compromising on pleasure.
Today, consumption habits have changed radically. Millennials and Gen Z not only want to enjoy their drinks, they also want to do so consciously: they check labels, reduce their sugar intake and prefer products that help them find a balance between pleasure and well-being. In this context, sugar-free wines, low-calorie wines and carbohydrate-free wines are no longer niche alternatives. They have become the natural choice for those seeking a modern and balanced lifestyle, without compromising on taste or quality.
The “Better for You” trend is here to stay
The rise of “Better for You” wines reflects a broader shift in the sector: new generations are looking for complete experiences that combine authenticity, innovation and awareness. It's not just about reducing sugar or calories, but about choosing products that allow them to enjoy each glass fully and consciously.
The expansion of PURE to more than 40 countries, together with the international recognition it has received for innovation and quality, proves that this trend is not temporary. It is a movement that is here to stay and is setting a new standard for consumption.
Looking ahead: sugar-free wines as the new norm
The future of wine, driven by millennials and Generation Z, is moving towards options that combine tradition, quality and innovation with awareness. PURE The Winery is a leader in this category, inspiring new generations to choose wines that combine Italian tradition, pleasure and responsibility. This transformation represents a historic shift in the way wine is enjoyed: every glass can be authentic, delicious and conscious – sugar-free, low-calorie and carbohydrate-free – making the “Better for You” wine category a global standard that will redefine the industry forever.
