Gen Z Winemakers: How Social Media is Changing the Wine Industry
For millennia, wine has been a companion to meals, celebrations, and sunny afternoons. , however, it’s entered a new era: that of social media.
Members of Generation Z – those born between and – are beginning to showcase their winemaking, daily lives, and even humorous takes on the realities of viticulture on platforms like Instagram, TikTok, and Facebook. This shift is making wine more personal, direct, and, for many young people, genuinely accessible.
Social Media as Daily Practice
Vivienne Hillinger exemplifies this trend. Born in , she’s a typical member of Gen Z. The daughter of renowned Austrian winemaker Leo Hillinger, she uses Instagram and TikTok to share her daily life at the family winery, creating short, humorous videos and offering behind-the-scenes glimpses into the operation – effectively continuing her father’s legacy of savvy marketing.
Today, Vivienne, along with her brother Leo Jr. (known as Jack), jointly manages the Burgenland winery.
“I am a Hillinger!”
Her journey began on , with the declaration: “I bin a a Hillinger!” accompanied by images of her playfully covered in wine in a barrel, working in the vineyard, driving a tractor, and dining in a restaurant. “I wanted to show myself as I really am: funny, crazy, and with a good dose of self-irony,” she explains. Within just three days, the introductory video garnered over one million views.
The video remains prominently featured as the top post on the Hillinger winery’s Instagram account.
“These are dimensions that I still can’t quite grasp,” Hillinger says. “What surprised me most was the fact that all the comments were overwhelmingly positive. Because, as we all know, the internet isn’t always a nice place.”
She now firmly believes that social media is almost a necessity for businesses. “Anyone who doesn’t take this opportunity is beyond help,” she states. Reach levels previously attainable only through advertising are now achievable with creative ideas.
The Shadow Side of Social Media
However, this presence isn’t without its drawbacks. Since becoming deeply involved with social media, Hillinger notes a shift in her daily experience. “Many situations I can no longer enjoy as consciously because I’m constantly thinking: I need to film this,” she says. She sometimes puts herself under pressure, and consciously reminds herself to “simply enjoy a glass of wine and let things run their course.”
A Major Generational Shift
For Hillinger, this form of communication is part of a larger generational shift in winemaking. “Each generation leaves a legacy, and it’s up to the new generation to build on what’s proven and add meaningful contributions,” she says. There hasn’t been a generational conflict, however; her family fully supports her social media approach. “My family wasn’t surprised by the videos and the way I tell the stories in them – they’ve known me my whole life,” she explains.
With her social media presence, Hillinger has bridged the gap between tradition and Gen Z. This was particularly important to her, as a trend toward “mindful drinking” – a more conscious approach to alcohol – is gaining momentum among younger people.
“As the daughter of a winemaker, I grew up with responsible wine enjoyment,” Hillinger says. She enjoys a glass of wine with friends or a good meal, emphasizing conscious enjoyment. Wine is “so much more than a drink – it’s a cultural asset.”
She aims to convey this message through social media. “I wanted to give people an entertaining insight into my everyday work and, above all, show the younger generation that a glass of wine is more than just an alcoholic beverage.” Every sip, she believes, contains “the winemaker’s heart, and soul.”
The tradition itself isn’t changing, but the way it’s told – and therefore sold – is. While previous generations explained wine in the cellar and vineyard, it’s now increasingly done on smartphones. The next generation is taking over the vineyard and telling its stories in new ways.
As the wine industry adapts to the preferences of Gen Z, sustainability is emerging as a core value. This generation is highly conscious of environmental issues and their purchasing decisions reflect those values. Winemakers are responding by adopting sustainable viticulture methods, reducing their carbon footprint, and embracing organic and biodynamic farming practices. Demand for organic and biodynamic wines is increasing, driven by a desire for cleaner, healthier options. Wineries are focusing on ethical production, prioritizing fair labor practices and supporting local communities, and reducing packaging waste through lightweight bottles and alternative packaging.
The rise of experiential wine consumption is also significant for Gen Z. They view wine not just as a beverage, but as an experience, valuing social connection and immersive activities that go beyond simply tasting. This shift is forcing winemakers to rethink traditional tasting rooms and create more engaging and inclusive environments.