Gen Z and younger millennials are increasingly drinking red wine chilled, a trend driven by rising summer temperatures and a shift away from traditional serving norms. Data from an Ocado survey indicates 56% of younger respondents have consumed chilled red wine or wine with ice during the summer months.
Changing Service Standards at Cru Manchester and Half Cut
Long-held conventions regarding wine service are being challenged in the United Kingdom, where bars are seeing a surge in requests for red wine served straight from the refrigerator. At a recent sell-out tasting event in Didsbury, south Manchester, every bottle served—regardless of grape or region—was pulled from the fridge. Henry Alassane, owner of Cru Manchester, noted a massive increase
in customers requesting chilled reds this year.
This preference is also visible in London. Holly Willcocks, who owns the Kentish Town wine bar Half Cut, observes that the trend is largely generational. It’s definitely, slowly become something that people are really keen on,
Willcocks said, noting that the demand typically comes from the same younger demographic that sought out orange wine in previous years. For Willcocks, the practice is a practical response to the current weather: With weather like we’re having at the moment, it’s the only way you can handle a red wine.
Market Demand and the Influence of Summer Heatwaves
The movement toward cooler reds appears to be both a response to climate and a rejection of established wine etiquette. Miles Beale, CEO of the Wine and Spirit Trade Association, attributes the surge in popularity to two primary factors: the recent heatwaves and a collective effort to dismantle old school wine myths.
Retailers are adjusting to this behavior. Searches for chilled red wine on the grocery platform Ocado have increased compared to last year. Additionally, in April, Aldi introduced a red wine bottle featuring a label that changes color once the liquid reaches an ideal chilled temperature. These retail shifts mirror the habits of younger consumers who increasingly view refrigeration as a way to enhance the drinkability of red wine.
Consumer Motivations and Sensory Preferences
Alassane of Cru Manchester suggests that the trend is also bolstered by international travel. He believes that Brits who encounter chilled reds while on holiday in warmer climates are now attempting to replicate that experience at home. While some customers might typically reach for a white or rosé when temperatures climb, Alassane argues that a chilled red provides a superior level of flavour and character.
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