Meldung vom 22.04.2026
The numbers speak for themselves: up to 40% of people under 30 are consciously reducing their alcohol consumption, and around 70% place health, mental balance, and self-control at the center of their lifestyle. What may seem like a challenge for the wine industry at first glance is, in fact, one of its greatest opportunities, says Lenz Maria Moser, winemaker at Château Changyu Moser XV and an expert with decades of experience.
Wine has always been more than just a beverage. Angelo Gaja describes its role as unchanged even today: “Wine is a symbol of joy, community, and the creation of memories,” says the Italian, considered one of Europe’s most influential winemaking personalities. At the same time, it is clear that a new generation is seeking exactly these values—albeit under different conditions: sustainably produced, in harmony with nature, and embedded in a conscious lifestyle.
For Lenz Maria Moser, long-time winemaker at Château Changyu Moser, one thing is certain: Generation Z has already discovered wine—the industry simply needs to learn how to approach them differently. “The younger generation knows exactly what it wants—we just need to offer the right products,” says Moser. “It’s a bit like technological innovation: you don’t just create more of the same, but something that is truly relevant—and suddenly a whole new dynamic emerges.”
Values instead of tradition for tradition’s sake
Insights from recent months clearly show that younger consumers are less interested in tradition as an end in itself and more focused on values. Transparency, sustainability, authenticity, and a mindful approach to alcohol are at the forefront.
“Wine doesn’t need to be ‘simplified,’” Moser explains. “But it must be communicated more clearly, more inclusively, and closer to people’s everyday lives.”
In 2026, Moser will therefore launch a series of—partly exclusive—masterclasses for younger target groups. The goal is to listen, to understand, and to redefine the language of wine. In doing so, the expert follows a guiding principle that has accompanied him for decades: “Take away the mystery from wine, but preserve its magic—and educate people.”
The consumer sets the direction
It is clear that never before has there been such a wide range of enjoyment options. At the same time, traditional target groups are shrinking, while younger consumers are becoming more critical, informed, and selective. “People know exactly what they want,” Moser explains. “Our task is to listen and respond.”
Innovation as the answer
Château Changyu Moser XV is deliberately focusing on products with international appeal: with Long 12 (Longyu), the winery has China’s most successful premium wine—140,000 bottles sold annually at an average price of around €260 underline its position as one of the country’s most important icon wines.
At the same time, White Cabernet (a blanc de noir made from Cabernet Sauvignon) is attracting attention as a unique global innovation—a wine that breaks with traditional categories and specifically appeals to a new generation.
A forward-looking mindset
The central message is clear: it is not enjoyment that is in question—but excess. “If people drink less, then every sip must have more meaning,” says Moser. “That is exactly where wine’s great opportunity lies.” Château Changyu Moser XV remains committed to its ambition to produce wines among the best in the world—while making them relevant for a new generation.