When the truth is not only in the wine, but also in the way you drink it (or don't drink it) 🍷🧉
In Vino Veritas: but what truth?
We all know: "In vino veritas" is the Latin proverb that reminds us how, after a couple of glasses, tongues loosen and sincerity takes over. But today, the truth is not only hidden in the glass: it is also found in the way we choose what (and how) we drink. And here InVinoVegan comes into play, where truth is not just a matter of labeling, but of ethics, of respect for life, in all its different forms!
Gen Z and the glass revolution
Generation Z (yes, those who have made multitasking an Olympic sport) represents 45% of wine consumers, but don't expect to see them uncorking bottles like Boomers. Here we're talking about less quantity, more quality, and above all, a search for well-being, sustainability, authenticity, and new values.
Less alcohol, more truth (and less hangover the next day)
The numbers don't lie: global wine production is at its lowest since 1961, thanks to climate change, tariffs, and lifestyle. But if quantity drops, quality rises. And Gen Z no longer wants the classic glass at the table out of habit, nor do they want to "get smashed" on wine on Saturday night: drink less, but better. What if it's even alcohol-free?
Welcome to the NOLO (no/low alcohol) world: kefir, kombucha & co.
Here a new chapter opens: fruit beverages, fermented with zero or low alcohol content, such as sparkling non-alcoholic grape juice, kombucha and kefir, enter the scene and win over those who seek taste, health and a touch of madness without the need for epic hangovers. The future? Artisanal, ethical, organic and of course vegan beverages.
Wine as a life experience
Today more than ever, "a good wine" is no longer enough: now people are looking for a true experience, a life story, wines that speak of values, such as the environment, people, and animals! Wine must be able to tell its story and become an ambassador of a new truth: that of consistency, respect, and inclusivity, without any distinction of species.
In conclusion: In vino veritas? Perhaps. But in InVinoVegan, definitely!
Today, the truth is to choose responsibly and consciously, with an eye to the heart, health, the environment, and especially animal friends. Generation Z teaches us that the real revolution is in the glass... but also (and above all) outside. So, let's toast to a new truth: one without cruelty and that never makes you regret the next day.
