While many wine marketers have been focusing on selling wine to Millennials, more than 20 million Generation Z consumers have reached legal drinking age since 2016, according to US Census figures. Of course wineries should still pay attention to the other lucrative generation segments of Baby Boomers, Gen Xers and Millennials, but the fact that Gen Z is even larger than the Millennial generation and already represents up to $143 billion in buying power accorded to Forbes, is of high importance. Even more critical is that very little is known about Gen Z from a wine consumer behavior perspective. Who is Gen Z? What are their traits and characteristics? What are their wine preferences, and what does Gen Z want from the wine industry?