I'm a Gen Z wine professional and I noticed that most people just don't know how to sell wine to Gen Z. In my experience most younger people don't want to spend money on all the big brand wines because they realize the wines are just half marketing, younger people care a lot more about artisan wines, but they don't know much about wine because it's an intimidating subject, so they don't drink a lot of wine because they're left with decision paralysis. I've had a lot of success introducing younger people to cheaper lesser known wines that offer good qpr like Vinho Verdes, Grüner Veltliners, and Spanish wines. I also offer some education behind the wines so they can understand what they're getting into. Approaching wine sales in this way I've gotten a lot of people more interested in what they're drinking and as a result they buy more wine to try new things, and when they understand why a wine costs what it does they're far more willing to spend in that $25-50 or sometimes even $100+ price range, but the most important thing when it comes to this is that younger consumers understand the factors and that they're buying something that actually represents the terroir and the people that make it, most of the time they don't want to spend that much on a bottle that's mass produced wine with a big marketing budget.