Why is it socially acceptable for Gen Z to chill red wine, especially in the summer heat?

“It’s something we see guests actively asking for,” says Holly Wilcox, owner of Half Cut Wine Bar in Kentish Town, London.

“I think it’s definitely going to be something people are really excited about over time.”

She says younger drinkers in particular are asking for chilled reds. “It’s the (same) guests who asked for orange wine last year.”

As well as cropping up on bar menus, people are adding red wine to their home fridge.

Searches for chilled red wine on Ocado are up compared to last year and in April Aldi released a red wine with a label that changes color once properly chilled.

“Refrigerating red wine has become increasingly popular this winter,” said Miles Belle, chief executive of the Wine and Spirits Trade Association.

“This is partly to heatwave and partly to debunk old school wine myths.”

Young consumers are driving demand for beverages; According to Ocado research, External In June, 56 percent of Gen Z and younger millennial respondents said they enjoyed red wine chilled or iced during the summer months.