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To be brief
[ OBJECTIVE ]
Craft a brand awareness campaign that targets Gen Z.
[ TARGET ]
Gen Z, a generation with a sense that traditional paths to success are broken. They have delayed milestones and after facing a global pandemic feel that the future is always uncertain.
[ PROBLEM ]
Wine is seen as reserved for special occasions making it irrelevant in the lives of Gen-Z.
[ INSIGHT ]
Wine at it's core is about intimacy, not rules. The only thing it needs to complement is the person drinking it.
[ STRATEGY ]
Wonderwerk can be the wildcard wine that Gen Z can define.
Interesting methods
Hosted a mini wine tasting with my Gen Z teammates to gauge initial reactions
Conducted a survey to get insight on how wine fit into the lives of Gen Z
Studied the wine industry to find out what makes natural wine different
Social listening to find out what Gen Z has to celebrate
A NATURAL WINE COMPANY LOOKING TO GET GEN Z INTERESTED
Wonderwerk is rooted in natural wine; less processed, more raw, closer to the ancient way of winemaking. Even the name comes from the cave where the first fire was discovered. It felt like the perfect story: something old, reintroduced as something new.
GEN Z JUST NEEDS TO BE EXPOSED TO GOOD WINE
Honestly, I was excited to work on a wine brand because I just had the best trip to Mt. Vernon for a wine festival. It completely shifted how I saw wine. I tried a bell pepper wine. A wine that literally tasted like cigarette ash and enjoyed it. It made me realize wine could be weird, surprising, and way more expansive than I thought.
I thought if I showed Gen-Z how interesting wine can be, they’ll get it.
So I showed up to our first brainstorm with three carefully chosen bottles: a rosé, a chocolate Bordeaux, and a fruity floral white.
And they hated all of them.
Not just the taste, they hated the process. Opening the bottle felt like a chore. It felt expensive, fussy, and unnecessary when they could just grab something easier.
GEN Z IS NOT CHOOSING WINE OVER OTHER DRINKS
It’s not about preference, it was about perception.
I surveyed 66 Gen Z respondents, and the pattern held.
71% said they’d only choose wine for holidays or celebrations.
When asked who drinks wine regularly, they said "older adults"… and “wine moms.”
Slightly offensive, but also telling.
The data backed it up, only 26% of wine drinkers are between 21 and 39.
My teammates (all Gen-Z) didn’t even own wine glasses. To them, wine wasn’t casual. It was for special occasions. Something you bring out for holidays, not for a random night in.
Instead of trying to make Gen Z understand wine, Wonderwerk needed to understand Gen Z
I was wrong in thinking that Gen-Z just doesn’t “get” wine. It’s that wine doesn’t fit into their lives.
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So, we stopped focusing on the “ancient craft” story and started focusing on what natural wine actually represents: less intervention, less perfection, less rules. Just the real stuff.
That shift reframed everything.
Gen Z isn’t rejecting wine, they're rejecting anything that feels overly structured, performative, or out of touch.
This is a generation that is behind on traditional milestones and feels the best year of their lives is already behind them (2016).
THEY CHERISH CONNECTION
They came into adulthood during COVID. They don’t take time together lightly. Hanging out, being present, small moments those matter more than ever.
Even when they feel uncertain about the future, they still want to enjoy what’s right in front of them.
The role of Wonderwerk became clear:
not to elevate moments,
but to validate them.
Wine isn't all rules or pairings. At its core, it’s about intimacy. The only thing it really needs to complement is the person drinking it.
INSIGHT
So we positioned Wonderwerk as the wine for non-traditional moments.
The wildcard. The one Gen Z gets to define for themselves.
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