I want to refer to an article written on wine.co.za. The title is above and I read it with dilligence and this is my reply to it.

I agree with this article. Fully. Wine is not under threat. Language and posture are.

The point about wine losing space at the braai rings true. Younger drinkers do not reject wine. Younger drinkers bypass wine. The reason sits in tone, not taste.

I love wine. Not as status. Not as ritual. As part of life. Weeknights. Friends. Food. Noise. Movement. Wine belongs there. The industry often frames wine as something earned through knowledge. Younger consumers want permission first. Knowledge follows comfort.

Gen Z does not open with terroir. Gen Z opens with mood. Food. People. Music. Place. That framing does not cheapen wine. That framing creates entry. Judgement blocks curiosity. Rules intimidate. Formal language signals exclusion. Remove pressure and interest grows. Relaxed drinkers ask questions. Education lands only after welcome.

The article lands a key truth. Stories should start where people live. Not where producers start. Lifestyle first. Context first. Wine later. The LekkerDoos example proves the point. Premium wine. Light tone. Playful identity. Clear signal. Enjoyment comes before explanation. Confidence grows without instruction. That model respects wine while respecting the drinker.

Gen Z holds spending power now. Not later. Other drinks categories act on this reality. Wine hesitates. That hesitation costs relevance. Producers do not need to change farming. Producers need to change framing. Marketing language matters. Visuals matter. Social spaces matter. First impressions matter.

Wine deserves a seat at modern tables. Not as teacher. As guest.

This article argues for translation, not dilution. I stand with that view. Wine holds depth. Depth waits. Belonging comes first.