Wente Family Vineyards Bets on Gen Z Interns to Make Wine Feel Modern and Accessible

Gen Z (who are of drinking age of course) is steering away from alcohol consumption as of late. With that, brands are trying to win back this demographic and attracting them to wine. One of the brands is Wente Family Vineyards

Wente Family Vineyards launched its social media internship competition to connect with younger consumers, especially Millennials and Gen Z, who value authenticity and relatable content. Instead of relying on traditional marketing, the program brings in creators who understand social platforms and can help present a long-standing wine brand in a way that feels relevant to a new generation.

Selected interns will capture behind the scenes moments across vineyard operations, winemaking, events, and leadership, while creating content for platforms like TikTok and Instagram Reels. They will work closely with fifth generation leaders, including Aly Wente, Karl Wente, Niki Wente, Jordan Wente, and Christine Wente, while pitching ideas, trying trends, and helping shape the brand’s content.

Aly Wente, Chief Marketing Officer of Wente Family Vineyards, said the brand is shifting its focus from traditional, technical trade-led messaging to authentic, consumer-first storytelling, which led to the creation of the social media internship competition. Wente added that, as the longest continuously operated family-owned winery in the United States, her family has experienced many ups and downs in the industry, and while the current period is challenging, it is far from unprecedented.

“We have to find [new avenues] to the end consumer and stop relying on the marketing and communication methods that worked for our parents’ generation,” said Wente. “We are hoping this social media internship will bring someone from the younger generation into our doors and help us connect digitally with their peers.”

As of April 1st, 2026, over 100 people applied for the internship after seeing the announcement on the brand’s social media platforms.

Wente Family Vineyards is prioritizing short-form video on platforms like TikTok and Instagram Reels, which feel more authentic and less like a traditional sales pitch. The company sees these platforms as an opportunity to reach a broader audience interested in wine. It has also found that direct-to-consumer channels such as SMS marketing are especially effective, as they offer the level of personalization that influences younger consumers’ purchasing behavior.

By investing in these high-engagement channels, Wente aims to build a brand community that feels accessible, transparent, and aligned with the values of the next generation of wine enthusiasts.

Aly Wente, Chief Marketing Officer of Wente Family Vineyards, said the competition plays an important role in repositioning wine by bringing in a digitally native storyteller who can interpret the brand’s 143-year history for a modern audience. She explained that by working with someone who understands the preferences and values of younger generations, the company can move past traditional messaging and create something more relatable and accessible.

She added that the goal is to give candidates the opportunity to evaluate the brand and suggest ways to make wine feel less tied to older generations and more like a natural fit within younger consumers’ social lives.

This is not the first time a brand leveraged social media to hire talent. Olipop did something similar as it hired two creators to be part of its nationwide tour in 2024, and Days Inn by Wyndham did a contest to hire two people to capture content of the solar eclipse.

The wine industry is currently facing a generational shift as Baby Boomers reduce their spending habits. Long reliant on this generation’s brand loyalty and bulk buying, wine producers must now adapt to a market dominated by Millennials, who prioritize transparency, sustainability, and occasion-driven consumption. Declining overall volume is prompting a recalibration of pricing and entry-level offerings to attract younger, more selective consumers.

Wente said while some Gen Z consumers reduce alcohol intake due to wellness trends and alternative options like cannabis, many still engage with wine. The rise of non-alcoholic and “wellness” beverages reflects changing habits, but wine remains relevant as younger consumers increasingly prioritize sustainability and conscientious production.

“The young wine drinkers we meet feel strongly about only buying wines that are grown ethically, in healthy soils that will produce wines that speak to the terroir,” said Wente. “That’s why we have the Certified Sustainable seal on all of our labels so that it’s an easy choice for consumers when deciding which wine to buy off the shelf.”