As California wine marketers look to attract younger audiences, they’re targeting a lot of innovation activity toward consumers in the 21-35-year-old demographic, leveraging new packaging formats, novel brand concepts, and lower-alcohol offerings.

“Overall, the California wine business is actively trying to reach and engage with younger, diverse customers by creating new experiences and innovative products, while also building strong brand identities to attract this demographic,” says David Brown, president and CEO of C. Mondavi & Family. He points to innovative packaging and increased focus on sustainability and organic farming, among other efforts. C. Mondavi & Family entered the premium canned wine market with the launch of West + Wilder in 2022, in an effort to capture more of the LDA consumer market share.

For J. Lohr Vineyards & Wines, one effort has been the launch of Monterey Roots, a line of two cool-climate estate wines with fanciful labels. The J. Lohr Bay Mist White Riesling ($13 a 750-ml.) carries a painted label featuring waves hitting cliffs, a lone Cypress tree, and seagulls; while the J. Lohr Wildflower Valdiguié ($13) label shows poppies and lupin flowers and butterflies. “It becomes quite a big difference in shelf presence, between the more traditional labels, and is quite frankly appealing more to younger crowds,” says Steve Lohr, president and CEO.

Constellation Brands has launched new offerings specifically to reach the elusive LDA Gen Z and Millennial audiences. The Prisoner Wine Co. introduced Blindfold, a white varietal-based brand that appeals to a younger female consumer. The first offering, a Sonoma County Blanc de Noir, retails for $35 a 750-ml. The company also extended Woodbridge with Sparkling Infusions ($11-$12), which Constellation senior vice president of fine wine and craft spirits Matt McHargue describes as “a line of semi-sweet sparkling wines to capture taste profiles that welcome new consumers into the wine category.” The company is targeting the trend toward lower alcohol and fewer calories with Simi Brightful ($15) offers 80 calories per serving, and Meiomi Bright ($20), a lower-alcohol, lower-calorie full-bodied Pinot Noir.

Delicato merged the low-and-no-alcohol trend with alternative packaging in last year’s launch of Bota Box Breeze ($20 a 3-liter box). “The two attributes are leveraging functional benefits that speak to wine as a lifestyle choice, whether that’s a desire to have wine fit into a healthy lifestyle, or the desire for more convenient or eco-friendly packaging,” vice president of marketing Jon Guggino says, noting that the label is now selling a half-million cases a year.

Robust flavors—and often sweeter wines—also resonate with younger consumers, marketers say. In 2021, Trinchero Family Estates launched a new Sweet Collection of wines under the Ménage à Trois brand. “We’re seeing really strong connection with younger and multicultural consumers,” says vice president of marketing Brie Wohld. The company launched Sutter Home Fruit Infusions in flavors such as blood orange and blueberry in 2021.

Delicato and Trinchero are also among those leveraging the trend toward Sauvignon Blanc. Trinchero has a new Napa Valley label called Quattro Theory, with its Sauvignon Blanc retailing at $30 a 750-ml. “Sauvignon Blanc is a big part of what we’re looking forward to in that launch, but for Sauvignon Blanc, growth is really all brands at all price segments,” Wohld notes, pointing to growth for the company’s Joel Gott ($13 a 750-ml.) and Seaglass ($11).

“It seems that Americans’ love affair with red blends has ended, and a new one has begun with light, bright whites,” adds Guggino. “Coppola Diamond Collection wines reflect this growing preference for white wines.” The label’s Chardonnay ($15 a 750-ml.) is up in the high single digits this year, and the Pinot Grigio ($13) and Sauvignon Blanc ($15) are both growing at double-digit rates.