Gen Zommeliers: Younger consumers drive boom in boxed and canned wine

• New data from Ocado shows that Gen Z is driving strong growth in sales of boxed and canned wine 
• Younger consumers value convenience, sustainability and value, with nearly three in five (60%) happy to drink wine from a box or can
• Social media is influencing wine trends, with platforms like TikTok and Instagram inspiring over half (53%) of Gen Z to try boxed or canned wine 

Boxed and canned wines are surging in popularity, as younger consumers turn to more convenient and sustainable formats. At the same time, interest in English wine continues to rise. New consumer research* and sales data** from Ocado Retail show that these two distinct but connected trends are converging in the wine aisle, led by Gen Z shoppers who are embracing the shift.

Sales of boxed wine on Ocado are up, with standout products including Nice Pale French Rosé (+559%) and Isla Negra Sauvignon Blanc (+73%). Canned wines are also proving popular, with Small But Perfectly Formed Zinfandel Rosé up 541%, The Uncommon English wine up 32%, and Canned Wine Co Gamay up 212% over the last year.

The shift is fuelled by Gen Z shoppers, who are more open to non-traditional packaging for the benefit of convenience whilst on the go, compared to older consumers. Almost three in five (59%) are happy to drink wine from a box or a can, compared to just 44% and 35% of the wider population. Nearly two-thirds (63%) believe boxed and canned wine offers better value, compared to 46% of older consumers. 

Nearly three in five (59%) Gen Z drinkers see boxed wine as the more sustainable choice, while less than half (46%) of the general population agree. A similar proportion (57%) believe the quality of boxed wine has improved in recent years. When it comes to convenience, two thirds  (66%) of younger consumers say boxed wine is better suited to social occasions, compared to 56% overall.

Sales of English wine are also up 17% year-on-year on Ocado, with rising demand driven by a growing appetite for locally produced options such as Chapel Down, the Kent-based winery. Alternative formats are playing a key role in this, with sales of the Uncommon, which offers premium English wine in a can, seeing 32% growth over the past year. Ocado now stocks 20 M&S English wines, including two available in cans. 

Social media is helping reshape how younger shoppers connect with wine. Nearly half of Gen Z shoppers (49%) say platforms like TikTok and Instagram have increased their interest in wine, while over half (56%) say these platforms have improved their knowledge of it. More than half (53%) have been directly influenced by social media to try boxed or canned wine.

Vanessa Pearson, Beer, Wine and Spirits Trading Manager at Ocado Retail, said, 

“We’re seeing two distinct but connected trends in the wine aisle: the rise of alternative formats like boxed wine, and the growing popularity of English wines. Both are being driven by younger shoppers who are prioritising convenience, sustainability, and quality. These formats offer flexibility, especially in the summer, while the locally sourced movement aligns with the more conscious choices that customers are making. At Ocado Retail, we’re expanding our range to cater to such demands, making it easier for customers to discover new ways to enjoy wine.” 

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Notes to editors:

* Research among a nationally representative survey of UK adults, conducted by Savanta in July 2025. 

** Year-on-year increase in searches and sales across Ocado.com website (28/06/2024 – 28/07/2024 vs 28/06/2025 – 28/07/2025)