Young wine drinkers turn to chilled reds to cool off this summer

Young wine drinkers are taking a leaf out of their European counterparts’ book this summer, turning to chilled red wines on warm summer days.  

Once considered a faux pas in British wine-drinking culture but long enjoyed in warmer countries such as Spain, Italy and Portugal, serving red wine chilled is increasing in popularity according to new sales and search data from Ocado Retail. 

Sales of Chill Bill Spritzy Red Wine are up 827% year-on-year on Ocado.com, while New Theory Lovebite Chilled Red Wine has increased by 32% YoY, as shoppers increasingly reach for lighter and more refreshing red wine styles during warmer weather. 

Searches for “chilled red wine” have surged by 1,020% year-on-year, while searches for “chilled red” are up 805% YoY. Searches for Gamay, one of the grape varieties often recommended for serving chilled, have also risen by 30% YoY. Meanwhile, searches for “fizzy red wine” have increased by 30% month-on-month following the launch of M&S Secco Reggiano Lambrusco on Ocado.com, pointing to growing interest in lighter and sparkling red wine styles.

It’s younger shoppers who are leading the chilled red revolution, with more than half (56%) of Gen Z and young millennials saying they have enjoyed red wine chilled or served over ice during the summer months, compared to just a third (33%) of the wider population. They are also more likely to turn their back on traditional wine etiquette, with 52% agreeing that old-school wine rules feel outdated and preferring to experiment with new trends rather than stick to tradition. 

Will Hill, Senior Wine Buyer at Ocado Retail, said: “We’re seeing more customers embrace chilled red wine as part of a more relaxed, European-inspired way of drinking. In countries like Spain and Portugal, it’s completely normal to serve red wine slightly chilled, and we’re definitely seeing UK shoppers become more open to that idea.

“Lighter-bodied reds really come into their own when chilled, especially in the summer months. There’s also a clear appetite for more approachable, easy-drinking styles that feel less bound by traditional rules.”

We recommend serving lighter red wines slightly chilled for around 20–30 minutes before drinking. Most lighter styles with low tannins such as Gamay or Beaujolais, Grenache blends, and Lambrusco work particularly well when served cold.”

Explore Ocado’s range of red wines ideal for enjoying chilled, including Chill Bill Spritzy Red Wine, New Theory Lovebite Chilled Red Wine, De Bortoli Chill No Chill, Torres Vina Sol Fruity Red Wine and M&S Secco Reggiano Lambrusco.