Goedhuis Waddesdon: ‘there is appetite for fine wine among the younger generation’

Fine wine merchant Goedhuis Waddesdon is challenging the doom narrative around younger wine drinkers, reporting strong appetite for premium wine among under-35s over the last two years. But they're buying differently, the firm says. Younger consumers are price conscious and increasingly sceptical of the traditional en primeur model, preferring to hunt for value on the secondary market and build cellars with mature vintages rather than chasing the latest releases. For merchants, this shift has major implications for how to engage the next generation of collectors.