Published: 16:27 BST, 23 August 2026 | Updated: 16:27 BST, 23 August 2026
It has long been associated with sophistication, dinner parties and the occasional knowing swirl of the glass.
But red wine is proving less of a hit with today’s younger drinkers, who struggle with its dry, bitter taste.
Now, scientists have come up with a controversial solution – making it sweeter to appeal to Gen Z.
Researchers gave 119 young adults, with an average age of 22, red wine containing different amounts of the sweetener xylitol, as well as an unaltered version.
The wine they used was a 2024 vintage made from Fer Servadou, a red grape variety native to southwest France that typically produces dry, rustic wines.
They found that the samples containing higher doses of xylitol were significantly more popular than the unsweetened wine.
The sweeter versions were described as softer and fruitier, while the standard red wine was more likely to be considered acidic, bitter and bland.
‘The wine industry is facing a global crisis with a significant decline in wine consumption,’ the team, from the University of Toulouse, wrote in the Journal of Sensory Studies.
Young people have complained about the taste of red wine online. One described it as 'very, very bad'
The researchers found that higher levels of sweetener resulted in a higher score for the red wine. Gen Z gave the unsweetened wine (the control, or CONT) the lowest overall score
‘This decline is particularly marked for red wine and the industry is seeking innovations to increase the attractiveness of such wine.’
The researchers suggest that young adults with limited wine experience may prefer sweeter, fruitier flavours than those found in the dry reds that currently dominate the market.
‘The results should encourage industry research and development units to test sugar substitutes for improving market access of dry red wines,’ they added.
Xylitol is already used widely in the food industry and appears in sugar-free gum, sweets, chocolates, toothpastes and mouthwashes.