Inclusive California wine company calls out Gen Zs reading skills says they dont read cursive

Add that to the list of things Gen Z won’t do.A hip California wine company that caters to Gen Z imbibers is on a mission to break the stereotype that Zoomers don’t drink.But there’s one thing they say the generation refuses to do: Read cursive.Wonderwerk, a natural wine brand that sells affordable bottles geared toward younger generations, says it’ll never use cursive on any of its branding — because its audience can’t read it.

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By clicking above you agree to the Terms of Use and Privacy Policy.Never miss a story Founded in 2017 by millennials Andrew Lardy and Issamu Kamide, Wonderwerk prides itself on its inclusive approach to wine.“We make natural wine for anyone with a mouth and a cup,” the company’s website reads.The company’s branding, with its bright colors and bold fonts, is a big departure from typical wine packaging.“The vast majority of Gen Z and Gen Alpha don’t read cursive,” Kamide told the San Francisco Chronicle.

“They’ve told us that they just block it out and don’t even attempt to read it.” While the wine industry suffers from plummeting sales, Wonderwerk’s business is booming.The company doubled its production to 26,000 cases annually last year.

This year, the brand produced 30,000 cases of wine.Most of their wines are sold wholesale at trendy grocers that young people frequent including Whole Foods and Erewhon.“People say young people don’t like wine, but that is not our experience at all,” Kamide told The Chronicle.

“There’s a weird disconnect between our reality and what people are reporting.” The founders describe their wines as “Light, good acidity, vibrant, fresh, fruity but not too fruity.”Wonderwerk’s 1-liter bottles are sold at $25 a pop, and while the brand boasts its “natural” label, it doesn’t list its wine’s grape var...