Rosé still has a place on Arizona patios. But heading into summer, it is no longer the go-to order. 

As younger consumers reshape the wine market, drinkers are becoming more adventurous, gravitating toward bottles that feel social, seasonal and less predictable. According to the Wine Market Council’s 2025 U.S. Wine Consumer Benchmark Segmentation Survey, Millennials now make up 31% of U.S. wine consumers, surpassing Baby Boomers for the first time.

At The Living Room Wine Bar in Scottsdale, owner and sommelier Tom Kaufman said that shift is already changing how guests approach a wine list.

“Rosé is still popular, but people are not treating it as the only summer option anymore,” Kaufman said. “Guests are more curious. They want wines that are refreshing, but they also want something with a story, a little personality and a reason to talk about what is in the glass.”

Across Scottsdale’s dining scene, that curiosity is pushing more guests beyond familiar summer pours and toward wines with more texture, acidity, bubbles or surprise.

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Why summer wine is changing

For years, summer wine mostly meant crisp whites, sparkling wine and rosé. Those options are not going away, but Kaufman said guests are asking more questions and showing more willingness to try wines that still drink light while offering something unexpected.

“People are dining differently in the summer,” Kaufman said. “They are meeting earlier, keeping things lighter and looking for wines that feel refreshing without being predictable. The wine has to fit that rhythm.”

In response, more wine lists are making space for chilled reds, Lambrusco, Albariño and Pét-Nat, giving guests an easy next step beyond the usual summer order.

Chill the red wine

Red wine may not sound like the obvious move when temperatures climb, but lighter reds can work well in the heat when served chilled.

Kaufman recommended Gamay and Pinot Noir, which tend to be lighter, brighter and lower in tannin than heavier reds. Served slightly cold, they become juicy and refreshing without losing the structure people expect from red wine.

“A chilled red catches people off guard in the best way,” he said. “It gives you the fruit and structure of red wine, but it drinks more like something you want when it is hot outside.”

Reconsider Lambrusco

Lambrusco is also getting a second look. Once associated with sweet, inexpensive bottles, today’s dry Lambrusco is lightly sparkling, refreshing and built for food. Kaufman said it remains one of the most misunderstood summer wines.

“Lambrusco surprises a lot of people,” Kaufman said. “They may remember it as something sweet, but a dry Lambrusco served chilled is completely different. It is bright, lightly sparkling and easy to drink, but it still has enough structure to work well with food.”

Order Albariño with seafood

For guests who want a crisp white, Kaufman said Albariño is one of the strongest summer choices. The Spanish white wine is known for bright citrus, clean acidity and a coastal character that pairs naturally with seafood, including oysters, shrimp, ceviche and grilled fish.

“Albariño tastes like summer in a glass,” Kaufman said. “It is bright and refreshing, but it is not boring. It has enough personality to make it memorable.”

Let Pét-Nat bring the energy

Pét-Nat, short for pétillant naturel, is another style gaining attention with guests who want sparkling wine without the formality of Champagne.

Naturally sparkling and often slightly unpredictable, Pét-Nat can be cloudy, bright, fruity, tart or earthy depending on the bottle. That variation is part of the appeal. 

“Pét-Nat brings the party,” Kaufman said. “It is fun, a little unpredictable and not too serious. That is exactly why people connect with it.”

The bigger picture

The shift away from default rosé does not mean the category is losing its place. It means wine drinkers are expanding the definition of what belongs in a summer glass.

“Rosé is not going anywhere,” Kaufman said. “But guests are more open than ever to trying something new. That is what makes this moment exciting.”