Young drinks talent wants change, not escape

A poll conducted at Fero’s inaugural Young Leaders event found that most young drinks professionals remain committed to long-term careers in the trade, but concerns over salaries, career progression and inclusivity remain.

Young professionals in the UK drinks trade remain cautiously optimistic about their futures, despite ongoing concerns around pay, career development and inclusivity, according to a poll conducted at Fero’s inaugural Young Leaders event in London.

Held on 23 April at Fero’s event space on Carnaby Street, the event brought together young professionals from across the UK drinks trade for networking, discussion and confidential polling. Survey data was collected anonymously on the night.

According to the results, 89% of attendees remain committed to a long-term career in the drinks trade.

When asked how optimistic they felt about the UK drinks trade as a 20-year career path, 48% selected “challenging but not broken”, while 41% described themselves as “quietly optimistic”. A further 7% chose “the future is sparkling”, while 3% said they felt “strained and uncertain”. No respondents selected “get me out now”.

The findings suggest a more measured outlook among younger drinks professionals than some industry narratives around retention may indicate.

Retention remains strong, but pressure is visible

Despite this overall optimism, many respondents said they had at least considered leaving the sector.

Asked whether they had seriously considered leaving the drinks industry for another sector in the last 12 months, 60% said they had considered it once or twice, 10% said frequently, and 30% identified as “lifers” who had never seriously considered leaving.

Salary expectations also emerged as a key issue.

When asked whether the “passion” aspect of drinks justifies generally lower salaries compared with other industries, 58% selected “No, the balance is off”, while 35% said “Mostly, but it’s getting harder”. Just 8% said “Yes, I love what I do.”

The results point to growing scrutiny of what Fero described as the industry’s “informal compensation model”.

Clearer career pathways wanted

Career progression was another major concern.

Asked about the biggest obstacle to career progression, 39% cited a lack of clear “next step” roles, while another 39% pointed to “old guard” gatekeeping and networking barriers. Salary versus cost of living was selected by 21%, while no respondents identified expensive qualifications such as WSET or MW as their main barrier.

The poll also explored which skills young professionals consider most important for future leadership.

Nearly half (46%) selected vision and innovation as the most vital skill for a young leader in 2026. Commercial acumen followed at 32%, ahead of people management at 18%. Technical knowledge ranked lowest at 4%.

The results suggest younger professionals are prioritising broader business and leadership skills over technical product expertise.

Inclusivity and sustainability under scrutiny

Progress on diversity and inclusion was viewed as limited.

Asked how much the industry’s inclusivity had improved since respondents started their careers, 50% selected “slow, superficial change”. A further 31% said there had been significant progress, while 19% reported stagnant or no change. No respondents selected “transformed completely”.

Sustainability was also considered in the context of employment decisions.

When asked how much a company’s sustainability credentials would influence their decision to work there over the next five years, 67% said sustainability was important, but salary and role came first. A further 26% described it as a “nice to have only”, while 7% said it was irrelevant and that they focus on business health. No respondents said sustainability leadership was a dealbreaker.

Mentorship demand rises

Respondents were also asked what they would most like from the Young Leaders initiative if it became a regular fixture.

Mentorship opportunities came out top at 39%, followed by socialising with peers at 32%. Practical business skills such as P&L and logistics were selected by 14%, as was access to senior decision-makers.

Views on the UK’s long-term standing as a global drinks hub were split.

Asked whether the UK’s position as a major drinks hub would diminish or strengthen by 2035, 43% said it would diminish, 43% said it would remain as is, and 14% said it would strengthen.

In an open-text question asking what excites respondents most about the future of wine, “innovation” was the most common response at 22%. Other recurring themes included connection, diversification and new regions, each at 6%.

Commenting on the findings, Fero chief executive Mitch Fowler said: “The room was full. On a weekday. During a tube strike. On one of the first sunny days of the year. That tells you something important: these people care. Deeply. The challenge for all of us in senior positions is to make sure that care is met with real opportunity – not just passion as a substitute for fair pay and clear pathways.”

Fowler added: “What surprised me most is how commercially minded this generation already is. They’re not asking to be made better sommeliers. They’re asking to be made better business leaders. That’s a different ask and one our industry hasn’t always taken seriously enough.”

Fero said the Young Leaders initiative will continue as a quarterly fixture, with future events focused on mentorship and peer networking. The next event is expected to be announced in the coming weeks.

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