Wine brands are changing things up to appeal to Millennial drinkers (who aren’t buying what the Boomers did).

Wine brands are changing things up to appeal to Millennial drinkers (who aren’t buying what the Boomers did). Fine wine especially struggles to reach this group, who are cost-conscious before all else—but that might be a boon for others. According to E. & J. Gallo, Millennials “don’t view wine as a formal beverage but as a casual social beverage,” which impacts their choices. The brand thinks elitist wine marketing is passé, and has pivoted their products—shrinking their bottle size, introducing cans, and providing more trendy flavors—to appeal to the next generation. (Fortune)