Hip-hop could help fix wine’s “Millennial problem.”

Hip-hop could help fix wine’s “Millennial problem.” According to IWSR, wine’s share of the drinks market declined in 2019 for the first time in 25 years—and Millennials drink interests in other drink categories is being blamed. But the generation still represents the industry’s “biggest opportunity for growth,” and hip-hop, one of the “most preferred music genre[s]” among Millennials, could be the thing that wins them over. Beyond just “mentioning” wine in their songs, hip-hop artists and rappers are actually selling it. Rappers like Joey Bada$$, A$AP Rocky, and Drake are rarely spotted without a bottle or glass of wine, and Post Malone launched his own rosé label, Maison No. 9, selling a whopping 50,000 bottles in a two-day pre-sale event that caused online wine retailer Vivino to crash. (VinePair)