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: Younger drinkers (Millennials and Gen Z) now make up 61% of wine consumers . However, they are more "category-fluid," often switching between wine, craft beer, and RTD (ready-to-drink) cocktails.

The industry is seeing a sharp split between high-performers and struggling brands. buy wine usa

Consumers and investors have several established channels for purchasing wine: The New Geography of American Wine Buying in 2025 : Younger drinkers (Millennials and Gen Z) now