Changes are afoot in the American drinks landscape. Younger audiences have not adopted the same drinking patterns as their predecessors, leading to a massive shift in alcohol consumption behaviors. Wine volume is dropping and predicted to decline for the foreseeable future as Millennial and Gen Z audiences replace wine at traditional drinking occasions with products like soft drinks, hard seltzers, and non-alcoholic cocktails. This data-driven presentation offers an analysis of how — and why — consumption is changing, and how beverage brands and drinks professionals can more effectively engage younger audiences.