As Millennials make their move out of college and into the workforce, their drinking habits also change. They opt for the sophistication often associated with wine—as well as cocktails and craft brews—over the party favors of liquor and mass-produced beers.  In addition, Millennials apparently do not need a special occasion to drink wine; rather, they find drinking wine to be a social activity as well as a relaxing one, such as when cooking or watching television.  The reverberation of this is that while Millennials are paying less for wine than their Boomers counterpart because of socioeconomic reasons.

Today, the average American has less money, as wages for most of the population continue to stagnate. In the 60s, it was not too difficult to drop out and tune in without risking future economic turmoil. Gen. X and the generations since are not so fortunate (relative to the rest of the world, of course, they were), and their worldviews, dreams, expectations, heroes, and fashions vary as a result.