Is Wine Uncool?

  There's plenty of talk as to why wine sales and wine consumption have tanked. U.S. drinking is way down, with a record low percentage of Americans saying they don't drink alcohol. That number appears to still be dropping. Health concerns, especially among the younger folks, is the biggest reason given. There are other reasons.

  

No Pinot for me, thanks, I don't drink

  Another reason is cost. Inflation has cut out luxuries as the younger people especially are just trying to keep up with rent, car payments, and food. 

  A possible reason not getting much attention is that wine might not be cool anymore. Part of the uncoolness is undoubtably the health news about alcohol. This was the same with cigarettes a few decades ago. Like cigarettes, the younger generation sees drinking wine as something old people do. Mommy needs her Chardonnay, or there goes another suburban dad getting drunk on an expensive Cabernet again. 

  So wine is the Boomer, Gen X and even Millennial bad habit. The "kids" will stick with their sweeter drinks like White Claw and trendy cocktails, often in a can, if they drink at all. 

  One thing to remember is this isn't much different from any other 20-somethings in the past. Not very many start out with premium ($20-up) wines. My generation had to go through Boone's Farm, Blue Nun, and marijuana before finally settling into fine wine, usually in our 30s, when we finally had a bit of disposable income.

   The one difference now is the neo-Prohibitionist movement; is it permanent or just a trend? Which ever it is, the newer drinkers are asking for different packaging (cans, etc.), prices (that might be more difficult to deliver), and most of all lower or no alcohol.