The United States are, as of today, the largest wine-consuming country in the world.
However, contrary to any prediction, the consumption of wine by Millennials has decreased due to (1) their preference for craft beers and craft spirits; (2) their damaged financial capacity; (3) the cannabis legalization; (4) negative health messaging, absent the offset promotion of health benefits of moderate wine consumption. On the other hand, there is a shift towards wine once the consumer gets older with an increasing preference for premium wines.