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As low-end wine prices fall, premium varieties likely won't budge

February 21, 2020

Many young adults are looking for lower-calorie beverages. "The odd thing is, if we just start explaining what wine is, and how it's made, they're going to realize it is exactly what they've been looking for," Rob McMillian said. "It is healthy, it is plant-based, it is made in a totally natural way, it's usually gluten-free. This is a very traditional industry and it is slow to change. But, once we start doing that, I'm confident that young consumers will discover wine and we will turn this around"