This potential deal reflects broader trends in the wine industry, including the growing popularity of alternative beverages, such as ready-to-drink cocktails and hard seltzers by rappers and real housewives.
The growing movement towards organic and sustainable practices within the wine industry further enhances its appeal, aligning with the values of Millenials and Gen Z who prioritize ethical consumption. (Kashi cereal fans and farm-to-table enthusiasts can rejoice.)