Business Wire announced the release of a new national study by Material and the Wine Market Council, which explores how to make wine more relevant to Millennials and Generation Z. The research, based on a survey of nine hundred American alcohol consumers, indicates that younger drinkers view wine as approachable but often associate it with traditional, formal occasions rather than everyday enjoyment. To improve market penetration, the report advises the industry to increase its online visibility and promote versatile serving methods, such as enjoying wine over ice or in mixed formats, while tailoring digital content to the relatable preferences of younger demographics.