How can wine stop its decline as a category?

This conversation has come up in several groups I follow on social media in the last week. I replied this on another discussion last week as well: Stop the gatekeeping! Wine is the only beverage that has built it’s reputation on exclusivity and intimidating people into thinking they don’t know enough to enjoy it. GenZ isn’t impressed wine certifications or provenance, and they want beverages that are approachable, affordable, tasty, and healthful (think low-alcohol). They have A LOT of alcoholic and non-alcoholic options, and many of them opt for calorie-free/alcohol-free weed as so many of them don’t even remember when weed was illegal. Underserved populations may be open to wine, but they may not have the same tastes as middle-aged, upper middle class white men, for whom much wine has been targeted, so taking that into consideration is also key. GenZ and Millennials also don’t have the same disposable income (yet…until their parents die if they’re lucky enough to come into an inheritance) as GenX and Boomers, so collecting of expensive wines will probably go by the wayside. Bottom line is that the wine industry should be marketing toward the future and not the past to keep the category from further decline.