Source: POLITICO'S MORNING AGRICULTURE, 1/15/20

Americans purchased nearly 1 percent less wine in 2019 than the previous year, the first drop in consumption (by volume) in 25 years, according to industry data. The reversal coincided with a generational shift, as baby boomers were outnumbered by millennials, who opted for more cocktails, nonalcoholic beer and hard seltzers.

Two-buck chucked: Sales of wine less than $10 per bottle — which is more likely to be quickly consumed rather than stored — comprised most of the category in recent years. But those low-end purchases have started to fall off, which has offset a rise in sales of more expensive bottles, per industry tracker IWRS.

Tariffs on tap? The industry is facing more problems on the trade front, as Trump considers ratcheting up duties on European wines amid multiple U.S.-EU disputes. More than 100 lawmakers from both sides of the aisle on Tuesday asked the administration to leave wine out of the tariff fight, noting that 25 percent duties already in place on French wines are damaging the domestic industry from winemakers to restaurants, writes Pro Trade's Megan Cassella.

Transatlantic wine trade totaled $4.7 billion in 2018, and the U.S. and EU serve as each other's largest trading partner for the product, the lawmakers said.