Rabobank published a new report on the role of Millennials and Gen Xers in driving premiumization in the global wine industry, and the divergent channels that wine marketers are using to pursue these important new consumers. The Rabobank Food and Agribusiness Research team writes that Millennials and Generation X consumers are shaping and changing the global wine consumption market. “Wine suppliers and wine retailers have sensed a growing appetite for wines beyond the mainstream,” Rabobank analyst Marc Soccio said. “Somewhat paradoxically, the markets are still seeing many premium wine producers struggling for growth and profitability as their capacity to reach out to modern-day consumers has become more limited.”