Zac Brandenberg | Source | Co-founder and CEO at DRINKS

Zac highlights that Gen Z and millennials are moving away from wine, causing plummeting sales. He suggests the 4th Tier—direct-to-consumer sales, influencer partnerships, and niche targeting—as a solution. By understanding younger consumers' preferences, winemakers can innovate to capture their loyalty, such as offering wine tastings in lifestyle settings like DIY candle-making stores.