(Forbes) - The days of keg stands and beer bongs may be over now that a growing number of Millennials are pivoting towards grapes. Today’s 20- and 30-somethings downed 159.6 million cases of wine in 2015, according to the Wine Market Council, accounting for 42% of all the wine consumed in the U.S. last year, the most of any age group.

These young drinkers are permanently shifting the entire wine industry, from what varieties they drink to how they buy it. And this evolution is reverberating from local U.S. vineyards to international regions, such as France and Italy.

“Millennials aren’t drinking their parent’s wine. They want authenticity and to discover new wines,” says Arthur Ceria, CEO, CreativeFeed, adding that this influx is driven by young women.

Wine makers are noticing this aging down of their buyers. Gossip magazines, such as U.S. Weekly, regularly advertise wineries and it’s hard to think that glass makers aren’t targeting young female drinkers with their large colorful wine glasses.

Whereas older drinkers typically popped open a bottle after work, Millennials are anytime wine drinkers. They will drink wine during lunch, dinner, and while watching TV in the evening. In fact, enjoying one glass of red with a nice meal on a Saturday night is now a seemingly outdated concept. Chances are these glasses are filled several times. Millennials are currently the leading group of wine consumers drinking, on average, 3.1 glasses per sitting, compared to the 2.4 glasses Generation X is sipping on, reports Creative Feed.

Millennials also drink everything. There’s no need to ask them whether they prefer red or wine. They want them both. Their preference for rose, in particular, is exploding that market, at 13% a year, says Ceria.