(ADWeek) - ove over, wine snobs. Millennials are disrupting wine marketing. The age group is outguzzling baby boomers in terms of wine consumption: 36 percent of wine drinkers in the U.S. are millennials versus 34 percent of baby boomers, according to the Wine Market Council. And to appeal to these millennials, wine brands are busy crafting innovative packaging, clever labels and more approachable messaging.

Compared with older generations, millennials are more likely to drink wine at least once a week, noted Beth Bloom, senior food and drink analyst at Mintel. "Forty-nine percent of millennials say the wine they drink says a lot about them, compared to 36 percent of the general population," she said.

And they're embracing wines in cans, like ManCan, whose target consumers are millennials and soccer dads. The can makes wine easier to drink at poolside, at baseball games or while picnicking, and it's available in red and white blends, to appeal to younger drinkers who might not know a cabernet from a chardonnay. It also comes at an affordable price point: $16.99 for a four-pack, and bears the straightforward tagline: "Shut up and drink."