(Forbes) - For the past five years we have been studying millennials and modern consumer trends. From retail buying patterns to flavor preferences to 
how income differentiates cohorts of millennials, we have shared a wealth
 of information about how millennial consumers behave differently in our market today.

While some businesses fear these differences and the unknown when it comes to the “Innovation Generation,” the ones who are winning big across verticals are embracing what makes millennial Mindset consumers who they are. They understand that these consumers are more “prosumer” than consumer and are hyper-connected when it comes to content and product or service information.

This is especially true when we explore the CPG category - especially as it relates to adult beverages. Our latest research explores the evolution of the snacking category and how, for millennials, snacking is not snacking -- it’s eating. This is true of adult beverages as well, particularly wine. As the youngest legal drinkers in the United States, millennials are changing the perception of wine. What was considered a relatively elitist beverage, has now become a common staple in millennial home. Partaking in the occasional (or more than occasional) glass of wine is not a privilege for millennial drinkers. It is simply a part of their standard routine. This has changed the eating and drinking landscape for many brands.