(Lasvegassun) - The “Mad Men” generation had three-martini lunches, and millennials are showing a strong taste for wine. In fact, they’re on the verge of toppling baby boomers as the most grape-loving group, according to the Wine Market Council. Its latest report showed the younger set is consuming more wine overall and gaining in terms of volume per sitting.

Jason Smith, executive director of wine for MGM Resorts, said that while there was no specific data on what or how much millennials are drinking when they visit Las Vegas, “what we do know is, they’re drinking lots of wine.”

The Wine Market Council also found that millennials don’t play favorites and are willing to try just about any wine regardless of the region it came from or the stereotypes surrounding it. High-frequency millennial drinkers are open to bottles from Chile, Greece, South Africa and other places with emerging viticultural reputations. They see products from lesser-known havens like Cahors, France, as more authentic, said Joe Phillips, director of wine education and trade development at Southern Glazer’s Wine & Spirits.

Phillips said choosing a good bottle can be an intimidating prospect with so many varieties on the market, but by talking to your friends or a local sommelier, you’ll gain the confidence to experiment. “We’re seeing the progress that comes with such high quality and diverse products,” Phillips said of the millennial effect on the wine business. “Now’s a great time to be 21.”

Who counts as a millennial?

Millennials are the largest generation in American history, according to Goldman Sachs data, and by 2020, more than a third of American adults will be millennials, according to a Brookings Institute report. The Pew Research Center says there are 75.4 million American millennials, compared with 74.9 million American baby boomers and an estimated 65 million Gen Xers.