(SonomaNews) - Can wine be rebranded as a health drink? In a bid to win over millennials, some wine industry creatives are giving it a shot.

The millennials are simply not drinking their fair share of wine, according to Rob McMillan, the founder of Silicon Valley Bank’s (SVB) Wine Division.

In his annual report, McMillan said the wine industry expected millennials to consume enough to take the place of baby boomers. But this simply isn’t the case, and McMillan points to many factors. They include millennials’ debt load, their preference for craft beers and premium spirits, the legalization of cannabis and the negative health messaging with alcohol.

Some in the wine industry are being proactive to counter the millennial slump in sales. One company in particular is trying to reverse wine’s negative health messaging. Dry Farm Wines (dryfarmwines.com) is calling itself “the only health focused, natural wine club in the world.”