(TheHill) - The number of Americans drinking wine dropped for the first time since 1994, according to industry tracker IWSR.

IWSR, a leading source of data and analysis on the global beverage alcohol market, issued a report Monday that showed that the volume of wine consumption in the United States decreased 0.9 percent in 2019. It now represents 11 percent of the total beverage alcohol market in America.

This decrease, which was first reported by The Wall Street Journal, is primarily attributed to a generational shift as millennials increasingly turn to alternatives like hard seltzers, cocktails and non-alcoholic beer.