ITEM: Millennials are more likely to consume wine while socializing, especially at friends' homes, than are their predecessors. REACTION: The Wine Business Institute study cites that generation's values of collaboration and work/life balance. Good on 'em. I'd also like to think that they're smarter about the whole adult-beverage thing: At least for this segment, it's something you sip rather than pound, and a lower-alcohol option than booze.