(MercuryNews) - Persuading consumers to drink anything other than bottled wine is an uphill climb. Glass bottles are the gold standard, so newer brands are turning to sleek, eco-friendly containers and promoting them through social media to reach younger wine drinkers. Those in the millennial age group, between 21 and 34, are the target because they have grown up drinking from plastic and are less wedded to traditional wine rituals. And some 51 percent of them drink wine at least once a week, according to data from the Wine Market Council.