As a fellow Gen Xer I identify with this. More and more of my friends drink less and less and when they do they prefer a cocktail instead. I think wine has lost the appeal it used to have in the early 2000s. The cost of a glass of wine in the restaurant doesn't help either. As an ex-avid wine drinker, I would be hard pressed to spend more than $30 of a bottle because of the diminishing difference in incremental quality after that price point.