For as long as we can reasonably remember, everyone in the wine industry has been chasing millennials. After comfortably selling wine to the baby boomer generation for years, millennials became the next big target of importers, producers, and PR firms. For several reasons, baby boomers are aging out of wine buying and drinking, and for another set of reasons, millennials are not buying wine in the numbers that producers and marketers were expecting. Which begs the questions: What about Generation X? No one was talking about them at all.