A trend called Neo-Prohibitionism combined with less wine consumption by younger generations has left baby boomers as the wine industry's sole BFFs.
And wine-based RTDs will up their game next year, with "extensive innovations" expected, says NielsenIQ VP Jon Berg.
"We think that reflects notable changes in consumer behavior coupled with changes in legislation at the state level," says Cowen analyst.
Alcohol brands have been engaging consumers through personalized creative that offers discounts, contests, cocktail recipes, and exact in-store locations.
iSpot.tv attributed the surge largely to the return of live sports, with 56% of the spend coming in such events as NFL, NBA games.
They're not just consumers -- savvy businesspeople have taken new tastes in China, and they are exporting them back to the West.