Like so many other industries they challenge, Millennials are reshaping the wine industry’s traditionally elite marketing. They say yes to screwtops, play with mixing wine cocktails and bear no shame serving boxed wine. In this interview, E&J Gallo talks about shifting positioning of new brands to win.

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Would you drink wine from a box, or mix your wine to make a cocktail? How ingrained are your associations with wine and what would it take to change them? #MarsTalk