Wine consumption globally is continuing its downward trend, and some winemakers and other industry players are failing to see what could be an existential crisis for the nectar of the gods.

Wine has been facing a long-term structural decline for some time. Major wine markets such as France and Italy have indeed been in such decline for decades while the United States, the world’s most valuable market for wine, appears to be in a downward cycle, according to industry body IWSR.