. >> reporter: but, operations manager gary schafer says the operation is being threatened and has had to tear out 30% of his vineyards. >> it's a really tough decision to pull out grapevines. >> reporter: growers in this area are facing competition from overseas suppliers as well as a drop in demand. >> a lot of old-timers around here that have been around for generations of never seen it this bad. >> reporter: a new report shows wine shipments fell almost 9% in 2023. stores are adjusting inventories as consumers face change. wine remains popular with baby boomers but younger generations are choosing from a wider selection. >> it's not that they don't like wine. they just don't drink as much. >> reporter: wide manager rob mcmillan the says online deals enjoy wider options from beer and salt just to newer trends like ready to drink cocktails. >> they drink across categories, much different than we did in the 90s. >> on a sunny day like today this might grow over an inch or more. >> reporter: tom davies says willing younger americans is key. >> i think that is incumbent upon our industr