Wine in the U.S. was historically associated with European culture. It was part of our Western Civilization. As a kid, my family always had wine at dinner, usually just a jug of ‘hearty burgandy’. The fancier versions of the stuff garnered a following of sorts, and the tasting of wine became a wonderful way to spend a day up in the ‘Wine Country’. It was a somewhat affordable luxury, breaking out ‘the good stuff’ for special occasions. Demographics, including our cultural roots, have changed. Wine just doesn’t have the meaning it used to for so many people. People don’t socialize in traditional European fashion so much any longer.
Even among "Heritage Americans", our culture is not what it used to be. Many of us grew up in broken homes. Etc. Etc.