Drinking at Home . Americans' shifting drinking habits could change happy hour as we know it

The Business Insider reports:

In 2016, Americans are drinking at home more than ever, thanks to new technology and a thirst for budget-friendly options.

While that's bad news for the bar business, other companies are more than happy to cash in.

Americans' favorite place to drink wine is in the comfort of their own homes, according to a recent survey from wine app Vivino.

Forty-seven percent of millennial and 61% of Gen X and Boomer respondents would rather drink wine at home than at social gatherings, restaurants, or wineries, according to the survey of 1,526 US consumers.

Younger wine lovers' preference for drinking at home came as somewhat of a surprise to Vivino.

"One of the theories we had is maybe millennials just like to be at home," Vivino founder Heini Zachariassen told Business Insider. "It could also be ... they are being price conscious."

Americans' preference for drinking at home is part of a wider movement toward what some beverage-industry insiders are calling the rise of "home-tainment."

Update on the sedentary lifestyle.