I am wondering what contributions the hippies made to this ubiquitous phenomenon.
In the early 1960s, before wine became the drink of choice for dinner, it was common to see adults with hard alcohol, beer and coffee. Wine was very rare and bottled water even more rare. I think hippies played a role in the wine. The yuppies brought us bottled water.
While I vividly remember in the 60s that hippies drank gallon jars of cheap mountain red wine, I am not certain that this was the source of popular growth of wine with dinner.
Hippies drank mountain red wine much of the time when they were doing marijuana and often during dinner.
The problem with my memory is that by the early 1970s I had friends investing in small specialized wineries. Often buying land and growing specialized grapes. They saw the rapid growth in wine consumption. But I'm not sure that what they were watching were the hippies.