Shelves, even in chain grocery stores, have held small production, hand-crafted wines for decades. Mass produced, corporate juice is the newer arrival. Giant marketing budgets and formulaic wines create backlash and I guess that's what's happening here but mostly this seems to be about millenials finding wines made by other millenials. Maybe there's a new trend there and maybe that needs a name. Perhaps Swillenial Wine?
The bottom line is that I wholeheartedly support the attention being paid to small producers, of any age, but if anyone thinks "craft wine" is a new thing they're not paying attention.