(Forbes) - At $3.3 billion in wine sales, the value of the U.S. domestic wine industry was unchanged from June 2017-2018 (California represents at least 90% of the U.S. wine industry), according to BW 166 LLC, a market research firm that provides insight into and analysis of the overall beverage alcohol trade. But another part of the analysis showed Direct-to-Consumer (DtC) sales over the same period at $132 million, a 12% increase. 

Flatness in retail wine sales could be generational (Baby Boomers leaving and Millennials lacking funds), or it could be just a general pattern of business ebbing and flowing, but, as some have been suggesting, could it be cannabis?