Disruption can be a dirty word. Walmart was one of the original disruptors, and they pretty much closed down indie retail in small cities and towns across the country. People celebrated the lower prices, however other prices were paid, too, like the loss of mom and pop independent businesses. But then there are good disruptors, which have contributed to deep changes in modern life, like the internet, ride sharing, cell phones and, arguably, social media.
Since the COVID shelter-in-place orders, the American wine industry is most definitely going through a disruption: the shift to direct-to-consumer (DTC) sales. Whether it’s a good or bad thing for the industry overall has yet to be seen but wine lovers in the U.S. have discovered the ease of bottles arriving at their door. Not just any bottle though — small production wines made with love, not the soulless wine brands that litter grocery store shelves.
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