The wine industry is grappling with uncertainty in a rapidly changing economic landscape, leaving winery owners, grape farmers, and wine sales teams in a state of flux. Wineries were already coping with a demographic shift towards younger generations less interested in wine than Boomer enthusiasts when the pandemic catalyzed market disruption. When bars, restaurants and tasting rooms closed, consumers stocked up on budget-friendly wines, and value wine sales briefly surged. Then, with extra cash from government stimulus checks, they began buying premium and luxury wines. Small wineries adapted by introducing curbside pickups and digital wine tastings and utilized their phone and email lists to reach potential customers which helped shore up losses from tasting room closures. Unfortunately, two and a half years post-pandemic, sales remain disappointing despite reopened tasting rooms and other hospitality businesses. Economist Chris Bitter, Ph.D., Terrain's senior wine and grape ana