The wine industry is at a crossroads and only those who adapt and chance will be able to grow their business. By 2022 Baby Boomers will no longer be the largest wine buying cohort. Gen X will take the reins and by 2027 Millennials will be the biggest buyers. 
Back in the heyday of wine country, a new winery could open a tasting room and the wine would sell itself. Today, there are just shy of 10,000 wineries in the United States and that strategy no longer works.