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Just when we need a drink, the U.S. wine industry faces an existential threat

October 09, 2020

This might be the new normal. And it's not as though things were peachy in the world of wine to begin with: Demand has been slowing as younger consumers shed their parents' infatuation with all things wine, and as wine has been used as a pawn in an ill-conceived trade war with both China and Europe. Then came a pandemic and yet another year of disastrous fires. What is left is a collection of weary survivors trying to plan for an uncertain future. "There's definitely resolve and a ton of camaraderie here," says Fisher. "But there's also a real fatigue."