And to be fair to the distributors, and they do share horror stories with me. There are wineries they would like to work with, but who have not priced their wines appropriately so that they can start to work with a distributor. It’s a deep discount a distributor asks for. If a winery can’t make any money selling to a distributor, their wines are not well priced enough already. But that is a different issue.
In the end, while there may be a glass ceiling for retailers, distributors, and restaurateurs, there is not with the consumer. And the consumer is the only arbiter. The others will always slowly follow. They always have. They always will. They have no choice.