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Marzotto Family Buys Coppola's Oregon Vineyard for Roco // Wine drinkers may live longer than beer and spirit drinkers, study finds

March 20, 2026 - Wine Industry Insight Daily News Feed

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“The pandemic surge in DtC wine shipments temporarily obscured a structural change that is now hard to ignore. The story is told in a chart from this year’s annual report on winery direct-to-consumer (DtC) shipments depicting the change in value and volume of shipments of wines priced more than $100 and less than $40. It’s clear now that this change is not the result of premiumization, which had been defined in the previous decade as wine drinkers buying the same amount of wine but at higher prices.”

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