After two false starts it appears that the internet giant will at last sell wine.  It’s a complicated arrangement that evidently will look like an Amazon product but in fact the wineries will be doing most of the work, including all fulfillment activities.

The deal could be a boon to small wineries who are increasingly squeezed out of the three-tier system.  It could also mean more selections for the online shopper, but don’t look for any deep discounts, at least for now.

In our view anything that encourages direct to consumer sales and weakens the stranglehold the current system has over wine sales in the U.S. is a positive step.  Click here to learn more about the Online Wine Shop.