R&amp;D requires scale. There are relatively few jobs compared to the size of the industry.<p>And the vast majority of the wine industry is indeed in the $10-or-less category. Alcohol in general is a pretty well-consolidated industry, with a few global giants owning the vast, vast majority of the global brands and production.<p>And I never said there wasn&#x27;t money in it -- there is, but it&#x27;s not going to be made by VC startups. The problem is that it&#x27;s a relatively easy market to get into (I.e. There are no major technical hurdles) and it&#x27;s really obvious. People will make money, but its really not a hockey-stick market. The types of companies that will be successful will be ones with superior cost controls enabling them to outlast &#x2F; outspend the competition on brand advertising.