Did you know there are over 8,000 wineries in the United States? If on average those wineries have two brands each, that’s 16,000 brands available in the market in one form or another. On the surface, that looks like the definition of a fragmented market. Compare it against the car industry: domestically we have three car companies. Throw in Tesla and you have four. There might be 100 models to choose from. Pretty different business models.