A look back at the wine industry in the United States shortly after the end of Prohibition. Wine consumption was growing, but it was unclear whether American companies could compete:
Since repeal became imminent the U.S. has been flooded with wine propaganda. In every metropolitan newspaper, experts have conducted daily columns on the art of wine drinking. Makers of the variously shaped glasses from which one drinks hock and Sauternes and Burgundy have done a boom-time business. The Marquise de Polignac, whose husband makes French champagne, has been repeatedly interviewed. The propaganda has been paid for by the French wine interests and by California’s. (The French are now feeling pretty glum about their quota.) But however it started, it has made the drinking and serving of wine, for the moment, as much a fad as was the cross-word puzzle or mah jong. So U.S. wines have a market worth competing for, an opportunity which may not come again for many, many years.