Wednesday, January 24, 2018

What’s the Deal with Heald?


OVERVIEW

The 2005 United States Supreme Court case, Granholm v. Heald, reshaped how wine was sold throughout the United States and affirmed a principle of federalism fundamental to the efficiency of the domestic economy. 

The case involved an impressive roster of legal figures: Kathleen M. Sullivan, the former Dean of Stanford Law School, and Kenneth W. Starr, former D.C. Circuit judge, independent counsel on the Monica Lewinsky investigation and recently-disgraced head of Baylor University, appeared on the brief for Respondents.  Eliot Spitzer even made an appearance in his capacity as the New York State Attorney General.

At issue in the case was the practice in Michigan and New York of favoring their home wineries to the detriment of out-of-staters.  Both states used the three-tiered system for wine distribution, where producers, wholesalers, and retailers were separately licensed. 

Michigan gave its approximately 40 in-state wineries the home-court advantage through a special license.  This license allowed Michigan wineries to sell directly to Michigan consumers.  Out-of-state wineries could only sell to wholesalers who would then sell to retailers who, only then would reach the consumer.  Each link in the chain increased the cost, and the price, of getting a bottle of wine into the hands of a Michiganian. 

New York had a similarly skewed system: most wine distribution in the state happened through the three-tiered system, but a winery using only New York grapes could get a license allowing direct-to-consumer shipping.

The Plaintiffs in the case included California wineries and their owners who wished to sell to consumers in New York and Michigan directly.  They did not appreciate the states’ practice of creating structural barriers against healthy competition with in-state wineries.  They decided to take this perceived injustice to the courts, relying on one of the most robust principles of constitutional law to make their case.  However, they would have to overcome one of the most popular constitutional amendments in United State’s history.


LEGAL BACKGROUND

The case pits two clauses of the Constitution against each other.  Favoring the wineries was the Commerce Clause, and favoring the states was the Twenty-First Amendment.

The Commerce Clause, (U.S. Constitution Article 1, Section 8, Clause 3), simply states, “[The Congress shall have Power] To regulate Commerce with foreign Nations, and among the several States, and with the Indian Tribes.”  This means that Congress (not the states) has the power to regulate interstate commerce.  As a corollary, the Supreme Court has read in a prohibition against states discriminating against or unduly burdening interstate commerce. Reading Railroad v. Pennsylvania, 82 U.S. 232 (1873).  This prohibition is captured in a concept known as the “Dormant Commerce Clause.”  Its purpose is “to prohibit state or municipal laws whose object is local economic protectionism,” and ensure efficient trade between states.  C & A Carbone, Inc. v. Town of Clarkstown, N.Y., 511 U.S. 383, 390 (1994).

The Twenty-First Amendment of the Constitution repealed the Eighteenth Amendment and ended Prohibition in the United States.  It reads in relevant part:

Section 2. The transportation or importation into any State, Territory, or possession of the United States for delivery or use therein of intoxicating liquors, in violation of the laws thereof, is hereby prohibited.

Section 2 of the Amendment is generally understood to have delegated the power to regulate the alcoholic beverage industry to the states. 


ARGUMENT AND DECISION

The out-of-state wineries in this case argued that the Dormant Commerce Clause’s prohibition against economic protectionism should trump the Twenty-First Amendment’s delegation of authority to the states.  The states conceded that in any other industry, this regulatory framework wouldn’t fly.  But they said the Twenty-First Amendment made the protectionist statutes a valid exercise of the states’ authority. 

The states also argued in the alternative, that if the dormant commerce clause did apply, their statutory frameworks fell into an exception to the rule that allowed a discriminatory statute to stand if it “advanced a legitimate local purpose that cannot be adequately served by reasonable nondiscriminatory alternatives.”  The states argued that the framework was necessary to prevent minors from purchasing wine over the internet, and that it prevented tax evasion.

The Supreme Court sided with the wineries on all claims.  It found that the Twenty-First Amendment did not confer on states the authority to defy the principles of the Dormant Commerce Clause.  States, even when it came to regulating wine, could not discriminate against out-of-state providers.  The Court found that

the current patchwork of laws—with some States banning direct shipments altogether, others doing so only for out-of-state wines, and still others requiring reciprocity—is essentially the product of an ongoing, low-level trade war. Allowing States to discriminate against out-of-state wine “invite [s] a multiplication of preferential trade areas destructive of the very purpose of the Commerce Clause.

Heald, 544 U.S. 460 at 473. 

The Court further examined whether the states’ “patchwork of laws” fell into the exception to the Dormant Commerce Clause.  They found the states failed to meet the heavy burden of so proving.


CONCLUSION


After Heald, therefore, if a state wanted to allow its own wineries to ship its wares directly to in-state consumers, it had to do the same for out-of-state wineries.  As we see in the cases, this detangled somewhat the Gordian regulation of the alcoholic beverage industry, and made competition a little a little more fair among producers.

Somm: Into the Bottle

A few days ago I watched Netflix's sequel to the popular Somm movie. The follow-up, called Somm: Into the Bottle, focuses a little bit more on winemaking and other aspects of the wine business besides tasting and the Master Sommelier credential. A few of my favorite parts involved food pairing, value wines, and high-end wines.

Food Pairing

  • The master sommeliers report that "what grows together, goes together." A few of their pairings:
  • Muscadet & oysters
  • Chianti & lamb
  • Gewurtztraminer & sausage
  • Sauternes & foie gras
  • Syrah & Indian
  • Chardonnay & popcorn
  • Champagne is generally food friendly
Value Wines
  • Sommeliers generally seem to like riesling
  • Beaujolais wines are considered high value right now. This wine region, just south of Burgundy in France, makes wines largely from the Gamay grape which has a thin skin and is low in tannins.
  • One suggested food pairing for Beaujolais was a hot dog (interesting)
High-End Wines
  • Lafite-Rothschild, from last week's case, was mentioned
  • It seems that DRC wine is considered even more "exclusive" than Rothschild -- they produce primarily in Burgundy (vs. Bordeaux) and in much smaller quantities than Rothschild. Their bottles can sell for several thousand dollars
  • It's interesting to consider DRC as a different strategic play than Rothschild. Rather than branch out geographically or expand production, they've elected to remain small -- and command an even larger price premium than Rothschild as a result.
  • This article suggests that Lafite Rothschild produces 20,000 cases of wine annually, compared to 450 cases for DRC.

Taking Flight – Drone Agriculture and the Wine Industry

In my Creating New Ventures in Developing Economies course, we discussed how Aerobotics is using drone and satellite technology to help farmers in South Africa improve their crop yields. Aerobotics is an aerial mapping analytics company specializing in gathering aerial imagery data for use in the agricultural value chain. Our discussion with Christine Wente about the technological advancements in the wine industry, specifically how her family is thinking about these innovations, made me think about my Ventures class and how drones may or may not be taking flight in the wine industry.

So, I did my Googles and came across a few interesting things. The use of drones is rising as the wine industry embraces precision viticulture and data-based decision making.
Colorized images taken by drones alert viticulturists to various levels of health or low health in their vineyard. Data analytics companies VineView and SkySquirrel, for instance, have collaborated on drone-based systems that measure water content in leaves and detect stubborn vine diseases which can be stopped by identifying and removing infected vines. Drones can also spray vineyards with fungicide to prevent fungal diseases that affect grapes, which some would argue is more efficient than hand spraying1.

But can drones can help wine producers produce better quality wine? Vintner Ryan Kunde, who is the winemaker and co-founder of DRNK Wines, uses drones to exploit variability. He blends grapes from multiple blocks to achieve his desired flavor profile, a complex mix of vigor and maturity.

I’m interested to hear about the new, innovative, and exciting technologies our other speakers are seeing in the industry and to see how those innovations may be applicable in a development context.


1 Are Flying Vineyard Drones Creating Better Wine?

California Grown

As a Northern California native, I spent the better part of my childhood completely unaware of the significance of my home region to the wine industry, and the majority of my adulthood as the ‘go to’ with questions from my East Coast colleagues on where in wine country to visit. It was not until I left Marin that I truly understood the importance of our neighboring county, and how far people travel to visit year after year. Growing up, my siblings and I assumed that the annual harvest day at our family friends at Grace Family Vineyard was all just a big party to make grape juice like our juice boxes, not amazing wine. As I have gotten older I have come to appreciate the richness of this part of the world as it relates to wine, and hope to understand it even better after this class.  


I am taking this class first and foremost so that I can be a better and more knowledgeable steward of California’s wine tradition, and so that I can gain a more complete understanding of this fascinating industry that I have almost unwittingly been raised around. I am also excited to take this class in order to understand how California fits into the global wine market, and where it sets itself apart. I look forward to our great range of guest speakers, and hope that the knowledge I gain from this class will have a lasting impact on the way I think about not just wine’s consumption but its production, distribution and industry nuances.

Exploring New Options & Perspectives in the “Healthy” Category

I recently came across an early phase product at ABInBev called Kombrewcha. As the name suggests, Kombrewcha is a version of Kombucha (the popular fermented tea-like drink that has taken the “healthy” consumer community by storm, promising to improve gut health and more) produced to have higher alcoholic content.

EVER HEARD OF HARD KOMBUCHA? PROBABLY NOT. THAT’S BECAUSE WE ARE THE WORLD’S FIRST. LET US EXPLAIN: TO MAKE OUR HARD KOMBUCHA, WE TAKE TRADITIONAL KOMBUCHA – MADE WITH TEA, WATER, SUGAR, ORGANIC YEAST, AND SCOBY – AND BREW IT TO 3.2% ABV. THE RESULT IS A REFRESHING, DELICIOUS, ALCOHOLIC BEVERAGE THAT’S GLUTEN FREE, ORGANIC, AND LOW IN SUGAR. AKA: THE PERFECT BREW TO SOCIALIZE WITHOUT COMPROMISE.


If I think about any of the other prominent alcoholic options in this category, the examples that come to mind are largely of the Skinny varietal- mixers and alcoholic beverages that have less sugar, are lower in calories, and frankly don’t taste as good.

For me, and for many other consumers, a glass of wine, a martini, or a margarita are all treats, indulgences. Whether I am celebrating a happy success or the completion of a long day, I want to savor the drink and the experience of unwinding or celebrating. While I consider myself a health-conscious individual, and value the healthy options in most other categories, in these moments calorie count is not top of mind. Instead, I am more concerned with achieving the satisfaction that I derive from a rich flavor profile, as well as the other positive effects of alcohol.

Despite this resistance, Kombrewcha doesn’t come across to me in the same way. Because Kombrewcha is essentially emphasizing a component of Kombucha that already exists, it doesn’t feel like one of the other alcoholic options you find in the “healthy” category. I would liken Kombrewcha more to a cider or a cocktail with natural/organic ingredients.


Reflecting on what consumers hope to feel through an experience, particularly when it comes to F&B and luxury products (in the case of some wines), is crucial to understanding what will attract them to a new offering and what will turn them off. I’m interested in exploring the organic and biodynamic wine markets further to understand the impact of that production strategy on flavor, how the products are marketed to consumers, and how consumers are responding to the product. I would like to explore the idea of adding a “healthy” property to wine as opposed to stripping it of ingredients that are part of its core composition, as a way to add value and appeal to the health-conscious consumer.