Abstract
ABSTRACTDirect to consumer (DTC) shipping has been a burgeoning segment of the wine industry for some time. However, regulatory policy has not kept pace with the growing reach and availability of these wines which has left this sector of economic activity prohibited in states that historically disallowed DTC wine shipping. Using detailed shipping records of wine shipments into the state of Oklahoma, a state that explicitly disallows direct shipping, we describe the nature of illegal wine purchasing in the face of prohibition by linking economic data from the American Community Survey at the zip code level for each purchase. We find that zip codes with 10% higher incomes purchase 7.4–9.3% more DTC wine, and that race is not a useful predictor in DTC demand. Our results have forward-looking relevance as well as more states amend their laws to allow DTC wine shipping. In just a 6-month period, an estimated $186,629 may not have been collected in excise and sales taxes in Oklahoma. This figure is plausibly a lower bound of future tax collections due to DTC prohibition.
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