With Vineyards closing nearly as fast as new ones open, the wine industry is in trouble.

“30% of California grapes weren’t even harvested last year,” owner of Brother Brown’s Vineyard, Oscar Brown said. “Everyone’s sales are down and we’ve run out of places to store our overstock. Want to buy some wine? Cheap! We’ve got a case sale going on!”

Some have traced the moment that the wine boom busted to an incident in the Wine Studies program at Santa Rosa Junior College. In a Wine Tasting 101 course, the instructor demonstrated “bouquet” detection, and sniffed a good quality Cabernet Sauvignon.

“I detect a harmonious blend with a primary aroma of blackcurrant, layered over hints of cedar, accented by a soupçon of Corinthian leather,” the professor said.

When it was the class’ turn, the first student sniffed the wine and said:

“Smells like spoiled grape juice with a hint of rancid cranberry.”

At that point the class burst into laughter. Soon, that Emperor’s New Clothes moment was posted and went viral, Suddenly, it became “okay” to stop pretending that people like wine and that awakening spread.

We surveyed Americans to find out the most common reasons given for dropping their vineyard memberships.

“Coke Zero actually tastes good, and is cheaper.”

“Wine doesn’t go good with football. And I hate soccer.”

“Beer tastes better. Well, at least not as bad.”

“Wine boilermakers taste awful.”

“It takes too long to get drunk on wine.”

“It’s too expensive to be one of the cool kids.”

“Being a wine snob is exhausting.”

“I got a cork in the eye opening a mislabelled sparkling wine.”

“I decided to just go back to drinking Cold Duck.”

“I was mixing wine I paid $100 a bottle for with Sprite to make it drinkable.”

“My family actually did an intervention and asked me to stop giving them my leftover membership wine as Christmas gifts.”

While Americans are moving away from the wine fad, there are still many die hard wine aficionados.

“Wine helps me unburden from what has been; like my Presidential dreams.” Kamala Harris said.