Introduction Prohibition may have ended nearly 90 years ago, but its legacies remain, often hidden, in the way that wine and other alcoholic beverages are marketed and sold in America. I've written about the unintended consequences of the 21st Amendment which repealed Prohibition and as a side effect carved out an exception to the Commerce Clause that has made every step forward in the fight for direct shipping a battle between actors in the winery, wholesale, and retail spheres. Another effect is that because there is an express prohibition in the federal standards from any statement that might " suggest a relationship between the consumption of alcohol, wine, or any substance found within the wine, and health benefits or effects on health" a winery can't talk in advertising or on their website about the studies that show links between red wine and heart health.