How/Why does wine get produced for years and never get sold anywhere but discount outlets?

So I have a friend who is sort of in the situation. They are fairly affluent and without getting into more details own a very profitable enterprise. They wanted to be in the wine business. They hired a Wine maker that is fairly well known in Napa to make wine for them up in Washington. They made wine for a few years and I’ve had enough to know it’s decent wine. The one thing they didn’t anticipate was how hard it is to sell wine. They still have several hundred cases that they are storing in cold storage and trying to figure out how to get it sold . But they arent trying too hard. They got plenty of money and will eventually get around to doing something with it beyond gifting it and bringing a bottle to our Friday night dinners. They bring better wines they didn’t make to dinner also lol

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