Founded in 2005, the Specialty Wine Retailers Association was formed to create a national marketplace for direct-to-consumer wine sales. Wine retailers play a critical role in the national wine market. They provide not only access and choice, but information that helps consumers make sense of the great, and sometimes overwhelming, diversity of American and imported wines. The traditional merchant role is even more relevant in today's dynamic marketplace of thousands of brands. A primary goal of SWRA is to replace archaic, discriminatory laws that hurt consumers. A national wine marketplace will provide consumers with more transparency to what is available and more competitive pricing, which will help all tiers of the wine industry including wholesalers.