It works because everybody is involved.
Black Friday would be an uneventful day indeed if only a few stores participated. But the collective mass builds the excitement, which leads more to join the mass (both retailers and consumers) making it a self-fulfiling prophecy.
So what might happen if wine retailers got together for Local Wine Store week? Or locally owned wine importer week? Or a collective of restaurants in a geographic area made a wine week to draw people in (50% off all wine at all locations for three days straight)? Or a Summer of Riesling?
The possibilities are endless when you see the power in collaboration.
The wine industry can take a cue from Record Store Day. Find the fans, connect with the greater tribe, and as a group make some cool shit happen.
Competition is important. But so is collaboration.