I say this as a millennial who drinks and actually did whisky tasting as my main hobby with reviews for 12 years; I get it. I worked with and in the alcohol industry. They have no clue. It’s all ego and razor thin margins and old ways of running a business. They are heavily resistant to change of any sort. They will not be able to handle this at all.
Add to that they are owned by rich people as vanity projects who want their ROI ASAP at levels that healthier margin/growth industries could barely achieve and we will start seeing them disappear. Which is too bad, because it’s centuries of tradition in some cases, and I find it tasty.