Reinventing the wine

Unlike most other alcohols, selling wine over the last half century has required not just branding, but a narrative, and despite being very aware of this, wine has never actually managed to fully control its own narrative. You can see this when it was all fun and games being an excellent part of the Mediterranean Diet. Back then, wine was viewed as the ‘healthy’ booze for a healthy lifestyle. But once the bottomless mouth holes on The Socials, along with the some of the most corrupt/boring politicians in recent history started decrying wine (as well as alcohol in general) as ‘evil’, that whole narrative unraveled like silk lingerie, machine washed on the cotton cycle. Thus, despite wine never being better made as well as very accessible to all levels of income, consumption of wine has been in a freefall ever since we emerged from the darkest days of the pandemic.…