Wine as Consumer Packaged Goods or how we sucked all the romance out
Commodity is not wine’s natural state. In fact, sometimes I don’t know how we (as in the wine industry) managed to get here from there. How we took something so inherently different and made it so the same. How in our mad-dash to lay a business plan and margin analysis over a vineyard, we overlooked what gives wine value in the first place. Forgot what makes it mysterious. Ignored what makes it special.
