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Lately, developments on the wine scene have been making me grouchy and grumpy.
It's a personal state of mind that hopefully doesn't affect my dealings with people I know. Those people who know me, say grouchy and grumpy sounds about right.
Anyway, here are four things that I think are disrupting the wine world and annoying me.
The impact of AI on wine. Followers of wine business news or feature items in the general press, have no doubt noticed an increased encroachment of artificial intelligence in every aspect of life.
Although I've been accused of being a Luddite, my view is while AI is being used to better many aspects of our lives, including the wine business, there will be aspects that ultimately prove to be problematic.
Because the impact of AI is increasing, even for writers and photographers who do not know if their work is being manipulated by AI, the satisfying act of creativity could be out of their control if not managed properly.
So, what it comes down to is, with the flurry of AI activity, I worry about how AI will make wine writing less relevant.
Expensive wine. Today, there is a level of shocking wine pricing that is beyond reason. You may not have noticed, but some high-end Burgundy, Bordeaux and California Cabernet Sauvignon are priced in the thousands of dollars.
Why?
Because, believe it or not, there are people willing to pay any price for a bottle of one of these coveted wines. And, compounding this inflationary practice, only those people can say if a wine is worth the high price and why.
Unfortunately, hearing that wine prices are way outside their budget, a new beverage shopper, trying to decide whether to buy wine, or beer, or some other beverage, will likely not opt for wine.
Of course, there is no way to know, for certain, if high prices are contributing to low wine sales. But, on some level, throwing up high prices is surely a barrier to sales.
Best lists. I read an item recently, addressed to winery owners, suggesting that if you want to sell more wine, then add the word "best" in your marketing pitch.
Right, as if we don't have enough "experts" advising us that this Chardonnay is the best from a given vintage, or region, or winery.
The benefit of collecting and drinking wine is making a personal decision of what to buy. Often, the "best list" is not based on solid knowledge of the wines, but on someone else's likes and opinions.
If you must, only use a "best list" as a guide, and make your own wine buying decisions. The best wine for you is the one that best suits your taste, not someone else's opinion of "best."
Wine as an investment. Some people reading this will, no doubt, think my concern is silly and misguided. After all, they might say, wine is sold in commerce, at retail stores, restaurants and cafes. So, why not make a buck from investing in wine?
Because wine should not be treated as a commodity, something that has lost its individual distinction in the marketplace and is being hawked for the lowest price.
When wine becomes an item of investment, it is then not intended to be drunk and enjoyed, but passed along from one investor to the next, in search of a monetary profit.
Someone once said that wine is "a social lubricant." The primary reason for wine is to provide a pleasurable accompaniment with food, in a social setting. Thus, wine should be viewed as a personal investment in gustatory pleasure, not an impersonal way to make a profit.
To wrap up this personal rant, here are some closing words: You probably have your own list of things that annoy you about how wine is marketed, promoted and sold. And I understand if you think what I've written here is nonsense, but before you hit the delete button, read the four things again and see if there's something about the impact of AI that is troubling to you.
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Next post: Napa's Other Wines
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