As wine educators, journalists, marketers, grape growers, winemakers, importers, distributors, retailers, and an entire supporting supply chain, we’re collectively facing what feel like unprecedented headwinds.
For the domestic American wine industry, we can add crippling and whipsaw tariffs to the list of recent new challenges, include devastating wildfires; scientifically unsound and sensationalist cheap shots from the World Health Organization and Joe Biden’s outgoing Surgeon General, an oversupply of grapes and juice at harvest that is diluting prices; and new competitive products including non-alcohol beverages, hard ciders and seltzers, and ready-to-drink cocktails. Not to mention that at least one and perhaps two generations have come of age in a 24/7/365 information and marketing bombardment, and markedly different patterns of employment, leisure, shopping, and social interactions.
Making and selling wine has never been a cakewalk, and the people who do it are rarely looking to make their fortunes; instead, they do it because they can’t imagine doing anything else. And it’s useful to remind ourselves how Prohibition and the Three-tier system emerged, and how they continue to limit some players and advantage others, as we re-think where we need to go and how to get there.