quote:Originally posted by Stefania Wine:
I took it exactly opposite.
The 'movement', is against Ghost Horse's schtick, which is the most extreme form of a wine marketing mantra that started when Robert slugged Peter and reached it's peek, well now.
Calling it a movement, may be a bit much, but the marketplace is shifting. It's getting younger, female, and cares less about ratings, luxury appeal, and 'power'.
My mailing list is over 40% female, and probably 60% under 40. (From what I can tell) That demographic would shock most Napa mailing lists. Honestly I don't know how it happened, but it's not what one would expect. Something is changing, and consumers are looking for new and different voices, who connect better with them and why they drink wine.
Maybe I should have said the "movement" in the wine market? Who knew every word would be dissected with such intensity?
But seriously, I believe there is a shift in attitudes toward wine. I think your comment above regarding power, luxury, legacy, speaks to exactly what I'm trying to get at. There's a demo shift, a perception shift (people now feel it's okay to tailgate at a football game with wine instead of beer). That is a significant social shift. Wine is shedding some of its stereotyping and is being embraced by a lot more people. With this kind of "movement" or social shift, comes a need for "ambassadors" that embrace this ideology and keep pushing it forward.
The quality of wine is also improving which means you don't have to buy expensive wine to get good wine anymore and regional dominance over varietals isn't what it used to be. You don't have to look to Burgundy, Oregon or California to get great Pinot Noir. You can find it in New Zealand now. I can buy Chateau Musar instead of Chateau Margaux because not only is great wine being made elsewhere, its accessible. We are no longer have to depend on the local liquor store because you can find wine online from around the globe. Amazon.com is starting to sell wine. Wine is starting to hit critical mass and that means change.