Why Wine? Passion of Course!

When Maggie first started working with me, she asked: “What is the passion behind this project?” Not surprisingly, I had a long, rambling answer.  I am not sure it made sense at the time or if I heard it today, it would make sense.

I had not thought about that conversation with Maggie until Saturday when I read an article by Karen MacNeil, “Nothing Left to Say?”  It presents the views and opinions Karen has after a 40-year carrier as a ‘wine writer’, as opposed to wine critic, blogger, influencer, etc.  Specifically, she talks about the end of ‘wine writing’ and her views of the world of wine, how it has changed and its future.  I highly recommend reading this well-thought-out article. 

Wine writers, those who objectively look at wine, as opposed to wine critics who rate wines, have dramatically decreased in numbers over the past three decades.  Meanwhile, wine bloggers and influencers are on the rise.  But, are they truly knowledgeable through their education and wine experiences to become the people who influence wine decisions?

Karen’s article made me think: “Are those of us in the wine industry doing enough to attract the younger generations to wine?”  

Interestingly, Karen discussed a series of interviews she did with some Napa Valley winemakers.  She asked them a very straightforward question: “Why is wine important?” In all but one case, the winemaker looked puzzled by the question and then stumbled through an answer.  It made me think back to my conversation with Maggie and the question she asked me: “What is the passion behind this project?” and how I had stumbled through my answer.  Now that I have had time to reflect, my answer is very simple:

“I am doing something which I am passionate about and want to share it with others. Wine is social, wine is passion, wine is more than just a glass.  I want to share my knowledge with others so it can be shared and passed on to others.”

This passion and sharing it with others is the essence of the question I asked above: “Are those of us in the wine industry doing enough to attract the younger generations to wine?”  My first thought after reading Karen’s article was: “No”.  But, on further reflection I believe the answer is: “Yes, but not enough”. We all need to find a way to make wine less scary to non-wine drinkers and make true expert knowledge of wine more accessible.  We have all walked into a wine shop or big box store and seen walls or rows of wine and have no idea where to start. It is our job as an industry to demystify wine and make wine knowledge more accessible.  By doing so, we can provide an easier transition for those who want to drink more than beer and trendy drinks.

One of the joys I have had in the wine world is sharing my knowledge and experiences with others. Whether it is talking with a new wine drinker or an experienced wine drinker, it is a means of educating others.  That is why I have decided to offer wine classes to those who want to learn about wine or learn more about wine.  And, its not just these classes that provide an opportunity to learn.  Our virtual wine tastings, which normally have a winemaker or representative of the winery included in the discussion, provide another great educational opportunity.

I think it is important to remember that wine is best shared with someone else or in a group, it compliments a meal, celebrates an experience and has become a part of our culture. And, I believe we all want to see it continue through generations to come.

At every wine dinner, virtual tasting or in-person tasting I have done, I always end with: “There are three things which make a great wine – the wine itself, the food you enjoy with it and, most importantly, the people you share it with!”