An Existential Crisis in the Wine Aisle

We live in times where taking chances can have dire consequences. Where disappointment is to be avoided at all costs, and influence is held with the same regard as experience.

Lately I have the feeling of driving down a busy highway when looking to purchase wine. There are so many new producers and ranges, new varieties, vintages, and packaging. They say: don’t judge a book by its cover. Maybe we should judge by actions and history?

I recently listened to a podcast about what motivates and drives humans, more than just the need to survive and fight another day. The argument was that we have an incredible desire for status. And as much as I would like to argue that life is so much more complex and nuanced, I have to agree that it is a compelling argument.

With most products and services, positive growth in status seems to be the key driving factor in most marketing. No longer the focus on quality, timelessness, and authenticity — but pure status. This product will make you happier, feel younger, more content, and make you the envy of everyone around you.

There seems to be an integral break away from the pride of achieving something that is not materially significant.

What happened to the simple joy of eating something your grandmother made? Lying next to someone on a cold day and feeling loved and wanted? Enjoying traditions? Celebrating community?

It should be paramount to celebrate the community. Because without community, we are destitute.

In my ideal community, status would be measured not by what the individual has achieved, but by what it has allowed the community to achieve. For that, the individual would be revered, respected, and elevated. And not consumed.

But still the choice remains. I need something a bit lighter, but with a good texture. A Pinot Gris? With extended lees contact.

Perhaps the philosophical inquiry was never going to resolve the practical problem. That’s probably fine.