There’s been much analytical writing lately about the mental, psychological, intellectual and emotional aspects of wine, such as this think piece in Decanter, in which Andrew Jefford ruminates on the concept of wine “as a dream.” He writes of the way wine “commands our emotions” and of its “cultural depth,” referring to historical effluvia well-known to most wine writers, such as Napoleon’s love of Chambertin. As an example of this “cultural depth,” he claims, justifiably, that one cannot drink Stag’s Leap Cabernet without thinking of the Judgment of Paris. Certainly, that is true for me.
(Interestingly, Jefford puts more emphasis on wine’s alcoholic content than I would. Surely, getting buzzed, in precisely the way that wine stimulates the brain and spirit, contributes to the human capacity to experience emotion. Yet non-alcoholic consumables, such as movies and athletic contests, also stir up our emotions, so the presence of alcohol doesn’t seem to be necessary to make us feel strongly.)
Anyhow, I agree with Jefford’s line of thinking and have written about it frequently, suggesting that wine’s emotive and associative force—and not its objective hedonistic content—is the reason why people are willing to spend so much money on certain bottles. But the fact that this topic, of wine’s subjective and cultural bases, has arisen so much in recent months and years begs the questions, Why? And why now?
It used to be that the superior price of Haut-Brion, for example, was explained as a function of its superior quality. The First Growths cost twice as much as the Seconds because they were twice as good. All the experts said so; everyone believed it, because we lived in an age of expertise that applied to everything from art and economics to religion, governance and wine. People did not question the expertise of the experts, or their right to proclaim their views with rigid certainty. You might not particularly care about those views; but you, as a non-expert, were not free to disagree with them. Or, to be precise, you could, but at the risk of sounding like an idiot.
In retrospect we can see that this Age of Expertise was a minor chord in a larger symphony of hierarchical ranking, in which what was was would be. God reigned supreme over the Universe. The Kings and Queens who ruled empires were second in order, their rule “divine” and thus unassailable. Below the Kings and Queens were the Princes of the Church, Generals of the Armies and Admirals of the Navies, and so on and on, down through the pecking orders, in which peons and slaves occupied the lowest rung. These latter had no views, or none at any rate worth considering. This mechanistic view of the world and its inhabitants was reflected supremely in Newton’s mechanics.
We know what happened next: with the advent of Einstein, relativity, the Internet and social media, the old order has more or less totally collapsed. Authority means little these days, in an age when the autonomy of the individual, coupled with that anonymity of autonomous individuals called crowd sourcing, is promoted above all else. In wine, this disintegration of authority leaves the inheritors and defenders of the new order a challenging task: to explain the hierarchies of the old order. How did some wines get to be so much more famous and expensive than others? Proponents of the new order, who generally do not have the ability to taste wine widely, tend to resort to a radical explanation: that the old order was wrong. They say that when their grandparents drank Haut-Brion or Chambertin, the wine’s “cultural depth” actually became “freighted” (Jefford’s word, and not a flattering one) with a dream-weight-anchor that utterly prevented Grandpa from experiencing Haut-Brion for what it was, as opposed to the “dream” his brain conjured it to be. In Jefford’s words, “the dream modifies our reaction to the taste of the wine.”
That’s pretty radical. We wouldn’t allow someone who was racially biased to sit on a jury. We rightfully recoil when a Supreme Court Justice seems to let religious beliefs interfere with a “justice is blind” interpretation of the law. We don’t like it when news “anchors” let their politics blatantly color their reporting. So why is it that we trust wine “authorities” who speak from a dream-world?
This, at any rate, is how proponents of the new order think; and it explains why these arguments of the subjectivity and emotive power of wine are so frequent nowadays. If this tendency towards relativism in wine—an undermining of authority, a calling-into-question of the very notion of quality—continues, the world of wine will find itself in a very peculiar place that has no precedent in recorded history, in which wine always has existed within a hierarchy more or less agreed upon by everyone.
Which is why I don’t believe this worst-case scenario will happen. Human nature doesn’t change, despite fantastic advances in science. We are still the same people our distant ancestors were. Today’s wars and preoccupations mirror yesterday’s; only the particulars have changed; not much else. In wine, the hierarchies of authority (French classification systems, Famous Critic point scores) are under assault, but I don’t believe they’ll fail. These cultural re-assemblings occur from time to time; the rise, in fact, of Bordeaux to the summit of the hierarchy in the 17th, 18th and 19th centuries was precisely a reassembling of a prior order, more chaotic but for all its disorder, more real. The particulars today change; the underlying reality—that hierarchies always will emerge, official and unofficial, yet understood by all—remains the same. To resist them is to form the stuff of future hierarchies.
Winston Churchill drank a lot of booze. I consider myself something of a student of the Second World War, having read an enormous body of literature on the topic, and I find it interesting that all three of the Allied leaders, Churchill, FDR and Stalin, liked to drink. FDR preferred his cocktails. Stalin, needless to say, liked vodka. But FDR always kept his input limited to a few rounds, while Stalin was known to have his butler substitute water for vodka at parties, when dozens of toasts might be proposed, and even his top aides would collapse from drunkenness.
But Churchill outdrank them all. Port, wine, whiskey, Champagne, Cognac, he mixed them all, frequently starting in the morning as soon as he woke up, and going until the small hours of the next morning. (There’s a story that he almost refused to meet with the Saudi king because alcohol would not be served.) FDR loved Churchill, who often stayed at the White House for weeks at a time, plodding about in his bathrobe and even meeting people naked in the tub; but FDR always breathed a sigh of relief when Churchill finally returned to England, because keeping up with Churchill’s hours, and his boozing, was close to impossible.
The fourth man of WWII leadership was famous for being a teetotaler. Adolf Hitler did not drink. While there are published reports of him occasionally sipping a glass of wine or beer, they are rarer than hen’s teeth. I have always thought it interesting that the Good Guys in that war drank while the Bad Guy didn’t.
As I survey our current political scene here in America I note that some candidates profess to not drink alcohol. I, myself, would prefer a President who does enjoy a nip now and then, and not just a nip: I like a man or a woman who takes his or her booze seriously enough to have favorite drinks and pursue some understanding of sourcing and quality. This is not a Republican or a Democratic thing. I just think that people who drink with some desire to know about what they’re drinking, who study their beverage and meet with its producers and apply some intellect to the experience of drinking, are superior to people who don’t drink.
Now, I don’t want to be misunderstood. If somebody is an alcoholic and has a problem with booze, then obviously they cannot and should not drink, and that does not make them a lesser person. I’m in no way suggesting that. But if I had to vote for somebody who really likes his booze and somebody who chooses not to drink, or to drink only very little and with no understanding of what they’re drinking, then I will always choose the former. Ronald Reagan was a discriminating wine drinker who promoted California wine. President Obama is a dedicated beer drinker who makes his own brew in the White House.
I think the reason I trust drinkers over non-drinkers is because drinkers seem more well-rounded to me as human beings. It’s easy to become rigid and ideological about stuff, but when you drink and get a little buzzed, the edges of life get softer. Ideologies tend to fuzz up; alcohol opens the heart chakra and in general makes you friendlier and happier and more accepting of life. Aren’t those qualities we want in our leaders, instead of anger, bitterness, closed-mindedness?
The Welsh poet, W.H. Davies, put it well: Teetotalers lack the sympathy and generosity of men that drink. But maybe Ol’ Blue Eyes expressed it best: I feel sorry for people who don’t drink. When they wake up in the morning, that’s as good as they’re going to feel all day.
One differs with Tom Wark and Julie Ann Kodmur with no small amount of trepidation. These two veterans are among the ablest and most effective of California winery publicists. I worked with them both for a great many years, and know for a fact that they have their fingers on the beating pulse of the business. But sometimes, you have to disagree with even the smartest people.
They have a new joint blog out (actually, “joint” blog makes it sound suspiciously herbal. The actual new “joint” publication would be Andy Blue and Meredith May’s “the clever root.” But I digress.) Julie Ann and Tom ran a post yesterday, “Ten 2016 Trends the Wine World Needs to Watch.” Most of their prognostications, I agree with; some, in part; others, not so much. Here’s the story.
“Natural Wine” Is Solidified As A Bonafide “Category” in the Wine World. Tom and Julie Ann may believe it. I don’t. To me, “natural wine,” whatever the heck that means (and it doesn’t mean anything, technically) is the new “biodynamique,” a buzzword for publicists to use to convince greenies to buy their clients’ wine. It sounds trendy and environmental—who wants unnatural wine?–but its meaninglessness limits its shelf life. (“Sustainable” is different. It’s certified by third-party organizations.) Even the people who peddle “natural wine” will soon tire and move onto something else, whatever that is.
Continuing Backlash Against the Wine Industry in Well Developed Wine Regions. Is there a backlash going on that I don’t know about? Well, yes: Julie Ann and Tom refer to demands by locals in wine country “to address problems this minority believes are caused by the wine industry,” e.g. traffic, crime, noise, environmental impacts, etc. This is indeed happening but there’s nothing really new about it. It’s a form of NIMBYism that does need to be addressed, but I have a feeling that where money talks, nobody walks: the wineries will pretty much get what they want, because they are the tax base in most of these regions.
Distributor Consolidation. This too has been going on for years. Yes, the problem is getting worse, from the point of view of smaller wineries that are locked out of the chain. There undoubtedly will be greater consolidation, but the good news is that the Internet and social media, with their DTC promise, are becoming effective counter-weights to the three-tiered system.
Emergence of Younger Wine Writers. It is true that “the older, experienced crew begins to think about retirement.” How could it be otherwise? It also is true that “young writers [have] been toiling at second tier wine publications and websites.” Will there be a simple one-two switch where Blogger Joe is the next Jim Laube? Well, somebody has to be the next Jim Laube so it might as well be Blogger Joe. However, what is missing from this analysis is the sad fact (from the point of view of young writers) that the number of influential writing positions will remain pitifully small. There are simply too many young writers and too few spots for them to work for decent money.
Increase in Use of Media (not Social) Relations in the Wine Industry. Being publicists, Julie Ann and Tom might be expected to predict how important their sphere will become. I’ve been around for a long time, and watching the interplay between wineries and P.R. firms has been fascinating. The theory is that increased competition will drive wineries to P.R. firms for “help reaching the media with their brand message.” Yes…and no. Some wineries will; some won’t, because they (a) can’t afford it, or (b) aren’t convinced external P.R. is worth it, or (c) are turning to their own in-house social media efforts, which they believe can replace traditional P.R. Can it? We’ll see. Traditional P.R. may (accent on “may”) be an endangered species—the streetlamp lighters of the 21st century. Too soon to tell.
Opportunity in Diversity. Will wineries, in an attempt to gain a niche, produce “different types of wines…new beers, ciders and spirits…” and so on? There are two schools of thought. One is that what has worked in the past (Chardonnay, Cabernet Sauvignon, Pinot Noir and so on) will continue to work in the future. The other is that the constant craze for new, trendy and different will enable some wineries to exploit consumer fickleness. Unfortunately, crazes have the lifespan of a gnat—remember Moscato? Personally, I can’t see wineries getting into “distilling or cider-making,” much less beer brewing; it’s not part of their core competency. So I’m not sure how much “opportunity” there really is in this new “diversity.”
More Groups and More Categories to Choose From. The idea here is that “group marketing” is easier/cheaper than individual marketing—a Darwinian herd strategy where the “pack” can better fend off the wolves than the lone individual. Julie Ann and Tom cite IPOB and ZAP as examples. There is truth here, but in a larger sense, wineries always have been torn between joining groups (which spread the benefits thinly but broadly over everyone) and going it alone, where they stand to gain a greater share of the glory and money. This is an inherently existential question each winery must ask itself. I, myself, can’t see any more groups, such as IPOB, successfully emerging. IPOB has been a pheenom, and will be hard to replicate. What I do see is more and more tourism opportunities for wineries: sponsored tastings at resorts and cruise ships, Uber rides from the hotel to the winery, that sort of thing. But this isn’t quite what Julie Ann and Tom are talking about.
More Virtual Wineries as Cost of Entry Continues to Increase. Obviously.
The Call For Expertise. I’m glad that Julie Ann and Tom agree with what I’ve been saying for years: “Many consumers [will] more actively seek out vetted experience in their pursuit of wine advice…in contrast to the Everyman Wine Critic and the Crowd as the source of knowledge…”. Amen, brother Tom and sister Julie Ann! I said it in 2008 and I’ll say it again: just because somebody runs a wine blog doesn’t mean that they have experience or credibility. At last, the consumer is beginning to realize that vetting counts. Despite predictions, widespread in the blogosphere, of the imminent demise of the major wine pubs, their “continued success…is evidence that consumers are looking for real expertise.”
Purposeful Authenticity Will Be More Important Than Ever. The message is that “wine companies that can provide…real, heart to heart, meaningful, authentic content will capture hearts, minds and possibly wallets.” Agree. The question is, how do you know if the “heart to heart” is real, or just a clever simulation of authenticity (like those oil companies that tout their commitment to the environment while actually wrecking it)? This is very hard; it requires consumers to put on their B.S. detectors. Ultimately, this issue of “authenticity” is the stickiest wicket of all, because nobody knows what it really means, and “the crowd” will always be divided as to who’s really authentic and who isn’t. One thing for sure: you can smell inauthenticity a mile away.
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I’m driving to Oregon today for more research into my Jackson Family Wines project. To think that just 72 hours ago I was on a warm, sunny beach on the Riviera Maya and now I’m headed up to the cold, rainy north country. I’m bringing my flannel shirts.
We’re coming up on the 20th anniversary of Bill Gates’ now-famous manifesto, “Content is King,” in which he made a number of predictions concerning the future of the Internet. Keep in mind that, in January of 1996, the Internet, or World Wide Web, was still an object of curiosity to most people, including even those who designed and operated it. Everybody knew how revolutionary the Internet was, but nobody was quite sure how to use it. Yes, the military already was utilizing it for communications, simulations and so on, but the average American was very much puzzled concerning what it meant for her.
I was one of them. I remember getting my first assignment to write about it. It was from Lewis Perdue, at the old Wine Business Monthly magazine, who told me to check the Internet out, and particularly to find out what I could about wine “chat rooms.”
I had no idea what he was talking about. I didn’t know how to get on the Internet (or if “getting on” was even the proper terminology). It turned out I had to go to the Berkeley library, rent time and use a hideously slow dial-up modem. It took forever to get online, and once I finally did, I hardly knew what to look for. But eventually, I found a few wine chat rooms and dutifully wrote up my article.
Back then, there was little talk of email, and none at all of social media. Winery websites were rare as unicorns (if in fact any even existed), and shopping via the Internet was a mere gleam in Jeff Bezos’s eye. Therefore, when Bill Gates wrote his little article, it caught people like a storm. He already was the most famous person in the world of computers and software (along with Steve Jobs), had been on the cover of TIME magazine in 1984 (when he looked like the nerd, Richard Hendricks, on TV’s “Silicon Valley”), and was understood to be a great prognosticator.
The title of Gates’ paper suggested his point. “Content,” he explained, would be the “long-term winner” in the race to make “real money…on the Internet.” And being a businessman, of course, Gates’ goal was for Microsoft to make real money.
Here are the predictions he made, which I have gleaned from the article. Following each prediction, I offer commentary as to how accurate the prediction was in terms of what has subsequently ensued, and to what degree the prediction has come true.
“Supplying information and entertainment” will be the “exciting things” that will fuel people to turn to the Internet.
PREDICTION ACCURACY: High.
HAS IT COME TRUE? Big “yes.”
The universal ease of “anyone with a PC and a modem” being able to “publish whatever content they can create.”
PREDICTION ACCURACY: High.
HAS IT COME TRUE? Big “yes.”
The ease with which this content can be “distributed worldwide at basically zero marginal cost to the publisher.”
PREDICTION ACCURACY: High.
HAS IT COME TRUE? Big “yes.”
“Intense competition,” some of it successful and some of it a dismal failure, “in all categories of popular content.”
PREDICTION ACCURACY: High.
HAS IT COME TRUE? Big “yes.”
“Printed magazines” can be “served by electronic online editions.”
PREDICTION ACCURACY: Medium-high.
HAS IT COME TRUE? Qualified “yes.” It’s still unclear how online advertising can raise the revenues that print advertising did.
“To be successful online, a magazine…must…have audio, and possibly video,” and not just “take what it has in print and move it” online.
PREDICTION ACCURACY: High.
HAS IT COME TRUE? Qualified “yes.” Too many magazines do exactly that: move what it has in print online. Magazines need to do a much better job of giving consumers a reason “to put up with turning on a computer to read a screen.” And Gates obviously underestimated the importance of video. “Possibly”? No, definitely.
Concerning the “breadth of information on the Internet,” it will be “enormous…”.
PREDICTION ACCURACY: High.
HAS IT COME TRUE? Big “yes,” but Bill Gates conspicuously missed the importance of “SEARCH” in order to find things in this avalanche of information. Perhaps if he had, Microsoft would have invented Google.
Concerning pay for content providers, “The long-term prospects are good, but I expect a lot of disappointment in the short-term as content companies struggle to make money.”
PREDICTION ACCURACY: High.
HAS IT COME TRUE? Big “yes.” Gates got it exactly right: Content companies (bloggers included) still struggle to monetize their efforts. Did Gates envision a solution to this problem? He did:
“In the long run, advertising is promising.” He also foresaw subscriptions as revenue-raisers.
PREDICTION ACCURACY: Moderate.
HAS IT COME TRUE? No. Gates wrote (1996) “today the amount of subscription revenue or advertising revenue realized on the Internet is near zero.” Now (2015), it still is pitiful, and most content providers can’t hope to make a living through either subscriptions or advertising. So, while Gates understood that “paying for content doesn’t work very well,” he was overly optimistic that the problem would be solved. His statement that “This technology will liberate publishers to charge small amounts of money” has failed to materialize. Unless you’re Parker or Jancis or somebody like that, almost no wine blogs make money.
Finally–gotta say it–Bill Gates missed social media. If he’d stumbled onto that, Microsoft could have invented Facebook.
Still, this little 1996 paper has turned out to be one of the most important and visionary analyses ever written concerning the Internet.
We know what “honest” means when applied to people: They’re telling the truth. And you can tell when they’re telling the truth by giving them a polygraph test. If they pass, they’re honest.
But you can’t give wine a polygraph test, and yet there is this persistent belief out there, especially among the gatekeepers, that some wines are “honest” and some by implication aren’t. The latest example is in the November 2015 issue of The Tasting Panel, in Randy Caparoso’s column, “In Search of Honest Wines at Our Somm Camps.” Beyond the headline, Randy quotes a local blogger as saying that Lodi Zinfandels are “among the most honest made in California.”
Okay, kiddies, pull up a chair and let’s talk. Now, I have nothing either for or against Lodi Zinfandel, but why would somebody say it’s more “honest” than, say, any of the following wineries that make Zinfandel, all of which I gave 95 points or higher during my stint at Wine Enthusiast: Seven Lions (Sonoma County), Hartford (Russian River Valley), Williams Selyem (Russian River Valley), Dry Creek Vineyard (Dry Creek Valley), Seghesio (Dry Creek Valley), De Loach (Russian River Valley), Deerfield (Dry Creek Valley), Zichichi (Dry Creek Valley), Ravenswood (Sonoma Valley), Gary Farrell (Dry Creek Valley). Then, at 94 points, we have Storybook Mountain (Napa Valley), Bella (Sonoma County), Bluenose (Dry Creek Valley), Joseph Swan (Russian River Valley), Beauregard (Ben Lomond Mountain), Rubicon (Rutherford), Seghesio (Alexander Valley), Schultz (Mount Veeder)—I mean, the list goes on and on.
What makes “Lodi” more honest than those?
I sometimes think that some modern gatekeepers trip all over themselves trying to discover the odd, the out-of-the-way, the underdog, the obscure, the heretofore despised, the outliers, the blue collar, the poor and struggling, in order to heap praise on them, thereby demonstrating their independence, vision, fair-mindedness, liberality and hipness. They seem to hate on the better-known appellations, varieties and wineries. What does Randy himself, a fine fellow whom I always enjoy running into, and a good writer, say about “honest” wines? Well, here’s his definition: They are “Wines that express places, not so much arbitrary conceptions of varietal character.”
Fair enough; let’s try to understand. First, I should think that critics would like it when a wine expresses “varietal character.” How many times have you seen critics panning something because it lacks “typicity”? But Randy’s use of the phrase “varietal character” is contained within a more complex phrasing: it should also express “place,” and the varietal character shouldn’t be an “arbitrary conception…”
With all due respect, all of the Zinfandels I mentioned above express “place,” in my opinion. As for “arbitrary conceptions of varietal character,” what the heck does that mean? I haven’t the slightest idea. Do you? What makes one expression of varietal character “honest” while another is “arbitrary”? For example, I have a certain notion of what a good Dry Creek Valley Zinfandel should taste like, and in my mind it does have “varietal character” that is modified by that special Dry Creek briary, brambly taste. Does that mean a good Dry Creek Valley Zin isn’t “honest”? I could ask the same thing about Anderson Valley Pinot Noir or Fort Ross-Seaview Chardonnay or Oakville Cabernet Sauvignon or Santa Ynez Valley Sauvignon Blanc or Edna Valley Pinot Gris. The best of those wines has “varietal character” as well as regional character i.e., “place.” This isn’t something that makes them “dishonest.” It’s something the grape grower and the winemaker worked very hard to achieve. Surely we can all agree on that!
Back to Lodi, which I admit has had a perception problem even Randy alludes to when he quotes a few somms who didn’t think much of Lodi until they tasted wines from there at one of Randy’s Somm Camps. It’s wonderful when someone who had a preconceived notion of something experiences an epiphany—we should all be so lucky. But what does that have to do with “honest” wines? The funny thing is that Randy, himself, writes, “Lodi does not grow the best wines in the world.” Ouch. He then goes on to praise it: “What it does produce are wines that are true to their Mediterranean climate [and] sandy soils…”. Well, I’ll drink to that—but does that make them more “honest” than a rich, heady Napa Cab?
Look, this is a fairly minor point, but you have to take it within the context of this entire conversation we’ve been having in California—largely somm-driven—about the meaning of words like “honest” and “balanced” and so forth. These are eye-of-the-beholder terms; there are so many conceptual and intellectual problems connected with them that it might be better if we just scrapped those kinds of subjective words as descriptors and moved onto adjectives that are objectively real, understandable and, yes, “honest.”
“A lot of mediocre wine is being sold on the basis of a story.” That’s a quote from a New York somm, Jason Jacobeit, cited in Lettie Teague’s latest column in the Wall Street Journal.
To whom is this “mediocre wine” being sold? None other than “Millennials,” who, according to sommelier Jason, “are more interested in the narrative of the wine rather [sic] than the wine.”
That’s scary, but it wouldn’t be the first time in the history of capitalism that the sizzle, not the steak, is what was sold, which is why the Latins, inventors of the concept of caveat emptor, realized, two thousand years before P.T. Barnum, that there’s a sucker born every minute.
Ms. Teague, who seems to agree with sommelier Jason, cites a few other instances of obscure wine that has had or is having its moment in the Millennial sun: “orange wine or Slovenian Chardonnay [and] Pét-Nat,” in addition, of course, to the wine that may have started this whole Millennial-social media thing, Moscato. Each seems to be the product of “rebellious tastes” that “lead [Millennials] into trouble” due to their “enthusiasm for the obscure.” Ms. Teague quotes another young wine director, Taylor Parsons, of the L.A. restaurant Republique (a very good restaurant), who observed that this obsession is due to “Millennials’…incessant search for the next cool thing…”.
How did we get here?
You know, when I was 17 years old, in my first semester at college, my parents drove up from New York to visit me, and my father was shocked by me wearing my white button shirt untucked. I mean, that’s not exactly the most rebelliously outrageous fashion statement in the history of teenage angst, but from my father’s point of view dress shirts were meant to be tucked inside the belt, not fluttering below the waist like a skirt. Boy, was he pissed—and I vowed to myself never, ever to get old and grouchy and complain about “this younger generation.”
To a great extent I’ve avoided that booby trap. But sommelier Jason and wine director Taylor are onto something. The biggest change, wine-wise, that’s occurred, in my judgment, between the Millennial generation and all that preceded them is that, as sommelier Jason points out, “few of his [Millennial] generation peers [take] the time to understand why certain wines are greater than others.” Champagne is better than Pét-Nat, and this is why Pét-Nat is likely to have the lifespan, in terms of popularity, of Moscato; I mean, does anyone even drink Moscato anymore?
But we have to understand why this fundamental shift has occurred. Partly it’s because (as Ms. Teague points out, citing a Wine Opinions poll) “Millennials regard the 100-point scale as the creation—and the provenance—of their older wine-drinking peers.” Actually, Millennials probably wouldn’t even call those of us who are members of older generations “peers”; Ms. Teague was no doubt being kind to avoid more offensive terms. Now, there’s nothing wrong with a new generation kicking over their parents and grandparents and exploring and discovering things on their own. It’s the way Life proceeds. But this tendency, which has occurred throughout human cultural development, has been greatly exacerbated, as never before, by another modern phenomenon: social media.
We used to have, here in America, some sort of social consensus. It extended from our values and practices all the way to our choice of wines. People tended to believe in the same things (the American dream, the Presidency). They went to the same movies, listened to the same music, ate the same kinds of foods, dressed similarly and more or less lived their lives in similar ways. You can criticize this as group-think if you want, and point out, rightfully, that this system harbored all kinds of social injustices: but one thing it got right was that it united us, as a people, so that we weren’t always quarreling over the smallest trivialities.
Not so today anymore, as our smart phones and tablets let us hang out, digitally, with those who really are our true peers: people who think just like us. Trouble is, there are so many sub-groupings, more all the time, and it’s so easy to find them and then to plug yourself in, that we are well on the way to living as much in the digital or virtual reality of online as in the “real” world. It’s McLuhan’s “global village” gone amok, not a “village” anymore but a series of isolated neighborhoods.
But how to account for this obsessive drive for novelty, for “the next cool thing”? I trace it to the pre-Internet media sensations of, first, People Magazine, and then MTV. Both shortened America’s attention span: People’s articles were short, pictorial, celebrity- and freak-oriented and addictively readable (the opposite of the New Yorker), while MTV was famous for never allowing a scene in a music video to last longer than three seconds. A generation that grew up watching those constantly-changing videos developed a craving for novelty, for incessant change—they wanted to be entertained with something new and more interesting than the previous thing, ten or twenty times a minute—think about that!—which suggests something evolutionarily radical and destabilizing. Throughout human history we—our forebears—were required to live with, and be satisfied by, an external reality that hardly ever changed at all. The walls of the cave were the same as they always were, the ground beneath your feet was the same ground you had trod all your life, the people who surrounded you were the same family and tribal members you were born into. Change was non-existent; you found value, meaning and joy, if you found them at all, in the actual world around you.
Because of this continuity, the human race developed the notion of the wisdom of the elder. Life was nasty, brutish and short; the only way to survive was to learn the tricks of the trade from the elders. You could rebel, but at the risk of getting into trouble. Now, I’m very proud of the fact that my generation, the Baby Boomers, did rebel against the stultifyingly uncreative, unconscious, environmentally stupid, racist, homophobic and anti-feminist culture of our parents. We really moved this country, and the world, forward. But maybe, in opening up Pandora’s box, we created a Frankenstein’s monster: Millennials have taken our independent streak and so boosted it up on steroids that, functionally, there is no unifying stitch to American culture anymore. It’s an everyone-out-for-himself world of tribes, cults, peer groupings and associations.
And so we come to the cult of excitement, the lust for novelty that characterizes the Millennial approach to wine. And we come, also, to the concept of “the story” that can be so annoying and misleading. Most of the stories wineries convey, so far as I can tell, are ersatz fairy tales that seem to have little connection to the actual wine. As a wine writer who really, truly loves wine, its history and culture and place in the world, I find it appalling that a winery could hire a P.R. firm to invent a story they thought would sell their wine, instead of focusing on quality; I have nothing against stories, but the phony, predictable ones that routinely hit the media are so trite, so boring. And because of this fractionalizing of our realities into millions and millions of separate spheres, experienced through our portable devices, the world of wine has shrunk to momentary entertainment—to a quickie–to a world where spin and hype and process are more important than the wine itself.