I’ve not commented on the recently announced alliance between Martha Stewart and Gallo, who it appears will make wine for the doyen of all things domestic under the new "Martha Stewart Vintage" line of wines.
It just seemed so obvious that this announcement had very little meaning. Who knows, maybe some meaning will emerge. Maybe that meaning will be the creation of a new wine brand that produces and sells over 1 million cases annually.
However, today in Dan Berger’s weekly Vintage Experiences newsletter, we get a perfect explanation of the meaning of Martha’s new line of wine. The meaning is meaninglessness:
"But how on earth can anyone take the MSV line of wines seriously? Why would an MSV wine be any better than a Gallo of Sonoma bottle? What bothers me most about this is that it is yet one more new brand that clearly has no particular meaning … except, perhaps, to Martha Stewart fans."
Of course the thing about Dan’s interpretation of these new wines that I really appreciate his his emphasis on the idea that a wine should have meaning that goes beyond meaninglessness. This view, of course, really only has meaning to those who take wine seriously. There are those who will assess the idea that wines should have meaning will a big roll of the eyes and say, "yea, and my soap needs to have meaning too."
This should tell you a couple things. First, it should tell you that if you do believe that wine should have meaning then Dan Berger’s newsletter is probably something you should be reading. It should also tell you that meaning is in the mind of the beholder. Dan knows this and he knows his audience too.
If you are so inclined, here is the best article that attempts to eek out some sort of meaning of the new line of Martha Stewart wines. I’ll settle for Dan’s interpretation of it’s meaning: meaninglessness.