Required Reading for the Wine Industry
For anyone who concerns themselves with the future of wine in America or the future of the American wine industry; for anyone who involves themselves in the sales and marketing of American wines; for anyone who produces wine in America with an eye toward illuminating not only their hand but their land, then a new bit of required reading has been produced by Appellation America.
But Part 1 ("Building Diversity") and Part 2 ("Branding Diversity") of Dial's essay is something more than the kind of call arms for which Appellation America has been known. Instead, what has been produced in this relatively short read (given the subject matter) is a critical, honest and respectful analysis of the path that the American Wine Industry has taken to reach its current state of evolution.
In part, the first 80% of the essay is a lead up to a description and justification of Appellation America's "Best of Appellation Evaluation" program. But in much larger part, Dial has dissected the largely reductionist tendencies among marketers, and the willingness of winemakers to embrace these tendencies, that have played an important role in diminishing the possibility of a much more robust and vital American wine culture.
It's a stunning indictment of the past 40 years of the Wine Industry while being also a remarkable guiding light for the winemakers and marketers that Dial so clearly appreciates and has confidence in.
This is a must read. It's a must discuss.