Italian Wine's Premiumization and "Affordability" Problem

What happens when you aggrandize and enshrine something that for generations has served as daily ritual

The news keeps contradicting itself. Alcohol causes cancer. Alcohol prevents loneliness. Wine sales collapsing. Warehouses overflowing with unsold inventory. Public health crisis. Social connection crisis. All true at once, all missing the point.

This isn't just a story about wine industry economics. It's what happens when you try to scale something that was never meant to be optimized—when wine went from just what you did to something you now have to decide about.