The mission came through, as it always does, in the fog.
I’ve been on this river a long time. Long enough to remember when the three-tier system made a kind of sense — when the distributor felt like a partner, when the rep walking your route knew your customers by name. Knew which sommelier was quietly building an Italian list and which retailer would gamble on an Etna Rosso nobody had heard of yet. Selling wine was inseparable from loving it. The rep knew the producer, the place, the reason it mattered.
That world didn’t just change. It was hollowed out, quietly, with an acronym.



