Are Wine Ambassadors Worth the Time and Money?

(This one is)

Is the role of the wine ambassador in the era of social media an experiment that has yet to see its star rise or has that sun already set? With wholesale consolidation approaching event horizon and with sales force automation becoming more prevalent, how do you get the drum beat, the cheerleader, when historically that was left to the distributor’s sales force?

This commentary is directed primarily towards companies (importers, wholesale distributors, wine regions and consortiums, and well-financed wineries) but if you are a wine ambassador or are considering to become one, there are some relevant points here for you as well.

Wine writers and their most faithful followers

For those perched inside the balloon of the wine world, a self-contained orb, there’s little to worry about an expanding universe. The problems of string theory or quantum mechanics matter not, to those vying for their spot on the head of the pin, placed strategically in the middle of the balloon. Little concern there is, as well, for any possibility that the sharp end of that needle might pierce their tiny world and all will be lost. Wine writers live in an alternate cosmos. There aren’t the normal repercussions that normal writers must face. The book writer, and hopeful publisher, gnash about in the trendy nosh parlors of Shoreditch, swirling their Manzanilla, while cobbling their strategy to sell 1,000 books. It’s perfect. It must be the alcohol, which casts that euphoric fog.

Oh, The People You’ll Meet! (at a wine media luncheon)

Since decamping from the day job, I’ve had more than my fair share of invites to wine media luncheons. For the most part these have been pleasurable social events. If lucky, we actually received information and inspiration. I’ve come to recognize some of the archetypal characters that populate these events. Here are a few that have stood out along the way.

The Scandal that has Shaken the Universe of the Masters of Ŝophisticated Ҫannabis

Dateline: April 20, 2049

It’s been nearly a year since 420 anxious Cannabis Sommeliers amassed at the Hotel Zig-Zag in Portland, Oregon. The purpose? To accept a challenge to pass the most rigorous testing to become one of a handful (now standing at 1937) of Masters of Ŝophisticated Ҫannabis (MŜҪ) in the world – fewer than have traveled to Mars.

Asprinio - a Ramble, a Recollection, a Revelation

“Summer will end soon enough, and childhood as well.” – George R.R. Martin

In my den, on an oak table, bottles of wine are lined up to be tasted. Wine from Sicily, from Chile, from Napa Valley, waiting. I should open them, taste them, make notes and find a way to tell readers what they’re like. But a newly aroused narrative has jumped the queue, an anamnesis, long ago filed and forgotten. And cadaver-like, it pops up, resurfaces, and appeals for its story to be told, before it is consigned once again to oblivion on the battlefield of memory.

Fury, Indignation, Outrage – Seeking Asylum from the Blitz Against Bliss

…and the wine we’ve been opening up lately, on the island.

Three years ago, I came up with this scenario that, quite possibly, the earth passed through a field of cosmic dust of unknown elements that caused a large part of the population to have experienced a mind-altering state, and not necessarily in a good way. Not a mass hypnosis (which doesn’t exist), maybe just a slight shift in the collective consciousness? Or maybe, mass psychosis? But if that possibly happened, to those who weren’t affected by the dust storm, it seems all kind of crazy was unleashed. But this is about wine, and Italian wine, so let’s get after it.

Burning Man At 50 - Five Gen ΑΩ Women Who Are Changing Wine and the World

Reporting from Black Rock City, August 31, 2036...

This is Leia Rippley; I am now 85. And as they say, 85 is the new 30, thanks to nano-extenders and the little solar generator that keeps my heart pumping. With global warming, there is plenty of sun, and Black Rock City, with its average temperature, this time of the year, at 125°F, my heart has another 40-50 years. That is if Terra does. Fortunately, I also had a vortex personal cooling rib-cage installed in 2025, and have only had to rebuild it three times. But, it’s all good, I’m cool.

Regarding Wine, Writing and “Influencers”

With time comes reflection. What makes a life? What are the influences, positive and negative? What shapes one’s thoughts, preferences, aspirations? What gives one greater fear, or the occasional gloomy feeling? What offers greater clarity and purpose? How does this little microcosm relate to the larger, more immediate world of the everyday? What is it about wine and writing about wine that fills one’s butterfly net?

The bubble of the wine world and the words that swirl about in that rarified atmosphere are but a metaphor for life’s greater meaning. This is my view. It, and the role of the influencer, are the basis of this personal essay.

Knowing Your Place

from the archives...The social hierarchy of vines

Among the many hundreds of Italian vines there is a pecking order. Some are more important than others. Often, the ones in power don’t shy away from letting the subjacent ones know who is on top.

In Italy, Nebbiolo and Sangiovese are the Chairman and the CEO. But not just any Nebbiolo or Sangiovese. The Nebbiolo must come from the Langhe, preferably Barolo or Barbaresco. And Sangiovese, while prolific, must be from the right neighborhood, Montalcino. Everywhere else is the other side of the tracks.

If you are Montepulciano or Nero d’Avola, what are the chances you’ll make it to the ruling class? You might have breeding and pedigree, but location is paramount. You have to come from the right place. And knowing one’s place in Italy’s viticultural society is vital to one’s status.

The Emotional Roller-Coaster Life of a Wine

...from the archives

I’ve been sitting in his wine closet for close to 20 years now. In the dark. Freezing. Once in a while he comes in, turns the light on and picks another one. The other, always the other. What must I do to get out of here?

I have spent the best years of my life in this small, dark room, with the others. Sometimes for weeks, he doesn’t come in; we don’t know if he has abandoned us totally. And then all of a sudden, he opens the door, turns on the light and squeezes in a few more of the others. This is sheer torment. When will I get out of here?