Italian Wine and its Truth-Adjacent Death Spiral

I was making my rounds in the wine job circuit. Serving tables. Sommelier. And now (1981) I was managing a wine bar in Dallas. My son was nearing school age. I needed a day job, being a single parent. A wholesale wine manager, sitting at my bar, told me I’d do great in the distribution side and offered me a job. And so I took a leap.

Over the years, it has been a good ride. I took a few years in between, working for an importer. I loved that side of it as well. But it was always distribution that called to me.

Showcasing Italian Wine in the USA – 3 Events to Put Your Best Foot Forward

Slow Wine – Vino 2017 – Gambero Rosso

February has been a busy month for Italian wine in America. The Italian holiday vacations, for the most part, are done with. Vinitaly is a couple of months away. And Italians, as 21st century road warriors, have their engines revved. The race has begun. And not just for the wine business. This week I huddled in a snow-bound hotel in lower Manhattan, during Fashion Week, amidst a gaggle of Italian designers, photographers and models. The spirit of Marco Polo, Amerigo Vespucci and Cristoforo Colombo, is well and alive, in the hearts and constitutions of Italian artists, merchants and craftsmen and women. And Italian wine is right there with them - all new, shiny and pretty.

What will happen to Italian wine if America enters into a trade war with Europe?

The Italians never thought it would happen. They, led by the French, were marching into a huge new market, China. In that moment, they turned their gaze from America, seeing a new, emerging market filled with hundreds of millions of potential customers for their wines. Every farmer’s daughter was going to Shanghai, Beijing, Tianjin, Guangzhou, Shenzhen, Dongguan, Taipei, Chengdu and Hong Kong with their Barolo, Brunello, their Prosecco and their Moscato. All along, China was developing cheap solar panels, racing to find a way to fulfill their own country’s need for cheap, clean, sustainable energy. And with that came the temptation to import those solar panels to their trading partners in Europe. But trading with China in the solar sector could cost thousands of jobs in Europe, where the solar energy industry had a foothold and was growing at a rapid pace. The EU threatened a steep tariff on solar panels imported from China. And China threatened to retaliate on wine with a tariff of up to 47%. A trade war loomed. And while this threat was greater to France, and even Spain, Italy also felt the slap from the big hand of China.

Survivalism for the Shattered Tribe in the Fog of Winter

Could this be the week we will look back, someday, with the realization that our wine collecting days are over? For one, the span of my life, or anyone’s life for that matter, might not exceed the time it will take to open and drink all the wines we have amassed. For another, the idea of wine, in the age of disruption, just doesn't seem that high on the list of important things to concern oneself with. Or am I wrong? Perhaps this is the perfect time to open up anything, and everything that matters. We’re not getting any younger. And the asteroid is still light years away from impact, isn’t it?