"Like every other retail industry, wine is dominated by marketing and wholesale companies. Their businesses are based on creating brands that people will buy, and getting those brands into the hands of consumers."
How Wine Became Like Fast Food
by Keith Wallace
Taken from the Daily Beast: November 4th, 2009
The bottle you’ll enjoy with dinner tonight likely wasn’t produced at a winery, or by a winemaker. Instead, most American bottles are little more than grape-based processed food product.
There is a general assumption about wine: it’s made by a winery, and its name will be on the label. One imagines a winemaker in his vineyards, inspecting bunches of grapes. Maybe his dogs are chasing rabbits between the rows of vines. At night, he pops open a bottle of his own creation to share with friends and family.
It is a romantic ideal, but for most bottles sold in the U.S., it’s also untrue. Of the top 30 wine brands in the United States, not a single one of them grows, produces and bottles its own wines. For the brands doing big volume, the formula is: buy tankers of bulk juice, and slap a label on it. Those bottles may look beautiful, implying a bucolic wine-y setting, but the cold hard fact is that the juice within is just a trademark coupled with a savvy marketing plan...
For the full article please visit my dear friend Keith Wallace at The Daily Beast
http://www.thedailybeast.com/blogs-and-stories/2009-11-03/how-wine-became-like-fast-food/?cid=topic:mainpromo1
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