Wine, and its industry. 

Please don’t confuse it to be the same thing.  It’s not.  Wine can be a business, yes, we all know this.  At its definition though, wine is more than a barcode or sku, more than a metric.  This is not romancing wine to some comical degree, it’s truth.  And the truth of wine develops outside any “industry”.  There shouldn’t be any contest or urge to one-up someone with knowledge or what you have on your CV.

I’ve always seen what’s in the glass as a narrative being.  As something living, a creature.  More than an ‘it’…

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