Why the Wine People?
Robert Joseph replies:
In wine, as in so many other parts of our lives today, we live in bubbles based on where we happen to be located, our experiences and tastes and the people we know and the work we do.
People who live in the US and buy premium wine from a local specialist struggle to imagine having to do one’s shopping in a Swedish monopoly store or choosing to do so in a German discount supermarket. And vice versa.
Those who imagine that ‘big wine’ refers to California giants like Gallo rarely know anything of the vast cooperatives that process nearly half of Europe’s grapes.
When thinking about the ‘opinion formers’ responsible for persuading people to buy one wine rather than another, how many people pause to consider the label designer and the person?
This book is an attempt to burst some of those bubbles and introduce the people in them to each other - and to the reader who can then imagine for themselves the relationships that might existr between them.
To help with these trains of thought, a starting point is offered for each persona.
