Reinventing the wine

Unlike most other alcohols, selling wine over the last half century has required not just branding, but a narrative, and despite being very aware of this, wine has never actually managed to fully control its own narrative. You can see this when it was all fun and games being an excellent part of the Mediterranean Diet. Back then, wine was viewed as the ‘healthy’ booze for a healthy lifestyle. But once the bottomless mouth holes on The Socials, along with the some of the most corrupt/boring politicians in recent history […]