My Wine Platform

While STBNY remains resolutely apolitical, I have to admit the run-up to the elections have me in a patriotic, bombastic, speechifying mood. To that end, I thought now was the right time to unload some of my thoughts on the State of Wine in America…so here goes:

Ignore the wine list naysayers, the natural wine warring factions or the 100-point-scale haters — the state of the American wine union is strong. Never have so many been able to procure so much good wine at such good prices. Wine is now less of a Fancy Event thing and more of a “drinking a glass of red on a  Tuesday night” thing, which is most definitely progress.

And yet. While all these developments hearten me, I’ve still been feeling like something’s missing. And, then the other day, as I pored over my latest batch of Restoration Pottery Crate & Elm hi-lo aspirational-yet-affordable home catalogues, it hit me: there is no great universal American wine retail experience. There is no coast-to-coast chain that offers consistent product and pricing. No cheery, recognizable logo à la Target’s red bullseye. No Gap-esque “buy the second case at half-off” discounts. You can’t swing a cat at any mall in America without hitting a Sunglass Hut or a GNC — and yet there’s nary a wine store to be found.

It’s not just that the 21st amendment makes buying wine more difficult, or more expensive, for many of us: it’s that the 21st amendment actively impedes the development of a native wine culture. Because while Europeans may come to wine through the dinner table, that’s not really a viable approach for us. We’re not great at long, leisurely meals. But you know what we’re awesome at? Buying stuff. We are awesome, awesome consumers. I say this with fondness and respect. Have you never felt that fluttery sense of excitement and possibility upon walking into a Home Depot Superstore? (“This is the year I turn our decrepit shed into the woodworking shop about which I have always dreamed — and where I will teach my sons all the skills of handy, manly self-reliance I wish my father had imparted upon me!”) Do you not know the deep sense of community that comes from seeing a woman in front of you at Starbucks who is wearing the same top you’re wearing, also scored from the latest, greatest, and now sold-out designer capsule collection from H+M — and from knowing that you have each styled it in completely different ways, as befitting your age, height, weight and overall lifestyle considerations — and yet it looks equally cute on both of you?

Love ’em or hate ’em, brands like Target and H+M and Starbucks have made home design and fashion and fancy coffee more accessible to more people. Would a robust national wine store chain bring grower champagne and orange wine to the masses? Probably not. (And they’ll never be enough to go around, anyway.) But it could make wine fun, relevant, affordable, approachable and convenient to many more Americans. And that is, as they say, something we can all get behind.

 

 

 

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