I started this blog back in January as a sideline, just to vent. I thought I’d see how it went, have a little fun. Then as spring approached, I had less free time to post. But the people were still coming. A lot of people, more every day. Emails harassed me for more posting. I’m still pretty floored by it.

So now I’ve had time to sit down and figure out what I want to acheive here. You’ve got to have goals, right? I figure mine’s all in the title. This wine "business" of which I am a part is truly messed up. It’s Bizarro world. And I’m going to shine a harsh flourescent light on it, for you. Why? Because I’m a freak for food, and wine is food–NOT a commodity.

Wine is food. And all food fights the same battles these days. It’s the good of Slow Food, farmers’ markets, and eating as a family against the evil empire of the golden arches, high frustose corn syrup, and choking down meals in your car.

I pick on the wine industry specifically because, even as  a pro, I feel nothing about it speaks to me or anyone my age. The industry seems content to preach to the converted, developing new products and advertising to further compete for those few who already buy the majority of wine–a strange form of cannabalism. They are ignoring the enormous buying power of we younger Gen Xers and Gen Yers who spend 15% more on everything we by than do the aging Baby Boomers.

I say it’s time for a revolution. Face it boys, The Big Chill was a long time ago. Classic rock now includes U2 and R.E.M., and you are ignoring certain facts of life. It’s our money that’s going to make the consumer world go round. Wake up and smell the espresso(we spend alot more on coffee, too). If you want to stay solvent, you’ve got to deal with us now. And we don’t swallow your rhetoric so easily.

We don’t like to be blatantly marketed to or talked at; we prefer the leanings of our peers. We are interested in ichiban quality and something Boomers lack almost universally–style. When we do want something, we’ll pay mucho dinero for it. Just ask Steve Jobs. And here’s a hint: it will take more than adding the word "eXtreme" to your bottle to get our attention.