Why is Wine still important in 2025?

The world as it stands today feels like a very chaotic, charged, and uncertain place. However, in various parts of the world including central and southern Europe, parts of the Mediterranean, South Africa, Australia, New Zealand, China, Japan, South America, and the US, one thing is certain every year: the production and harvest of a new vintage of wines. Each year, farmers, and vigneron(ne)s toil through the spring and summer, regardless of what mother nature throws at them, to try and harvest a healthy and ripe crop of grapes to make that year's wines. 

The word on the street is that wine consumption is down globally, with rising trends of low/no alcohol drinks, and younger generations simply choosing to drink less or not at all. However, what is hidden within that big statement is the fact that demand and consumption of high-quality, organically-farmed, and sustainable wines is actually up. People are more and more interested in where their wine is coming from, how it was made, and who made it. This is something we can get behind! Because we believe in the importance of farmers and vignerons who care about the health of their soils, the environment, and their impact on the land. We also believe that wines coming from people who have these elements and aspects of farming in mind, are simply more interesting, taste better, and are worth spending money and time on. 

With those things in mind, we do think it is important to ask: why should wine, and particularly quality-driven wines, continue to play a role in our societies for those who choose to drink wine? Our simple answer to you would be that we believe wine has the power to create and enhance community. We see wine as a connector. Wine served at a dinner gathering of friends and family is an integral part of the meal, like another dish or ingredient on the table. A bottle can be shared between a couple over the course of a meal, enhancing the food, and easing and relaxing the flow of conversation. And as such an important element, caring about the quality of that ingredient seems like a no-brainer!

We believe that there can be magic contained within a bottle of wine. A snapshot of a particular year, from a specific location on the earth, the weather patterns of that year, the decisions made by the vigneron(ne) about when to harvest, how to press, what container to age it in, and so on. All of these things build to create the resultant wine, which upon opening with a friend, a loved one, a family member, or a group of people, releases its magic and bestows it upon the drinkers for a transient moment in time. 

Our message to you is to build more community, build more bridges and connections with the people in your lives, and share more wine with them! Host a dinner party, cook for people, go out to eat, or go to the park with friends. Share a bottle of wine and share something that comes from a farmer or vigneron. Share something that contains an echo of people and places, an echo of a tradition and activity which has been carried out by humans for over 8000 years.