The Greeks referred to art as being two steps removed from reality. Now in the infinite wisdom of the Pennsylvania liqueur board you can get your wine in a vending machine. Take a look.
So what’s wrong with this picture? In my view, this further dumbs down wine to a mere commodity. Cigarettes, bubble gum, soggy ham sandwich, and oh yes, wine, all dispensed without comment to your grocery cart. You can tell your kids that wine comes from a vending machine.
The magic of wine is lost in this equation. And consumers are simply buying the next flashy label. This is definitely removed from reality. What I preach is to get out and explore wines at their source, the wineries. Here you can experience the wine before it’s packaged and stuck behind a glass door. You can even talk to the person who made the wine, imagine!
Too many of our agricultural products are so removed from the consumer that it is no wonder that junk food can even be called food. It only has to fit in your mouth. Wine is more than something we drink, it is one of nature’s most powerful mysteries.
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