It’s Not the Wine –
It’s the Glass, Stupid
It
seems that all areas of privileged recreational interest go through a similar economic pattern. As the category
matures, the cost of staying up with the current trends escalates wildly.
Years
ago, the average tennis players had one $25 wooden racket, a couple of
outfits which were washed out after every weekend, shoes that were thrown
away when the sock showed through and if they were lucky, one warm-up
outfit. Today $200+ rackets are the norm and multiples of everythng are
carried in bags large enough to hide a human body while creating a hernia.
The clothes pole of the average tennis player now sags under the weight of
dozens of outfits, many in discard because of fashion color changes.
A
golfer without a $300 Callaway driver may be ostracized from his club or
group. Skiers spend thousands on looking good on the slopes even when they
are standing still. In many cases the actual skis and boots make up a
small portion of the ski investment.
The
same thing is now taking place in the ascending avocation of wine.. Now
that we have all rationalized out the cost of cult wines such as Screaming
Eagle and The Bryant Family along with the obvious Grand Crus of France we
seek new ways to spend money on wine and its accoutrements. After
elaborate wine cellars and fixed bottle openers that would be banned by
OSHA, wine aficionados seek new worlds to conquer.
One
wonders what took so long to figure out that wine glasses would become the
new fashion frontier. The
major name in the wine glass industry has conducted research that proves
the need for 36 different shapes to get the maximum amount of pleasure
from each sip of a different grape. We now are being convinced that, in
fact, the glass may be as important as what is in it. “It’s not the wine that’s bad. It’s that lousy glass”