Have you heard about the global wine shortage? Of course you have: it’s been covered in pretty much every media outlet imaginable, but Roberto Ferdman’s piece for Quartz (“A global wine shortage could soon be upon us”) was one of the first, and also one of the most detailed. Still, it was the classic single-source article: it basically took one Morgan Stanley report, reproduced a bunch of the key charts, and added a clickbaity headline.
I spent the past couple of days in Berkeley, participating in a number of events at the inaugural Berkeley Ideas Festival. The highlight for me was interviewing Donald MacDonald, the architect of the new (and magnificent) Bay Bridge. But I was also asked to present a little “provocation” on the second morning, in between heavier sessions covering topics like the effect of 3D printing on the manufacturing workforce and the rise of the plutocracy.
The best bit about wine is drinking it; the worst bit about wine is buying it. You walk into a wine store, or a supermarket, and you see hundreds of different bottles, most of which you’ve never heard of. And you’re then expected to somehow pick exactly the right one, in the knowledge that if you get it wrong, both your meal and your wallet are likely to suffer the consequences. So it’s hardly surprising that most people go with what they know, and end up buying something adorned with a well-known brand.