“Premiumization is elitist”

Of course it is, but that hasn’t stopped the wine business from embracing it – to its detriment

"How bougie -- $15 hard seltzers."

Two recent news items show just how little the wine business understands the dilemma that it’s facing. In the first, one of the Gallo family decries premiumization and the harm it has done to wine. In the second, an Italian producer boasts about its $15 wine spritzers – which, by any measurement, is premiumization run amok.

Is it any wonder I worry about the future of the wine business?