Issue link: http://read.dmtmag.com/i/53575
Wine producers know that with the right wine surplus, making inexpensive wine is very doable, he said. The hard part is getting people to overcome beliefs equating quality to price and to try the cheap wine. Total sales of the first five years of the Charles Shaw brand, from 2002 to 2007, were 300 million bottles or the equivalent of 25 million cases. "Two Buck Chuck gave an amazing number of people in our population the confidence to buy cheap wine," he said. Part of the confidence came because of the reputa- tion that Trader Joe's has developed in selling upscale products for a bit less, providing relative value. "But that is important because it gives them more confidence to move up and buy better wine," said Veseth. However, there is a dark side of developing confidence to buy global wines. He warns that producing an interna- tional wine often involves a "dumbing down" of the wine to make it appeal to the masses. The global wine then loses a sense of place and focus on quality. Revenge of terroirists Veseth uses the word "terroirist" to describe those who care about conserving the special qualities of wines and who connect wines with place, people, and experiences. "Terroirists see globalization as threat to the particular sense of place we associate with wine. Most globally produced goods could be made anywhere; they are defined by their nowhereness. Terroir is all about somewhereness," he writes in his book. He's counting on terroirists to educate and promote wine in a way that keeps people from falling into the global wine market trap. • The grass isn't always greener… In Eastern Washington, 14 out of every 100 children have a special health or developmental concern. They're children of your employees, your customers, your neighbors and friends. The need for specialized services continues and you can make the difference. The agriculture industry has been a long-standing supporter of children with special healthcare needs. And with your help, we can continue to ensure those services remain local. Children's Village is our local resource—keeping services within reach and bountiful. We support Children's Village— you can, too. Call or visit us online: - memfound.org www.goodfruit.com GOOD FRUIT GROWER FEBRUARY 1, 2012 37