I started this site because the only way that Americans will ever be real wine drinkers is if they have access to a variety of high-quality wines on a daily basis. Right now nobody does that better than the Grocery Outlet.
In general, Americans don’t drink wine. 13% of our population drinks 95% of the wine consumed in the United States. That means that 87% of Americans basically don’t drink wine ever. Even worse, 75% of wine is consumed by just 3% of the population. 3%! That’s about the same percentage of people who enjoy getting root canals without anesthetic. The fact that wine is irrelevant to the lives of most Americans should be a wake-up call to the entire wine industry and the driving force behind everything we do. To become truly relevant we must do everything possible to expand the group of people that drink wine by removing any barriers that exist to the average American joining in the enjoyment of wine as a beverage for everyday life.
We must stand by a simple set of principles. ANYTHING that causes someone to try a new wine or increases their enjoyment of a wine is a good thing. ANYTHING that reduces the diversity or enjoyment of wine should be reevaluated. We must eliminate restrictions to consumers and instead present options. We must recognize that taste and smell are SUBJECTIVE experiences. Everyone is different. There is not a universal “Truth” that needs to be followed, nor should there be. Diversity should not be our greatest impediment it should be our greatest strength.
We must correct the non-intuitive and often contradictory set of “rules” about how and when we are supposed to drink wine. Individual wines don’t require special foods. Wine does not require specific glasses. Wine does not require certain packaging. The quality of a wine is not based on price. The color of a wine in unimportant. Corks are not necessarily better. Boxes are not universally bad. Sweet wine drinkers are not “unsophisticated”. There are no varieties of wines that are better than any other varieties. Good wine is wine that you like.
Join me as we rebuild and redefine what wine means to a new generation of Americans.