

Why would anyone of the millennial generation take time to contemplate the magical significance of wine? A great question, which, if reader will allow, will be answered in the following sentences:

Wine is profoundly important in a way most of us can’t imagine. Reasons being: wine inhabits the same realm as literature and art. Literature and art are the only two things that separate man from beast. Literature and art save mankind from destruction and brutality, think that whenever a fascist regime comes to power first they outlaw the writers and the poets, and from there all other personal liberties crumble. The artist and the writer are the people who set us free and by implication, wine, being in the same realm as art and literature, is also an agent of freedom. Think of it this way, Budweiser and Miller represent corporate hegemony, whilst wine represents the individual and old-fashioned craftsmanship. One has to ask whether they would prefer a world that was ruled by mass markets and homogenized products; or whether they prefer an old-fashioned, time-honoured ritual that provides unique flavours free to be sought after and consumed by the individual that is so inclined.

Think about it, literature and art (and wine) are the only aspects existing in mankind that don’t exist in beasts. We have entrepreneurial animals; brave dogs (Lassie); birds and ants who weave and construct architecturally brilliant homes; elephants and monkeys that consume fruit that has become alcoholic and become aggressive; murderous monkeys; affectionate dolphins and the list of anthropomorphic attributes goes on and on. You name it, love, loyalty, humour, sadness, murder, happiness, bravery, persistenceâ€¦ pick a quality, any quality, and trust me, if you watch the Discovery Channel long enough you’re going to see some aspect of it in animals, everything except literature and art.

Art and literature are the only two things that raise man above beast. If we are to survive as humans we’re going to need every inch of humanity we can find, because if one thing is certain there is an entire industry out there promoting anti-humanity. Beer companies, FHM magazine, Hustler and Jenna Jameson, Oil companies, the CIA, fast food chains, MTV, Lockhead Martin, pick any array of multi-billion dollar organizations and chances are they are not advocating the furtherment and benefit of mankind. Most all big businesses provide a service that is generally detrimental to the world at large. Wine is not big business yet. In many respects the winelands of France, Italy and Spain are some of the last culturally pure and non-malicious organizations in the world whose soul purpose is to provide a sophisticated level of pleasure and enjoyment to the consumer. The only way this industry can survive is with the support and understanding of people in their mid twenties, who need to understand the wealth of benefits that wine can provide them, and more importantly, what may happen if they don’t start becoming discerning consumers.

As young intelligent people it is our duty to make informed consumer decisions. There are two types of company, one that would sell and market cigarettes with a smile (an item that is proven to kill you); and the people who would take time to inform and promote a product with anti-oxidant healing power. We need to start actively supporting the people who support us because there are people in this world that would have you believe that the death penalty is correct; that two people of the same sex that are in love do not have the right to commit; that it is justified for more Iraqi children under 5 at the hands of the American nation than the amount of people over 30 who died in an attack conducted by an independent group; that children in Africa should not receive anti-retroviral, and I’m going to stop there because the list goes on. These people I talk of are not wine drinkers, they know nothing of literature and have no understanding of art or philosophy. They are just glorified animals posing as humans who seek the destruction of our species.

Susan Orlean, in ‘The Orchid Thief’ relates a process whereby if a person focuses on and becomes obsessed with and truly understands one small part of life, it becomes possible that many other confusing components fall into place. What I intent to show in this blog is that wine is just such a component.

The entire world of wine is a microcosm whose intricacies mimic and go on to effect the world at large. In wine there are aspects of globalization, environmental issues, political debates, personal taste, family feuds, bad guys, heroes, villains, capitalist pigs, irreverent artists and every other kind of thing one can imagine. Moreover, I firmly believe that if any young person can learn to enjoy wine, they will learn to enjoy one of life, culture and society’s greatest pleasures, and I am willing to bet that they will understand life and the world we live in better with a fuller appreciation.

Wine has been a part of my life in so many ways and I’m so excited to express how it can help our world. If there is one beverage that could sustain a lifelong and interesting dialogue, it is definitely wine. I’ll be making weekly posts and coming back to answer questions some of you may be confused as to what wine has to do with people dying in Iraq; or how it can save the world, and I have my own answers to all these questions. This blog is intended to be a discussion, and online cocktail party that brings a diverse set of opinions to the floor with wine as the unifier. Thanks for reading! cheers.

– Ruarri

Read more: The Beginning

Tags: Culture