While the wine ecosystem, from production to distribution, seems to agree on what Fine Wine is not – a wine of poor quality, that’s mass produced, made using short cuts and widely distributed – there is little agreement on what a “Fine Wine” actually is.
The very idea that we need to describe the meaning and attributes of Fine Wine is sometimes even dismissed. So why initiate a global dialogue to define it?
It is our view that a clear and transparent definition of Fine Wine is essential to its development, reach, future success and, to some extent, its survival.
First, it is our belief that Fine Wine should play the kind of role in the general world of wine that haute couture designers and fashion leaders have done in influencing affordable, ready-to-wear fashion.
Second, we live in a world where politicians, policy makers and investors increasingly fail to differentiate between Fine Wine and other alcohols. If the World Health Organisation were to advocate for greater restrictions on alcohol, if governments were to opt for radical measures similar to those affecting the tobacco industry, or if more investment funds decided to pull their assets out of any corporation making money with alcohol, then our entire ecosystem would be shaken to its core, as has been the case with other industries. There is no reason to believe that the historic and cultural prestige associated with Fine Wine will continue to protect it from these pressures.
We therefore need to ensure we can collectively articulate how and why Fine Wine differs from other alcoholic beverages. Our main purpose in this white paper is therefore to open a dialogue among leaders in the wine ecosystem, so we can identify and articulate a common definition for Fine Wine.
The “Define Fine Wine” white paper is an open project that’s based on data gathered each year from difference sources and research, including interviews and roundtables initiated at our international think tank Fine Minds 4 Fine Wines, organised by Areni Global. If you would like to participate and add your own views, or submit relevant research, please contact us.