The defending and natural wines is because it has an attitude toward life. Probably the one hand recognizes that natural resources are finite and the other to get certain things in the body ends up making us ill. But to be faithful to a product and a way to produce more in sync with nature.
The ecological discourse to the individual and collective life is gaining more and more space and consideration in the minds of end users of this system and to explain it could find noble motives and evil motives.
On the subject of wine I think Nicolas Joly and Laureano Serres , among many producers, have attitude and noble motives. And I think the whole marketing system is perverse, when an accomplice to build and permeate a speech which make us feel in harmony with the environment because we buy X brand of car. In this case it is the system that has incurred the most toxic of the contradictions built its foundation on our habitat industries settled sooner rather than later.
When you begin with this line of discourse, we run the risk of ending up in a Luddite attitude, blaming everything on the scientific and technical development and its evil manipulators. Not so. Today more than at any other time have the technology to overcome these destructive trends. Only by recognizing and allying with the technology we can overcome this moment of history.
This is what raises Bruce Sterling from Shaping Things, a book that talks about the interaction of objects created with the environment, its consequences and how to overcome creativity and technology partnering. Where do you start and where our responsibility ends with the environment?
Following the example of the wine bottle, how we relate to wine lovers with glass, paper, how it was produced what we are incorporating into our body, chemical additives, yeasts, working conditions farmers, etc?
These days I have been following a discussion very interesting in the DO Navarra promoted by their winemakers. Since its proposal, the blogosphere was echo and the conversation is charged by the minute value. One of the questions that float in the air is how can the different DOs to promote positioning and promoting their wines in all areas. And the answer is definitely on the table: the creativity of partnering with technology producers with new social media tools. The force, today, to deploy the DO to promote their wines is rather large. But looking forward, making futurism, could think that the strength of these "marks" (DO) may be giving way to others as "natural wines" for example?
What we decant a wine lovers to the consumption of wine or another? What is the relationship of future generations consuming wine lovers with the environment, with its own life and with the technology?
The DO have this locked in the promotion of wine in Spain, what about the future?
I return with the sports metaphor: there are moments that suggest to stop the ball, raise your head, see how willing the players on the field and from there create the next move ...
Uruguayan goal in the final triumph of the Football World Cup 1950 at the Maracana stadium.
