In 2010 I want to celebrate the installation of Artisan Wine Map . It is a place to order travel through the territories of the wine and place in space craft models of production that we detected in order to give them greater visibility. In a world beaten by the second toughest economic crash in living memory the living today, this is a sign of life, because this map is sown future.
I can not do a summary of the year and take a look forward, without thinking of the decomposition that we live in terms of model of civilization. This, far from being a pessimistic attitude is to assume the challenge to think of new scenarios, as proposed by David in futures to come , and in our case the Artisan Wine Map will be the field of operations.
Overall, the wine industry is no exception to the general law and is involved in the decomposition of the model, even obsolete is known and for that reason very difficult to change. As said Ken Robinson , lived under the dictatorship of common sense that keeps us working this time with ideas designed to obsolete. We must break the spell of anciene regime.
What obsolete in managing the culture of wine?
Continue to think in terms of wealth generation artificial putting the vagaries of the nature and promote the standardization of taste and production from three or four varieties, compared to more laborious maintenance of diversity. Is obsolete promote the culture of fast food for wine. It makes no sense to bet on resource intensive models that are in the use of chemical stimulants, herbicides and pesticides, the correction to the biodiverse nature.
It also inevitably break down teaching models of viticulture and enology, very delicate because if winemakers stay in the lab and learn to listen to nature and themselves, the future of the culture of wine will be uncertain .
Bernard Shaw once said that early on he had to abandon their education to go to school, and I think some of this philosophy could be applied to the transmission of wine culture.
Of the projects that met this year, is well worth highlighting 10sentits , courageous winemakers defending tooth and nail to preserve native varieties and Cando Farm project for recovering sensitive proud farmer and permaculture preaching passionately carrying titin P. Palacios in Bierzo.
The current wine business models result in particular to the needs of the industrial model of production, but are not suitable to defend models craftspeople economically uninteresting scales in macro plan. In addition, the recent declaration by UNESCO of the Mediterranean diet as part of the inherent heritage of mankind, should make us think about it. Because handmade is the way to the industrial and protecting that heritage.
How to think the future of artisan wine from the current scenario of decomposition?
Creating spaces for meeting, exchange of information and business, with no or very low number of intermediaries, in order to achieve the most direct contact between producer and market. And whereas it is essential to regain control over the distribution and appropriation of technological tools that make this possible . Without a suitable presence on the Web, the artisan shops are losing is part of an activity that is the only one that grew 15% last year, while all other channels decayed business, e-commerce . Any plausible scenario for communication, information, services and business, the Internet goes forward and we must be prepared for it.
And this is what I celebrate, having sown the seed of the first meeting place, information, services and business model around a craftsman of life . When I read it I have the senación be talking giant bean, but it is vitally important to have a project that involves many parties and places in these times broken a creative attitude and therefore vital.
Salut!
