Part I – Inventory, or: “PIWIs? So so!"
PIWIs don't taste good!
Neither does a Riesling GG!
At least that's what my father says. Because he has his liter of Riesling and is fine with it. This or something similar is likely to be the case in many households of so-called “average people” who don’t try to outdo each other with photos of expensive labels on Instagram or who are simply tired of having to listen to each other through the flower in any wine shop that they don't really know anything about wine. The wine should taste good, be affordable and preferably always available.
Reaching on the shelves of the beloved supermarket or discounter is quite plausible. After all, if you put the €4.99 Rioja on the treadmill, you are more likely to come out as a potentially educated middle-class. Oh, the good sir buys and drinks wine. Of course, it's different if the packaging isn't made of glass. Then the content doesn't matter and you're actually an alcoholic anonymous.
So now PIWIs. I often ask myself the question, would the “normal consumer” described above actually notice if they were being sold a Cabernet Blanc in a bottle that said Sauvignon Blanc? Probably not. Doesn't it sound plausible when suddenly there's a Cabernet Cortis on the shelf. The long-lost brother of Cabernet Sauvignon, which one likes so much. Whether from Australia, South Africa or Chile. After all, the label with the jumping kangaroos is so awesome.
Of course that would be consumer deception and it is always better to discover something yourself and get excited intrinsically than if you are "forced" or deceived.
But isn't it actually a form of very individual deception that many consumers unintentionally carry out inside every day. I think of the many Pinot Grigio drinkers: inside, who are proud not to drink plain Pinot Gris. Or the fine connoisseurs: inside, who love Chablis, but have little use for the Chardonnay grape variety, true to the motto ABC (Anything But Chardonnay). Oh yes, where does the Rioja grape variety actually grow again?
What I want to say? The wine world is complex! PIWIs make them even more complex. But also a bit more transparent and honest. Because as long as the consumer is not asked "Would you like to try a Solaris?", but "We also have PIWIs, how about that?", as long as it is necessary to explain what PIWIs are and why they exist. And then at the latest, the problems and challenges of an entire industry and our planet in general come to the table.
Well, still up for the future? Don't worry, can't be stopped anyway...
Sebastian- the wine native