We live in interesting times. I say this not suggesting our time in history is ‘good’ or ‘bad’ – you can make that call. But I do believe the world is a very different place today. Why?
Speed. Information now moves unbelievably fast. Think about it: 50 years ago, we had no internet, cell phones, CNN, or other global information and communication systems. Citizens of the world were separated by time and distance, culture and history. But not in today’s world. Today, we all share everything – almost instantaneously. Sometimes in 'real-time.' Today, anything happening anywhere in the world is known by the rest of the world in the blink of an eye. Everyone is on Facebook or 'Tweeting.' Information transfer speeds are staggering; the bigger implications, harder to grasp. But some results are more predictable.
For example, this is why McDonalds is so well-liked: Because its food is predictable and dependable. In a world where many things are anything but, McDonalds is, well, consistent. Like it or hate it, whether you buy a McDonalds cheeseburger in Moscow or New York, it always tastes the same. Like well-cooked cardboard. Well, OK, I guess some people actually like these things. Maybe it’s an acquired taste.
Global brands know how important the ‘McDonalds Effect’ is today. With everything swirling around us, changing constantly, in the blink of an eye, people know can count on a consistent experience with a global brand. We all know this – and take some comfort from it. Whether we’re shopping at Tiffanys in Milan or Abercrombie in London, we know the experience will be repetitive, consistent and predictable.
Because of our topsy-turvy times, the McDonalds Effect has found its way into most, if not all, human endeavors. Even wine. Again, I don’t suggest this is a good or bad thing. Did you know that only a few global brands control and distribute many well-known wines? Constellation Brands and Diageo are two names that come to mind. Did you know these two giants own and distribute wine brands such as Mondavi, Woodbridge, Wild Horse, Blackstone, Clos du Bois, Ravens Wood, Estancia, Simi, Sterling and Beaulieu – and about another 20 well-known brands? No? Yep, they’ve been busy.
For Christmas, I received a book written by Matt Kramer. The book is called “Matt Kramer On Wine” and I found it to be a wonderful collection of wine anecdotes and interesting facts. (I wonder if the title suggests he drinks while he writes? I direct your focus to the word “on.” Hmmmmm.) If you love reading about wine while drinking wine, this is the book for you! Seriously, feel free to read it any time – but keep drinking. That’s all I ask!
Matt has been a well-known food and wine writer since beginning his career in 1976. In an article entitled, “Some Truths of our Time,” Matt makes a few interesting points. In one, he suggests that wines today – especially in supermarkets – are “preinstalled.” By this he means the vast majority of wines you would find on the shelf are from global distributors like Constellation and Diageo. Not only do they have the distribution depth, but they produce known brands – brands the consumer is comfortable with. Yes, this is another example of the McDonalds Effect.
Again, I make no judgment. For many people, the tranquility of a predictable experience is extremely important. For others – the adventure seekers among us – consistency is boring. To be avoided at all costs.
I think our Two Masters members fall somewhere in between. When drinking our wine, we seek the unique experience, but feel no compulsion to drink it while skydiving. See? In-between. We’ll leave the skydiving for another day, right?
And that’s why Two Masters is important. Our hope and mandate is to find and bring you the exceptional wine that you, probably, won’t find in a grocery store or in a box at Costco. A wine you will appreciate for its distinctive character and unusual quality, while marveling over the bouquet or velvety taste, wondering once again, how many great, unknown wines are out there just waiting to be discovered.
Terry Liebman
