Wine, traditionally considered to be exclusively an upper-class enjoyment, is becoming more and more acceptable among the average person no matter their upbringing. A bottle of wine given as a gift; wine baskets filled with an assortment sampler of wines; a sympathy gift basket of wine all of these reveal the new face of wine in everyday America life. And for me, symbolize wine’s ever increasing “trickle-down effect”.
What I mean by trickle-down effect is wine’s acceptance among all classes of society. For someone more affluent, this trickle-down effect may seem quite surprising given wine’s wide appeal and acceptance among that social class. But for the average person, they still largely view wine as a luxury item. Or, in other words being somewhat snooty.
But slowly, wine is losing that sort of view and perception and taking on a new appeal here. Coming from a modest upbringing, we simply didn’t drink wine. It wasn’t something we even thought about; let alone it being socially acceptable. That’s my experience with wine growing up. Nevertheless, that was then and this is now!
Hence, with the existence of more and more American winery’s gaining popularity in America, wine and the culture is finally gaining a foothold here. And with that, comes wine’s own trickle down effect and its mass appeal. American’s are talking wine. You see it on TV and read about it on the Interest. Wine is an American thing!. With American’s being viewed as the authority. Wine parties, wine gifts, and wine as a simple drink. No stereotypes, no preconceptions; just enjoying the beverage as Americans.
Changing the face of wine — some might surmise — not a necessary thing. Wine is wine. It has it own long-standing identity and uniqueness. However, not so among the average American Joe. It would be necessary for one to have some exposure abroad to understand wine’s ordinary and humble roots originally. But that history and realization does not stretch across the Big Pond.
Traditionally, in America, wine was embraced by the rich and wealthy as their beverage of choice. And not just drinking it, but living the life-style that they associated with it. But, no longer! As hard to imagine at it may be, wine is breaking free from that identity and personality.
Moreover, for the reasons mentioned wine has pulled away from those perceptions and focus of the past and into new terrain of the trendy and fresh. Modern yet modest Americans have come to view wine as acceptable and desirous. It being their beverage of choice, not only the drinking of it but also the humbly lifestyle that comes along with it. Yes, wine’s trickle-down effect.