I’m one of 40 wineries at “Anytown, CA Wine Festival”, with around 200+ wines for guests to sample. It’s four hours long, I’ve got 5 wines to pour and I’m here at the pre-opening VIP session for the buyers, wine writers, influencers, and trade members.

So why are we as winemakers here for 4 hours? A serendipitous encounter? The Lotto Pick that someone loves your wine and buys 5 cases? The wine writer who pops in and ‘discovers’ you? They are random, have nothing to do with actual sales, and are completely out of our control. I ask again, why are we here?

The Dynamics of the Modern Wine Festival is what I tackle next on Case to Case with David Mastro Scheidt on Substack. Click the link to read the entire article, it’s free on Substack. Read it. Comment. Like. Subscribe.