This fall has seen a reaction in the cyber-ether against those of us who criticize the wine business for being elitist, pretentious, and more concerned with short-term sales than with educating consumers for long-term success. I've seen it in some comments on the blog, as well as in posts written by some establishment critics and bloggers. There has even been a backlash against cheap wine, something I wrote about here.
All of this means that perspective is necessary, and it has been provided by Greg Harrington, who gave up his job as a big deal New York City sommelier to open Gramercy Cellars, a winery in Washington state. How much perspective? Consider this cartoon, "Sommelier starts a winery," courtesy of Harrington's YouTube channel.
Because, as one of the characters says, "We will use French words that people don't understand. We will say things like handcrafted, boutique, extracted with a bit of blueberry. We will put our wine in super heavy bottles with a fancy label wrapped in colored tissue paper. And we will dress hot. This will guarantee a full mailing list and sold out wines."
The sad thing, of course, is that there are people who actually believe this stuff works. The video is after the jump.