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INTERMEZZO #4

ards and making wine. At the same time there of over production followed by underproduc-
is a balance between the technical aspects of tion. Many wine regions are suffering through
wine production and the all-important artisa- rampant fire seasons. We need to continue to
nal approach. Every day wines, table wines, share gained knowledge in plant pathology
are of a higher and more regular quality than and vineyard management. And, we have to
ever before. And, at the same time, the world be prepared to change our practices which
is producing some of the finest wines ever can include replanting rootstock and clone
produced. Moreover the appreciation of wine selections, irrigation techniques. We must
as an essential element of the gracious way of continue to prioritize sustainability through
living; wine as a part of family meals; wine as balance and environmental sensitivity.
culture and wine as an art; wine as sustaina- From a winery management perspective,
ble agriculture; all have grown in appreciation managers need to ensure that their business
among cultures around the world. I have felt, is flexible and able to rapidly pivot with chan-
and still feel, that the past four decades will be ging market conditions. They need to pay
looked back upon as a golden era. more attention to our customers and their
That said, there are many challenges and changing styles and preferences.
risks to our industry and to the appreciation The Wine Industry as a whole needs to fo-
of wine and wine consumption that are emer- cus together on the following goals:
ging on the horizon. z Reassert the overall sustainable nature
We must recognize those elements of wine of winegrowing and the benefits of moderate
which are constant and fundamental, while consumption of wine.
F
clearly seeing what is evolving and changing. z ight for tariff-free global trade conditi-
With regard to grape growing and vine- ons. Our industry is globally and locally more
yards, we must all assess and respond to the healthy when we can trade freely and openly.
impact of global climate change. The changes z Continue to work on the liberalization of
are affecting our temperature cycles through wine regulations in local markets.
the growing season and, very importantly, the Is the future of the wine business digital, on
amount and timing of rainfall in winegrowing internet?
regions everywhere. Our growing seasons will In part, yes, absolutely. The wine business is
be more varied and extreme leading to periods fundamentally about relationships and shared
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