Beyond Bacchus: The Enduring Role of Wine in Human Civilization I’m often asked about the merits of wine as a long-term investment should Gen Z continue to distance themselves from alcohol and wine, unlike baby boomers and millennials who've shown a deep appreciation for all vinous matters. My typical response is that wine has been around humanity for 12,000+ years, so it is relatively safe to assume that we have another 50-100 good years ahead of us… I recently read a great book (albeit dubiously entitled, “Drunk") which offers a thoughtful, historical, and scientific perspective of the role that wine (and other intoxicants) play in fostering trust, creativity, and community. The Historical Significance of Intoxicants Across millennia and continents, from China to America to Europe, wine and other intoxicants have held a sacred place in various cultures and religions. Consumption often occurred within social and religious rituals, promoting trust through shared experiences. Additionally, controlled collective mechanisms ensured responsible consumption within communities. The Benefits of Moderate Consumption Beyond the trust-building benefits, moderate alcohol consumption can also enhance creativity by gently relaxing the brain's prefrontal cortex. This "softening" can lead to new ideas and perspectives. The cognitive and behavioural effects of the world’s most popular drug over the years represent a phenomenal response to the wide range of challenges that we face as we build increasingly complex communities. In the same way that Zoom will not eliminate business travel, the need for intoxicants will remain so that people from different cultures can trust one-another and conduct business together. Addressing the Dark Side The dark side of alcohol is thoroughly addressed - the most preoccupying recent development being the widespread availability of distilled liquor combined with an increase of loneliness in our social fabric. These two recent trends completely change the cost/benefit of alcohol, and exacerbate the downsides. A main threat for teenage brains is the atomic bomb of mixing an underdeveloped prefrontal cortex with liquor and binge drinking. The author stresses the importance to introduce young generations to very moderate amounts of alcohol, and to link the hedonistic pleasure of tasting wines with social occasions such as family gatherings, dinners around a table, rituals, etc. The overarching message is profound in the context of our over-stimulated society, if not necessarily groundbreaking: balance, and self-awareness are key in getting the best out of any experience, but especially the enjoyment of moderate intoxication. #wine #winelovers #slowlife #wineinvestment #genz
Cor Dücker
8mo
cheers to that Denis Houles!
Healthcare Innovator @ HSR.health | Health System Board Chair
8moI'd like to agree, however, there is a near term risk to wine as temperatures may risk in current wine growing regions - causing damage to current soil, grapevines, environments, and ecosystems, and varietals. That will hurt. It may also cause winemakers to want to consider shifting regions (in search of good weather and soil) which is expensive, potentially forcing price raises - which will hurt adoption from a generation that, as you suggest, seems to be moving away from wines. There are near-term risks on the horizon.