Wine Wars The Curse of the Blue Nun the Miracle of Two Buck Chuck and the Revenge of the Terroirists (Audible Audio Edition) Mike Veseth Clinton Wade Audible Studios Books
Download As PDF : Wine Wars The Curse of the Blue Nun the Miracle of Two Buck Chuck and the Revenge of the Terroirists (Audible Audio Edition) Mike Veseth Clinton Wade Audible Studios Books
Writing with wit and verve, Mike Veseth (a.k.a. the Wine Economist) tells the compelling story of the war between the market trends that are redrawing the world wine map and the terroirists who resist them. Wine and the wine business are at a critical crossroad today, transformed by three powerful forces. Veseth begins with the first force, globalization, which is shifting the center of the wine world as global wine markets provide enthusiasts with a rich but overwhelming array of choices.
Two Buck Chuck, the second force, symbolizes the rise of branded products like the famous Charles Shaw wines sold in Trader Joe's stores. Branded corporate wines simplify the worldwide wine market and give buyers the confidence they need to make choices, but they also threaten to dumb down wine, sacrificing terroir to achieve marketable, McWine reliability. Will globalization and Two Buck Chuck destroy the essence of wine? Perhaps, but not without a fight, Veseth argues.
He counts on "the revenge of the terroirists" to save wine's soul. But it won't be easy as wine expands to exotic new markets such as China and the very idea of terroir is attacked by both critics and global climate change.
Veseth has "grape expectations" that globalization, Two Buck Chuck, and the revenge of the terroirists will uncork a favorable future for wine in an engaging tour-de-force that will appeal to all lovers of wine, whether it be boxed, bagged, or bottled.
Wine Wars The Curse of the Blue Nun the Miracle of Two Buck Chuck and the Revenge of the Terroirists (Audible Audio Edition) Mike Veseth Clinton Wade Audible Studios Books
I am a wine enthusiast (see below) who eagerly awaited Wine Wars and read it quickly. It's an easy-to-read book with numerous interesting observations, anecdotes, facts, and speculations about wine economics and the operation of the global wine industry. For that reason, I think most wine lovers will find it to be at least moderately interesting, and will be rewarded by insight into the industry.Among the interesting pieces are discussion of wine customer segmentation, dissection of the local supermarket wine section, discussion of the Trader Joe's and Costco effects on wine, and the interweaving of wine merchandising history with speculations about the future development of the industry. And there are various interesting facts about the wine markup at Costco, the relationship between Two Buck Chuck and German wine habits, and various brands and historical episodes.
The economic parts are journalistic, meaning that the author does not expound any economic theory, and much less any specific models, equations, or data. It's a readable narrative such as might appear in magazine articles, not at all an academic work. That's a good thing for a general reader, I suppose.
However, the book has a number of limitations that lead it to deliver less than it could. It is primarily about mass-marketed wines (both cheap and expensive) with almost no discussion of the role of boutique wineries. I would have enjoyed extended discussion of boutique phenomena such as tasting rooms, wine holidays, and wine clubs. The author's focus on economic relevance no doubt eliminated such wineries as insignificant players in the global business, although I would argue that these phenomena are both relevant to branding efforts (e.g., wine tourism in Napa) and of interest to the people likely to purchase his book.
That highlights a second problem: it is unclear exactly who the reader should be. One might suppose that -- using the Constellation Brands segmentation it presents -- the audience would be wine enthusiasts. Who else would be so interested in the topic of wine economics? Yet if that is the case, he misses the mark: too much time is spent explaining things that don't need explaining to that audience (such as "Carignan is the sixth most-planted red grape variety ... Have you heard of it?"). And as I noted above, topics likely to be of intense interest to them are mostly ignored. For instance, I would love to see an economic treatment of questions such as: how do tasting rooms play into the picture? why do ultra-premium wineries succeed or fail? should one "invest" in wine? was there a real "Sideways" effect? do enthusiasts really have different taste?
A final issue is that the book is occasionally repetitive, repeating the same description of the supermarket "wine wall" and similar things in multiple chapters. This reflects the fact that it has been assembled in part from the author's blog, but closer editing would be welcome.
In summary: if you're a wine lover, it's worth the price, is easy to read, and will lead you to think more about the global wine business, its mass brands, and how the mass wine market operates. However, it won't give you much insight into the ultra-premium world that may be of greatest interest to enthusiasts.
(Kindle note: I would have preferred to read this on my Kindle, but it was available later than the print edition. If you have a Kindle, you might want to wait for that version scheduled for July. The book is a straight-through, easy read, with no need to flip back and forth or take notes ... perfect for a Kindle.)
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Wine Wars The Curse of the Blue Nun the Miracle of Two Buck Chuck and the Revenge of the Terroirists (Audible Audio Edition) Mike Veseth Clinton Wade Audible Studios Books Reviews
Mike Veeseth provides a different take on the world of wine than the standard wine books. Combining an economist’s view of the world in general with an obvious passion for and understanding of wine, Wine Wars creates a balanced view on the current state and prospective future of our local market’s wine wall. While there is some over-repetition in references to “two buck chuck” and the like, the book is a pleasant and informative read for anyone who is interested in wine.
An insightful look at the world of wine by an economist who can write well! The book contains surprises (I didn't know that Great Britain is the world's largest wine importer), predictability (the role of China going forward), and fun (the curse of the Blue Nun). There is also some real economic thinking embodied in the work (but simply used and not belabored). The use of "the wine wall" as an organizing device for the book was a terrific idea.
Wine Wars can be read and appreciated by a broad audience. To me it falls in with a few others that combine broad and deep knowledge of a product, good writing, and a touch of economic thinking The Travels of a T-Shirt in the Global Economy An Economist Examines the Markets, Power, and Politics of World Trade, and The Box How the Shipping Container Made the World Smaller and the World Economy Bigger. I would also add Flower Confidential The Good, the Bad, and the Beautiful to the list.
This book is definitely ready to read. Drink deeply!
I have been in the wine industry since 1972 (the height of Blue Nun) working in four countries over that time (in California at the start of 2$Chuck), so I found many of the observations made by Professor Veseth fitted with my own experiences. In some cases he reinforced my own observations, in others it was many of those "Of course! Why didn't I think of that?" moments.
Positives.
Over all the book has been well structured and entertainingly written. I found the 'updates' of the original text put in at the end of each section, making sense of events that have happened especially since the influence of the GFC.
Less than positives.
Many of the points made, though very valid, were often repeated or heavily laboured. I guess that repetition drive home the point in learning, however I found it unnecessary. My personal observations vary from the Professor's - the causal impetus for the popularity of Blue Nun and 2$Chuck might have been expanded on (we need to learn from experience) as might the causes of huge expansion of wine-drinking in the previously non-wine-drinking sections of our communities. I would have liked more of his insights into the possible future.
Overall, a good read, with good insights and would be especially valuable for people starting in the industry - both in production and in marketing.
I am a wine enthusiast (see below) who eagerly awaited Wine Wars and read it quickly. It's an easy-to-read book with numerous interesting observations, anecdotes, facts, and speculations about wine economics and the operation of the global wine industry. For that reason, I think most wine lovers will find it to be at least moderately interesting, and will be rewarded by insight into the industry.
Among the interesting pieces are discussion of wine customer segmentation, dissection of the local supermarket wine section, discussion of the Trader Joe's and Costco effects on wine, and the interweaving of wine merchandising history with speculations about the future development of the industry. And there are various interesting facts about the wine markup at Costco, the relationship between Two Buck Chuck and German wine habits, and various brands and historical episodes.
The economic parts are journalistic, meaning that the author does not expound any economic theory, and much less any specific models, equations, or data. It's a readable narrative such as might appear in magazine articles, not at all an academic work. That's a good thing for a general reader, I suppose.
However, the book has a number of limitations that lead it to deliver less than it could. It is primarily about mass-marketed wines (both cheap and expensive) with almost no discussion of the role of boutique wineries. I would have enjoyed extended discussion of boutique phenomena such as tasting rooms, wine holidays, and wine clubs. The author's focus on economic relevance no doubt eliminated such wineries as insignificant players in the global business, although I would argue that these phenomena are both relevant to branding efforts (e.g., wine tourism in Napa) and of interest to the people likely to purchase his book.
That highlights a second problem it is unclear exactly who the reader should be. One might suppose that -- using the Constellation Brands segmentation it presents -- the audience would be wine enthusiasts. Who else would be so interested in the topic of wine economics? Yet if that is the case, he misses the mark too much time is spent explaining things that don't need explaining to that audience (such as "Carignan is the sixth most-planted red grape variety ... Have you heard of it?"). And as I noted above, topics likely to be of intense interest to them are mostly ignored. For instance, I would love to see an economic treatment of questions such as how do tasting rooms play into the picture? why do ultra-premium wineries succeed or fail? should one "invest" in wine? was there a real "Sideways" effect? do enthusiasts really have different taste?
A final issue is that the book is occasionally repetitive, repeating the same description of the supermarket "wine wall" and similar things in multiple chapters. This reflects the fact that it has been assembled in part from the author's blog, but closer editing would be welcome.
In summary if you're a wine lover, it's worth the price, is easy to read, and will lead you to think more about the global wine business, its mass brands, and how the mass wine market operates. However, it won't give you much insight into the ultra-premium world that may be of greatest interest to enthusiasts.
( note I would have preferred to read this on my , but it was available later than the print edition. If you have a , you might want to wait for that version scheduled for July. The book is a straight-through, easy read, with no need to flip back and forth or take notes ... perfect for a .)
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