Why Wine?

Why wine and why focus on wines produced in the U.S.?

Wine is often thought of as being esoteric, intimidating, and enjoyed by elites, reserved for mature citizens who have refined tastes and money to spend. In reality, though, wine is a by-product of an agricultural crop, a fruit farmed for thousands of years by diverse individuals from all corners of the globe. It's also a product that, through minimal intervention from man, has, and will, outlive us all.

In the U.S., our relatively young wine industry ignited when rebellious farmers uprooted the traditional ways of old-world producers to create distinct wines through innovative methods. Wine undeniably has historical, cultural, legal, and artistic importance in the U.S. Wine is subject known to most but misunderstood by many. The enjoyment of wine is intricately connected with the places we visit, the foods we eat, and the celebration of life. Some say life is too short to drink bad wine. But more importantly, life is too short not to enjoy wine!

Exposed to mother nature's temperament, the science of growing grapes (called Viticulture) is always subject to uncertainty. Unlike the majority of crops we grow, wine grapes are unique because their origin of production determines their distinct characteristicsthe color, aromas, texture, flavors, and tastewhich ultimately end up in your glass.

Wine is best understood by examining its complete lifestyle. The process of making wine represents an inherent collaboration between place, people, and the planet. It beings with a place where the grapevines are planted. People plant and tend to the vines, but the planet ultimately affects how they grow. An excellent, and thus desirable, vintage occurs when these three elements work harmoniously together. Additionally, wine is

Preservable, Consumable History

Whether laid down for years or immediately enjoyed after it's been bottled and released, pull the cork on a bottle of wine to take a journey back in time. The lens of wine allows the taster to reexamine the terroirthe climate, soil, terrain, and traditionfrom when the grapes were harvested.

A Commodity & Art

One on end, wine is a commodity, an asset class that attracts investment. However, it's also art in the form it's made. Whether mass-produced or extremely refined, each grape is harvested and then crafted under the vintner's creative control. The opinion of a particular glass is based solely on an individual's unique palate.


Each vintage (growing season) is characterized by different growing conditions that produce extraordinary nuances among adjacent vines. In this sense, wine is like real estate. It's all about location, location, location. Grapes are harvested, fermented, and aged before being bottled. Paradoxically, wine is improving even as it is being destroyed. Too much time will kill a bottle of wine, but it is also necessary to make it great. Even after 50-100 years, a bottle of wine can continue to live and develop further layers of complexity. Wine is one of the few consumable products that can outlive its maker.

Meant to be Enjoyed

Wine has remained prevalent throughout every significant historical period. The first mention of wine in the Hebrew Bible occurred in Genesis 9 when Noah planted a vineyard (sometime around 2348 BC). Often symbolized by both mourning and celebration, wine is the richness of some and the labor of many. With over 1,300 identified varieties and produced in 70+ countries, wine may well be the most diverse product in the world. And people of all backgrounds enjoy itin 2017, global wine consumption exceeded 3.5 billion cases.

U.S. Focused 

A report released by the Wine Market Council revealed that 27% of U.S. adults identified as non-wine drinkers, while 26% identified as occasional wine drinkers. Digging deeper into the data shows that only 14% of people between the ages of 21-29 consume wine. By contrast, 40% of wine drinks are 40 or older.

While the wine market is big business in the U.S.the total retail value of wine sold in 2017 was $62.2 billionthe market is mostly blind to, or ignored by, younger generations. AWJ is dedicated to educating and equipping members of the digital age to discover, taste, and appreciate the complex world of wine. We believe this is best achieved through engagement, or better put, tasting.

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