My wife and I recently checked out the new Star Wars film “The Last Jedi”. Who doesn’t like these movies? They are something of a sociological phenomenon. Interestingly, I’ll venture to say just about everyone aligns themselves with the rebel cause against the Dark Empire, but in reality they are really marching right along with Vader and his storm troopers.
How so you ask? You tell me, in the next series of comparisons who represents which side: Wallmart and Mom & Pop shops; The Olive Garden and Schiano’s Pizza; Lastly Bare Foot wine and XYZ Estate Bottled wine. You don’t have to be Yoda to figure that out.
At EZ the rag tag fugitive selection of honest wines are loosing their home bases (shelf spots) to an increasing number of homogeneous mass market labels. Instead of the last Jedi we will be seeing the last Soave, the last Dolcetto, or worse, the last Rhone wine!
I feel a disturbance in the Force. If I can’t stand proudly alongside the individual and diverse wines of the free and open market, supported by an appreciative alliance of customers, then I’ll gladly vanish like Luke and Ben before him.