The Ultra-Premiums: Why They Don’t Matter
Ultra-premium beverages do not matter. They are not a part of the universe that the VAST majority of us live in.
Ultra-premium beverages do not matter. They are not a part of the universe that the VAST majority of us live in.
These are, without exaggeration, some of the best values you will ever run across in wine and has no relationship at all to the quality of the wine.
Let’s stop seeing the consequences of our continued support of beers like Budweiser and Coors and Miller and Pabst as abstractions. They are NOT.
Yes, the paradigm has changed. NO, that is NOT a harbinger of impeding doom, the oft-whined about “death of craft beer”.
A staunchly adolescent business category, one that existed in a sort of arrested-development haze for two+ decades, has begun to grow up.
Within 20 – 25 years, yes, there will still be guns. But there can also be fewer guns and a significant glimmer of hope for a safer, more rational, more mature culture. And we can do this…one by one.
If we remove the possibility for serendipity, of small miracles that shock us, we take a LOT of the joy out of Life and adventure out of experimentation.
Despite the promises that “nothing will change, other than improved quality,” that is never true. To the contrary, it’s the kiss of death for these brands and companies.