I have been attending the San Francisco Vintners Market for the past couple of years. Center stage of this wine event is the ‘Try and Buy It’ scope. SFVM is a great way to match wineries to consumers. I hear consumers asking “where do I buy it?” and the producer gives their response and I have to wonder do consumers follow up with a purchase? At many wine events probably north of 80-90% of most attendees are not writing notes, take photos of bottle or QR (if there is one) about the wines they are tasting. This Vintners Market is a great way to have someone take a bottle of wines they have tasted.
I do believe there will be more vintners market in the US as direct-to-consumer is front of mind for consumer and producer. The difficulty will be the very large number of ABC (alcohol beverage control laws) that can be far reaching in the U.S. I keep recalling a Nightly Business Report I saw a few years ago mentions about 40,000 ABC laws. Hence, there is a momentum of both consumer and producer to make meaningful exchanges, however, that momentum can only continue with ABC reform. I saw a Wall Street Journal article titled Wine: the Web’s Final Frontier cites the difficulty of getting consumer to connect with producer and vice versa.
I do believe that SF Vintners Market is a great place to actualise ‘Tasting is Believing’ i.e. that the only way to enjoy, love and follow a producer or a particular wine is to taste it. I like attending this event as there is always several producers that I don’t get to taste through the year. The SF Vintners Market is a great book end left and right of the calendar to Try it and Buy It wine markets. Given there have been at least 6 SF Vintners Market I can only hope there are many more to come.
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