There’s an Arthur Miller quote that goes “Glamour, that trans-human aura or power to attract imitation, is a kind of vessel into which dreams are poured, and some vessels are simply worthier than others.” To the wine and spirits rep, that vessel is often a 750ml bottle; many have been wooed by the idealized history of the liquid within, the romance and allure that is fine wine and craft spirits. Oh, the glamour of it all! So we find ourselves hawking our sexy wares, dreaming of esoteric case-stacks & the day when Merlot is no longer a dirty word – Cheval Blanc IS Merlot, dammit.
We dip our toes into the shallow end of high society and slake the indiscriminate thirst of the hapless. When a nation lifts its empty glass to swill, we swirl.
When we emerge from the vapors of dreamy notions, we find that the job is more Willy Loman than Marilyn Monroe – or perhaps some strange mash-up of the two. But we can’t resist the charm of a good story in a bottle, so we end here with another Arthur Miller quote:
“Don’t be seduced into thinking that that which does not make a profit is without value.”
It’s the eclectic little no-name wines and spirits that keep a lot of us in this game; if we can make a buck or two at it, fantastic. In the meantime, we’ll keep on swirling.
-Andrea Sloan, 2010