enframed wrote: Thu Dec 15, 2022 5:24 pm
kicker_of_elves wrote: Thu Dec 15, 2022 3:00 pm
Craft beers have really become a dime-a-dozen in the last decade.
I think craft beer x Instagram has influenced the"natural" wine market as well. Labels have cute pictures and few words. The demand is for new, always new, and "Instagrammable." Clear bottles (which are not good for the wine, long-term) are very important. People are buying based on label and visuals rather than what's in the bottle. Many wines are one vintage only, and the crowd eagerly awaits the new wine from the producer. Not surprisingly, many beer people are getting into "natural" wine.
Natural wine has certainly become goofier and trendier in recent years. More animals on the labels and a latecomer Gen Z audience that knows little of wine history, much less the backstory as to why so-called natural wine exists. Some of these kids, in fact, seem almost attracted to weirdly flawed wine, by which I mean stuff that doesn't just have a little bret or VA. (Mouse in da house!) I actually saw a couple girls question the orange wine they ordered at a bar b/c it didn't look like Tang and thus wouldn't be pretty enough on social media. (Never mind that skin-contact wine can be pale yellow, classically orange, or even a browning rosé color.)
Lately, I find myself reflexively going back to producers and importers whose bottles I really enjoyed 15 years ago, before the hype. Classic natural wine (some of which is merely traditional), if you can use such a term. Picked up my first bottle of Baudry Les Granges cab franc in I don't know how long. To be fair, though, there is an awful lot of interesting new stuff (at least, new in the American market) from Georgia, Iberia, Greece, and even South America popping up on natty-wine shelves lately.
That said, I'm not sure how much natural wine is specifically to blame so much as youth drinking culture and silly trends in marketing. In the late '90s, critter labels were all the range (especially from Australia) and the young 'uns wanted everything to be dark, deep purple w/14.5% ABV (zin and shiraz were having a moment).