Every trend has its own secret history, beginning when it’s still too small to be noticed and ending when its momentum is spent and energetic new trends overtake and supplant it. Between these points trends live a useful life – but what exactly is a trend good for and why are we so intent on spotting them?
For many, a trend is a market indicator – a clue about where consumers will alight next and thus provide an opportunity for profit. For many others, spotting and adopting a trend early on is a way to mark themselves as cognoscenti – people uniquely in-the-know. For some others – and I guess I would put myself in this group – the primary benefit to grabbing the coattails of a speeding trend is the sheer exhilaration of being connected to something in the process of acceleration — direction and destination unknown.
Last week’s post (read it here) consisted of five of ten trends in wine that, if not already, really ought to be on your radar screen. The final five follow.
Blip No. 6. Consistency no longer seen as an unqualified positive. A key aspect of the value that Bordeaux, Champagne, Sherry, and Madeira brought to 18th and 19th century tables was that each was a blended wine engineered to smooth out variations due to vintage and the variety of sources from which wine was purchased. A blender/shipper/bodega kept large stocks of wine in hopes of having on hand whatever it needed to deal with a given situation. Consumers who appreciated the house style could count on being able to enjoy it with minor variation year after year. [Read more…]