10/08/2026
Last week I had the pleasure of visiting a relative and superb w**e master, Sandro Boscaini, owner of Masi W**ery, outside of Verona Italy.
We spoke for nearly 2 hours, about culture, the future of quality w**es, and family.
Before lunch, we stumbled on a topic which opened up further discussions then, and during pranzo.
The curious discussion focused on the difference in American and Italian perception of w**e consumption.
W**e consumption in the US is down, while, in Italy and most of the developing world, is steady or growing. Why?
We arrived at the conclusion that it is based on how alcohol is used and marketed in America and in Italy.
In America, I believe, a lot of w**e, b**r, mixed drinks, are consumed in bars and restaurants, where the purpose is not to stimulate conversation or increase the enjoyment of food, but to get into an altered state of consciousness, i.e. get high.
Indeed, the demographics of America shows something like 21-30 year olds seem to lean more towards legalized drugs and b**r, the 30-40 somethings, more towards mixed drinks and some w**e.
The only demographic in the US which tends to increase consumption are the 40-65 plus age group, who are drinking a bit less, but better w**es.
This amazed Sandro. It was so foreign.
In Italy, w**e was not seen as only a stimulant, but as part of the food chain. You had w**e with your family, friends, new acquaintances, but rarely drank alone.
W**e (alcohol) was part of creating a convivial environment, for chit chat, laughter, recollections, some tears . The term convivial came up several times and I think he was on to something.
In a sense, he was pointing to a solitary culture versus a communal society, and how each experiences life.
Why do we eat? Why do we drink ? Why do we work ? To satiate ourselves and alter our conscious state for its own sake? Or is there something else ?
Sandro Boscaini and I felt the same...alcohol, especially w**e, should be a vehicle to transport us from our present condition to one which encourages gathering, talking, interacting, laughter, and is connected to the regrouping of family.
In today's two partner working family, have we forgotten this aspect of life? In the fast food mentality which predominates our culture, do we have time to stop, savor and enjoy ? Or Chit Chat ?
Or eat, drink, work and sleep ?
Italy is not perfect. But relying on several thousands of years of experience as a reference, perhaps they are closer to enjoying this life than what we have accepted as a normal lifestyle.
Lets have a glass of Masi Amarone and discuss that idea, shall we?