On the heels of the tariff show last week, and news that wine consumption is at its lowest point in 60 years, I thought it may be interesting to revisit the US industry structure in more depth.

As I say in the freshly recorded intro (the show is edited for relevancy too, so it's not a straight re-release) I wanted to carve out the issues for small wineries that are every bit as relevant today as they were when I launched this show in 2018 with Oded Shakked of Longboard and Jim Morris, the Sonoma Wine Guy and frequent pod guest.

Oded Shakked (left) and Jim Morris (right)

As I point out in the intro, the biggest change since 2018? The environment around wine has gotten gloomier: Wineries are closing and being bought up, and small family wineries that aren’t financially viable are done – there are tons of wineries for sale or that are just going out of business. It’s hard to compete in this environment.

After the tariff show, this show offers another perspective on the wine business – fake brands, ego brands, how the three tier system and score system fails the small producers, and how big wine is trying to take wine to the lowest common denominator – take wine to the lowest level they can get away with to save money. Ultimately, consolidation in American wine is squeezing the producers who built it and who are the backbone of it. Not everyone will make it, and not everyone should make it, but hopefully this show will remind you why we need small producers who are financially viable, and who make unique, great wine.

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Re-release of Ep 230: The Biz of Small Wineries with Jim Morris and Oded Shakked of Longboard

Wine for Normal People