The term anti-fragile is tossed around a lot lately. It's with good reason too. I'm paraphrasing here but it's similar to a slow exposure to something bad for you, and eventually you build a natural tolerance for said bad thing.
Jiu jitsu get's you anti-fragile because you get crushed from day one. Even if you're at the friendliest jiu jitsu gym in the world you're gonna get smashed, with great kindness, but smashed nonetheless. And repeatedly getting smashed kills your ego, which makes you less prone to the slings and arrows that so frustrated Hamlet.
Studying wine, at least for me, makes one anti-fragile also, just in the mental way. Thinking for sure that you have the color down, hey, this is slightly browned fading to a lighter gold meniscus. And it's wrong. Ouch. Or to be talking about a wine and look down at the label and, how the hell is this bottle of un-oaked Marsanne Rousanne get here, I'm talking terpenes, diacityl and butter. Damn. Anti-fragile because I'm not a wine ninja yet. Soon, but not yet. On a side note, I just met a kid whose dad has a two acre vineyard in Napa. Two acres! I love it.
Today the question is, "How can the wine industry attract new consumers?"
Specific types of advertising, especially product placement in upcoming movies. It is a well known practice from companies producing a variety of items to have paid sponsorship in their movies. You see Tony Stark playing iron man driving off in that Audi? You think they just found that Audi in the parking lot? Not likely. That was product placement.
Image Jennifer Lawrence tenderly talking about Dolcetto, this years vintages of Piedmont would fly off the shelf. James Bond starts downing Chinon then every GQ wanna be is gonna be drinking Cabernet Franc.
Close ups in slow motion of exploding Champagne bottles. Zoom and fade in to a close up of sexy feet stomping grapes pulling back to reveal Gal Godot taking a break from being Wonder Woman stomping Assirtyko grapes near Athens.
Or Bruce Wayne who just bought a vineyard in Oregon and can be building a new Bat Grape Picker next to the Bat car.
Now keep this up with every big blockbuster movie and well prepared so called indie films. Speak the name of the the wine if it's not Cab, Pinot, Sauv Blanc or Chard so the audience and new consumers will remember it. Throw in some cross promotion. Would you buy a bottle of wine with the Bat signal on it? Somebody will.