Archive for October, 2009
Does America Have Poor “Wine Self-Esteem”
I saw the awesome Gary Vay – Ner – Chuk on his #aucrush #crushit “Crush It” book tour this past Wednesday at American University’s Kogod College of Business. I wasn’t just seeing Gary to hear about his book, but frankly I had a bit of an agenda: I wanted to promote my own book “I Drink on the Job” on his fun web show Wine Library TV (I have good news at the conclusion of this Blog Post!). Since I obviously wanted to draw some attention to myself in an audience of 200+ mostly college students, I wanted to ask a relevant question about wine to get Gary’s point of view. I was so excited/thrilled when the Moderator pointed at me to ask a question, I literally jumped up in the air, I was really pumped up by the show!
My question for Gary was about American’s “confusion” with wine and what he thought the problem was. In usual Gary fashion, probably the most quotable man in the wine business as well as all of Wine 2.0, he spewed out one-liners like “We’re stuck on 16 adjectives”, “People have no wine self-esteem”, and “I’ve seen grown men sweat at a business dinner..” His key point was that there’s a lack of what he calls “wine self-esteem” in the U.S. I thought this was something to delve into further because it’s one of the main reasons that I wrote my book “I Drink on the Job”.
According to Wikipedia Definition “Self-esteem”: “Self-esteem” is a term used in psychology to reflect a person’s overall evaluation or appraisal of his or her own worth. According to Gary Vaynerchuk of Wine Library TV WineLibraryTV, his newest book “Crush It” Crush It and many other entrepreneurial ventures, this is the biggest “problem” among American wine consumers today. Here’s the UStream Video of the event Gary Vaynerchuk Video at AU Crush It (I’m at about the 36th minute, he definitely noticed me!).
Throughout my book, I mention episodes of tension with American wine consumers in the real world. Examples include the woman who almost fainted when she found out I had purchased wines with screw top closures for her corporate event, the gentleman who almost went ballistic when I suggested that Robert Parker may not in fact be a “wine God”, and the woman who would not accept a pour of wine from me – at a wine tasting! Throughout my twelve year career in wine, I have experienced so much wine anxiety that I think Gary hit it right on the head – it’s actually American’s lack of “wine” self-esteem. Much of the proof of this is anecdotal, but when I teach TasteDC’s TasteDC Website wine course Wine Basics 101, I get the same questions over and over again: what do the “legs” of wine mean, is a more expensive wine a better wine, how long should a wine age, etc. There’s absolutely nothing wrong with the questions, in fact, I think it’s very healthy to have strong curiosity about wine. I think the problem is that too many people believe there is in fact a right and a wrong answer. Too many wine professionals portray wine as something “difficult”, “complicated” and “mystical” – why else would they “de-mystify” wine? You only de-mystify, what is a mystery. What if wine professionals simply told new wine consumers to try a wine first and see if that person gains pleasure or to make wine part of daily meals? I spend over 200 pages in my book “I Drink on the Job” portraying wine as an everyday staple – drink it every day with your meals and the mystery disappears like the secrets to a magic trick. Once you get past the “illusion” of wine, it becomes an enjoyable part of your day, and a way to improve the pleasure of your meals.
As I always like to say: “Drink first, ask questions later”..but of course, I’m..
Charlie “I Drink on the Job” Adler
I’m putting together the finishing touches on the book “I Drink on the Job: A Refreshing Perspective on Wine”. Right now, I’m organizing the photoshoot and working on the book website. FYI, www.idrinkonthejob.com will change from being the blog itself into being the website for the book. In other words, The blog will be one of the links on the website, but the overall site will include excerpts from the book (like “nobody ever dies from a bad food and wine pairing”), a Calendar to find me on tour, photos, videos and details on how to reach me. My goal is to be a major wine speaker at wine festivals throughout the U.S. and possibly some international venues. I expect to increase my exposure to corporate event planners who are looking for an entertaining speaker who can also educate their audience with common sense anecdotes that will help them improve their ability to choose a wine..Oh, and of course, being a better wine “chooser” makes a person a better employee, leader, and overall great person – yeeowww!!
If you represent any wine festivals, feel free to contact me at [email protected]. My twitter account at idrinkonthejob went active and live about two weeks ago and I’m adding followers at a good pace. My intent is to use Twitter to give quick anecdotes of my tour and things I learn and experience while out and about and tasting. I love my Blackberry Storm and it really helps me to quickly take photos, blog, Tweet and even add video. My message is both to the Newbie wine consumer and to the industry as well: anyone can quickly get started in wine, all they have to do is think of wine as part of a meal. Keep it simple and don’t worry about the details, drink first, ask questions later, there are so many excellent choices, it’s best to learn as you go!
OK, back to drinking on the job, have a great football Sunday everyone – Cheers!
Charlie “I Drink on the Job” Adler