Bachelorettes, locavores and quality wine in America

The other day, I was speaking with someone who relayed a conversation that he had with a vintner in Temecula, an area with over 1,000 acres vineyards about an hour and a half from LA and San Diego. The guy asked the vintner why he didn’t try to make better wines. The vintner replied that he had a busload of bachelorettes coming through this weekend and one the weekend after that, implying he was already selling all his wine to locals more interested in quantity rather than quality.

It’s a problem that a lot of American wine regions confront: Long Island’s vineyards, Napa and Sonoma, the Willamette Valley, to name a few, are among all within a bachelorette bus ride from metropolitan areas. As a result, many wineries have policies banning buses and limos; free wine tastings are the rare exception, rather than the norm, in an attempt to push tourism away from quantity.

How to break out of the chug-a-lug trap and focus on quality? It’s a bit of a chicken and the egg problem: if there’s little local quality, then there’s mot much to support with your purchases; if there’s little financial reward, then there’s not going to be

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