| Wine, traditionally considered to be exclusively an | | | | appeal. American’s are talking wine. You |
| upper-class enjoyment, is now becoming more | | | | see it on TV and read about it on the Internet. |
| and more acceptable among the average person | | | | Wine is an American thing! With American’s |
| no matter their upbringing. A bottle of wine | | | | being viewed as the authority. Wine parties, |
| given as a gift; a basket filled with an assortment | | | | wine as gifts, and wine as a simple drink. No |
| sampler of wines; a sympathy gift basket of wine | | | | stereotypes, no preconceptions; just enjoying the |
| all of these reveal the new face of wine in | | | | beverage as Americans. |
| everyday American life. And for me, symbolizes | | | | Changing the face of wine -- some might surmise |
| wine’s ever increasing “trickle-down | | | | -- not a necessary thing. They may say: |
| effect”. | | | | “Wine is wine. It has it own long-standing |
| What I mean by trickle-down effect? Well, | | | | identity and uniqueness”. However, not so |
| basically wine’s acceptance among all classes | | | | among the average American Joe. It would be |
| of American life. For someone more affluent, | | | | necessary for one to have some exposure |
| this trickle-down effect may appear quite | | | | abroad to understand wine’s ordinary and |
| surprising given wine’s wide appeal and | | | | humble roots originally. But that history and |
| acceptance among that social class. But for the | | | | realization does not stretch across the Big Pond. |
| average Joe, they still view wine as a luxury | | | | Traditionally, in America, wine was embraced by |
| item. Or, in other words being somewhat | | | | the rich and wealthy as their beverage of |
| show-off or even snooty. | | | | choice. And not just drinking it, but living the |
| But slowly, wine is losing that sort of view and | | | | life-style that they associated with it. But, no |
| perception and taking on a new appeal. Coming | | | | longer! As hard to imagine as it may be, wine is |
| from a modest upbringing, we simply didn’t | | | | breaking free from that stereotype and |
| drink wine. It wasn’t something we even | | | | perception. |
| thought about; let alone wine being socially | | | | Moreover, for the reasons mentioned wine has |
| acceptable in my circle of friends. That’s my | | | | pulled away from those perceptions and focus of |
| experience with wine growing up. Nevertheless, | | | | the past and into new terrain of the trendy and |
| that was then and this is now! | | | | fresh. Modern yet modest Americans have |
| Hence, with the existence of more and more | | | | come to view wine as acceptable and desirous. |
| American winery’s gaining an ever-greater | | | | It being their beverage of choice, not only the |
| popularity, wine and the culture it brings is finally | | | | drinking of it but also the humbly lifestyle that |
| gaining a foothold the U.S.. And with that, comes | | | | comes along with it. Yes, wine’s trickle-down |
| wine’s own trickle down effect and its mass | | | | effect. |