From 100- point scores to big companies destroying much-loved brands, to absurd restaurant mark-ups, it is self destructive to the max.
Not to forget an obsession with nolo "wines" that taste nothing like wine.
But there are also some very smart operators involved.
What, then, to make of jalapeno sauvignon blanc?
This viral summer trend in the US involved dropping frozen jalapeño slices into a glass of chilled sauvignon blanc. It was huge on TikTok, I am reliably informed.
So, naturally, an actress and fashion icon has jumped into the fray, parlaying her "celebrity" wine status.
Sarah Jessica Parker, who has had a partnership with New Zealand wine producer Invivo for several years, is to release her own ‘Spicy Savvy B’.
So here comes Invivo X, SJP Spicy Jalapeño White Wine with Natural Flavor - to be launched in the US this month. And, no doubt, to Australia by next summer.
"This is wine, made fun and reimagined for the way people drink now," says the website.
"Invivo has taken its crisp, tropical New Zealand Sauvignon Blanc base and naturally infused it with jalapeño’s natural flavor to create a new drop designed to be poured chilled, served over ice, or messed around with however you like."
It's not wine as we know it. But these folk have recognised that the drinks business is a fashion business. That's smart.
Now just wait for someone to give it a 100-point score.
This viral summer trend in the US involved dropping frozen jalapeño slices into a glass of chilled sauvignon blanc. It was huge on TikTok, I am reliably informed.
So, naturally, an actress and fashion icon has jumped into the fray, parlaying her "celebrity" wine status.
Sarah Jessica Parker, who has had a partnership with New Zealand wine producer Invivo for several years, is to release her own ‘Spicy Savvy B’.
So here comes Invivo X, SJP Spicy Jalapeño White Wine with Natural Flavor - to be launched in the US this month. And, no doubt, to Australia by next summer.
"This is wine, made fun and reimagined for the way people drink now," says the website.
"Invivo has taken its crisp, tropical New Zealand Sauvignon Blanc base and naturally infused it with jalapeño’s natural flavor to create a new drop designed to be poured chilled, served over ice, or messed around with however you like."
It's not wine as we know it. But these folk have recognised that the drinks business is a fashion business. That's smart.
Now just wait for someone to give it a 100-point score.

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