What Should We Be Doing Now? 

BY ANTONIO GALLONI | JUNE 03, 2020

As the world grapples with several major crises, the outlook for the future has never been less certain. Things change from day to day, often unpredictably. Beyond what is obvious from reading headlines full of stories on the COVID-19 pandemic, major economic duress and racism, it is clear the current situation is causing levels of stress and anxiety that are hard to quantify, but that are clearly exerting a heavy toll. “I have real misgivings about promoting my wines right now given what is going on in the world” numerous industry professionals have told me. “Is wine really all that essential?” others have asked. Well, these are my thoughts…

Is Wine Essential?

COVID-19 has caused enormous physical suffering, illness and loss of life all over the world, not to mention the untold effects on mental health, the full extent of which we will only understand in time. Numerous sectors, most notably hospitality, have been ravaged. In the United States, unemployment is currently 15%, the highest it has been since the Great Depression. That number will almost certainly rise when June figures are released shortly. The only reason unemployment is not higher is because a massive amount of stimulus estimated to be more than $3 trillion has been pumped into the economy. Many companies have received PPP (Paycheck Protection Program) grants that become forgivable under certain conditions, one of which is not reducing headcount for six months. What happens after six months? No one knows for sure, but airlines are among the companies that have already announced major schedule and workforce reductions for this coming fall.

So, is wine essential? I suppose that can be debated. But one thing I am certain of is that the jobs the wine industry supports are 100% essential. Many of these are working class jobs. Think of every vineyard worker, every person who answers email and phone calls, every salesperson and everyone who works behind the scenes in warehouses packing and delivering wines. Those jobs are absolutely essential.