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Shockingly, Winemakers Can Be Elitist Snobs

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VINTAGE SCORN
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"Pssh! You like Modest Mouse? I don't support any band that lends it music to a Nissan commercial."

"Pfff! You're into Saturday Night Live? Show can't hold a candle to my improv group."

"Puhh! Is that a Windows laptop? Man, I can't believe you're not running Linux."

In every walk of life you'll find folks who condemn mainstream fare simply because it appeals to the masses. Music, film, literature, technology, any field where success can seemingly affect your content.

Yes, there is something to be said for watering down your creativity to target simpler demographics. And, true, countless artists grew lazy because they've rested on their laurels after gaining success. And, I agree, pop culture gravitates toward the lowest common denominator and, by and large, rewards the largely untalented. But...

Crap. I'm a snob, too.

So there might be something to be said for the independent winemakers who have scorned supermarket brand wine for its growing popularity with undiscerning palates.

A spokesman for the Winemakers' Federation -- perhaps the least intimidating federation in history -- spoke with Australia's ABC News to discuss the increasing threat of mainstream wine. "We will be facing an environment where the real drivers around purchasing of wine are going to be more and more about price and I don't think that is healthy at all," Steven Strachn said. "I think we want an industry that has diversity of production, that has a large range of producers offering consumers a wide variety of different products."

But Woolworths retailers out of Australia and New Zealand claim that it only buys from smaller operators.

Spokesman Luke Schepen said, "We mostly deal with mum and dad companies and smaller wineries that see the benefit of a private label market and they can actually deliver some really good quality wines to the consumer at the end of the day." He added, "We do pay fair prices and I suppose how we can deliver really good value for the customer is that we don't have all those marketing costs."

I suppose Schepen has a point -- only if a wine version of TicketMaster doesn't exist.
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