Iím not sure how to listen to music any more. I donít mean that Iím†sticking earphones into the wrong holes (you donít make that mistake†twice), I'm talking about the way music is accessed.
It used to be so simple. Youíd buy a physical album or single and listen to it on a machine designed solely for that purpose. That was the norm fewer†than 20 years ago, yet it already sounds absurdly prehistoric. Now, you can listen to anything, anytime, anywhere without needing to buy any dedicated equipment.
And guess what? Thereís a comparison to make with wine. Technology is changing the way we consume everything. Its effect on wine may never be as dramatic as it has already been for music (thank God wine canít be digitised) but it is still significant.
In the vineyard, GPS-guided machinery has given rise to precision viticulture, optimising how vines are planted and grown. Advanced irrigation technology monitors vine hydration to use water as efficiently as possible.
Vinification has benefited too. Optical sorters can eliminate grapes which donít match the winemakerís specifications for colour, size and shape. Presses are becoming ever more sensitive to allow greater control over extraction.
Packaging is improving too, and the improvements in bag-in-box, alternative closures and bulk transportation technologies offer an ever increasing variety of options to everyone throughout the supply chain. Then there are consumer-facing developments such as Enomatic machines and†Coravin, both of which allow drinkers to sample wines in a way that was†unthinkable before the technology existed to permit it.
All these things have one ultimate cause: to improve profitability for the†wine industry, and that is nothing to be ashamed of. Wilfully ignoring the new possibilities that technology presents is sheer Luddite folly Ė but that†doesnít mean technology should trump every other consideration.
Itís easy to forget that, like music, the most valuable thing†in wine isnít the most efficient, modern, technological way of handling it, but the soul that went into its origination.
Streaming technology changes the way I relate to music. An album is no longer a physical thing to wait for, to†purchase and to treasure in its entirety, but something to access instantly and disposably.
The parallels with wine may not be literal, but they are comparable. Subjugation to technology threatens to undermine the single most important thing that†wine has to offer us: a reflection of its origin.
For me, this is one of the most compelling arguments†for practices that focus attention on the vineyard.
Organics, biodynamics and natural wine are not perfect†systems, but they signify a prioritisation of the one thing that technology cannot replace or improve upon: terroir.
Furthermore, many of the best producers who adhere to these holistic philosophies donít eschew modern technology but embrace it, using it to accentuate a wineís authenticity rather than override it Ė which is music to my ears.