AI has been the hot topic of 2024. However much you believe in its power, smart assistance is growing, changing the way that people do business, while also raising important questions about purpose for future generations. The quest for optimisation and constant progression has grown the world’s largest corporations to unimaginable size, and perhaps begs the question: where do we go from here? Is it possible in the not-too-distant future that our focus will need to shift, from chasing growth to seeking meaning?
Contrasts
In both wine and technology, the US stands at the forefront of rapid innovation and expansion, embracing progress with boundless enthusiasm. By contrast, Europe remains more cautious, focusing on ethics and measured implementation. Both approaches have value, but striking the right balance is critical. Overzealous ambition can lead to ethical dilemmas, while excessive restraint may stifle creativity and progress.
Less is more
Today, some of Europe’s most renowned wine estates no longer actively seek growth, but rather longevity. Be it at the hands of luxury giants such as LVMH, or multi-generational family investment, fine wine’s focus is long-term preservation, rather than increasing the bottom line. We see an alignment of this attitude with Gen Z’s purchase motivation. They expect authenticity, sustainability, and a clear sense of purpose. They are rewriting the rules of consumption, valuing quality and meaning over mere abundance.
Wine for thought
In 2025 and beyond, man’s central challenge won’t be about how to progress further but about answering a more profound question: what is the meaning? This shift has already long-been embraced in fine wine, where limited resources and the priority of exceptional quality have already set the standard. Today, acquisitions in the sector are driven less by profit and more by a desire to preserve heritage, like a vinous Notre Dame.
Our purpose at 1275 lies in capturing the golden era of winemaking. In protecting these great pieces of vinous history for enjoyment over generations, we find meaning.