If any conclusion can be drawn from the initial reaction to “Liberation Day”, it’s that the only certain thing today is uncertainty. As a counter-move to such high volatility, we seek refuge in a greater emphasis on health, well-being, and stress management. Alongside trends for intermittent fasting, glucose tracking or ultra-trails, alcohol consumption is being reassessed. So where does fine wine fit within this new world, where prolonging life prevails over enjoying it decadently?
A Market Shift
Numbers don’t lie, we are drinking less and less: between 2003 and 2022, wine consumption in France dropped from 70 to 47 litres per capita. And while a bottle of wine between two for a weekday lunchtime may no longer be the norm, enjoyment of fine wine remains resilient. These bottles are not everyday consumables but rather luxury goods – purchased with intent, aged with care, and enjoyed in moderation.
Beyond The Stigma
Wine industry legend and Piedmont pioneer, Angelo Gaja, recently warned against demonising alcohol. He rightly distinguishes between mass-produced, potentially harmful alcoholic products designed to encourage overconsumption, and fine wine, which embodies cultural and gastronomic heritage. After all, fine wine is, above all, a story of terroir, conviviality, preservation and responsible enjoyment.
Mindful Consumption
In today’s fast-paced world – amid political turmoil, economic uncertainty, and the constant pressure to achieve more, be healthier, and push our limits – we must not forget to savour life. At 1275, we believe in the importance of taking a step back, opening a great bottle of wine, and sharing it with those who matter most. Living mindfully is essential, but part of this is embracing life’s pleasures. Our motto is simply: drink less, but drink better.