An acquaintance of mine posted on social media on July 5th that if the people he heard shooting off fireworks from home the previous night would just spend 1% of what they spent on the fireworks on the wine he makes and sells, he would be very happy. He made reference to the money people spent on fireworks as “going up in smoke.” The crystal clear insinuation was that money spent on craft wine was classy, elegant, refined and clearly more socially esteemable than money wasted on celebratory explosions.
So much of the stigma that keeps alcoholics trapped is encapsulated in this one misguided post. Wine is desirable. People who drink it are savvy and wise. As a wine producer, he holds his industry and his product in high regard. He is proud of his alcohol, and he is fearless in throwing a little shade on people who don’t share his passion for using their disposable income for intoxication.
Could you imagine a cigarette company executive teasing people about recklessly sending their money up in smoke rather than buying tobacco? How about an illegal drug dealer? If you sold meth or heroin, would you brag on social media about how much less of a waste of money your product is versus fireworks?
