Today wine consumers do not need help finding new wines. Wineries need help finding new consumers.

This seems contradictory. If winery personnel need to find new customers, how can they do that by telling customers that all wines are equally good — or bad? Shouldn’t they be helping customers discover what they like (and drink that) and don’t like (and don’t drink that)? And not sending them on their way with a message that amounts to, “After all my efforts and skill; it doesn’t really matter. You can drink mine or you can drink swill, just smile while you’re doing it.”