Wine, sustainability, and the dynamism of changing lifestyles

Economic globalization characterizes the 21st century. A digital world has replaced analog world. “ Time is money, and thinking money .” Thinking time are patentable. Branding a metaphor for lifestyle change. The “Big Brother” described by Orwell in his novel 1984 ” relevant today. We have moved from of thoughtful synthesis to one analysis mediated “likes,” “thumbs-up,” “opinion leaders.” Wine, social marker cultural base, being diluted an interconnected where it easy lose identity, principles, economic worth (Pareto’s ofelimity). perception value wine changing symbol mercantilism. pandemic lockdown shown many fragilities system, fueling e-commerce search, creating immediatist, identity-less, easy-to-disinform society. In general, people talk about “Eco-friendly,” “sustainability,” “climate change,” “resilience,” more very lightly without awareness, limiting themselves hashtags viral dissemination, influencers, transmission incomplete, sensationalism or false documents (fake news). It outlines Italian viticulture at great crossroads between sustainability established on chain that semi-finished products built years observation, possible with paradigm based statistical empirically significant observation products, observation. By leaving its specific place centered typicity, can become commodity product, sharing same destiny as agricultural raw materials.