Rory Sutherland Rory Sutherland

Fight the wine orthodoxy!

One of the first predictions at the first sign of an economic downturn was the fear of a rapid rise in general mean-spiritedness – leading to nationalism, protectionism and worse.

In some areas, though, a bout of grumpy nationalism wouldn’t be a bad thing. Especially if the backlash is directed against those rootless British metropolitans who are so revolted by anything natively British they are now incapable of leaving London except to go abroad.

If anyone has plans to start the ‘Pies not Pasta’ food movement, they’ll find me their first supporter. But there is something more immediate all readers of this blog can do to force the pace of change and help our indigenous booze industry at the same time. All they need do is boycott the stupid social practice of forcing people to drink wine in the absence of food.

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