Two Tech Companies Help Wineries Sell “Bottled Poetry” by Jim Turley
Winemaking is an occupation steeped in tradition, to mix my metaphors. Winery websites feature richly sepia-toned photos of rugged Old World types squeezing the soil through their hands, gazing at grape clusters, and extolling their great-great-grandfathers’ foresight in planting head-trained Zinfandel vines with original rootstock in the rich alluvial soil of Napa Valley. It’s enough to drive you to drink.
It’s also a business that seems immune to technology – indeed, that deliberately shuns and avoids it, at least publicly. But there’s some tech in the back room, behind the French oak barrels, stained aprons, and stemmed glassware. It just doesn’t touch the grapes.