"Nada es Imposible" - Lessons in Resilience, from Argentina to New York
Guest Contributor: Sharon Nieuwenhuis
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When you walk into The Vines of Mendoza’s winery in Argentina’s Uco Valley, the first thing you see are the words ‘Nada Es Imposible’ in block letters across the wall. This ethos is a testament to innovation and persistence against all odds of not only this company, but the country’s entire wine industry.
Argentina has a long and dramatic history of economic crises, beginning in 1998 until the present day. This puts life in a constant state of flux and also grows an admirable resilience in their people, who constantly seek out and find success within the cracks.
For Argentina’s wineries specifically, this resilience has meant reinventing their product once an economic crisis hits. Years ago, the country produced a great deal of bulk wine that was sold within Argentina. In the late 90s, with the beginning of the country’s recession, it became apparent that selling premium wines on the international stage was essential for the long-term financial success of Argentina’s wine industry. Making premium wine in the region was possible, and could also be highly profitable. Companies made large investments and shifts in winemaking style to do so.
I’ve been reflecting on my time living in Argentina for seven years and working in the wine industry there. Today, I see several similarities of resilience as the US wine industry pivots quickly to ensure businesses survive, and ultimately thrive—from wine bars to wine salespeople to wine regions, in addition to our friends in the restaurant industry. I’m seeing behavior that is reminiscent of my creative, nimble Argentine colleagues who adjusted to change quickly and effectively.
Here are some examples I'm seeing 'on the ground' right now in the New York wine market:
Many wineries are using direct sales platforms-their own websites as well as local and national delivery sites-to get their wine to customers as quickly as possible, many offering drastic reductions in shipping fees or eliminating them altogether. Some are also offering 'vineyard-side pick up' and New York Wine Traders is featuring direct to consumer sales internationally.
Retail stores and wine bars are developing and refining their digital presence quickly to offer alternatives to the traditional in-store experience (eg: offering somm-on-demand, curbside pickup, pre-selected selections of 6 and 12 bottles).
Intra-industry Facebook groups are forming where resources, advice and experiences are shared and new, useful connections are made at a moment’s notice. Jokes are shared, too, to lighten the mood a bit.
The State Liquor Authority is allowing certain on-premise locations to temporarily offer wine and cocktails for delivery and take out food sales, while those locations are closed to dining customers.
It will be interesting to see in the coming months and years if this behavior becomes our new normal in the United States, and a part of our DNA for the years to come as well.
Nada es Imposible.
Sharon
Sharon Nieuwenhuis is a public relations consultant and freelance writer specializing in wine, tourism, and hospitality. After living in Mendoza, Argentina, where she ran communications and marketing for The Vines of Mendoza for seven years, she now calls Brooklyn home. You can connect with Sharon via email sharon@snpublicrelations.com or via Instagram @vinotravels
What We're Reading:
There's no shortage of wine stories and media inundating our IN Boxes. Here's what has piqued our interest this week.
What the Wine Trade Needs to Know about Quarantine – Meininger’s Wine Business International
Going into lockdown presents specific challenges for the wine trade. But there are tried and tested ways to deal with them. Felicity Carter reports.
How to Keep the Greater Good in Mind During the Coronavirus Outbreak – Greater Good Science Center.com
In the midst of our panic around COVID-19, we must look to each other to help us get through it.
Meet the Community!
Our community is only as strong as the company we keep, and here we meet some of the folks who make our profession so dynamic.
Lauren Mowery, Travel Editor, Wine Enthusiast, New York, USA
Years In Industry:
Nine years writing about wine. Also in that time, completed Diploma WSET and passed Theory MW, ready to sit practical in 2021.
My Biggest Challenge To Wellness:
Being the travel editor for a wine magazine, I spend half the year on the road. Most of that time involves meeting winemakers to taste through their portfolio, then visiting restaurants to meet sommeliers and discuss their food and beverage programs. To wit, I eat rich, meat-heavy meals typically accompanied by wine both at lunch and dinner. I try turning wine down or asking for smaller pours so I can just taste, but everyone’s eager to show off their hard work, so the pressure makes it a challenge to say no.
Plus, despite the move towards wellness within the hotel industry, it’s still rare for a property in wine country to have robust fitness equipment – or simply a treadmill that’s not facing the wall of a stuffy, windowless room. I wish I could say I love to run outside – that would make life easier.
Finally, I’m going to put it out there because someone needs to talk about it – I have the worst constipation and I know other women suffer the same. What about men? I’ve tried fiber pills, special tea, running (I hate constipation more), guzzling all the coffee in sight, skipping breakfast, drinking celery juice, etc. My research suggests that a change in diet, one’s circadian rhythms, and plane travel all adversely affect the gastrointestinal system. The resulting feeling is terrible – one of bloat and discomfort from tight-fitting clothes. Really, the person who comes up with a solution will be rich.
How I Keep It Together To Stay Well:
I’ve gotten better at saying no. “No bread, thanks.” “No more than a sip, thanks.” “No dessert, thanks. Yes, I mean it – no dessert, thanks.” I constantly remind myself my long-term health is at stake. I sleep terribly in hotels. I’m the Goldilocks of pillows – they’re too fat like a gourd or too thin like a pancake. If my mind can rest, I notice the pillow less, so I listen to meditation apps in bed. I go everywhere with my Yoga Paws. If I can’t get into a gym, I slip on the gloves and socks. They provide a mat-like surface for poses in a hotel room. I’ve memorized a few sequences which I can modify into an energetic workout or a poor woman’s massage which unravels neck kinks from flying.
However, the hard work is done when I get home. I barely drink but for a really good bottle on the weekend; I blend every green I can find into a Vitamix smoothie; I dump turmeric on all my tofu spinach dinners, and I cut back on meat, bread, sugar, and dairy. It’s the only way, though I’m still amazed how fast I rebound after a week of diet change, which gives me hope I’m only shaving off years and not decades.
You can connect with Lauren on Instagram @chasingthevine Twitter @chasingthevine and at Wine Enthusiast.
