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# [BND] What We're Reading --
- URL: https://bevnews.net/what-were-reading-132/
- Published: 2024-08-10T19:10:33.000Z
- Updated: 2024-08-10T19:13:57.000Z
- Author: Joel Whitaker

## [The Cost of Premiumisation](https://www.meiningers-international.com/wine/insights/cost-premiumisation?utm%5Fmedium=Newsletter&utm%5Fterm=MI%5FNewsletter&utm%5Fcampaign=Newsletter&ref=bevnews.net)

The wine trade has always wanted people to drink less but better, and now they are. But US industry watchers tell Felicity Carter that this strategy carries risks. (Meininger's International)

## [Why LVMH, the world’s biggest luxury conglomerate, is sponsoring the Olympics](https://www.theglobeandmail.com/life/style/article-lvmh-olympics-sponsor/?ref=bevnews.net)

LVMH brands such as Dior and Louis Vuitton historically partnered with big screen stars and musicians. Tennis player Naomi Osaka was the first athlete to sign on in 2021 as a Louis Vuitton ambassador. Since then, both brands have expanded their roster of athletes. (The Globe & Mail)

### [A once-thriving California wine company is in shambles. Here’s what it means for other wineries](https://mail.google.com/mail/u/0/?ref=bevnews.net#inbox/FMfcgzQVxtmdgZwBWFhGGSGhMpNCQWQZ)

The wine industry is reeling from news last week that one of its largest companies, [Vintage Wine Estates](https://link.sfchronicle.com/click/36268271.45248/aHR0cHM6Ly93d3cuc2ZjaHJvbmljbGUuY29tL2Zvb2Qvd2luZS9hcnRpY2xlL3ZpbnRhZ2Utd2luZS1lc3RhdGVzLWJhbmtydXB0Y3ktMTk1OTM4MTAucGhwP3NpZD02MjcwNWQyOTYyNTYyNTAyNjAwMTE5ODAmc3M9UCZzdF9yaWQ9ZTgzYTg5MzQtYTg2Zi00MWUxLWJlNWUtZmQ0ZjZhYjFlNjRmJnV0bV9zb3VyY2U9bmV3c2xldHRlciZ1dG1fbWVkaXVtPWVtYWlsJnV0bV90ZXJtPWJyaWVmaW5nJnV0bV9jYW1wYWlnbj1zZmNfZHJpbmtpbmd3aXRoZXN0aGVy/62705d296256250260011980Ba413abb2?ref=bevnews.net), has filed for bankruptcy, will [lay off of its entire California workforce](https://link.sfchronicle.com/click/36268271.45248/aHR0cHM6Ly93d3cuc2ZjaHJvbmljbGUuY29tL2Zvb2Qvd2luZS9hcnRpY2xlL3ZpbnRhZ2Utd2luZS1lc3RhdGVzLWxheW9mZnMtMTk1OTY3OTIucGhwP3NpZD02MjcwNWQyOTYyNTYyNTAyNjAwMTE5ODAmc3M9UCZzdF9yaWQ9ZTgzYTg5MzQtYTg2Zi00MWUxLWJlNWUtZmQ0ZjZhYjFlNjRmJnV0bV9zb3VyY2U9bmV3c2xldHRlciZ1dG1fbWVkaXVtPWVtYWlsJnV0bV90ZXJtPWJyaWVmaW5nJnV0bV9jYW1wYWlnbj1zZmNfZHJpbmtpbmd3aXRoZXN0aGVy/62705d296256250260011980Ba7929d0f?ref=bevnews.net) and plans to delist from the stock market just three years after going public.

Given the fact that the U.S. wine market is experiencing a [major downturn](https://link.sfchronicle.com/click/36268271.45248/aHR0cHM6Ly93d3cuc2ZjaHJvbmljbGUuY29tL2Zvb2Qvd2luZS9hcnRpY2xlL2NhbGlmb3JuaWEtd2luZS1pbmR1c3RyeS1kb3dudHVybi0xODcxMTIzNi5waHA%5Fc2lkPTYyNzA1ZDI5NjI1NjI1MDI2MDAxMTk4MCZzcz1QJnN0X3JpZD1lODNhODkzNC1hODZmLTQxZTEtYmU1ZS1mZDRmNmFiMWU2NGYmdXRtX3NvdXJjZT1uZXdzbGV0dGVyJnV0bV9tZWRpdW09ZW1haWwmdXRtX3Rlcm09YnJpZWZpbmcmdXRtX2NhbXBhaWduPXNmY19kcmlua2luZ3dpdGhlc3RoZXI/62705d296256250260011980Be0c001ac?ref=bevnews.net), many observers have interpreted the implosion of Vintage, which owns brands like Layer Cake and [Cameron Hughes](https://link.sfchronicle.com/click/36268271.45248/aHR0cHM6Ly93d3cuc2ZjaHJvbmljbGUuY29tL3dpbmUvYXJ0aWNsZS9Ub3AtdGllci1OYXBhLUNhYi1mb3ItMTAtV2l0aC1idWxrLXdpbmUtcHJpY2VzLTE1MjAxMTAyLnBocD9zaWQ9NjI3MDVkMjk2MjU2MjUwMjYwMDExOTgwJnNzPVAmc3RfcmlkPWU4M2E4OTM0LWE4NmYtNDFlMS1iZTVlLWZkNGY2YWIxZTY0ZiZ1dG1fc291cmNlPW5ld3NsZXR0ZXImdXRtX21lZGl1bT1lbWFpbCZ1dG1fdGVybT1icmllZmluZyZ1dG1fY2FtcGFpZ249c2ZjX2RyaW5raW5nd2l0aGVzdGhlcg/62705d296256250260011980Bc32e23a9?ref=bevnews.net), as a harbinger of things to come — a sign that other large wine companies could also fall. But that’s the wrong way to look at it. (*San Francisco Chronicle/*Esther Mobley)

## [Cherry-picking the evidence on alcohol and health](https://snowdon.substack.com/p/cherry-picking-the-evidence-on-alcohol)

You can prove anything if you discard 99.9% of the evidence

## [Ohio wine and grape industry's $6.6B impact on display at Ohio State Fair](https://www.wyso.org/news/2024-07-29/ohio-wineries-highlighted-at-the-ohio-state-fair?utm%5Fsource=AfternoonBrief&utm%5Fmedium=newsletter)

Every summer, the Ohio State Fair highlights the state's agriculture and one of the booming agricultural industries in Ohio is wine making. **"**Ohio wine growers and grape growers and the wineries are just a great asset to Ohio as we look at a $6.6 billion impact to our our great economy here in Ohio," **Brian Baldridge**, the director of the Ohio Department of Agriculture, said. (WYSO)

## [Smarter farming, better barley: How Molson Coors gets the ‘best brewing barley in the world’](https://www.webwire.com/ViewPressRel.asp?aId=324969&ref=bevnews.net)

About 800 growers in four states and Canada supply Molson Coors with all he barley it need. (Web?Wire)