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The whole project is aimed not just at selling wine, but also at creating a lifestyle, one that has wine at its bibulous heart. “The site encourages people to throw wine-tasting parties at home for things like bridal showers. Not necessarily pinky-in-the-air, pretentious swirling and sniffing. Consumption of wine is surging, while consumption of beer and other beverages is declining, and I think that’s just a reflection of the continued growth of interest in good food. I’ve even had guys come up to me and tell me that they’re having tastings at bachelor parties instead of going to strip clubs. I don’t know if I believe them – I think they’re doing wine tastings and then going to strip clubs.”

More information on the San Diego Bay Wine & Food Festival, which runs November 12—16, can be found at worldofwineevents.com.

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