The makers of Educated Guess wine are clearly cool people. And by cool, I mean very current. They’re self-aware and self-mocking. They know that, in today’s world, objective superiority is a fallacy and so they acknowledge that any choices that they make in their own process of wine making will be based not on scientific standards of correct technique that will withstand the test of time, but on a series of “educated guesses”. Hence the name. And though they may personally enjoy their own product, they understand that they are unable to be unbiased.
It all sounds good. It’s so very right, the way they refuse to say that anything they’ve done is better than anything that other people are doing. This is the language of the future. But I’m not sure it’s going to sell lots and lots of wine. I, personally, might chuckle at their label and then buy a bottle made by self-aggrandizing, barbaric fools who unselfconsciously tell me that they are making the best wine the universe allows them to make.
That’s one of the problems, though, with this contemporary self-awareness. Educated Guess is made by very smart, very dedicated people who did a lot of work and made a very good wine. But they’re so afraid to look like Fabio or Rambo or something like that, that they end up telling consumers “we’re pretty good, if you like that sort of thing.” Luckily you can try this damn good wine for free, here with us.