The Quick Demise of a Good Idea

Maybe the problem of falling demand for wine will fix itself.

Man….That was fast.

Almost as soon as the effort to form an official USDA Research & Promotions Order (R&P Order) in order to jointly fund and carry out a marketing effort to address the demand problem wine faces, the effort died due to a lack of commitment among industry players to fund it.

The failure to create the R&P Order was announced by WineRamp on May 24, not more than four months after WineRamp—a group formed by industry insiders to investigate the viability of an industry-funded marketing effort—announced itself and its mission. The failure to garner support for the effort was announced in an email to supporters: