I became an honorary Gin Rectifier last night (May 9). I took an oath and now I am duty bound to promote the best interests of gin.
Veseth, a professor in international political economy at the University of Puget Sound in Tacoma, Washington, is regarded as an authority on the political economy of globalisation and the global wine market.
The subject of his speech will be ‘How South Africa can win the Wine Wars’. He will discuss the market trends that are redrawing the world wine map and the ‘terroirists’ (those focused on a wine’s terroir or place of origin) who resist them. Veseth believes that wine businesses are at a critical crossroads, shaped by the forces of globalisation, corporate branding and the exploration of new markets.
Nederburg Auction business manager Dalene Steyn said: “While believing in preserving the essence and the soul of wine, Mike is also well-versed on breaking into new markets in China, Australia, France and the US. With this combination of a love for wine along with extensive business and economic acumen, we believe he will inspire and motivate wine lovers in South Africa – just like he has done elsewhere in the world.”
Veseth is author of more than a dozen books including: ‘Wine Wars: The Curse of the Blue Nun’, ‘The Miracle of Two Buck Chuck’ and ‘The Revenge of the Terroirists (2011)’.