Lately, the wine industry can’t stop hand-wringing about how the next generation is “drinking less wine.”
The usual explanation?
Wine is intimidating.
Too many rules.
Too many rituals.
Too much swirling, sniffing, and pretending you can “really taste the terroir.”
Yeah… that tracks.
At Good F*cking Wine, we don’t think wine lost relevance.
We think it got overcomplicated.
Somewhere along the way, wine turned into homework.
And nobody relaxes with homework.
Let’s reset.
You don’t need a sommelier certification to know what you like.
You don’t need to decant.
You don’t need a $60 stemmed glass that shatters if you blink too hard.
You need wine that tastes good. That’s it. That’s the bar.
Drink it because it’s delicious.
Drink it because it fits the moment.
Drink it because you’re unwinding, celebrating, surviving a Tuesday, or doing absolutely nothing at all.
And let’s clear something up once and for all:
Delicate wine glasses are optional. At best.
Drink Good F*cking Wine from:
We don’t care.
Wine doesn’t care.
Wine has been around for thousands of years. It survived wars, plagues, empires collapsing, and questionable medieval hygiene. It can survive your kitchen cabinet—and your choice of glassware.
This isn’t about rules.
It’s not about rituals.
It’s definitely not about being “proper.”
It’s about flavor.
It’s about people.
It’s about enjoying yourself without feeling like you’re doing it wrong.
So skip the lecture.
Skip the swirl.
Skip the bullshit.
Good F*cking Wine.
Drink it how you want.