Dear Cannabis, Please Stop Demonizing Alcohol

“If anyone orders Merlot, I’m leaving. I am not drinking any f***ing Merlot!” — one fateful movie line, so many unintended consequences. Back in 2004, Paul Giamatti delivered that line in the movie Sidways that determined the fate of one single grape varietal—Merlot. It didn’t happen overnight. The shift was gradual, but sales declined as that one scene STUCK in our collective memory. Subconsciously, consumers didn’t trust the Merlot grape after our beloved movie character told us not to. I know this from statistical numbers and from an intimate level— I joined the wine industry with my feet on the ground back in 2008. Selling Merlot was HARD. One famous Napa winemaker even admitted in this article, “It actually did hurt Merlot sales. And it’s a shame—it’s a beautiful variety that shows terroir and makes wonderful wine.”

For those of us in the industry, it was bittersweet. Public interest may have dropped, but that meant incredible Merlot from top producers could be found at a fraction of Cabernet’s price. Knowing the real story allowed some of us to benefit from lower prices.

Misunderstanding on a massive scale was truly tragic for this sector of the wine industry though.

A few years ago, a customer sheepishly admitted he loved Merlot. He had been influenced in such a strong way that he wasn’t even fully aware. No data to back it — just something his brain had “learned” years ago and he references to this day. Almost 20 years later and can you believe this Merlot misunderstanding still exists! He lit up when I told him he was getting a killer deal from Rutherford Hill and that the wine was amazing.

Just like a single movie line shaped the way people thought about Merlot for decades, today’s marketing trends around cannabis risk reshaping how we collectively view alcohol (AND REALLY GOOD WINE)—sometimes without us even realizing it.

In 2016, Cannabis became legalized across many states. Growing up in the War on Drugs era, with anything cannabis related labeled “the gateway”, always struck me as unnecessarily polarizing and extreme. With legalization, it all initially felt so liberating—people could choose to relax with a glass of wine or say a gummy, and it was simply about personal preference. I remember thinking, “It’s about time!” But—Over the years, a new trend emerged: positioning alcohol in a negative light. For some in the cannabis sector, challenging the alcohol industry became a way to capture more market share.

Fast forward to 2025. Social media now amplifies this message more than any other channel. Instead of a single memorable movie line shaping perception, we’re met with a steady chorus from dozens of micro-influencers. That movie line, after all, was delivered in passing for entertainment. But when multiple accounts with 30,000+ followers make sweeping claims about alcohol, the repetition begins to sound like fact.

For example, one recent post claimed: “It’s like having wine without the harmful effects of alcohol, the tiniest amount of calories, and no hangover” — from a profile with nearly 60K followers, backed by an advocate with close to a million. Another influencer in this post, with around 30K followers, put it this way: “It’s not too late to rethink what we celebrate. Alcohol isn’t the hero, it’s the habit.”

Let me start by saying, we all know that many aspects of our lives can become questionable on the healthy vs unhealthy scale. And if something doesn’t feel as though it’s bringing harmony to your day to day, it’s absolutely worth re-evaluating. I know people who have realized alcohol, cannabis products, work, sugar, even exercise are not representing something balanced in their lives — and I love hearing when they take steps to reset.

What concerns me is when influencers with large followings make sweeping statements: that all alcohol is harmful, a habit, or only leads to hangovers. The purpose of messaging like this is to instill SHAME, steering us toward their product alone.

Shame for people who do have a healthy relationship with alcohol. Shame for those who enjoy fine wine, specialty cocktails, and hand-crafted beers responsibly. And beyond that, it dismisses the generations of artisans who have dedicated their lives to crafting these products — not as mere commodities, but as expressions of art, heritage, and place.

Lately, I’ve had conversations with people who admit that social media reels are worrisome and have gotten in their heads—they’ve started to second-guess whether sharing a thoughtfully made bottle of wine over dinner with a spouse is “a problem”. That worries me. Marketing built on fear or shame is more than manipulative — it’s a form of brainwashing. And that should deeply concern us. Left unchallenged, it can twist perceptions and devastate entire industries.

I have no issue with cannabis, mushrooms, or other plant medicines — in fact, I’ve dabbled myself. My intention, much like with wine, is rooted in curiosity and respect for what nature has given us. Both can be enjoyed thoughtfully, with intention.

But when one industry builds its marketing strategy around diminishing the other, that feels offensive and disrespectful. Instead of polarizing the conversation, what if we encouraged ALL of these things — wine included — to be enjoyed in MODERATION, as ways to slow down, be present, and connect? If history has taught us anything, it’s that public opinion swings like a pendulum — once demonized as addictive in the 1990s, cannabis is now celebrated in many forms for its healing potential. But if the goal is truly to reduce stress or harmful behaviors, maybe the answer isn’t in canceling or glorifying a single product. The real work might lie in tending to our nervous systems — with journaling, reflection, or self-care practices that don’t come with a marketing budget or political agenda.

So yes, let’s be mindful together. Let’s celebrate the gifts of both vineyards, hops, and plants with respect. But let’s also be wary of combative marketing that thrives on extremes. And let’s not allow another “Merlot effect” to diminish the simple joy of wine, cocktails, and beer altogether— sips that are often enjoyed in moderation— sips that give us a reason to connect as a community and savor something tasteful.

Join me anytime on my daily journey of balance — savoring great wines with amazing food.