Market, Makers, and Mitigation

There’s something intoxicatingly distinct and unique about a Bordeaux red. Those deep earthy flavors that mingle perfectly with its subtle fruitiness have tantalized French tongues and international markets for years. But in 2050 that is projected to all change due to climate change.

And that is the premise Bordeaux 2050. Thumbnail for Bordeaux 2050

It is a new wine meant to show what wine will become in the next 30 years. It is the Bordeaux of the future; the Bordeaux of extreme weather climates; drought; famine; and devastation. It is a wine that is the creation of researchers, scientists, and journalists to showcase to the public that the “gravity of climate change is real.” Half PR stunt, half sincere experiment–the root agenda of Bordeaux 2050 is to cause public apprehension about the impact of climate change on everyday goods that are dear to consumers.

In a way, this wine brings the message of climate change to the everyday French person. Reviewed as “disgusting” by Europe 1, Bourdeaux 2050 is a “symbol of [French] responsibility towards [] future generations.” The makers assert that if they do not “insist on sustainable practices from [their] government, [their] industries, and most importantly [themselves] the world heritage as [they] know it will be lost.”

To this end, consumers of such fine goods should see themselves at a crossroads. Although global policy and top down approaches towards climate change mitigation are necessary to reach 1.5, individual choice and lifestyle play an important part in climate change mitigation. So, is a weekly steak night worth the loss of coffee? Is a car ride versus a walk really worth chocolate? Is driving a F-150 really worth beerAs we all approach these crossroads, each one of us needs to understand the weight of our power as consumers. Maybe, through collective action and prudent choices, we can help mitigate the impacts of climate change.