I'll drink to that where we get behind the scenes of the beverage business.

I'm Levy Dalton.

I'm Erin Scala and here's our show today. Oh, In the 1880s, if you were looking for great Nebbiolo, you'd be looking to Northern Piedmonte, in particular to the regions of Gameh,

Gattinara, Lassona, and Brahmaetera.

If you lived in Milan in the 19th century, you'd want to be

want to be serving these wines with dinner.

In the mid-1800s, Piedmonta wines were popular in the Austro-Hungarian

Empire, but in the 1840s, the tariffs on their export to

Austrian-controlled lands doubled, which cut off Piedmonti from its export market.

This was the first of many tribulations for the North Piedmonti wine market. This was the first of many tribulations for the North Piedmonte wine market.

But after World War II, other businesses, like the textile industry, sprung back to life,

but not the vineyards.

Most of the vineyards have since been reclaimed by forest.

Why was the wine industry the last to start its comeback?

In post-war days, a quick profit likely meant a sustainable business because many businesses were starting from scratch without the momentum of capital that sustains long-term industries.

But as most people who listen to this podcast know, a new winery or vineyard takes many years of effort before the first vintage can be released to market.

And in particular, the long-lived wines of Lassona, and especially Brahmaera, would need even longer to be enjoyed and thus praised by consumers.

So someone looking to start up a business after World War II would likely look for something

that could return their investment in a year or less.

Also if you think of the psychology of business, imagine if you were such a person, in such a time, with just enough money left to start

up a business after World War I.

Your grandparents may still talk about the good old days before World War I.

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