Mike Carter
Released 29 Apr, 2025
The best can be beaten. The “only” can’t.
In a world obsessed with scores, medals, and rankings, we’ve been trained to chase perfection but perfection is replaceable. Someone can always come along who’s a little faster, a little sharper, or a little more polished.
But when you are the only one, you are irreplaceable. Compete where others can’t, not where others already do.
The future of wine doesn’t belong to those climbing the same ladders as everyone else. It belongs to those bold enough to build a different game, one based on meaning, not medals. One where the goal isn’t just to be admired, but to be remembered.
People don’t crave the best wine according to someone else’s standard. They crave their wine, the one that reminds them of a story, a place, a feeling they never want to lose. The one that’s theirs.
“People will forget what you said. People will forget what you did. But they will never forget how you made them feel.” — Maya Angelou
Stop chasing being the best in a category built by someone else’s rules. Start becoming the only one in someone’s heart. Not because you were perfect but because you were personal. Not because you were superior but because you were irreplaceable.
In this spirit, we’re proud to share the following article by Mike Carter MBA, Wine Futurist and Author. Mike challenges conventional thinking, illuminating the evolving world of wine. His passion project, Winemakers On Fire, explores and celebrates the harmony of wine, design, and creativity.
Our Rethinking Wine platform already exists — and it’s alive in beta testing mode. Right now, we’re building it together with the pioneers who are daring to rethink with us, shaping a platform that belongs to our future. Our next stage will be the pre-launch, and we’d love you to be part of it.
If you want to join us, add your email to the waitlist at: www.rethinkingwine.app
This is just the beginning. Let’s rethink it, together.
In an industry obsessed with scores, rankings, and the pursuit of perfection, here’s a radical thought: what if being the “best” isn’t the best strategy?
When I look at the most successful wine brands and personalities around the world today, I notice something fascinating. Many aren’t necessarily those with the highest rating points or the most prestigious appellations. They’re the ones that have carved out a special place in people’s hearts. They’ve become favourites.
Beyond the 100-Point Pedestal
Let’s be honest—the wine world has a peculiar obsession with numerical supremacy. We’ve created elaborate systems that reduce the poetry in a bottle to a clinical score. 92 points. 94 points. The coveted 100.
But when was the last time you chose a wine because it scored 93 rather than 91 points? When was the last time anyone did?
What we actually do is reach for bottles that speak to us personally. The wine from that small producer we met on holiday. The unexpected gem recommended by a friend. The bottle that perfectly complemented a memorable meal. The label that made us smile.
These emotional connections trump technical excellence every time. You might objectively acknowledge that a certain Bordeaux First Growth is “better” than your favourite local Pinotage, but which one brings you more joy? Which story do you prefer to tell?
The Metrics Mirage
The pursuit of being “the best” creates a dangerous mindset. It suggests there’s a single, objective summit to reach. But wine, like all sensory experiences, exists in a beautifully subjective realm.
Being “the best” often means conforming to an established ideal—satisfying critics and competition judges who reward familiar patterns of “quality.” It’s a game with predefined rules that inevitably favours the established players.
Being “their favourite,” however, opens up infinite possibilities. It invites you to find your tribe and to connect authentically with people who resonate with your particular expression.
From Gatekeepers to Gateways
For too long, the wine industry has been defined by its gatekeepers. Critics who decree what’s worthy. Sommeliers who decide what’s sophisticated. Old estates that determine what’s legitimate.
But the future belongs to those who can be gateways instead—those who invite people in rather than keeping them out.
What if, instead of chasing another point on a critic’s scale, we focused on creating moments of discovery and delight? What if we prioritised being the wine someone excitedly shares with friends rather than the one that impresses a panel of experts?
Building Favourites, Not Just Brands
So how do we shift from chasing “best” status to becoming favourites? Here are some thoughts:
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Embrace your authentic story. People connect with genuine narratives, not technical superiority. What makes your wine uniquely yours? What’s the human element behind it?
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Create memorable experiences. A taste of your wine might last moments, but the memory of experiencing it can last decades. How can you make every touchpoint with your brand something worth remembering?
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Listen more than you preach. Instead of telling people why your wine is the best, discover what they love about it. Their reasons might surprise you and inform your future direction.
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Be consistent, not perfect. Favourites are reliable companions. Better to be consistently good and available than occasionally perfect but elusive.
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Foster community. Favourites are often shared experiences. How can your wine bring people together rather than set them apart?
The Favourite Effect: Redefining Success
Here in South Africa, we understand something profound about favourites. Our winemaking history doesn’t stretch back as many centuries as some European regions, but we’ve learnt that authenticity trumps pedigree.
The most exciting producers aren’t simply mimicking Burgundy or Bordeaux in pursuit of critical acclaim. They’re expressing something truthful about our soils, our climate, and our people. They’re creating wines that couldn’t come from anywhere else.
It’s not just the physical elements that make a wine unique, but the cultural and emotional elements too. The complete context that transforms a beverage into an experience.
The Favourite Revolution
Being someone’s favourite isn’t a consolation prize for not being the best. It’s a fundamentally different—and I would argue superior—achievement.
The best wine can only exist once. By definition, it’s singular and exclusive. But favourites can exist infinitely. There’s room for countless wines to be someone’s favourite for countless different reasons.
In a world where connection is increasingly rare and valuable, being a favourite means you’ve created something more meaningful than technical excellence. You’ve created a relationship.
So next time you’re agonising over another vineyard technique to squeeze out another potential rating point, pause and ask yourself: Would I rather be the wine that critics admire, or the one that people love? The one that sits on a pedestal, or the one that’s empty at the end of the night because everyone wanted another glass?
Don’t be the best. Be their favourite.
Because in the end, it’s not the scores we remember. It’s the wines that made us smile.
Meet the Author:
Wine Futurist & Author Mike Carter MBA challenges conventional thinking, illuminating the evolving world of wine. His passion project, ‘Winemakers On Fire,’ explores and celebrates the harmony of wine, design, and creativity. Connect via mike@winewordsmith.com or on LinkedIn to join the conversation."