Bohemian Rhapsody
From Wikipedia:
In Bohemian Manifesto: a Field Guide to Living on the Edge, author Laren Stover, breaks down the bohemian into five distinct mind-sets or styles, as follows:
Nouveau: bohemians that are rich who attempt to join traditional bohemianism with contemporary culture
Gypsy: the expatriate types, they create their own Gypsy ideal of nirvana wherever they go
Beat: also drifters, but non-materialist and art-focused
Zen: "post-beat," focus on spirituality rather than art
Dandy: no money, but try to appear as if they have it by buying and displaying expensive or rare items – such as brands of alcohol
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I would argue that many winemakers fall into one or more of these bohemian mind-sets. Let's break them down, shall we?
1. Nouveau
Oh, I built a wine brand because I'm a farmer at heart. I just so happen to be worth 8 BILLION FUCKING DOLLARS because of hedge funds and I want to retire on a tractor. I don't know how to drive a tractor or ferment grapes, but my pictures look cool when I stand next to my state of the art winery in Vogue magazine.
2. Gypsy
My personality would go great with wine marketing. I am terrific looking and have a magnetic personality. My new wine brand "Flesh" is gonna kill when I go to Burning Man to market it. I have NO idea who actually made the wine that I am selling, but I will go out on the road and sell the shit out of it - because FLESH sells!
3. Beat
Ooh, look at me. I don't really care about making money. It's all about the spirit of the land and the soul of the wine. Sustainability and spirituality is ALL that matters. If the essence is true, everything else will follow. It isn't about the brand, it's about the land. Its all about Terroir.
4. Zen
Listen to the universe. Meditate on the cycles of nature. Resist all use of additives in viticulture and winemaking. Do not influence with artistry what is already perfect naturally.
5. Dandy
Life has been wonderful, but we aren't done yet! We are happily married and have raised three beautiful children who are also happily married and have terrific careers. We are loving grandparents and we both retired with amazing benefits from fulfilling careers. We have saved an impressive nest-egg and have decided to blow all of it on a piece of land, where we will plant a vineyard and build a winery. What a fancy way to spend our golden years and impress our friends!