An emotional link is not a luxury. It is the most powerful commercial tool in wine. Alongside this, estates and négociants sitting on back vintages have an underused asset. Releasing wines en livrable more regularly, with mature, ready to drink, with full estate guarantee at fair prices, would be a genuine game changer. Today's consumer does not have a cellar and does not want one. A wine that arrives at the table and is opened within weeks is not a sign of impatience.