Doesn't that take the fun out of the whole thing? Like saying damn or hell when you're 8, it's cool. Once you say fuck and your parents don't flinch, what's the point? It become anti-cool, un-cool, dare I say boorish?
If we are going to stop from crossing the line, stop from jumping the shark, we need to know where the line is. Fortunately Enolytics, a firm that leverages big data for wine industry sales and marketing, has determined that wine o'clock begins at 4:45 p.m.
I now have a plan. I can start drinking wine before 4:45 and it ISN'T wine o'clock. I won't be un-hip and un-cool. I'll just be on Wine-light savings time.