Executive Summary

The Sip Channel was created in 2004 as an idea to elevate the culture of wine and, with equal significance, to elevate the American culture here and abroad. It is a fact that American wine consumption is on the rise and the demand for knowledge is largely unsupported in our society. As consumption grows, the need to satisfy this urge is extremely important in that the momentum is maintained and exploited to the highest measure. Eric Asmov, chief wine critic for the New York Times, singled out one example as to why The Sip Channel is a necessity. He wrote on April 11, 2007 in his wine blog:

The Pour Blog:

"People ask me, more often than any other question by far, where to go to
learn about wine. Usually I tell them to go home. No kidding. The best
place to learn about wine is at home . . .”

This question is shared by millions of people in the world, particularly here in the U.S. where we have, essentially, cloaked the culture of wine in war-found secrecy, only to be had by the wealthy and upper class. Asmov's question, to be sure, will be answered by The Sip Channel . With absolute certainty, American consumption for most anything of value rates the highest on a global plateau. Moreover, with absolute certainty, the wealthiest nation in the world consumes a little more than half (per capita consumption 12 liters per year) of the wine than the U.K., and around 20% of France (53.5 liters) and Italy (49.8 liters) due exclusively to the absence of education.

Asmov continued, "What I’m about to propose is a do-it-yourself
method . . . wine classes are best if you already know a little something and
have decided that you are enthusiastic enough to pursue a passion. But
for beginners they can be daunting, and they tend to teach more about
how to describe wines rather than helping you learn what you like. It's
easier to just drink wine."

Asmov's methodology is limiting and, coupled with work and in many cases, children, most people do not have time for classes outside of spinning and yoga. Also, there is the large contingency amongst wine drinkers who possess limited knowledge but feel put off by the classroom and America's tendency to promote self-consciousness about one's ignorance in wine.

The Sip Channel exist for wine consumers (and potential consumers) to be introduced to a network solely devoted to the education, experience, and culture of wine. All to be enjoyed in the comforts of your home. A nation inquires and no real explanation exist . . . until now with The Sip Channel . With 10 original and diverse shows, The Sip Channel relentlessly pushes the envelope to address the peripheral wine inquiry as well as the genetics-minded wine enthusiast.
In addition to original programming, The Sip Channel will feature independent documentaries and various programs like the Oscar Award winning film, Sideways. These shows, in tandem with TSC's line up of original programming, will revolutionize the wine culture and set the standard for progressive and innovative wine education around the world.

The USDA recently released its annual Wine World Situation and Outlook, dated August 2006: Wine consumption in the United States has been rising slowly and consistently over the last 11 years. Various sources put consumption of wine by American adults at 25 to 33 percent. The core wine drinkers (people who drink wine at least once per week) make up about half of this group. The rest are marginal wine drinkers. According to Euromonitor International, U.S. yearly per capita consumption of wine is 12 liters, up from 10.6 liters in 2000.

With the infinite rise in culinary interest, wine must follow its natural partner in life. The Food Network has demonstrated, with little commitment, America's burgeoning interest in wine. Growing interest in wine has succeeded in spite of America's ultra-casual approach to the vast world of wine.

Although U.S. wine imports triple exports, The Sip Channel will educate not only foreign countries about U.S. wine, but also educate the American wine consumer as well.