One of the challenges facing the wine category right now is how to capture some of the excitement surrounding craft beer and spirits. In fact, wine industry consultant Jon Fredrikson said in his annual State of the Union address at the Unified Wine Symposium that "craft beer has taken so much of wine's pizzazz that I think it's dragging down the wine business at some point." The three primary characteristics that set craft beer and spirits apart are an effective communication technique, transparency and a willingness to experiment.