Former fans of Bressan’s winery are boycotting his products.

A recent racist outburst by Fulvio Bressan, a successful Italian winemaker, has incited widespread outrage and a call to boycott his products by removing them from shops and wine-tasting events. Last month, Bressan appalled the community by verbally abusing Cecile Kyenge, Italy’s first black government minister, publicly calling her a “filthy black ape” in a rant posted on his Facebook. In response to his newly-exposed racist views, former fans have decided to call their most recent Bressan wine their last. Consumers aren’t the only ones boycotting; Jacob Kennedy, a London chef, has publicly and dramatically smashed Bressan’s wine bottles in front of his highly-rated restaurant.

The question is whether the public has chosen the right form of protest. Will decreasing Bressan’s revenue teach him a lesson, or inspire him to change? Apart from failing to realize how little this boycott will accomplish, another consequence the public hasn’t considered is who they are affecting. For one, Bressan has a family that he needs to support. Not only that, but Bressan’s winery has a reputation that needs to be upheld. His family has made wine on the same plot of land since 1726. It wouldn’t be fair to Bressan’s son if the business was punished for the racist beliefs of his father. In this case, one must separate the wine from the man. By all means, express your anger towards Bressan through letters or public shaming. But do not make his family suffer or destroy the legacy that has been created over centuries. Let the business live on and flourish under a better individual.