Recently Esther Mobley of The San Francisco Chronicle wrote of the blockbuster Pinot noir producer Kosta Browne’s new direction away from their super-lush and highly extracted style to something less “over-the-top, opulent, blow-your-lid-off wines.” The catalyst for this change, according to Kosta Browne’s president Scott Becker, is changing consumer demand, particularly among Millennials.
“We were at the risk of becoming victims of our own success…To be relevant and successful for the next 20 years, we have to recognize that the consumer is changing.” –Scott Becker as quoted by SF Chronicle 11/7/17
A sharp motivation also seems to be a bit of ego bruising that Kosta Browne has taken over the years for being one of the poster child of the high alcohol, super-ripe and hedonistic wines that flooded the market in the last few decades. Mobley quotes founder Dan Kosta concerns over his namesake winery being used by winemakers in Oregon and by organizations like In Pursuit of Balance as an example of what not to do with Pinot noir. The Chronicle article also includes an interesting anecdote about a sommelier at the NYC restaurant Breslin being ignorant that a winery named Kosta Browne even exist.
Let’s set aside how poorly it reflects on the quality of the wine knowledge for a restaurant’s program when their sommeliers are completely ignorant of a winery that has not only won Wine Spectator’s Wine of the Year (and been featured in their Top 100 list numerous times), is regularly in the top half of most collectible wines from California according to Vinfolio’s Collectibility Index and is, for all practical purposes, part of the pantheon of “cult producers” of Pinot noir in California with a 2 to 5 year long waiting list just to be able to buy a bottle.
Even if you don’t like Kosta Browne and don’t feature them on your wine list, it’s beyond pale to shrug your shoulders at the name as if you never heard of them.
I say that as someone who really doesn’t like Kosta Browne’s wines and would roll my eyes at seeing them on restaurant wine lists with their exorbitantly marked up prices just waiting for an expense account ego to order them.
But even if Kosta Browne is not my style, I’m a bit sadden to read about this “change in direction.” It’s not that I don’t think pursuing more balanced wines isn’t a worthwhile goal. But seeing Kosta Browne trying to become “more restrained” in style is a bit like following the Hot Stove League in Baseball in the post-Steinbrenner years as the New York Yankees aim to be more “fiscally restrained”. Yeah, you’ve got the LA Dodgers and Boston Red Sox’s trying to fill in the gap with their best Belle Glos and Sea Smoke like efforts but as a fan of an old school small market Joseph Swan-like team (the St. Louis Cardinals), the excitement of potentially landing a big-fish is not quite a thrilling when one of the Goliaths of the game is sitting on the sideline. David isn’t David if the sling shot is never used.
Likewise, how exciting would the Star Wars movies be if the Galactic Empire changed philosophies all of the sudden and started espousing Kofi Annan style diplomacy?
The world needs Evil Empires like the New York Yankees and Kosta Browne because the little guys, the outsiders, the rebels, the hipster snobs need something to aim for. The world needs balance between good and evil and you can’t have one without the other. So why should we root for Kosta Browne to shed it evil ways and try to become something….else? Do we think that people will suddenly stop wanting to drink lush, full-bodied and highly extracted Pinot noirs? Of course not! Just like matter can be neither created nor destroy, so too, is evil and the taste for residual sugar in wines constant.
And as we’ve seen from history, when a vacuum of evil is created, there can be consequences when a new force tries steps in.
You can argue that a lot of the world’s recent problems can be traced to the Chicago Cubs winning the 2016 World Series by trying to out-Yankee the Yankees.
They went from being the lovable, lowkey Eraths of the Pinot noir world to the big budget and crass-commercialized Meiomi. They changed their style, trying to become the “New Evil Empire” and it messed up the cosmic order. Now we have women twerking on top of cars, folks dropping turkeys from planes and idiots launching home-made rockets trying to prove the world is flat. Yes, the world is out of whack and I place the blame squarely on Ben Zobrist.
Sure, big over-the-top wines can be boring and lack “character” just like big, cash-rich organizations that can buy or trade for any stud player can be infuriating and soulless. But doesn’t knowing the fact that these Evil Empires exist make it all the more satisfying when you find the gem of a bottle that tells a story to your palate or when your plucky rag-tag team of no-names finally scale the summit?
Sure, we want to root for the underdogs. But we also need those Big Dogs to still be casting their long shadow of evil like the Death Star. The world works better this way. It’s has balance even if that balance is dripping with sugar, extract and alcohol.
There is a place in the world for the Kosta Browne Yankees just like there is a place for my Joseph Swan Cardinals, the Merry Edwards Twins, the Beaux Freres Giants, the Argyle Mariners and the Williams Selyem Braves.
There is even a place, begrudgingly, for the Meiomi Cubs. Well, once they’ve been dethroned and relegated to the bottom of the shelf.