Archive for: December, 2019

Send Roger Morris to Mudgee

Note: The wines reviewed in this article were samples from the 2019 Wine Media Conference post-conference tour of Mudgee.
Robert Stein winery
Just after Thanksgiving in the US, Roger Morris wrote a firebrand piece on Meininger’s Wine Business, challenging the sacred status of Riesling among sommeliers.

Reading the article, you would think that blaming consumer ignorance and the myth that “all Rieslings are sweet” was just a scapegoat. The real culprit for why consumers don’t adore Rieslings is the grape itself. It’s too precocious in aromatics and flavors with its worst sin, Morris argues, being that Riesling just isn’t very food-friendly.

For my palate, and I expect many if not most wine drinkers, Riesling is too often the precocious child whose parents think he is darling while the rest of us are edging toward the door. Its flavours and aromas, we doubters believe, clash with food. — Roger Morris, “The real reason consumers reject Riesling”, November 28th, 2019.

What.

The.

Fuck???

There have been many articles written about the challenges of selling Riesling. But this is probably the first time that a wine writer has picked “Riesling is not food-friendly” as their hot-take hill to die on.

Alanis, isn’t it ironic?

Don’t you think? That the one saving grace that has helped Riesling lumber out of it’s Liebfraumilch and sweet Johannisberg shadows has been its affinity for food. As early as 1988, Dan Berger was describing in the LA Times this growing epiphany among wine lovers.

The other day, John and Janet Trefethen of the Napa Valley winery that bears their name staged a cook-off to see which foods best went with their dry Riesling, which annually is one of the most attractive in the state. The winner, a Far East-leaning chicken dumpling sort of concoction, won by only a shade over six other excellent matches.

The point was thus made: The classic Johannisberg Riesling grape variety, when made into a relatively or completely dry wine, produces a beverage of incomparable quality that does, surprising as it may seem to some people, go with food. — Dan Berger, “What’s Wrong With Riesling? Nothing That a Little Information Won’t Fix”, September 15th, 1988

And even today, when you Google “Most Food Friendly Wine,” nearly every publication worth their salt will feature Riesling high on their list.

But maybe they’re all wrong and the salt they’re worth is more Morton’s table rather than fleur de sel? Could Roger Morris be right and everyone else is just “barking up the wrong grapevine” about Riesling?

Courtesy of Memegenerator

Of course, everyone is entitled to their opinion.

Though here, in favor of full disclosure, I should note that I’ve quite publically disagreed with other articles that Roger Morris has done in the past.

But I don’t doubt Morris’ sincerity when he laments how often he wishes he’d ordered something else when pairing Riesling with food. Admittedly, though, I do wonder what in the world he’s eating. There are so many amazing cuisines in the world–Asian, Indian, Soul Food, Caribbean, Hispanic, etc.–that are bursting with “precocious” flavors that need a similarly precocious counterpart.

Yes, Riesling will most definitely clash with grilled cheese. But duck breast with red Thai curry and sticky jasmine rice? The thought of pairing that with ANY of the Rieslings I’m going to talk about below makes my mouth water.

Which brings me to my proposal to convert a Riesling skeptic into a Riesling saveur.

Send Roger Morris to Mudgee.

Gilbert 2010 Riesling

Interestingly, in that Wine Enthusiast article, Morris does recommend 2016 German Riesling as potential birth year wines to save. So he at least recognizes the immense aging potential of Riesling. Something that the 2010 Gilbert Riesling amply demonstrates as well.

For those of you who are thinking, “What the heck is Mudgee?” Don’t despair. That’s a frequent thought of wine lovers when it comes to this thoroughly under-the-radar gem in the New South Wales region of Australia.

While most folks justifiably know about the Hunter Valley when they think of New South Wales, it is well worth taking the 4-hour trek west from the Hunter over the Blue Mountains to experience the delicious combination of food, wine and hospitality in Mudgee.

Full disclosure part III: While the food and wine as well as travel to Mudgee from the Hunter were sponsored by Visit Mudgee Region as part of the Wine Media Conference, the wife and I paid for our own travel to Australia and hotel accommodations.

But we fell in love with the region and are already planning a return trip with friends. Heck, my wife was checking out real estate prices before we left. Because now, apparently, Mudgee is high on her list of places to retire to. The last trip that got her googling land prices was St. Emilion in Bordeaux. The wine, food and people of Mudgee impressed us that much. (And it’s WAY cheaper than St. Emilion too :P)

However, I’m not a Food or Travel blogger so this really won’t be a food or travel piece.

It’s just not my personal style. Instead, I’ll be linking to a few of my blogger friends who can give you a little more feel of Mudgee. All of their sites and IGs are well worth following.

But I will highlight 3 Mudgee cellar doors that I think would give Roger Morris some food for thought about Riesling.

Robert Stein Winery and the Pipeclay Pumphouse

Robert Stein Riesling

Kangaroo tartare and Riesling? Sure, why not?

This is the show stopper and should be on the bucket list for any food and wine lover. But it’s a particular must-stop for Riesling fans (& skeptics) because of winemaker Jacob Stein’s passion for the grape. He makes 3 Riesling (dry, half-dry and reserve) sourced from both his family’s 40+-year-old estate vines and other historic vineyards in Mudgee like the Miramar vineyard.

His Rieslings go for more of an Alsatian-style with a rich-mouth-filling texture that is exceptionally well-balanced by zippy acidity. Despite being a warm region, Mudgee’s altitude with vineyards going up to 1100m (3600 ft) above sea level encourages a sharp drop in temperatures at night. This maintains acidity and freshness of fruit flavor that you see throughout Mudgee’s wines.

Sharon Parsons of SpaWineFood posted a great rundown with pics of our group’s lunch at Robert Stein’s on-site restaurant, Pipeclay Pumphouse.

I got a chance to try the 2019 Dry and 2018 Half-Dry Rieslings with several courses prepared by Jacob Stein’s brother-in-law, chef Andy Crestani.

The Dry Riesling was my favorite with it going particularly well with the scallop boudin blanc and truffled pea. Oh, and the house-made pork rillette with this Riesling was to die for! The added weight of the residual sugar gave the Half-Dry Riesling enough body to hold up to the kangaroo tartare and sweet potato. Yes, I ate kangaroo and it was surprisingly tasty. But that could be because it was made really well and had a great wine pairing partner.

I’m not a mussels person, but both my wife and Diane Letulle of WineDineGo were fans of the Half-Dry Riesling pairing with those.

The Cellar by Gilbert

Will Gilbert, a 6th generation winemaker, made some of the most exciting wines that I tasted on the entire trip. Expect to see a future post with me raving about more of their wines. But for now, I want to highlight how delicious Gilbert’s 2015 & 2010 Eden Valley Rieslings were paired with locally sourced charcuterie and cheeses made by High Valley Cheese Company in Mudgee. The brie, in particular, was melt-in-your-mouth luscious. The high acidity of both Rieslings served as a nice contrast to the heaviness of the cheese.

The choice of Eden Valley as the source for their Rieslings was very deliberate.
Will Gilbert

Will Gilbert of Gilbert Family Wines

Will’s great great great grandfather, Joseph Gilbert, pioneered Riesling in Eden Valley and founded the iconic winery Pewsey Vale Estate.

A sub-region of the Barossa zone in South Australia, the Eden Valley is another region that defies expectations when it comes to producing intensely vibrant Riesling. However, while cooler than neighboring Barossa Valley, these Rieslings still shows ample weight with ripe lime and a generous mouthfeel. With only a smidgen of residual sugar–that I doubt the average wine consumer would notice–both the 2015 & 2010 had mouthwatering acidity.

2010 tasted distinctly drier and was starting to develop some of the petrol notes, which are, understandably, controversial. While I’m firmly in the “I love it!” camp, I accept that petrol in wine is a lot like Brett (A Spice of Brett). So I don’t blame folks like Roger Morris if that’s a bit too much.

Sharon Parsons of SpaWineFood, again, has another lovely write-up about our evening at Gilbert along with several of Will Gilbert’s other outstanding wines.

Moothi Estate

Moothi Estate owners

Jess and Jay of Moothi Estate

The Mudgee region takes its name from the local aboriginal word Moothi which means “nestled in the hills.” You get a sense of what the original Wiradjuri were talking about when you take in the gorgeous views at the family estate of Jess Chrcek and her husband, Jay. Like most cellar doors in Mudgee, Moothi Estate provides snacking platters of locally sourced meats, cheese and produce that folks can pair with wines while soaking up the sights.

Steve Noel of Children of the Grape has a few photos of those sights on his Instagram and write-up about our tour of Mudgee.

The 2019 Mudgee Riesling, again, stood out from the pack. But this was quite different compared to its peers. It would undoubtedly challenge Roger Morris’ sentiment that Rieslings are “too fragrant” and that “…if someone were wearing Eau de Riesling as cologne or perfume to a wine tasting, we would send them to the washroom to hose off before taking a seat.

When the Moothi Riesling was poured, at first I didn’t hear what it was.
Moothi Riesling

The beauty of Riesling is its diversity. Even in the same region, it’s far from monolithic.

Smelling it, my thoughts originally went towards Italian whites. Maybe something like a Soave?

The aromas were undoubtedly pleasant, a mix of peach and citrus zest. But they were distinctly on the medium to medium-plus side of the intensity scale rather than the high octane aromatics of Riesling.

However, the palate was all-Riesling. Mouth-watering acidity that made the flavors of aged cheeses and salume do the tango on your tongue.

I would gladly enjoy savoring the sights of Mudgee on the patio with a platter and “Eau de Moothi Riesling.”

And I think after a thoroughly memorable experience to the Mudgee region, Roger Morris would too.

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Wine Shops’ Biggest Mistake

On Reddit, there’s an interesting thread by a retail manager seeking advice about what consumers want in a wine shop. There’s a lot of replies focusing on selection, staff training and holding frequent tastings–which all good wine shops should do.

Wine shop photo by Bjørn Erik Pedersen. Uploaded to Wikimedia Commons under CC-BY-SA-3.0

But the biggest mistake that wine shops make, regardless if they’re a boutique indy or big box retailer, is not hiring the right people.

Too often wine shops think they need to hire either:
A.) “Wine People” who are super knowledgeable about wine and love sharing that passion with customers.

B.) Salespeople with smooth selling skills that can sling bottles to anyone.

But what they really need is C.) People who genuinely like LISTENING and helping other people.

What makes or breaks every wine shop (or winery tasting room for that matter) is the abundance or lack of empathic listeners.

Wait! What’s wrong with hiring “wine people”?

Wine people are great. They’re my tribe and this post isn’t a criticism of them. But I’ve spent a lot of years working retail and many more years as a consumer. While I’ve encountered many wine people and salespeople at shops, only around a third of them knew how to engage me enough to open up my wallet and eagerly want to come back to their store.

Diogenes statue in Sinop photo by Michael F. Schönitzer. Uploaded to Wikimedia Commons under CC-BY-SA-4.0

Who’s a good boy? Who’s a good listener?

That’s because wine and salespeople spend far too much time talking than they do listening. It becomes all about sharing their passion and their knowledge about the wine instead of cultivating the customer’s own passion.

As the famous Diogenes quote begins, “We have two ears and only one tongue…”. Even though the tongue is so important to us in the wine industry, sometimes we do need to give it a break.

Yes, it’s great that you’re passionate about wine and want to share that passion with customers.

Yes, it’s wonderful that you can describe all the ways that South African Cap Classique is similar and different from Champagne.

But knowing all the crus of Beaujolais is not going to help you connect to a customer who would probably be happier walking out of your store with a fleshy California Pinot or Spanish Garnacha.

Only empathetic listening–asking more questions instead of telling more details, seeking to understand the customer rather than trying to get the customer to understand the wine–truly “builds relationships.”

And isn’t that the goal of every wine shop? To build enduring and lasting relationships with customers?

An empathic listener is worth more to a wine shop than an MW or MS.

Wine knowledge can be taught. Good wine shops should never scrimp on their staff training programs.

Poster from the CENTRAL COUNCIL FOR HEALTH EDUCATION, Ministry of Health, HMSO in UK. Uploaded to Wikimedia Commons under PD-scan (PD-UKGov

Thankfully not how passion for wine is spread.

And while, yes, passion is contagious, it’s not an airborne contagion. It doesn’t get picked up in the mouth spray of words.

Passion needs to be ingested. It needs to be consumed–which requires a deliberate action on the consumer’s part. But that action is only going to be taken after developing genuine trust in the person trying to share that passion pill with you.

And how much do you trust someone that is a poor listener?

A tip for pegging the empathic listener in your wine shop.

Whether you’re doing a hiring interview or staff evaluation, my favorite trick is to do a blind tasting with them. But the key is to tell the person that you are blinding them on one of your absolute favorite wines.

The Wine People will be caught up in the blind tasting part. They’re going to be trying to guess what it is and maybe showing off their knowledge.

The Salespeople will be zeroing in on what they think are the best parts of the wine. That’s because they’re looking for angles and thinking of how they would be selling it.

The Empathic Listener will be focusing on figuring out what you like about the wine and asking questions about it.

The good news is that empathetic listening can be taught. Though I’ll admit it’s not easy. As a wine person myself, it took me a long time on the sales floor to retrain my instincts. I always wanted to go full throttle in sharing all the fantastic details and stories about the wines I was passionate about.

The best tool I’ve found is to keep that Diogenes quote top of mind and regularly repeat it.

“We have two ears and only one tongue in order that we may hear more and speak less.”

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60 Second Wine Review — Bruno Paillard Première Cuvée NV Brut

A few quick thoughts on the Bruno Paillard Première Cuvée NV Brut Champagne.

Note: This wine was a sample.

The Geekery
Bruno Paillard NV

Bruno Paillard founded his eponymous house in 1981 when he was just 27 years old. Right away, Paillard forged his own path, pioneering the use of back label disgorgement dates in 1983.

He also took a considerable gamble for a young house by forgoing the tricky 1984 vintage because the quality didn’t meet Paillard’s standards. In her book, Champagne, Master of Wine Serena Sutcliffe noted that this hard decision cost Paillard over 1 million francs but solidified his quality-minded reputation.

Today, Bruno Paillard owns 32 ha (79 acres) of vineyards, which covers about 60% of their production. These include choice plots in the Grand Cru villages of Oger, Le Mesnil and Verzenay as well as highly esteemed Premier Cru vineyards in Cumières. All estate vineyards are farmed sustainably, with many plots organic and biodynamic.

The Première Cuvée is 45% Pinot noir, 33% Chardonnay and 22% Meunier, partially fermented in oak barrels with MLF allowed. The blend includes up to 50% reserve wines aged in a modified solera system that Paillard developed in 1985. This is impressive considering many NV usually only have 20-40% reserve wine.

Paillard treats his NV like a vintage Champagne with 3 years on the lees before disgorgement and dosage of 6 g/l.

The Wine

Lemon custard pie photo by Prayitno. Uploaded to Wikimedia Commons under CC-BY-2.0

The zesty citrus nose morphs into a round custardy mouthfeel.


High-intensity nose. Ripe apple with zesty lemon rind. Roasted almonds add a smokey note.

On the palate, the ripeness of the apple comes through. But the creaminess of the mouthfeel makes the lemon more custardy. Very well balanced with the dosage and lively high acidity. Long finish keeps the smokey notes and adds a little ginger spice.

The Verdict

This is truly an NV that over-delivers at vintage Champagne level. Exceptionally well made with excellent complexity. It’s averaging around 46 euros ($51), but if you can find this in the US for under $70, you’re getting a steal.

BONUS GEEKERY

Really enjoyed this Bruno Paillard interview with Lisa Denning of Grape Collective about organic viticulture in Champagne.

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Geek Notes: Top 5 YouTube Videos on Sherry Wine

When it comes to studying wine, I’m a fan of taking a multi-prong approach to learning. Reading wine books and crafting flashcards are great, but your goal should be more than just rote memorization.

Pouring sherry photo by Jesus Solana. Uploaded to Wikimedia Commons under CC-BY-2.0

To have the info really stick with you, you need to make it meaningful. That involves connecting the concepts to something else that you’ve already learned or experience. For me, that “experience” part is vital. Of course, the very best way to learn about a wine region is to actually visit the place and talk to the people who make it.

But that’s not always possible to do. So I find the next best thing is to seek connections between the material I’m learning to other audio and visual experiences. I’ve talked before about how useful I find wine podcasts to be in supplementing book learning. Often these podcasts feature interviews with people intimately connected to the wine I’m studying. I find that hearing, in their own voice, key insights will solidify these details more in my mind.

That takes care of the audio component, but what about the visual? What’s a good way to get a feel for a wine region and the culture that shapes its wines? This is where the oodles of free content on YouTube steps in.

Now not everything on YouTube is great.

While I’ve found tons of useful stuff,  a lot of it is just “meh.” It takes a bit of effort to find the videos (especially in English) that have truly educational content. One of the things that you’re going to have to wade through is promotional material done by wineries, retailers & distributors. These aren’t necessarily bad (though I’ve found plenty of errors in many retailer & distributor videos). But you have to remember that the goal of these vids is more about selling wine than teaching.

Chamomile photo By Karelj - Own work, CC BY-SA 3.0, https://commons.wikimedia.org/w/index.php?curid=20041986

I also recommend having some chamomile tea while studying Manzanilla. Not only is it a trademark tasting note but also the word “Manzanilla” is the Spanish name of chamomile.

There is also a lot of wine video content that focuses on wine reviews (a la Gary Vaynerchuck’s old WLTV format). Again, these aren’t bad but, from a wine student’s POV, there’s minimal value in the tasting notes of other people. You can read reviews if you want. Watching someone sniff, sip and spit on camera to tell you the same thing isn’t going to help you understand the influence of biological aging under flor any better.

But having a glass of Manzanilla yourself, though, can make a world of difference. Especially if you’re pairing that glass with watching aerial drone shots of just how close Sanlúcar de Barrameda is to the Atlantic’s influences while listening to a winemaker describe the conditions they need to maintain flor.

That will go much further in hammering home those fundamental concepts than any wine review ever will.

My criteria:

In compiling this list below, I focused on the videos that I think put a “face” on the Sherry wine region beyond pictures & descriptions in wine books. Not all of these videos will have stellar production value. But I do believe that everything here delivers enough meaningful content to warrant the time to watch them.

Of course, this list won’t be exhaustive. So if you know of another great Sherry wine video, please post them in the comments!

GuildSomm’s The Wines of Sherry (11:01)

By far, GuildSomm produces some of the best content that any wine student can find. Well worth subscribing to their channel!

At the (5:40) mark, there is an excellent demonstration of how the fractional blending of the solera system takes place. However, the narration and explanation of the tools used for this process is better in Jamie Goode’s short (2:39) video.

The Gastro Traveler’s All About Sherry! || The secrets behind Spain’s misunderstood wine! (10:09)

A great video to help you get a “feel” of the Jerez region with several worthwhile interviews. I also enjoyed paying attention to the writings and markings on the barrels during the bodega visits–spotting even a rare vintage Añada barrel at Tio Pepe at the (4:09) mark.

The Culinary Institute of America’s Sherry Wine of Andalucía (9:49)

It’s no surprise that a video from the CIA would focus a lot on the food pairing qualities of Sherry. But I found this immensely useful in developing blind tasting strategies for the various styles of Sherry by connecting them to food pairing concepts. Now when tasting a Sherry blind, I’ll let my mind wander towards what kind of food I want to pair it with–matching intensity & weight, bridge ingredients, etc. It’s been helping.

Paul Gormley & Antonio Souto’s Discovering Jerez/Sherry (25:28)

The Gormley video is not on the same scale when it comes to production quality as the previous three videos. It looks like a travel video from the early 1990s. But there is still some good content here with interviews and visuals of the region and winemaking.

In particular, I like where César Saldaña, the director of the Consejo Regulador, goes into more details about Sherry food pairings than he did in the CIA video above. For instance, I sometimes have difficulties distinguishing Amontillados from Olorosos. But at (5:23), Saldaña talks about pairing Amontillado with strong tuna and poultry while Oloroso is more for robust red meats. With Amontillados having more salinity and aldehydes from its partial time under flor, I can see those flavors going towards seared tuna much better than they would for a sirloin.

Vinos de Jerez TV’s Sherry Wines (6:58)

The dramatic music and narration of this video is hilariously hokey. However, even if you mute the audio, there are still a lot of great visuals of the vineyards and winemaking of Sherry. Starting at the 2:09 mark to 3:09, there is some cool “History Channel” type footage of Sherry’s history that I’ve not seen from other sources. It’s pretty much that one single minute of content as to why this video made the list.

But I will say, after a couple glasses of Sherry (and not spitting), the groan-worthiness of the over-the-top narration becomes immensely amusing.

BONUS: The Unknown Winecaster

This falls outside of my criteria of highlighting YouTube videos that give a “feel” for a wine region. But the Unknown Winecaster is a channel that every wine student should subscribe to. He did a four-part series on Sherry that is broken down into very manageable bites.

Part 2 Sherry Winecast https://www.youtube.com/watch?v=jpcJ1INaknY

Screenshot from Part 2 of the Unknown Winecaster’s series on Sherry (July 20th, 2018)

Part 1 (12:18) – An Intro, the grapes & region
Part 2 (11:45) – The production process
Part 3 (12:47) – The different styles
Part IV (8:32) – Special age designations and food pairings

Essentially these are free wine classes with high-level content delivered on Powerpoint that the Winecaster narrates. If you’ve ever taken an online university course, these winecasts will give you déjà vu. But I mean that as a compliment and testament to the academic quality of the material.

A Tip:

In my opinion, the best way to use these winecasts is as a review after you’ve done the bulk of your studying and just before you take your exam. If you start with these in the beginning, you’re going to get bogged down in taking notes instead of really listening or absorbing the content.

By using these winecasts as a review tool, you can sit back and focus only on the material that jumps out to you as unfamiliar. And, believe me, no matter how much you’ve studied or think that you have a region down pat, I guarantee you that the Unknown Winecaster will drop a little nugget of knowledge that you haven’t stumbled upon yet.

For me, it was being introduced to the albedo effect

This triggered a light bulb moment in how the reflectiveness of the white Albariza soils helps with water retention.

Albariza soil photo by El Pantera. Uploaded to Wikimedia Commons under CC-BY-SA-4.0

It’s particularly crucial for wine students pursuing WSET certifications to be able to move beyond listing facts towards connecting those concepts to how it impacts the vine & wine.

Every wine student will memorize the advantages of Albariza.
It’s not very fertile.
It retains water.
The clay and silica mixed with the limestone form a crust to reduce evaporation.
It’s very crumbly and allows roots to penetrate deep.
It stays cool but reflects heat on the canopy to aid ripening.

That last part on reflectiveness is almost always connected in rote memorization to the impact on the grapes (staying cool to maintain what little acidity Palomino has as well as allowing leafier canopies for shading without jeopardizing ripeness). Yet, that albedo effect cooling also plays a key role in limiting the evaporation of the water in the soils. It makes perfect sense when you stop and think about it so I feel silly that it hadn’t clicked earlier. But it’s one of those connections that you often overlook when you’re memorizing flashcards.

This is the value in taking a multi-prong approach to your wine studies. You never know what’s going to flip that light switch.

Those are my picks. What’s your favorite wine video about Sherry?

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Terroir Sundae

As a wine student, I’m always knee-deep in terroir. Working through the WSET Diploma, the enduring question that runs through every wine is: Why are you the way you are?

Ice cream sundae by National Cancer Institute. Uploaded to Wikimedia Commons under PD-author

The TL;DR answer is usually “Terroir”-that vague French word which encapsulates all the natural elements of a vineyard and vintage. Over the last couple of decades, that term has evolved like the ice cream sundae from a soda float of “somewhereness” to 3 scoops of soils, topography and climate topped by a cherry of tradition.

Fantastic stuff for study guides and wine books but dreadfully boring for wineries trying to reach the lucrative Millennial market.

Somewhereness still matters. But not in the way we think.

Terroir is essential, no doubt. Ultimately the quality of the sundae depends on the base ingredients that are the foundation for the whole dish.

Spanish wine bottled in France

Is it Spanish? Is it French? Secretly Aussie? Most folks aren’t going to care as long as it’s tasty and a good value.

However, wine writers, such as Master of Wine Tim Atkin, have long noted that the increasing globalization of wine (and the general apathy of consumers) is making those folks who are genuinely interested in the nuances of terroir a minority.

But across the world, wineries still need to find ways to stand out from the pack–to trumpet their distinctiveness. They still need to give consumers a reason to choose their sundae over all the other sundaes and derivatives out there.

So why not lean in hard on the quality ingredients you’re using? After all, isn’t that what everyone else is doing?

However, those aren’t the questions that wineries should be asking. They certainly aren’t the questions that most Millennial wine consumers are asking. Instead, with so many options competing for attention and wallets, the more pertinent question is, “How hard am I making it for consumers to enjoy my terroir sundae?”

Spoonfed

Wine is a unique commodity in that we willingly create multiple barriers to entry. There are price points and availability, of course, but also a substantial education barrier.

To really “get” the differences between various terroirs and why some wines are worth hunting and paying more for, requires a fair degree of knowledge on the consumer’s part. It’s a level of expertise that we routinely take for granted. There is this assumption that if a consumer likes wine, then they’ll eventually “get serious” enough to invest time and effort into learning about it.

Meanwhile–while we’re waiting for consumers like those pesky Millennials to “get serious”–we still desperately want them to enjoy (and buy!) our sundaes. “You want something distinctive? Here is our world-class terroir with a unique combination of natural factors that gives our wine a ‘sense of place’!”

Jaxon with a cupcake

Granted, it could still be a fun experience. But maybe not the kind of experience worth splurging for top-shelf stuff.

But without the “utensil” of education needed to understand those natural factors and what makes them unique, we’re basically just giving consumers a sundae with no spoon. Sure, they can dig right in, but it’s going to get messy.

Don’t forget the cherry on top.

However, there is one part of the sundae that you don’t need any help or utensils to enjoy–and for many, it’s the best part.

The cherry.

It’s the stories, traditions and people behind the wine. While often overlooked, this is still an immutable part of the terroir sundae. But, more importantly, it’s the tangible part that consumers don’t need a long spoon of wine education to devour.

This is because people relate to people. Even if the stories and traditions are worlds apart from their own, it is far easier for folks to connect to these human elements than it is to soils, topography and climate.

It’s also the one part that every winery can absolutely nail with their marketing message–regardless of how spectacular the rest of their terroir really is.

Your sundae might not have hand-churned, French vanilla ice cream sourced from grass-fed cows that received daily deep tissue massages. But fresh homemade Maraschino cherries make even store brand scoops tastier.

Likewise, you might not have vineyards in the blessed terroir of Chablis, Barolo, Hunter Valley or the Stags Leap District, but remember that consumers are going need a long spoon to dig into what makes those sundaes special.

So work with what you have and don’t forget the best part.

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