Tag Archives: drinking windows

The Lost Storytelling of Wine

Now that we’ve talked about the Millennial math that is stacked against the wine industry, let’s work on reframing the discussion about value.

Photo by Onderwijsgek. Uploaded to Wikimedia Commons CC-BY-SA-3.0

To appeal to Millennials, the industry has to demonstrate its value. They have to show us why a bottle of wine is worth shelling out our hard earned cash to purchase. As I mentioned in my post Is the Wine Industry boring Millennials to (its) death? the old playbook of marketing is not going to work.

We don’t care about high critic scores.

We don’t care about exclusive, high-priced cult wines that are famous for….being exclusive and high-priced?

And we certainly don’t care about the “lifestyle” image and traditions that enticed our parents’ generations.

But do you know what does entice us? A great story.

The Reading Generation.

Photo by Tmursch . Uploaded to Wikimedia Commons under CC-BY-SA-3.0

If you give a mouse a cookie, make sure he doesn’t pair it with something too dry.
A very dry wine will taste tart with a sweet cookie.

LeVar Burton would be proud because Millennials are leading the pack when it comes to reading. The popularity of digital formats are a big driver but even tried and true paper and hardback books are seeing an upswing in interest.

Millennials are infusing bookstores with new life because of the sense of nostalgia and authenticity they give us. When we feel overwhelmed with the world, books offer a haven and sure-fire antidote to the “Boredom Factor” we disdain.

Gosh, wouldn’t it be great if the wine industry could capture some of that?

If only we had a product that could convey a unique sense of place, crafted by people with a passion and personality?

If only we had something that constantly changed, both in the glass and in the bottle, like a great thriller with all its twists and surprises?

Hmm…if only.

A Story in a Bottle

The wine industry will continue to have problems converting Millennial consumers if it sticks with the old playbook of treating wine like it’s a commodity or status symbol. Neither of those interest us.

The health-consciousness of Millennials are moving us away from the idea of drinking cheap wine just to get a cheap buzz.

Photo by Jami430. Uploaded to Wikimedia Commons under CC-BY-SA-4.0

Let see, should we spend $25 on a bottle of Meiomi or an order of organic avocados sliced on toasted nine-grain bread with sesame seeds?
…or we could buy a house?

We don’t have the money or inclination to buy luxury “status” wines because we’d rather pay rent, go on a trip or enjoy avocado toast.

Yes, the gameboard has changed with Millennials. But what should send a spike excitement through the industry is that it’s changed in a way that is tailored to the strengths of wine.

Step back and think about it–what beverage beyond wine can so perfectly cater to a Millennial’s sense of wanderlust or their cravings for authenticity and uniqueness?

What beverage can tell a story better than wine?

We just need to stop thinking of (and promoting) wine like its a commodity. We need to reclaim our lost storytelling.

Compelling Characters

This is the personality and people behind a wine. By far, it’s a winery’s most important asset and should be the number one marketing focus.

Print made by Sidney Paget (1860 - 1908). Uploaded to Wikimedia Commons under CC-PD-Mark

Watson, it was clearly the sulfites in his wine that poisoned him. Jenny McCarthy said they were bad.

The key to every great story is a compelling central character–our heroine or anti-hero. The central character is what separates one book from the myriad of others in the same genre. There are thousands of detective stories but there is only one Sherlock Holmes, one Alex Cross, one Hercule Poirot or one Kay Scarpetta.

And while there are god knows how many Cabernet Sauvignons, Chardonnays, Red Blends, Pinot noirs and Sauvignon blancs out there, what distinguishes each of them is their own central character–for better or for worse.

Maybe its a bulk wine with its central character a boring, non-descript narrator. They come and go like cheap penny dreadfuls.

A winery that wants to capture the attention of Millennials doesn’t need to be a Sherlock Holmes. But they do need to aim for more than non-descript and dreadful.

What makes a character compelling is that they come to life, they’re relatable. The readers learn details that add color to their understanding of the character. This lets the character jump off the page and resonate with them.

What makes a bottle of wine become more interesting and compelling is the character behind the bottle–not the grape or terroir (the backdrop). Of course, the plot (the wine itself) is important but readers will accept a few underwhelming books in a series (I’m looking at you Alex Cross’ Trial) if the character is still compelling enough to follow.

For a winery to appeal to Millennials, they need to build and promote this character.
Photo take by self. Uploaded to Wikimedia Commons as user:Agne27 under CC-BY-SA-3.0

And, honestly, a bottling truck is kind of cool.

Show us the details that add color to our understanding of your wine.

Who are you?

Why are you making wine?

What drives you and is distinct from all the other characters out there?

Show us the hard work and setbacks. Your consumer has setbacks too. Show us the excitement and joy of many months/years of labor coming down the bottling line. There are things in our lives that take months/years to come to fruition. We can relate to that.

Let us connect to your wine by telling us your story.

Because that is really the only compelling reason we have to pick up your bottle over every other option that is clamoring for our money.

The Backdrop

J. R. R. Tolkien, J.K. Rowling and Stephen King certainly had compelling central characters in their works. But they also brought the settings of their stories to life, even in short-stories that weren’t part of a larger world-building series. While the stories would still go nowhere without the central characters, the backdrop was an essential piece of the puzzle.

In wine, the backdrop is the grape varieties and places that the wine is from. One of my favorite definitions of terroir is “the story of a wine,” and this includes things like the climate of the vintage and the culture/traditions that a wine is brought up in.

Photo by Olivier Colas (http://olouf.fr). Uploaded to Wikimedia Commons under CC-BY-SA-4.0

Fun Fact: The Battle of Pelennor Fields was filmed only about an hour half away from the wine region of Central Otago.
“I am no Burgundy!”

A Pinot noir from New Zealand is distinct from one from Oregon, California or Burgundy for many reasons. All those reasons add richness to the story of the wine just like Middle Earth, Hogwarts and Shawshank added richness to their narratives.

When I encourage wineries to focus more on marketing the unique character of themselves, I’m not telling them to ignore the grapes or terroir. But they should recognize these things for what they are–the backdrop.

This is why making wine from unusual grape varieties or emerging wine regions is not enough to entice Millennials.

As fascinating as visiting Gondor is, we only care about that place because of Aragorn, Faramir and Boromir. Likewise, unique grape varieties like Fiano, Xinomavro, Cinsault and Trousseau or emerging wine regions in Denmark and Sweden are exciting but the novelty of new wears off quickly.

To keep consumers turning the page, you still need a compelling character to drive the story.

The Plot

However, you can have the most compelling character ever written with an imaginative world, but the plot still needs to deliver. As I mentioned above, readers will forgive a weak book or two in a series if the character is worth following. But the strength of that character gets weakened with every dud.

By Source, Fair use, https://en.wikipedia.org/w/index.php?curid=4032043

Yeah, I know it was the Oxycontin but *shudders*.

Similarly, the strength of a winery’s character weakens with every subpar bottle they release. Plus, there is always the risk of a consumer’s first impression coming from that “off-vintage” and them deciding that the character is not worth waiting for another book. If your first experience with Stephen King was Dreamcatcher, it might take some coaxing to get you to try another bottle.

Most importantly, though, the plot of what’s inside the bottle is where wine separates itself from other options. Above all, here is where we can highlight a wine’s value above a similarly priced beverage.

Yeah, you can get flavor and a buzz from craft beer, cider, spiked seltzer water, cocktails and spirits. But each of those items is a short-story that stays static.

The story of a wine doesn’t end when the cork is pulled. That is merely the end of one chapter.

A Continuing and Changing Climax

The evolution of wine in a bottle is something that the wine industry does a poor job of explaining or marketing. And we wonder whatever happened to aging fine wines?

We promote “drinking windows” and isolate people/wines into camps of “instant-gratification” or “cellar-worthy.” We treat enjoyment of wine like it’s a timestamp on a theater ticket. Better get your butts into the seats before they lock the doors.

Photo by CynSimp. Uploaded to Wikimedia Commons under CC-BY-SA-2.0

What they didn’t tell you was that the toxins were really kombucha.

All of that ignores the storytelling that adds value to wine.

Even after the cork is pulled, a great wine (like a great story) will unfurl itself over the course of each glass. Change of direction, build-ups and plot twists are around the corner with the next pour.

What equivalent priced beverage offers that? Yeah, your beer could get warm and change. Or your ice sphere could melt into your diluted whiskey. But that’s more discovering that trees are releasing toxins to purge the planet than realizing that Bruce Willis is dead.

Plus, with many wines, there are still chapters that have yet to be written and are waiting to be experienced months, years or even decades down the road. The bottle you open today is not going to be the same bottle–the same story–that it’s going to be when you pick up the book again.

That’s fascinating and exciting!

It’s something that not even the Choose Your Own Adventure series can top.

Leveraging our strength and adding value.

In hindsight, it will be silly if the wine industry continues to have a “Millennial Problem.” Our greatest strength is that our product has such potential to be compelling, unique and authentic.

We just need to get back to telling our stories.

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Playing the Cellar Lottery — When Should You Open Up That Bottle?

Someone in South Carolina last month won $1.537 billion playing the Mega Millions lottery.

Photo by Lieutenant Ramathorn. Uploaded to Wikimedia Commons under CC-Zero

At the peak of the frenzy, retailers were selling 12,700 tickets a minute. It reached a point where so many people were playing, that experts estimated that all possible 302,575,350 combinations of numbers were likely claimed before the jackpot was finally won.

I didn’t get a ticket. Though I used to be quite a gambler in my younger days, now my risky activities involve more playing the Somm Game in Vegas and maybe putting a few dollars down on my St. Louis Cardinals, Blues and Mizzou Tigers.

Besides, I’m playing the lottery virtually every time I pull a bottle out from my cellar.

Sometimes I hit the jackpot and open up a wine at a point when it perfectly fits my palate. Other times it may be too young and “Meh-y”. Worst of all is when it is far past its peak time for giving me pleasure.

It’s always a gamble but, like a good gambler, I try to hedge my bets. With a little knowledge, you can too.

Hitting a Moving Target

The first thing we need to do is understand what is happening to a wine as it ages. While it looks simple on the surface, a bottle of wine is a living chemistry lab with an endless progression of reactions taking place between acids, phenols, flavor precursors, alcohol compounds and the like. It is estimated that there is anywhere from 800 to over a 1000 different chemical compounds in a typical bottle of wine.

All of these compounds will react differently to the unique environment of wine that is majority water (which we remember from high school chemistry is “the universal solvent”) as well as alcohol–which is also a pretty darn good solvent itself. Then you add in the potential reductive reactions (especially with screw caps) and slight oxidative reactions (especially with cork) and you have a whole cooking pot of change that is constantly happening to that bottle of wine sitting in your cellar.

Photo by tympsy. Released on Wikimedia Commons under CC-BY-SA-2.0

Or a video game with that damn mocking dog

In many ways, it’s like a story that is constantly having a new chapter being written. That can be exciting as with each page you turn–each month or year you wait–you never quite know what’s going to happen next.

In other ways, it’s like a carnival game with the moving duck targets that you’re trying to hit to win a prize. Those can be fun or immensely frustrating.

Resources for more geeking

I don’t want to bog you down too much with the geeky science at this point. However, for those who do want to understand more about the chemical compounds in wine and how they change over time here are my three favorite wine science books on the topic.

Starting with the least technical (and easiest to read) to the uber-hardcore tome of wine science geekdom:

The Art and Science of Wine by James Halliday and Hugh Johnson. A tad outdated (2007) but this text covers the basics really well. The last section “In the Bottle” deals with the components of wine with a chapter specifically dedicated to what happens as a wine ages (“The Changes of Age”).

The Science of Wine: From Vine to Glass by Jamie Goode. There is a reason why Jamie is one of my favorite tools. He’s a brilliant writer who can distill complex science into more digestible nuggets for those of us who do not have a PhD. Like with Halliday and Johnson’s book, this will also spend a significant amount of time talking about the science behind viticulture and winemaking but in section 3, “Our Interaction With Wine”, he gets into how the changes happening to wine (as well as the environment of tasting) impact our perception of a wine’s components. This is very important because so much of knowing when to open a bottle of wine will depend on knowing when’s it good for you–something I’ll discuss more about below.

Wine Science: Principles and Applications by Ronald S. Jackson. This was one of my textbooks when I went to winemaking school so I won’t sugar coat how technical and dense it is. This is definitely not something you can read from cover to cover like with the first two books above. But if you really want to dive deep into the chemistry, there is no better resource out there. If you come from a non-scientific background, I do also recommend picking up some of the “For Dummies” refresher books like Chemistry Essentials and Organic Chemistry. Silly titles aside, those books certainly helped this Liberal Arts major understand and appreciate Jackson’s insights a whole lot more.

That said, I’m going to condense here some of what I’ve learned from those books above as well as my own experiences (and mistakes) in figuring out when to open a bottle.

What’s Happening to the Fruit?

When most people think of wine, they think of fruit. Therefore, it’s vitally important to understand what is happening to the fruit as a wine ages.

A good way to start is to think about cherries and the different flavors of its various forms.

Collage of photos from Wikimedia Commons from (L to R) George Chernilevsky released under PD-self; rebecca small released under CC-BY-2.0; Geoff released under CC-BY-SA-3.0

A young wine can taste like freshly picked cherries.
With some age, the cherries flavors get richer and more integrated with the secondary notes of wine.
Gradually the fruit will fade till you’re left with the dried remnants.

Young wines (like say an Oregon Pinot noir) will have the vibrant taste of its primary fruit flavors–such a cherries picked right from the tree. Combined with the wine’s acidity, these cherry flavors with taste fresh and even juicy. But they can also be quite simple because the freshness of the fruit dominants. Think about eating ripe cherries. While delicious, there isn’t much else going on.

With a little age (like 5 to 10 years for that Oregon Pinot noir), the fruit gets deeper and richer in flavor. Think of more canned cherries that you would use to make a cherry pie. The wine will also have time to integrate more with the secondary flavors of the wine that originated during the fermentation and maturation. This often includes oak flavors like the “baking spices” that French oak impart–cinnamon, allspice, nutmeg, etc. These additional flavors add more layers of complexity. The fruit is still present. It’s just not as fresh and vibrant tasting as it once was.

Older wines with more age will see the fruit progressively fading. The flavors will start tasting like dried cherries as earthy and more savory tertiary flavors emerge. In the case of our Oregon Pinot, this could be forest floor, mushroom or even dried flowers and herbal notes. Eventually these tertiary flavors will completely overwhelm the faint remnants of dried cherries notes. When that happens will depend on the producer’s style, terroir and vintage characteristics. For me, I tend to notice the Oregon Pinots in my cellar go completely tertiary after 15 or so years.

Now…is that a good thing or a bad thing?

It depends. On you.

When Is Your Peak Drinking Window?

While nearly ever critic in the world will toss out “peak drinking windows” with their scores, that info is utterly useless if you’re not sure what you like.

Some people like lots of earthy, savory tertiary notes. That’s perfect and often the tail end of these critic’s windows will take those folks right through that sweet spot.

Other people might want more fruit and find those very aged wines to be disappointing. That’s also perfect because they may want to start opening up their bottles at the beginning of those windows or even a little before.

For me, I tend to like my wines just on the wane of the “pie filling fruit” stage when some of the tertiary notes are emerging but the wine still has a solid core of fruit. Going back to Oregon Pinots, I often find that between 7 to 12 years is my perfect window. However, in warm vintages, like 2009 and 2012, I’ve noticed an accelerated curve with many wines hitting my sweet spot starting at 5 years of age from vintage.

And sometimes it might not ever live up to James Suckling’s 96 point scores.

BTW, while we’re talking about critics. Keep in mind that when many professional critics give their scores out for wine, they are rating the wine based on how they think a wine is going to taste at its peak (i.e. during that window)–not necessarily how the wine is tasting right now. That’s the critic’s cover if that 96 point wine you’re buying based on the high score doesn’t live up to the hype. But even then, a critic’s “peak window” still might not match yours.

What’s Happening to the Structure?

Now fruit is just one component of the wine that’s impacted by aging. Often with bigger reds like Bordeaux varieties, a primary motivation for cellaring is to give the wine time to allow the structure of tannins and acid to soften.

A good way to picture this is to think of the “bite” of firm tannins and acid as like a triangle with sharp edges. Below is a diagram that I recently used for a class I taught on Bordeaux wines based on my experiences of cellaring and drinking Bordeaux.

As the wine ages, some of the structure will soften but it won’t completely go away.
Also, as we discussed above, the core of fruit will still progressively fade.

The “softening” comes from the polymerization of the tannins as they link up with each to get bigger. These larger molecules tend to feel less aggressive on the palate. Think of it like adding tennis balls to round out the sharp edges of the corners of our triangle. The tannins are still there (as is the acid) but you feel their affects differently.

Eventually the wine will reach a point where it can’t get any softer. The triangle will never completely become a circle. That last bastion of a wine’s structure will not only be defended by the remaining soldiers of tannins but also by its acidity–which never goes away. While richer and deep fruit flavors (as well as complimentary flavors from esters) can help mask acidity during a wine’s prime, an aged wine will eventually start to taste more acidic and tart as that fruit fades.

However, that acidity will amplify the savoriness of tertiary flavors so, again, this all comes back to knowing what style of wine gives you the most pleasure. More fruity? More savory? Somewhere in the middle?

Learn From Other People’s Sacrifices

While critic’s drinking windows have some value, the very best resource on deciding when to open a wine are sites like Cellar Tracker.

Here you can track the progression of a wine through the impressions of other people who are sacrificing their bottles to Bacchus. Pay attention to the notes. Are they still talking about lots of fruit character? Big tannins? Or are the notes littered more with savory tertiary descriptors?

Now, yes, these folks will likely have different palates than you which is going to color their impressions. How they describe a wine yesterday might not be the same as how you would describe it today. But it is another data point that you can use to determine if it’s worth pulling the cork.

Lessons from Jancis Robinson

I have evolved my own theory that overall, vastly more wine is drunk too old than too young. — Jancis Robinson, November 26th, 2004

Jancis’ advice is even more valuable now than it was 14 years ago. In that time, we’ve seen quite a bit of change in the wine industry–including our ideas about cellar-ability. Part of it is the culture of impatience and desire for immediate gratification. Wineries know that they often don’t get a second chance at a first impression so a lot of effort takes place in the vineyard and the winery towards producing wines that are enjoyable soon after release.

We’re not even talking about whites and roses either.


Those efforts sometimes do involve a trade-off with a wine’s potential to age. The simple truth is, not many are being made to age anymore. In fact, some estimate that as much as 98% of the wine made today should be consumed within 3 to 5 years of the vintage date.

Now keep in mind, the vast majority of the world’s wines are made to be daily drinkers under $20 so that 3 to 5 year estimate is not that drastic. But even for more expensive bottles that you may be saving for a special occasion, I would encourage you to think about opening it up sooner rather than later.

For me, the math is simple.

If you open up a bottle too soon, there is still the potential that you could find another bottle to open later. Yes, you may have to do some hunting and pay a little bit of a premium but that potential still exist. Plus, you are still likely to get some pleasure from that bottle even if it wasn’t “quite ready”.

But….

If you open up a bottle too late, when the wine is far past the point of giving you pleasure, you’re screwed. All that time and all that investment went for nil.

There’s always a gamble when aging wine but, ultimately, it’s best to cash out when you’re ahead.

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