Tag Archives: Gallo

Sip or Spit — Looking at Wine Predictions for 2019

Amber LeBeau in General, Millennials, Wine marketing

Published on December 14, 2018

This time of year, a lot of smart folks in the beverage industry lay down their cards to predict what major trends can be expected next year. As with pop culture and sports, these articles are fun to read but you don’t want to put too much stock put in them. (I mean, come on, you really thought Bryce Harper and Manny Machado would sign during the Winter Meetings?)

Sip or Spit? How seriously should we take these wine predictions for 2019?

Of course, the value of such predictions rests in the quality of the source. I’ve always found the folks at Wine Intelligence, a UK consulting and research firm, to be sharp tacks. So I ascribe a little more weight to their assessments than I do other sources. Still, while there were some thing from their Five Predictions for 2019 worth sipping, there were others I certainly spat out.

1.) Alcohol intake will continue to fall in developed world markets (Spit with a little sipping)

As I noted in my article The Kids Will Probably Be Alright — Looking at Generation Z Trends, I don’t buy into the idea of Gen Z as the “teetotaler generation”. It is far too early and too small of a sample size to make that assessment. For Christ-sakes, 95% of them are still under 21! I surely hope that most of them are teetotaling right now.

However, I do think that the trend of “Drinking Less, But Better” that we’re seeing in the Millennial generation will continue with Generation Z. Alcohol is expensive and is full of calories. It’s clear that my generation, and likely the following one, have been adopting the mindset that if we’re going to spend the money and calories on something, it better be worth it.

Which is a good thing and something that should serve as a curb to the idea that moderate consumption of alcohol (like wine) is incompatible with a healthy lifestyle. That “incompatibility” seems to be the crux of the scare reports of Generation Z and Millennials turning away from alcohol.

From keg stands to Brose´

Ramen–the lifeblood of the broke Millennial. Also a great pairing for under $15 Cru Beaujolais and Chenin blanc.

Yeah, we might be turning away from weekend keggers, cheap jug wine sangrias, Smirnoff and Fireball jello shots, but what we’re turning to is more mindful moderate drinking. Younger generations, like myself, are not drinking for the sake of drinking. We’re looking for something more than just a buzz.

Growing up in the age of technology and easy access to knowledge, we’re aware of the risks of binge drinking. But we’re also aware of the benefits of moderation. Plus, our “foodie” nature is far more incline than past generations to embrace the role of a glass of wine in enhancing the pleasure of even everyday meals—like ramen noodles.

So while bulk and mass producers may have reasons to worry about the upcoming generations, I don’t think quality minded producers need to fret as much.

2.) Overall knowledge levels about the details of wine and where it comes from will decline (Spit)

This prediction is based on Wine Intelligence’s 2018 US Portraits report of wine consumers. I don’t have an extra $3500 to buy the full report and dive deep into what methodology led to that conclusion, but on the surface this doesn’t pass the “sniff test”.

When you look at other observations and reporting, the level of wine knowledge among the average consumer has never been higher. For one, enrollments in wine certification programs have been booming. Google “Wine Appreciation Class” and you’ll get over 34 million hits, confessing to a wide interest among consumers to learn more.

This is something that I touched on in my article It’s Raining Masters, about the influx of successful Master Sommelier candidates. (This was before the cheating scandal broke) We are in the midst of a golden age of wine knowledge.

Yet, somehow, we’re getting “wine dumber”?

Even the post’s author, Richard Halstead, acknowledges the counter-intuitiveness of his prediction.

Over the past couple of years we have started to see an interesting and counterintuitive trend. More people in more markets around the world are saying they care about wine, that the category is important to them, that they take their time when buying wine – sentiments which we bundle up into a collective measure called “involvement”. At the same time, overall objective knowledge about the category – understanding of grape varieties, countries of origin, regions, and so on – has been in decline: people know fewer things about wine any more. — Richard Halstead, Wine Intelligence, 12/12/2018

One theory they propose is smartphone reliance. That does makes some sense and has been debated in other contexts before. There is also the idea that the globalization of wine has brought more stuff to the table for the average consumer to know about.

More to Discover, More to Learn, More to Enjoy

Photo taken my self and uploaded to Wikimedia Commons as User:Agne27 under CC-BY-SA-3.0

Once pursued only by the wine trade, now more and more wine lovers are signing up for advance certifications like the Wine & Spirit Education Trust (WSET)

It’s no longer Napa, Champagne, Chardonnay, Cabernet and Pinot grigio. Now we’ve got Coonawarra, Franciacorta, Fiano, Touriga Nacional, Chenin blanc and so much more.

I suppose when you consider how much more is out there to learn and explore, the average wine consumer’s “overall” grasp of details may go down.

But that is like comparing the “knowledge level” of a middle schooler with that of a college student. The former is exposed to far less. Of course, it is easier to “master” more of that knowledge within their little world. However, the later’s exposure to exponentially more gives the potential for even greater knowledge.

While I’m open to hearing more thoughts on the matter, there so much counter-intuitiveness about this prediction that I’ll remain skeptical now.

3.) Vegan wine will become a thing (Sip)

This I buy completely. It’s a topic that I explored earlier this year with my article What’s fine (and not so fine) about Vegan Wines.

I have no doubt that we are going to see more wines labeled as “Vegan-friendly”. But I am concerned with the obsession over fining agents. Especially for people who adopt a Vegan-lifestyle for ethical reasons, it seems like a bigger quandary is to be had over viticultural practice like biodynamics that regularly employ the use of animal products. Furthermore, there are issues with what alternatives wineries may use to produce highly manipulated (though “Vegan-friendly”) wines.

Are the most “vegan-friendly” vineyards the ones being farmed with heavy saturation of pesticides and chemical fertilizers? It seems like it when you compare it to organic and biodynamic vineyards with high insect MOG and animal-derived fertilizers.

Mass produced wines like the PETA recommended Sutter Home and Moët & Chandon often employ these conventional, chemical dependent styles of viticulture.

While avoiding using animal-based fining agents to remove excess tannins and haze forming proteins, big mega-corps can use other tricks to manipulate the wine with things like lab designed enzymes, oak adjuncts and Mega Purple which will “smooth out” bitter tannins and cover up off-flavors. — What’s fine (and not so fine) about Vegan Wines 2/25/2018

4.) Wine brands with sustained investment strategies will prosper at the expense of second-tier competitors (Sip)

Unfortunately, this is a sad reality of business. Branding often trumps quality and care. W. Blake Gray had a great article on Wine Searcher recently that highlights this as part of the Gloomy Outlook for Smaller Wineries.

Gray ended the article with a very ominous quote from Dale Stratton of Constellation Brands.

“The game is going to be stealing share,” Stratton said. “The pie is only as big as the pie is. The game is going to be stealing share from other places.”

Watch your pie, small wineries. Watch your pie. — W. Blake Gray, WineSearcher.com 12/7/2018

While not every winery can afford a fancy marketing department, it is imperative of every winery to focus on what makes them unique.

For the small winery competing against the big mega-corps, your “brand” is your story and all the tidbits that set you apart from the mass-produced wines that line supermarket shelves.

It’s simply not good enough just to make good wine. There are thousands of producers across the globe making wine as good, if not better, than yours. But what those wineries (and certainly what the big mega-corps) don’t have, is you and your story.

Finding ways to weave yourself into the narrative of your brand is only going to become more important for small wineries to succeed. That is one of the reasons why it is a shame that many wineries have abandoned or don’t know how to successfully use social media platforms like Twitter.

5.) A mainstream producer will introduce cannabis-infused wine (Sip and then toke)

Does cannabis have terroir? We’ll probably be discussing that over the next decade.

This is probably the surest bet that any prognosticator can make. For an industry that will happily dive into whiskey barrel aging and weird coffee-infused hybrid wines, you know that development is already well on its way towards releasing a cannabis-infused wine.

The only question is, who will be first? Gallo or Constellation Brands?

Gallo has been leading the way on a lot of these trends with their Apothic brand. They’re a solid contender and a likely choice. Part of the fun is guessing what they’ll call it. Apothic Blaze? Apothic Kush?

However, Constellation Brands does actually have its own investments in the cannabis industry to the tune of $4 billion.

I’d be more incline to wager on Constellation developing a stand-alone brand for cannabis-infused wine. But I honestly wouldn’t be surprised to see them roll it out under an established label, like Robert Mondavi, to try to give this trend more legitimacy.

When that happens, be sure to pour one out for poor Robert spinning in his grave in St. Helena.

Subscribe to Spitbucket

Race From The Bottom — How Should Wine Regions Break Into New Markets?

Amber LeBeau in Washington wine, Wine marketing, Wine regions

Published on October 25, 2018

This morning wine writer Jamie Goode offered some sage advice to wine regions across the globe.

Tip for wine regions worldwide: try not to market yourself through your cheapest, least impressive wine. It doesn’t tend to end well.

— Jamie Goode (@jamiegoode) October 25, 2018

I’m not sure what prompted this particular dictum but reading it reminded me of Brand Australia’s wine marketing woes. People got so use to seeing cheap, cheerful “critter wine” flooding the market from down under that the idea of Australia making premium, high-quality wine almost became a non-entity.

Which kind of puts a damper on the 2400+ Australian wineries not named Yellow Tail, Jacob’s Creek, Lindeman, Black Opal or Wolf Blass, doesn’t it?

In the huge shadow of the “Yellow Tail” effect, Australian wines today only command around 1% of the premium export market in the US. In contrast, 95% of Australian wines in the US retail for around $8 per bottle.

And both numbers may be shrinking.

While Australia is seeing some positive growth in export value to markets in Asia and Canada, it was recently announced that exports to the US has declined by $27 million in value.

It seems that Americans are getting a bit bored of the critters. The novelty of criminals has piqued some interest but that too will inevitably wane. Plus, gimmick labels like 19 Crimes certainly aren’t doing much to burnish the image of Australian wine for consumers.

Catch Up Marketing?

In response to the decline, the trade organization Wine Australia has invested $4.2 million to promote premium Australian wines. They’re spending a good chunk of that money rehabbing the image of Australia wines abroad.

This past July, they hosted several Master Sommeliers, Masters of Wine, wine buyers and media personalities at Lake Tahoe for an event called Australia Decanted. Featuring high-quality producers like Tyrrells, Penfolds, Vasse Felix, Clonakilla, Yalumba, John Duval Wines and Shaw & Smith Wines, the conference highlighted the people and terroir that often get overlooked by American consumers.

Next October, the Wine Bloggers Conference will be in the Hunter Valley of New South Wales–the first time the conference has been held outside of North America. Undoubtedly, a huge focus of that conference will be giving bloggers and other wine industry folks a chance to experience the world of Australian wines beyond Riverland and Riverina.

Are We Repeating The Same Mistake In Washington?

Here in Washington State, Jamie Goode’s warning is also pretty timely. Recently the American Association of Wine Economists (AAWE) published the “Top 10 Table Wine Brands” in the US by dollars.

Source: American Association of Wine Economists (AAWE)

You have the usual suspects of bulk California supermarket brands (and Yellow Tail, of course) but look at who is rounding out the top 10 with almost $177 million in sales.

Chateau Ste. Michelle.

Now being a bit of a Washington State-homer, I will be quick to point out something important. The quality of CSM wines are head and shoulders above the Barefoot, Sutter Home, Franzia and Yellow Tails of the world. While it is clear that the owners of Ste. Michelle Wine Estates are ambitious about expanding their portfolio with new labels and acquisitions, I take comfort in knowing that we’ll likely never see a bourbon barrel-age or cold brew hybrid wine coming out of Woodinville anytime soon.

In some ways, you could say that Chateau Ste. Michelle’s inclusion on this list is a good thing. Could this be a glimmer of hope that more Americans are drinking just a little bit better?

Perhaps. But there is a lot about this chart that gives reasons for pause.

Who Writes The Narrative Of “Brand Washington”?

Even if the quality of their wines are higher than entry-level wines from California, Australia and elsewhere, the overwhelming dominance of CSM wines in distribution still means that the banner of “Brand Washington” is being led by our entry-level wines.

Walk into any supermarket and look for Washington wine with multiple facings on the shelf. While Constellation’s Hogue or Gallo’s Covey Run ($5-6) might be there, chances are you will find only Chateau Ste. Michelle’s Columbia Valley ($6-10) label.

Or you may find one of CSM’s many, many, many sister brands like Columbia Crest Two Vines ($5-6), Grand Estates ($7-10), 14 Hands ($7-10), Snoqualmie ($6-8), Red Diamond ($6-8) or their 1.5L bulk brand Stimson Lane ($9-10).

Outside of Washington State, these may be the only Washington wines that consumers are exposed to–the state’s cheapest. Even within Washington, it’s near impossible to go into a grocery store or look at a wine list without being overwhelmed with “choices” of multiple different Ste. Michelle Wine Estates brands.

Again, the quality of these wines are undoubtedly higher than Apothic or Menage a Trois. However, the narrative of “Brand Washington” being told to consumers is still being written by just one company–and with its cheapest wines.

Has Trickle Up Marketing Ever Worked?

Even if the narrative is much more “impressive” and slightly less cheap than the story of Yellow Tail or other entry-level wines that Jamie Goode is warning about, there is still risk to the Washington State wine industry in letting the entire branding of the state be made by one dominant brand.

Has there ever been a wine region where “Trickle Up” marketing has worked? Has an industry that first introduced itself to consumers with their lowest, entry-level wine ever been able to successfully rise above that initial perception?

Inflation aside, was Napa Valley ever known for its $6-10 wines? Oregon? Bordeaux? Burgundy?

It’s almost like we’re expecting an upside down “halo effect”. We’re hoping that our bottom priced wines “trickle up” and lead the way. When what we should be doing is having our top quality, premium wines dictate our narrative to consumers

Again, has that ever worked?

Maybe Washington State will be the one to break the mold. If Chateau Ste. Michelle is our “bottom”, that is certainly a step above many other regions.

But there is a lesson we should learn from the pratfalls of other wine industries. Once the die of your brand has been cast in the minds of consumers, it’s really hard to recast.

Subscribe to Spitbucket

Getting Geeky with Rubus Barossa Shiraz

Amber LeBeau in Wine grapes, Wine reviews

Published on July 24, 2018

Going to need more than 60 Seconds to geek out about the 2014 Rubus Shiraz from the Barossa.

The Background

Rubus is a negociant label of the importing firm Kysela Pere et Fils that was founded by Master Sommelier Fran Kysela.

Prior to earning his MS in 1989 and starting his firm in 1994, Kysela previously worked for California wineries Fetzer and Gallo as well as importers Kermit Lynch and Weygandt-Metzler. In his more than 40 years in the wine business, Fran Kysela has earned numerous awards including 2013 Importer of the Year from Wine Enthusiast magazine.

His wine import portfolio represents over 200 producers, including notable wineries such as Abeja, Accordini Igino, Alain Jaume, Avennia, Bressia, Bonny Doon, Buty, Betz, Chakana, Cholila Ranch, Clos de Sixte, Domaine Mordoree, Finca Sobreno, Gravas, Hahn, Jip Jip Rocks, La Petite Frog, Levendi, Long Shadows, Loring, Maipe, Marcassin, Mas Sinen, Maysara, Milton Park, Montebuena, Mt. Monster, Pago de Carraovejas, Palacio de Bornos, Paradigm, Patton Valley, Poggio Nardone, Quilceda Creek, Rebuli, Reverdy, Rinaldi, Segries, St. James Winery, Tamarack, Thorn Clarke, Tiza, Tres Ojos, Valminor and Vinsacro among many others.

The first wine released under the Rubus label was in 1997 with 1200 cases of an Amador County Zinfandel. Since then the brand has expanded to include Cabernet Sauvignon from Napa Valley, Chardonnay from Colchagua Valley in Chile, Pinot noir from the Waipara Valley in New Zealand, Prieto Picudo from Tierra de León in Spain, a Grenache-based Vin Gris from Corbières in the Languedoc-Roussillon region of France as well as a Shiraz from the Barossa of South Australia.

All the wines bottled under the Rubus label are personally selected by Fran Kysela.

While the oak used for the Rubus Shiraz was entirely American, for half the barrels the staves were sent to France to be seasoned (air dried) and coopered in the French style.

The 2014 Rubus Shiraz was only the third release of a Shiraz from Kysela. A co-ferment of 98% Shiraz with 2% Viognier, the wine was aged 12 months in 100% American oak with half the barrels being seasoned and coopered in France. Around 2,000 cases were produced.

Instead of being labeled as the Geographical Indication (GI) of Barossa Valley, the 2014 Rubus is labeled as being from simply “Barossa” which Mike Desimone and Jeff Jenssen note in Wines of the Southern Hemisphere: The Complete Guide means that fruit from neighboring Eden Valley could have been blended in. Conversely, if a wine is labeled as being from the “Barossa Valley” then only 100% Barossa Valley fruit could be used.

The Origins of Syrah

In Jancis Robinson’s Wine Grapes, co-authored by Julia Harding and José Vouillamoz, it is noted that the origins of Syrah have been proven to be distinctly French despite myths attributing its origins to the Persian city of Shiraz in modern-day Iran.

Map from Rhône-Alpes map.png on Wikimedia Commons created by Utilisateur:Rinaldum. Derivations done by self and uploaded to Wikimedia Commons under CC-BY-SA-3.0

With Mondeuse Blanche native to the Savoie region (#4) and Dureza originating from the Ardèche (#1), it is likely that the cross-pollination that created Syrah happened somewhere in the Isère (#3) where Dureza is known to have reached.
The Drôme department (#2) includes the Northern Rhone wine region of Hermitage where there are written accounts of Syrah being grown here by at least the 1780s.

DNA analysis conducted in 1998 by Dr. Carole Meredith and others at UC-Davis have shown the parents of Syrah to be the Savoie wine grape Mondeuse blanche and the Ardèche variety Dureza. Both grapes were at one time cultivated in the department of Isère, southeast of Lyon, in the Auvergne-Rhône-Alpes region with ampelographers speculating that this was the likely area that Syrah originated in.

Further research by José Vouillamoz has shown a potential parent-offspring relationship between Syrah’s parent Dureza and the Pinot grape meaning that potentially Pinot noir could be a grandparent variety to Syrah.

Additional research into the origins of Viognier has shown a parent-offspring relationship with Syrah’s other parent, Mondeuse blanche, and Viognier though it is not yet clear which variety is the parent and which is the offspring–partly because the other potential parent of Viognier hasn’t been identified yet. This means that Viognier could be either a half-sibling or a grandparent to Syrah.

Aussie Shiraz vs French Syrah

Syrah was first brought to Australia in 1832 by viticulturalist and “father of Australian wine” James Busby as part of a collection of 75 different grapevine varieties from Europe. Known initially as Hermitage and then Scyras it was first planted in New South Wales before spreading westward.

Today it is the most widely planted variety in Australia, accounting for around 45% of the yearly harvest. It is planted across the country with the Barossa Valley known for having some of the oldest vineyards of Shiraz in the world–including many pre-phylloxera plantings on their own rootstock.

The Barossa Valley

Among these old vine Shiraz plantings include Langmeil’s 1843 vineyard in Tanunda and Turkey Flat’s 1847 parcel planted by Johann August Frederick Fiedler. In neighboring Eden Valley, Henschke’s Hill of Grace has Shiraz plantings dating back to the 1860s.

Pioneered by German Lutheran settlers from Prussia and Silesia (in modern-day Poland), the Barossa Valley is home to numerous 6th generation family wine growers. Often traditionally aged in American oak, the style of Shiraz here is characterized by James Halliday in his Wine Atlas of Australia as “…lush, velvety and mouthfilling with flavors in the black cherry to blackberry spectrum, the tannins ripe and soft.”

The soils in the Barossa are mostly sandy and clay loam which will have varying water-retaining abilities in the hot Australian sun depending on the percentage and type of clay. This tends to produce concentrated wines with lower acidity and higher pH that contributes to the powerful and lush dark fruit typical of Aussie Shiraz.

In contrast, the mainly granite and schist-based soils of the Northern Rhone (particularly in Côte-Rôtie) produces wines that John Livingstone-Learmonth notes in The Wines of the Northern Rhône tend to be “… less intensely coloured–red rather than black–and much more sinewed. Their fruit is more stone and pebbly in texture, their tannins more upright and raw at the outset. Pepper tones are drier and more evident…”

The Wine

Medium-plus intensity. Noticeable oak with coconut and cinnamon. Certainly dark fruit like black cherries but there also seems to be some faint red fruit like red plums on the edges. Red flowers like dahlias add some intrigue.

While the oak and dark fruits certainly play a prominent role in this wine, I was very intrigued by some of the layers of potential complexity suggested by the red floral notes like dahlias on the nose.

On the palate the oak is still quite pronounced with creamy vanilla mouthfeel and dark chocolate joining the party. However, medium-plus acidity does add enough freshness and a mouthwatering component to keep this from being jammy. The ripe medium-plus tannins are soft but well structured holding up the full-bodied fruit. On the moderate-length finish there is a subtle herbal note (maybe eucalyptus) that isn’t quite defined but does add some complexity.

The Verdict

Overall, I wouldn’t describe this as a stereotypical “Big, bombastic Aussie Shiraz” that seems to dominant the shelves of the American market. No one would ever confuse this for something from Mollydooker or Glaetzer.

While definitely oaky and fruit-forward, this is a little more in the Penfolds style with an element of elegance and additional layers that I suspect could become even more complex with a few more years of bottle age. With its juicy acidity and structured tannins, I can easily see this going another 3 to 4 years in delivering ample pleasure.

At $20-25, this is a well-made Shiraz that would certainly appeal to many New World drinkers who like their wines fruity and ripe but not sweet or jammy.

Subscribe to Spitbucket

Apothic Brew Wine Review

Amber LeBeau in Millennials, Wine marketing, Wine reviews

Published on April 8, 2018

Last night I did a very mean thing.

I had several friends (wine industry folks, connoisseurs and newbie/casual wine drinkers) over for a blind tasting of Cabs and Cab-dominant blinds. While I forewarned them that I was going to toss a few “ringers” into each group like another grape varietal and a cheap under $10 Cabernet Sauvignon, I didn’t warn them about this.

I didn’t tell them that I was going to subject them to Gallo’s latest limited release–Apothic Brew.

But as with my exploration of the trend of aging wine in whiskey barrels, I wanted to get as much objective feedback as I could. Let’s face it, it’s hard to approach something like cold-brew infused wine without any preconceptions. You are either going to have a visceral nauseating reaction to the idea or squeal in delight at the possibilities.

While certainly not perfect (or academic), I figured my 27 friends from various backgrounds, age groups and wine experiences were good guinea pigs to give Apothic Brew a somewhat fair shake. The results of the tasting are down below but first some geeking.

The Background

According to Gallo’s marketing, the idea of Apothic Brew came to winemaker Deb Juergenson last year while working the long hours of harvest where she frequently enjoyed staying caffeinated with cold brew coffee. Noticing the similarities between the flavors of red wine and cold brew, Juergenson decided to experiment with infusing the two. Lo and behold, only 5 to 6 short months later Apothic Brew was released on the market in time for April Fool’s Day.

Cute story but I sincerely doubt it played out like that.

From 2015 to 2017, sales of cold brew have grown by 430%

Gallo is one of America’s most successful companies selling more than 80 million cases of wine a year with nearly $5 billion dollars in revenue. They also have one of the largest and most savvy marketing departments in the industry.

There is no way that this (non-vintage BTW) Apothic Brew wasn’t being laboratory crafted, tested and developed for years.

It’s very likely that the market analysts at Gallo spotted early on the emerging cold brew trend that really took off in 2015 but has certainly been around longer as well as millennial wine drinkers openness to try new things and saw an opportunity.

E.J. Schultz noted in Ad Age in a 2013 interview with Stephanie Gallo, V.P. of Marketing E. & J. Gallo Winery, that “Unlike previous generations, young adults will try anything, including wine served over ice, from a screw-top bottle or even out of a box.”

With the successful launching of limited release editions of Apothic Crush and Apothic Dark (which later became year-round offerings) as well as Apothic Inferno, Gallo is following a popular recipe of crafting a finely tuned marketing campaign based around the latest wine trends and the “limited availability” of their new wine. As Christine Jagher, director of marketing at E. & J. Gallo, describes in a recent interview:

“We will often tease their release to get our loyal followers excited for what’s to come,” Jagher says. “If we can catch their attention at the right time, they will already be searching for a new item by the time it hits the shelves. They will also be likely to help spread the word among their friends and family.” — as quoted to Andrew Kaplan for Seven Fifty Daily, September 27, 2017

That said, it’s hard to find any concrete details about the wine itself. The label lacks a vintage year and only notes an alcohol percentage of 13.5%. But the bottle says zilch about what’s inside. The original Apothic Blend is based on Zinfandel, Syrah, Merlot and Cabernet Sauvignon. Apothic Crush is a blend of primarily Pinot noir and Petite Sirah so really this wine could be made of just about anything.

It’s a mystery how exactly the wine was “infused” with the flavors of cold brew. Is it even real coffee? Was a new oak chip/Mega Purple additive created?

While typical cold brew coffee has around about 26 milligrams of caffeine per fluid ounce compared to 27 milligrams for a standard hot brew coffee, Danielle Tullo of Cosmopolitan notes that Apothic Brew has less caffeine than a standard cup of decaf.

The Blind Tasting

I deliberately placed the wine at the very end of each tasting group. My primary purpose was to make sure that the coffee notes in the wine didn’t wreck my friends’ palates. I wasn’t exactly having the Apothic Brew “compete” with the other wines. My friends knew that there were ringers (a cheap under $10 Cab and a completely different grape). So they were at least expecting something in the $7-15 Apothic price range in the group.

By the time each group got to the last wine, there were vocal and immediate reactions of “Whoa” and “What the hell is this?”.

Some examples of the blind tasting notes on the Apothic Brew from people of various backgrounds–including wine industry folks, casual drinkers and wine newbies.

The most common descriptor was “not horrible but not good”. Quite a few wondered if I slipped in a non-wine ringer like watered down Kahlua or a “weird stout beer” with another popular guess being a cheap under $10 Cab with Zinfandel blended in.

While “coffee” was obviously the most common tasting note descriptor, the next common descriptors were tannic and tart.

My (non-blind) Notes

Tasting before the blind tasting, I found it had a high intensity nose of coffee. Rather than cold brew it smelled more like a can of Folgers coffee grounds. The coffee really overwhelmed the bouquet, making it very one-dimensional.

On the palate, the coffee certainly carried through but at least some fruit emerged with red cherry notes. Medium acidity offered decent balance to keep it from tasting flabby but it didn’t taste very fresh either. Medium tannins had a chalkiness to them. Coupled with the very thin fruit, the wine felt a little skeletal. Noticeable back-end heat suggested the alcohol is probably higher than the 13.5% listed. However, the body was definitely medium rather than full. The finish dies pretty quickly.

The Aftermath

A “Red Russian” invented by my friend with a 1:1 ratio of Apothic Brew to milk served over ice.

After the tasting, one of my friends had the idea to add milk and ice to Apothic Brew to make a “Red Russian” cocktail. It was actually kind of tasty! Certainly weaker and tarter than a true White Russian with Kahlua, but drinkable and an interesting riff on the cocktail.

We also experimented with treating the Apothic Brew like a mulled wine by heating it up. We didn’t have mulling spices or dried fruit to add sweetness though. Overall, I would say this experiment was far less successful than the Red Russian. The coffee notes became more pronounced but so did the tartness and thinness with a bitter aftertaste.

Surprisingly, the Apothic Brew tasted better the next day. It actually smelled and tasted more like cold brew with some chocolate notes emerging to add flavor.

Should You Buy It?

While the Red Russian was the best, I was surprised at how much better the Apothic Brew tasted the next day–even out of a plastic cup.

I think the descriptions “watered down Kahlua” and “not horrible but not good” are probably the most apt. The Apothic Brew is certainly different but it’s not disgusting.

The wine’s definitely targeting cold brew fans more than wine drinkers. However, it does have potential for experimentation with wine-based cocktails (a la the Red Russian).

Ideally for its quality level, the Apothic Brew should be priced more inline with the $7-9 regular Apothic Red Blend or the $8-10 “hard cold brews” in the market but expect to pay a premium for its marketing budget with the wine priced in the $14-18 range.

Subscribe to Spitbucket

The Legend of W.B. Bridgman

Amber LeBeau in Washington wine, Wine Knowledge

Published on March 31, 2018

With more than 900 wineries producing over 17.5 million cases, the future of the Washington wine industry looks bright.

But as we wrap up Taste Washington Wine Month, it would be remiss not to take a look at a pivotal figure of the past who put Washington on the path to such a future–A Canadian ex-pat from Sunnyside, Washington named William B. (W.B.) Bridgman.

Early History and Irrigation Laws

Born in 1877, W.B. Bridgman grew up on the Niagara Peninsula in Ontario where his family grew Concord grapes. Ronald Irvine notes in The Wine Project that it was at Hamline University in St. Paul, Minnesota where Bridgman met Walter Hill, son of railroad tycoon James J. Hill. To help pay his way through law school, Bridgman became a tutor for the younger Hill. This arrangement led Bridgman to accompany Walter on a rail journey to the Pacific Northwest in 1899.

Intrigued at the opportunities in this new frontier, Bridgman found work at a local irrigation company. He settled permanently in the Yakima Valley in the town of Sunnyside–about 175 miles southeast of Seattle. An expert in irrigation laws, Bridgman wrote many of the early statutes that outlined access and development of irrigation usage for agriculture in Eastern Washington. Several of his laws are still on the books today.

Due to the rain shadow effect of the Cascade Mountains, a significant portion of the central basin of Eastern Washington averages only around 8 inches of rain a year–most of it in winter months. To grow grapevines that often need 3 to 6 gallons of water a week during the heat of summer to avoid heat stress, the development and use of irrigation proved vital to the growth of viticulture in Washington.

Planting of Harrison Hill and Snipes Mountain

Settling into Sunnyside, Bridgman was elected mayor twice. Then, in 1914, he purchased land on two uplifts that are today separated by Interstate 82. Among the first vines he planted on Harrison Hill were Black Prince (Cinsault), Flame Tokay and Ribier. In 1917, he planted Muscat of Alexandria and Thompson Seedless on Snipes Mountain.

Map a derivative from Washington State AVA map provided by the Washington State Wine Commission for public use.

The Snipes Mountain AVA with a rough approximation of the location of Harrison Hill and present-day Upland Vineyard bisected by Highway 82.

Eventually, Bridgman expanded to plant Zinfandel, Alicante Bouschet, Carignan, Mataro (Mourvedre), Pinot noir, Semillon, Sauvignon blanc, Black Malvoisie and many other varieties.

In the early years, Bridgman mostly sold grapes to Italian and Croatian immigrants in Cle Elum and Roslyn. But when Prohibition was enacted in 1919, Bridgman saw demand skyrocket. A “loophole” in the legislation permitted up to 200 gallons a year of self-made wine. This essentially produced overnight what Ronald Irvine describes as “a nation of home-winemakers.”

Upland Winery

Thomas Pinney notes in A History of Wine in America, Volume 2 that by the end of Prohibition, Bridgman had over 165 acres of vinifera planted. He decided to open a winery in 1934, hiring German winemaker Erich Steenborg. A graduate of the famous Geisenheim Institute, Steenborg had worked for several wineries in the Mosel.

Soil sample from Upland Vineyard on Snipes Mountain.

At Steenborg’s urging and with his connections, Bridgman brought in around a half million cuttings of Riesling, Sylvaner, Gutedel (Chasselas), Blauer Portugieser and Müller-Thurgau vines. (Incidentally, Irvine notes that most of the Riesling cuttings that Upland brought in turned out to be Scheurebe.)

Named Upland Winery, Bridgman and Steenborg desired to make dry European-style table wines from vinifera grapes. However, post-Prohibition wine drinkers favored sweet dessert and fortified wines made from a mix of vinifera, hybrid and labrusca grape varieties. To pay the bills, Upland produced “ports” and “sherries” to meet market demand.

When Steenborg left in 1951, Bridgman hired Marie Christensen, the winery’s lab assistant, to take over winemaking. Her promotion made her the first woman in the state to head winemaking at a major winery.

Changing Markets and Challenges

Dealing with market forces that favored sweet and boozy wines eventually proved too much for Bridgman. He sold the winery in 1960 to George Thomas. Thomas changed the name to Santa Rosa Winery. The winery continued to operate it in some degree until shuttering in 1972.

Today, the Newhouse family own the old buildings of Upland Winery and vineyards, having purchased the property in 1968. Several of Bridgman’s original 1917 Muscat of Alexandria vines are still producing grapes. Paul Gregutt speculates in Washington Wine that these may be the oldest Vitis vinifera vines in the state.

In addition to selling grapes from Upland Vineyard to over 20 different wineries like Betz, DeLille, Pomum, K Vintners and Kerloo–the Newhouses produce wine under Todd Newhouse’s Upland Estate and Steve Newhouse’s Newhouse Family Vineyards made in partnership with Ron Bunnell.

Influence on the Washington Wine Industry

Grenache made by Kerloo Cellars from Upland Vineyard.

If Dr. Walter Clore is the “Father of Washington Wine,” W. B. Bridgman can rightfully be called “the Grandfather.”

After Prohibition, Bridgman and his Upland Winery were charter members of the Washington Wine Producers Association. Founded in 1935, Bridgman was the only charter member from the east side of the mountains as most of the winemaking during that period was done on the west side of the state by fellow charter members St. Charles Winery and Davis Winery on Stretch Island, Wright Winery in Everett, Werberger Winery on Harstine Island and Pommerelle Winery in Seattle.

In Goldendale, Bridgman advised Samuel Hill (who married Walter Hill’s sister, Mary) to plant a mix of vinifera and American hybrids developed by Thomas Volney Munson in what is now Maryhill in the Columbia Gorge AVA.

Dr. Walter Clore

Pinot gris from Upland Vineyard on Snipes Mountain.

In 1940, Bridgman encouraged a young horticulturalist from Washington State University named Walter Clore to plant wine grape varieties at the Irrigation Experiment Station in Prosser. With Bridgman supplying many of the initial vine cuttings, this experimental vineyard would eventually become known as “The Wine Project” and include over 250 different varieties of vinifera, hybrid and American wine grape varieties.

Observing the success of several varieties in the vineyard, Clore authored academic papers extolling the viability of a wine industry in Washington State. Spurred on by the results of Dr. Clore’s work, the Washington wine industry today is responsible for more than 27,000 jobs. Overall, the industry has an economic impact of nearly 15 billion dollars for the state.

Associated Vintners

In 1954, W.B. Bridgman sold grapes to a group of University of Washington professors making wine under the name of Associated Vintners. Impressed by the wines produced by Lloyd Woodburne, Bridgman gave the young academics advice and encouragement in their endeavors. In 1960, Bridgman met with the AV group in Seattle to discuss the future of the Washington wine industry.

That meeting would lead to a long term contract for grapes. This eventually turned into Associated Vintners purchasing the 5.5 acres Harrison Hill Vineyard in 1962 from Bridgman. Uprooting most of the older plantings, AV replanted with Cabernet Sauvignon and other red grape varieties. While Associated Vintners is now known as Columbia Winery and owned by Gallo, those Cab plantings at Harrison Hill Vineyard (managed by the Newhouse family) are today some of the oldest and most prized plantings in the state.

Legacy Today

A Columbia Valley Syrah made under the W.B. Bridgman label by Precept Brands.

William B. Bridgman died in 1968 at the age of 90, leaving a last imprint on the Washington wine industry even as his name has faded into obscurity.

Beyond the irrigation laws he authored that allowed viticulture to prosper, the roots of Upland Vineyard and Harrison Hill Vineyard continue to produce world-class wine grapes. The first Chardonnay in the state was planted here. Mike Sauer used cuttings from AV’s replanting of Harrison Hill to plant Red Willow Vineyard in the 1970s.

To help keep the name of Bridgman alive, Washington Hills Winery (co-founded by Brian Carter) created a select line of wines in 1993 to honor the pioneer. When Precept Brands acquired Washington Hills in 2003, they kept the Bridgman Cellars label and today still produce wines that bare the name and legacy of W.B. Bridgman.

Subscribe to Spitbucket

60 Second Wine Review — Browne Site Series Cabernet Sauvignon

Amber LeBeau in 60 Second Reviews, Washington wine, Wine reviews

Published on March 3, 2018

A few quick thoughts on the 2015 Browne Site Series Cabernet Sauvignon from the Horse Heaven Hills.

The Geekery

Browne Family Vineyards was founded in 2005 by Andrew Browne of Precept Brands–whose background in the wine industry includes stints with Southern Wine & Spirits, Constellation Brands, Corus Brands, Chateau St. Jean and Associated Vintners (now Gallo’s Columbia Winery).

Precept is the largest privately owned wine company in the Northwest and includes an extensive portfolio of brands like Apex, Canoe Ridge, W.B. Bridgman, B. Lovely, Gruet, House Wine, Jacqueline Leone, Pendulum, Radius, Primarius, Red Theory, Sagelands, Paradise Peak, Ste. Chapelle, Summit Estates, Skyfall, Wild Haven and Waterbrook.

With Paul Gregutt, Peter Dow and Ross Mickel, respectively, they manage Waitsburg Cellars, Cavatappi and Ross Andrews. They also have a partnership with the Davey family in Australia to bring their Shingleback, Aficionado and Red Knot brands to the US.

John Freeman is the winemaker for Browne, joining Precept after previously working for the Napa Valley wineries Franciscan and Miner.

For the Site Series, they source from several of their contract vineyards in the Horse Heaven Hills AVA which includes Alder Ridge, Canoe Ridge and The Benches.

The Wine

Noticeable oak influence in this wine.

Medium-plus intensity nose. Lots of noticeable oak but it’s more spice than vanilla. Dark fruits like black currants and cherries.

On the palate, those dark fruits and oak spice carry through with juicy medium-plus acidity. Hefty medium-plus tannins adds to the full-bodied weight of the wine but the vanilla of the oak comes out to round them for a smooth mouthfeel. The finish is a bit short and hints at the youth of the wine.

The Verdict

For around $30-35, the Browne Site Series is a very solid Cabernet Sauvignon from the Horse Heaven Hills. That region doesn’t get anywhere near the attention of the “sexier” AVAs of Red Mountain and Walla Walla but is consistently the source of outstanding Washington wines.

The 2015 is young and could benefit from another year aging (or decanting) but it has lots of potential.

Subscribe to Spitbucket

Wine Competitions — Should Wine Drinkers Care?

Amber LeBeau in Shopping for Wine, Wine Knowledge, Wine marketing

Published on February 28, 2018

The 2018 Winter Olympics in PyeongChang has wrapped up. However, the medals will be flowing all year long in the wine world.

So far this year we’ve had the San Francisco Chronicle Wine Competition give out over 4000 gold, silver and bronzes. Meanwhile, the American Fine Wine Competition announced 14 pages worth of winners. Oh and the Winemaker Challenge International Wine Competition also gave out a hefty haul of hardware.

Still to come:

Finger Lakes International Wine Competition (March)
Sommelier Wine Awards (March)
California State Fair Commercial Wine Competition (March)
Seattle Wine Awards (April)
International Wine Challenge (April)
International Rose Championship (April)
Decanter World Wine Awards (May)
Los Angeles International Wine Competition (May)
Dan Berger’s International Wine Competition (May)
Concours Mondial de Bruxelles (May)
International Women’s Wine Competition (July)
And oodles and oodles and oodles more.

There are so many competitions out there giving wineries boatloads of awards that I’m honestly surprised that Oprah has not gotten in on the action with her own wine competition.

YOU get a medal! YOU get a medal! Everybody’s getting a MEDAAAAAAAAL!!!

God knows how many medals the Tasters Guild International Wine Judging gives out.

Unlike the Olympics where there is a finite amount of medals awarded for each event, wine competitions can give out virtually a limitless number–which stack the odds in a winery’s favor.

In 2015, Victoria Moore of The Telegraph noted that of the nearly 16,000 wines entered in the Decanter World Wine Awards, around 70% won some kind of award. At the International Wine Competition (IWC) they gave out 490 golds, 2,110 silvers, 3,426 bronzes and 3,668 commended awards.

For their 2012 event, W. Blake Gray of Palate Press highlighted that the San Francisco Chronicle Competition (one of the largest and most recognized wine competitions in the US) gave medals to more than 80% of the wines entered.

Who benefits from all these competitions?

I don’t think you can be blunter than Master of Wine Sarah Jane Evans in her article “So you want to be a wine judge?”

Remember that ultimately you are doing the judging for the winemaker and brandowner. They want to enter or remain in your market, and the medals and scores enable them to do so. Like a good parent or teacher, try to find the good points in any wine. — Sarah Jane Evans 2/20/2018 WSET Blog

Wine competitions are all about marketing for wineries. Paying a $55-175 entry fee per wine and sending in 4 to 6 bottles is pretty darn cheap economics if you happen to strike gold (pun intended). Even a lowly bronze medal has benefit for wineries.

Not Mortally Flawed.

Granted, it mostly plays off the ignorance of wine consumers who assume that winning a bronze medal meant that the wine was the 3rd best out of thousands. Most folks don’t realize that a bronze often says that a wine was “not mortally flawed”–as Lenn Thompson of The Cork Report describes. In that same post, Thompson goes on to explain why he and his team no longer participate as judges for wine competitions.

Plus, you can take that obscure award you won 7 years ago and use that sticker for everything.

Think of how much mileage that Gallo has gotten off of touting the 2000 medals that their Barefoot brand has won from entering practically every wine competition in existence? It doesn’t matter if they were gold, silver, bronze or whatever. Likewise, Constellation Brands widely advertises their 50+ gold medals (from whom?) for their Black Box wines.

Gallo and Constellation didn’t become multi-billion dollar companies by throwing away money. They know there is a benefit in flooding wine competitions with their wines.

There is also a strong argument that the competitions themselves are the biggest beneficiaries–generating revenue from not only entry fees but also sponsorship & naming rights (for instance, the San Francisco Chronicle Competition is not run by the newspaper, they’re merely a sponsor), tickets to tastings featuring award winners and selling medal stickers to wineries.

Is there any value for consumers?

A little…

The shiny stickers are very pretty though.

You have to start with acknowledging that, as Ronald Jackson notes in Wine Tasting: A Professional Handbook, the purpose of wine competition is to increase market awareness for wineries–to get your attention. They don’t exist for the benefit of giving you an unbiased and objective recommendation of what to drink.

It’s okay to give them that attention and maybe even buy their wines to try. Just like with everything in life, you will never know how much you like something until you try it. If being curious about a medal winner is a reason for you to trade out your same ole, same ole for something new then go for it.

But you should keep a few considerations in mind.

1.) Know that it’s okay to disagree with the results — because most likely the judges themselves disagreed after 30 minutes

Any post about wine competitions would be remiss without acknowledging the studies by Robert Hodgson into how inconsistent judging is at competitions and how seemingly random the results are. Wines that were gold medal winners in one flight of tasting were just as likely to be scored as bronze winners in the next flight by the same judges.

Tasting wine is highly personal and extremely subjective. There are so many things that influence how we perceive a wine and whether or not it gives us pleasure from the ambiance of the room, the glassware, our mood that day, the wine we just had before, etc. Wine itself is also a moving target that not only changes in the bottle but changes in our glasses as well. Plus, just as some of us weren’t great “test takers” at school, some wines simply don’t show well being “tested” on their own and often need the context of food and social occasion to give pleasure.

That is why you have to view wine awards (as well as critic scores) as only a single snapshot of how that wine tasted at that moment to that particular judge. Just like if your friend had this one great bottle of wine at dinner that you have to try, take a wine competition result with the same “your mileage may vary” caveat. While that wine may have been great for them at that one moment, that doesn’t mean it’s going to be great for you and your moment.

2.) Pay attention to who gave out the medals

A Platinum winner that was likely judged by at least 2-3 MWs and Master Sommeliers might be worth taking a look at.

With no offense to Podunk State Fair, there is a bit more cache to having your wines judged by a panel of Masters of Wine and Master Sommeliers that competitions like the IWC, Decanter World Wine Awards, TexSomm and a few others regularly have.

Even if MWs & MS are stacking the juries, there is still something noteworthy when you look at the lists of judges for competitions like San Francisco Chronicle Competition and Seattle Wine Awards and see acclaimed writers, sommeliers, educators and winemakers.

Yes, these events still give out way too many medals. Yes, the judging of even highly trained professionals is still subject to vagaries. But if you are going to pay attention to the results of any competition, it’s worth having an idea of who was doing the judging.

Be extremely skeptical of any competition that doesn’t have a published (and updated) list of who their judges were and their credentials.

3.) Give Double Golds a double look

In the Seattle market, the high esteem of the judges and caliber of wines entered into the Seattle Wine Awards gives their Double Gold and Best of Class winners a fair amount of cache.

While all the caveats above about wine competitions being just a single snapshot of a wine hold, there is something to be said when that snapshot involves all the judges of a panel unanimously thinking that a wine is worth a gold medal. This

Then you have “Sweepstakes Winners” and “Best in Show/Best of Class” that often require the wines going through another round of judging with different tasting panels. This is like a second snapshot taken. If a wine does well there, you know that it had to have impressed around a dozen or so people.

The wine still might not be your personal style but the odds of a Double Gold/Sweepstakes winner from a reputable wine competition being “junk” is fairly low.

Don’t be afraid to try the highly touted “Award Winners” but still keep a healthy amount of skepticism–especially if someone is giving you a hard sell on their bronze medal winning wine from the Podunk State Fair.

Subscribe to Spitbucket

Wine Clubs Done Right

Amber LeBeau in General, Shopping for Wine, Wine marketing

Published on January 14, 2018

It all started with a tweet.

Would you like to try an underappreciated grape? Try a Terret Noir! >> What is Terret Noir? https://t.co/NukpqIIlml

— enobytes wine online (@enobytes) January 14, 2018

Terret noir!?!

I was only familiar with this grape as one of the obscure little brother varieties in Châteauneuf-du-Pape. For some added geekiness, courtesy of Jancis Robinson’s Wine Grapes, the noir is a color mutation of the Terret grape with blanc and gris versions as well. Apparently, in the 1950s, Terret gris was the most widely planted grape variety in the Languedoc with over 20,000 acres!

Who knew? But now there are only around 257 acres of Terret gris left with approximately 3500 and 460 acres of Terret blanc and noir respectively. I was excited to read about Tablas Creek’s version of this obscure grape. I visited Tablas Creek several years ago where I geeked out over their nursery of Rhone varieties, taking many leaf and vine pictures that I uploaded to Wikipedia (as Agne27). I’ve always been impressed with Tablas Creek’s effort to introduced new varieties to the American consumer.

So I tweeted my enthusiasm and went to Tablas Creek’s website to see what they had available.

@TablasCreek is an awesome source for geeky wines and underappreciated grapes. Think I’ll head over to their website and see if I can get any of these shipped to Washington State https://t.co/XFHpomrzAZ

— Spitbucket.net (@SpitbucketBlog) January 15, 2018

Petit Manseng! Clairette blanche! Picardan! and, of course, Terret noir. But there was a catch—beyond many of them being sold out. Most of these uber geeky bottlings were limited to members of Tablas Creek’s wine clubs.

Instead of being bummed, my reaction was to appreciate the brilliance and good business sense. My biggest gripes about wine clubs, and why I join very few of them, is that they rarely offer compelling value.

What makes a wine club appealing to join?

Wine industry folks talk ad infinitum about how to improve wine clubs to encourage more sign-ups. It is no secret that the financial stability of consistent wine club sales is essential to many small wineries’ bottom line. With so many things competing for a consumer’s wallet, how does a winery entice folks to join?

Well for me, my decision to ultimately sign up for the Tablas Creek wine club was driven by three factors.

1.) How easy can I get your wines at home?

I live a little closer to Beaucastel in Seattle at around 8600km than Tablas Creek is to their partner estate. But I have no problem finding bottles of Ch. Beaucastel.

This is a big reason why I don’t join the wine clubs of many Washington (especially those in Woodinville) and Oregon wineries. Living in Seattle with an abundance of wine shops and tasting rooms close by, I can get most any wine I want from these local wineries. Yes, getting a 10-25% discount and invitation to “members only” events is nice but what is more appealing is access and exclusivity. This is where I tip my hat to Tablas Creek for their impressive selection of “Members Only” wines.

This created value in my mind because I wanted access to these wines. I want to try a Terret noir. I want a varietal Picardin. Even if I lived right next store to Tablas Creek, I still couldn’t get these wines easily if I wasn’t a member. That’s a strong incentive for a wine consumer like me.

Yes, I know plenty of my local Washington and Oregon wineries have “Members Only” bottlings, but very, very few of those wineries put them front and center on their wine shop page or highlight them as much as they should. And, truthfully, many of these “Members Only” bottlings are not that exciting compared to what the winery is already producing.

More than “Members Only”

A special one barrel “Members Only” blend? Um, okay that could be great but your regular red blend that I can buy is pretty darn good so why should I buy the whole cow and join your club when I’m already happy with the chocolate milk?

Now a three bottle “Members Only” set of the same grape variety but from 3 different clones, three different vineyards or 3 different kinds of oak barrels–THAT’S intriguing. That is not something I can regularly get from yours or any other winery. That’s something with compelling value and exclusivity.

In the case of Tablas Creek, I would have to do a fair amount of hunting on WineSearcher.com to find a bottle of Terret noir. While I can get their Esprit de Tablas and Patelin de Tablas blends at local wine shops, with these obscure varietal bottlings their wine club provides a chance to get something above and beyond their typical retail offering.

That’s intriguing. That’s worth buying the cow.

2.) How many bottles am I committing myself to?

But to be honest, I don’t really want a whole damn cow.

Frankly, I’m a bit of a slutty boozer that likes to play the field with many different types of wines and alcoholic beverages. Just peruse the archives of this “wine blog,” and you will see. For every couple of wine-related posts I do, I’m just as likely to post about a whiskey like the Edradour 10 year or a beer like the Bourbon County series from Goose Island.

I want to commit, but I’m truly only faithful to my wife.

That is why flexibility with wine clubs is so vital. Here, again, I’ll tip my hat to Tablas Creek for offering options of 6, 12 and 24 bottle commitments. Each tier has its ancillary perks, letting consumers pick just how much cow they want to bring home. Starting with a six-bottle a year commitment is not going to tie down my wine racks.

But I decided to go with the 12 bottle VINsider tier because A.) I saw 12 bottles on their shop page alone that I want to drink and B.) It seemed like having “Shipment wines specially selected by our winemakers” increased my odds of getting the geeky bottles I want.

3.) How likely is the style of wine going to change?

Though I do wonder what happened to this potted Grenache blanc vine. Is it still chilling outside the tasting room? Or did it grow up to be a big boy vine in the vineyard?

In our tumultuous era of mergers and winery acquisitions by big mega-corps, there is always a chance that your favorite winery is going to sell out. That potentially could mean a new style of wine driven more by focus groups rather than a focus on terroir. While I know that doesn’t matter to everyone, it matters to me and how I spend my money. Sometimes it is not even an acquisition that changes a style but rather a winemaker moving on with the new winemaker doing things just a little bit too different for your taste.

As a newbie wine lover, I learned this lesson the hard way when I first moved to Washington State in 2004. I fell in love with the wines of David Lake at Columbia Winery and joined their club. Failing health caused Lake to retire in 2006 with him passing away in 2009. Of course, you can’t blame the winery or David for that but the style of the new winemaker, Kerry Norton, just wasn’t to my taste. It took a year’s worth of unexciting wine club shipments for us to finally realize that the style had changed and wasn’t coming back, leading us to quit the club. This was before Gallo later bought Columbia and took it even further away from David Lake’s style.

Change happens. I get it. But if I’m going to invest in a wine club, I want to wager on one that I’m confident that I’ll be liking their wines for a while.

Looking at Tablas Creek’s website, I got a lot of comfort seeing the continuity of their leadership, viticulture and winemaking team. Many of the same people that were making those delicious wines I tried on my visit in 2012 are still there six years later.

That makes Tablas Creek feel like a solid bet of being a winery that I’m going to enjoy being part of their wine club.

Subscribe to Spitbucket

Trading Out instead of Trading Up

Amber LeBeau in Millennials, Shopping for Wine, Wine marketing

Published on January 14, 2018

Seven Fifty Daily reposted an old Jon Bonné article from October about Do Wine Drinkers Really Trade Up?

This is a question that regularly percolates in the wine industry, occasionally bubbling over. Bonné gives lip service to (but doesn’t link) the New York Times op-ed by Bianca Bosker Ignore the Snobs, Drink the Cheap, Delicious Wine that created a firestorm last year. The op-ed was an excerpt from her book, Cork Dork, which, likewise produced some interesting reactions.

The gist of Bosker’s take is that wine industry folks shouldn’t turn their noses up at so-called “cheap wine” because there is actually quality in these bottles, even if there isn’t terroir. To add seasoning to her opinion, she includes a quote from no less of an esteem source than that of Master of Wine Jancis Robinson.

“It is one of the ironies of the wine market today, that just as the price differential between cheapest and most expensive bottles is greater than ever before, the difference in quality between these two extremes is probably narrower than it has ever been.” — Jancis Robinson as quoted in the NYT March 17th, 2017.

This narrowing in the quality gap has come via technological advances and winemaker “tricks”, several of which Bosker list in her op-ed, like the use of the “cure-all” Mega-Purple, toasted oak chips, liquid oak tannins and fining agents like Ova-Pure and gelatin.

Still despite these mass manipulations, Bosker contended that these technological advances had help “democratize decent wine.”

Needless to say, many folks disagreed with Bosker, few more passionately than natural wine evangelist Alice Feiring in her post to Embrace the “Snobs.” Don’t Drink Cheap(ened) Wine. But my favorite rebuttal had to be from Alder Yarrow of Vinography.

By M.Minderhoud - Own work, CC BY-SA 3.0, from Wikimedia Commons

I think Ronald would want to have a few words with Alder.

“[Bosker’s argument] is the wine equivalent of saying that McDonalds deserves the affection and respect of food critics and gourmets the world over for having engineered such tasty eats that can be sold at prices everyone can afford.” Alder Yarrow, Vinography March 23rd, 2017

Some certainly defended Bosker’s view with most of those defenses centered around the idea that these cheap democratized wines introduce people to a less intimidating world of wine. A world that they may eventually trade up from for “better wine”–whatever that may be.

“She seems to share the view that mass-marketed, everyday wines eventually will lead a person introduced to wine through them to step up to more challenging wines. This perception isn’t without precedent.

I have a hunch that industrial wines will prompt neophytes who find that they enjoy wine to search for wines that have more to say.” — Mike Dunne, Sacramento Bee April 11th, 2017

And this is where we get back to the concept of “Trading Up”

Many people in the wine industry are unconvinced that this phenomenon exist. While the Bonné article above tries to paint some nuances around the concept, you will find many writers who doubt that people ever really trade up and instead think that the reason why we are seeing an increase in “premiumization” is simply because older 4 liter box wine drinkers are dying off while newer Millennial drinkers are starting right off the bat with a little more pricier $7-10 wines. In the article linked above, The Wine Curmudgeon expresses skepticism that a Bogle or Rodney Strong drinker would ever “trade up” to a Silver Oak.

Bonné also notes that there is a significant segment of wine drinkers that are risk and change adverse, pointing to Constellation Brands’ Project Genome study that found around 40% of consumers prefer to stick with drinking the same ole thing they drink everyday.

British wine writer Guy Woodward, in another Seven Fifty Daily article, quoted a buying manager at the UK grocery chain Morrisons flat out saying that his customers aren’t interested in trading up, being quite content with their £5 (around $7) bottles.

Maybe the industry should count its blessings that Millennials are even buying $7-10 wines and just cross our fingers that the next batch of wine drinkers in Generation Z start out their wine journey in the $10-15 range?

Or we can stop talking about “Trading Up” and start talking about “Trading Out”.

A major hang up in the “Should we love ‘cheap wine’ debate?” is the focus on the word “cheap”– which means different things to different people. For some, it means the type of mass manipulated wines that Bosker describes from her visit to Treasury Wine Estates. For others, cheap just means…cheap. This is especially true when you are talking about a Millennial generation of wine drinkers saddled with student loans and a lower wage economy. It is a victory for the wine industry when a Millennial reaches for that $7-10 wine instead of a six-pack of craft beer.

I mean, seriously, we could get about 7 meals of avocado toast for the price of one bottle of Silver Oak.

But for “natural wine advocates” like Alice Feiring who want wine drinkers to take their wine seriously and folks, like me, who despair at supermarkets monopolized by brands made by the same handful of mega-corps like Constellation, Treasury and Gallo, perhaps the potential of the Millennial market offers the perfect solution to our woes.

Going back to Alder Yarrow’s Vinography post, he references a Bosker rebuttal from Troon Vineyard’s general manager Craig Camp, that aptly notes the abundance of inexpensive but non-industrialize wine on the market. These include under $20 wines made in Beaujolais, the Cote du Rhone, Languedoc, Spain, Portugal, etc. Heck, you can even find tasty wines from these regions under $10. Now you might not find these in a grocery store, but they exist and often just down the road from the grocery at your local wine shop.

But how do we get drinkers to seek out these wines?

I think it is best to start small and encourage wine drinkers to get in the habit of “trading out” which simply means trying something new. Even if you are still shopping at your convenient grocery store looking at the litany of industrialize wines–try a new one. Sure, grab a bottle of your regular “go-to” but also grab something else. Just one bottle of something you never had before. Try it. If you hate it, you still have your ole trusty.

Why? Because drinking the same wine over and over again is like eating the same food. To echo back to Yarrow’s quote, you wouldn’t eat at Mcdonald’s everyday, why would you want to drink the same thing everyday?

So let’s say you try something different but in the same grape or from the same wine region. That’s a good start but it is still like limiting yourself to just one type of cuisine (Italian, Chinese, Indian, pizza, etc). Now granted, you can have a fair amount of pleasure exploring all the delicious possibilities of pizzas or Indian cuisine, just like you could have exploring all the delicious possibilities of the Riesling grape or the wines of Washington State. But you have even more potential for more pleasure when you trade out your standby cuisine for a chance to try something different–like Moroccan food or stuffed portobello mushrooms.

So many Cru Beaujolais….which incidentally goes great with both pizza and Indian food.

Encouraging the wanderlust and sense of adventure that Millennials have demonstrated, is the best path for wine industry folks promoting alternatives to industrialized wines. Yeah, mass produced and mass manipulated wines are probably going to be the starting point for a lot of wine drinkers. Bosker is quite right in that their accessibility and approachabilty has helped democratize wine.

But stop stressing if people reach for bottles of 19 Crimes or Apothic. Instead, keep encouraging them to “trade out” at least one of those bottles for something, anything different.

Perhaps if they keep trading out and exploring new wines, they may eventually find themselves on the wine industry’s holy path of “trading up” into more esteemed quality wine. But even if they don’t end up trading up to a higher price tier of wine, at least their journey is going to be a heck of a lot more interesting than just eating at McDonalds.

Avocado photo image from Jami430 from Veganliftz using NikonD90. Uploaded to Wikimedia Commons under CC-BY-SA-4.0.