Tag Archives: Guigal

Winery Tasting Notes Done Right

JJ Williams of Kiona Vineyards did a terrific write-up on the problem with winery tasting notes. If you own a winery, this is a must read. Tasting notes are certainly one of the necessary evils of selling wine.

Photo by Simon A. Eugster. Uploaded to Wikimedia Commons under CC-BY-SA-3.0

Next time you’re at a wine shop, look at back labels. Try to count how many times you see the words chocolate, mocha or cacao used in tasting notes.

For wine students, particularly those studying for Unit 1 of the WSET Diploma on the Business of Wine, it’s helpful to critically examine the usefulness of these notes.

Whether on the back label or website, we should ask if tasting notes really help consumers in selecting wine. Do flourished descriptions of flavors, bouquet and mouthfeel help distinguish one winery’s wine from its thousands of competitors?

Do they answer the important question of “Why should I buy this wine?”

Probably not.

In his post, Williams notes the usual results of these tasting notes.

Enter the wine marketer. We interject ourselves into the equation by telling you what to do, and how you’re going to do it. If I say, “now this Cabernet has a really nice chocolate note,” there are three potential outcomes that I think are the most likely:

1.) The power of suggestion is very strong. If I say chocolate, you taste chocolate.
2.) You don’t taste chocolate. You’ve been eating chocolate for a long time, and this is not that. Since I am speaking from a position of authority, you decide you’re doing something wrong, and slowly nod your head in faux agreement.
3.) You don’t taste chocolate. You’ve been eating chocolate for a long time, and this is not that. You are suddenly aware that your eyebrow is twitching because you’ve just realized that I must be full of $*%#. You slowly nod your head in faux agreement.

None of these are good outcomes.
— JJ Williams, Hitting the Wrong (Tasting) Note?, 12/11/18

What are the benefits of telling consumers that a wine has notes of chocolate? Sure, there may be a halo effect on the wine from positive associations with chocolate. That may help someone pick up a bottle. But there is also a risk of negative associations backfiring too. Back in my retail days, I once had a customer get turned off by a wine described as chocolaty because she was lactose intolerant. (Yeah, I know.) But you get the same issues with virtually every descriptor.

If you think of the tasting note, on a website or bottle, as valuable real estate—are overly common (and, ultimately, subjective) words like “chocolate” truly worth that space?

Putting That Real Estate To Work.

Photo by Aromaster. Uploaded to Wikimedia commons under CC-BY-SA-3.0

Some winery tasting notes feel like they threw darts at the Aroma Wheel and wrote down what they hit. I once had a California red blend with a back label describing flavors of orange blossom, fig, hazelnut, chocolate (*ding*) and hay.

Consumers pick up bottles to read back labels and will often visit wineries’ websites to buy wine or find more details. This space is valuable. Extremely so.

As much attention and care that a winery puts into crafting stylish front labels and web-page design, should be put towards their tasting notes as well. Wineries need to leverage this space.

Writing the same boring tasting notes populated with platitudes and whatever descriptors they get from the Wine Aroma Wheel is not going to cut-it. Wineries have to give consumers a reason to take home their wine over the multitudes of other bottles being described with those same tasting notes.

A tasting note should convey what sets one “balanced, Bordeaux-style wine [that] coats the palate with a velvety richness and fine tannin structure” apart from every other balanced, velvety rich and finely tannic wine.

Otherwise, it is just blowing the same useless marketing BS that virtually every other bottle is blowing. Where is the consumer being helped in this?

Outside the Bottle — In the Consumer’s Cart

Williams highlights a brilliant approach that Kiona uses in crafting their tasting notes. They categorize their “wine speak” into what relates to “Outside the Bottle” details and what pertains to the more vague and subjective “Inside the Bottle” experiences.

1.) Outside the Bottle. This category encompasses everything that is interesting about a wine that happens outside the bottle. Vineyards, geography, growing philosophy, winemaking goals, winemaking process, blending process, etc.
2.) Inside the Bottle. This category encompasses everything that the drinker experiences once the cork is pulled.

We make a concerted effort to talk about the “OtB” aspects of a wine only. This extends up and down our operation, including our website, our tech sheets, our tasting room collateral, our employee training and our general vernacular. In the rare circumstances where we dabble in “ItB” language, it’s almost always in generalities. You might read something along the lines of “fresh black fruit characteristic”, but never “brambly vine-ripened summer blackberries.” — JJ Williams, Hitting the Wrong (Tasting) Note?, 12/11/18

Kiona's Lemberger tasting note

Example of Kiona’s “Outside the Bottle” approach for their Lemberger.

Inside the bottle, almost all wine is the same–especially before a consumer pulls the cork. It has potential and possibilities but every wine is promising potential and possibilities.

However, what is outside the bottle makes the wine unique. It’s the people, the place, the story and craftsmanship that sets it apart from each and every other bottle.

That is real estate that pays for its space.

Examples of Tasting Notes That Work

On their website, Kiona has several examples where they use “Outside the Bottle” tasting notes to make their wines distinctive and interesting. One I particularly like is for their Lemberger shown above. This is a bloody hard wine to sell because of the name. But Kiona gives some intriguing history as well as details about what makes their Lemberger different from other domestic examples and Austrian Blaufränkisch.

Personality Not Platitudes
Upside Down Malbec's tasting note

I don’t know why but “Dead Poplar” sounds like an awesome vineyard name.

Upsidedown Wine by Seth & Audrey Kitzke note that their 2014 Gold Drop Malbec is made from one of the fastest growing varieties in Washington State. That piques curiosity. Why are people so excited about Washington Malbec? Maybe I should buy a bottle and find out.

The tasting note also shares that the wine has some Petit Verdot (another grape getting a lot of buzz) blended in to make it distinctive from other Malbecs. Additionally they highlight the small production (only 98 cases) and single vineyard sourcing. While it does have the typical big dark fruits and pepper descriptors of many other Malbecs, those notes act as side bars rather than the main feature.

For their 2016 Viognier, Serrano Wines injects a ton of personality into their tasting note by sharing that this wine was inspired by drinking Guigal’s Le Doriane Condrieu.

Instead of being grown with the typical cordon or guyot vine training methods that most domestic Viogniers use, Serrano points out that they’re using a special tee-pee (or eschalla) training common in Condrieu and Côte-Rôtie. (Their website has pictures of this unique–and very labor intensive–vine training.)

While many consumers are not going to care much about vine training, Serrano’s tasting note works by highlighting why the consumer should care–i.e. why this bottle of Viognier is different from all the other options they have.

That is leveraging every bit of precious real estate to stand out from the pack.
Serrano Viognier tasting note

When evident care is put into crafting a great tasting note that tells a story, it tells the consumer that a lot of care went into crafting the wine as well.

Instead of being a “necessary evil”, tasting notes can be tools.

Wineries should follow the advice of JJ Williams of Kiona. They shouldn’t farm this task to marketing departments writing the same blathering blurbs. They need to think “outside the bottle” and use these notes to tell consumers their stories.

Of course, wineries will benefit by selling more wines. But consumers will benefit as well from better tasting notes.

Instead of standing in an aisle, reading label after label of fruit-forward, divinely complex, approachable and exceptionally food-friendly and layered aromas of black currant, blueberry and cherry [that] are accentuated by an authentic barrel bouquet of hazelnut, cocoa powder [ding], and dark roasted coffee, they actually get words that have value and meaning.

They get words that tell them something–about the people and place this wine comes from. Most importantly, they get answers to the question that all consumers have when they pick up a bottle.

Why should I buy this wine?

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Hospice du Rhône Weekend 2018

The BBQ prep for the closing dinner.

Just got back home from a wonderful weekend down in Paso Robles attending the 2018 Hospice du Rhône. This was my first time attending the event and I can tell you that my wife and I are already making plans to attend the 2020 event April 23rd-25th.

To be honest, we are even thinking about attending the 2019 event in the Rhône Valley.

We purchased two weekend passes at $995 each which got us:

4 seminars featuring 9-11 wines each including many wines with limited releases and very small production.
Two lunches (a Rosé lunch on Day 1 and Live Auction lunch on Day 2)
An Opening and Closing Tasting featuring hundreds of wines with each tasting having a different theme (older vintages for Day 1 and newer vintages for Day 2) so each day had different wines to try.
Farewell dinner and BBQ

As you can probably garner from the first paragraph, my wife and I left the event feeling that the cost of the weekend pass was more than worth it for the experience we got. So I’ll share some of my favorite geeky moments, top wines and the two slight negatives that put a damper on an otherwise stellar event.

I’ll save my reviews of the 4 seminars (South Africa’s Cinsault Renaissance, A 6th Generation Crusade in the Barossa Valley, Lost and Found: Old Vine Rhônes Across California, The Majesty of Guigal) for their own individual posts because there was a lot of great stuff from each to unpack.

Top 3 Geek Moments

Meeting two Masters of Wine in Billo Naravane of Rasa Vineyards and Morgan Twain-Peterson of Bedrock Wine Co. I got a chance to talk to Billo about the possibilities of Walla Walla hosting a future Hospice du Rhone (would be incredibly exciting!) and with Morgan it was hard not to be charmed with his unabashed geekiness for old vine vineyards in California.

John Alban, Morgan Twain-Peterson and Tegan Passalacqua at the old vine seminar.

Which along those lines….

Having the light bulb flick on about the treasure of old vine field blends. Some of the most exciting wines at the event were old vine field blends featuring a hodge podge of grapes like Mataro (Mourvedre), Syrah, Peloursin, Zinfandel, Petite Sirah, Trousseau noir, Grenache, Mondeuse, Alicante Bouchet and the like inter-planted and fermented together. In an industry dominated by monoculture and mono-varietal wines, the character of these field blends like Carlisle’s Two Acres and Bedrock’s Gibson Ranch are off the charts.

And no one is intentionally planting field blends right now. This truly is a treasure of the past when farmers, rather than viticulturists, just kind of did their thing and let what would grow, grow. That kind of proposition is way too risky today but that only heightens the importance of saving these old vineyards and supporting the wineries who source fruit from them.

As a Millennial, the character and stories behind field blend plantings is the perfect antidote to the mind-numbing boredom of the “same old, same old”. Millennials are changing the wine industry with their craving for new experiences and new things as well as authenticity–which an old vine field blend delivers in spades. It’s why I’m skeptical that Cabernet Sauvignon will continue it dominance and why I don’t think Merlot’s downturn is just because of a movie.

Potek Winery’s Mormann Vineyard Syrah from the Santa Rita Hills.
Great wine but Potek’s labels are WAAAAAAY too busy. Admittedly in a wine shop I wouldn’t even give them a second look because they’re so hard to read.

Though speaking of that movie…

Screw Pinot. Let’s start drinking Santa Barbara County Rhônes. I mentioned this in my quick take on Day 1 and day 2 only reaffirmed how special these cool climate Rhônes are. I’ll also add the Russian River Valley of Sonoma because not only can you find Carlisle’s Two Acre gem there but I was also thoroughly impressed with the wines from MacLaren.

Top 10 (non-seminar) Wines of the Event

When you have wines like a 2005 Guigal La Turque being poured at the seminars, it would be easy to fill up this list with nothing but seminar wines. But there were a lot of fantastic wines poured at the Opening and Closing tastings so here are 10 of my favorites in no particular order.

2016 Jada Hell’s Kitchen Paso Robles — It was actually hard to narrow down just one of the Jada wines to put on this list because every single one of them were stellar. This one was very full bodied and hedonistic with rich dark fruit, velvety smooth mouthfeel and a long finish with dark chocolate notes.

2016 Louis Cheze Condrieu Pagus Luminis — Crisp but mouthfilling. Lots of fresh tree fruit notes–apricots and peaches–with some stony minerality.

While I enjoyed the opportunity to try Saxum, I’m actually far more excited about the wines being made by their assistant, Don Burns, with his wife Claudia at their Turtle Rock Winery.

2016 CR Graybehl The Grenachista Alder Springs Grenache Mendocino County — I guess I could add this to my cool-climate Rhône discoveries. Like Jada, this was a hard one to narrow down because I loved everything from this producer. The Alder Springs had a particular vivacious mouthfeel of juicy blackberries with some spice and floral notes.

2012 Turtle Rock Willow’s Cuvee Paso Robles — Made by the assistant winemaker of Saxum. Truthfully, I liked these better than the Saxum wines I tried. Very floral with a mix of red and dark fruit. One of the best noses of the night.

2012 Dos Cabezas Wineworks El Campo Sonoita Arizona — One of the surprises of the event. A Tempranillo-Mourvedre blend from Arizona that tasted like a spicy Ribera del Duero and juicy Jumilla had a baby. Very impressive.

2008 Kunin Alisos Vineyard Syrah Santa Barbara County — Winners across the board from Kunin. Great mix of dark fruit and earthy forest floor. Very long finish. These were wines I wished I had more time to savor.

2012 Le Vieux Donjon Châteauneuf-du-Pape — This hit my perfect catnip style of savory, meaty undertones wrapped around a core of juicy, mouthwatering fruit. Such a treat to have and I suspect that the 2015 will be even better with a few more years.

2007 Carlisle James Berry Syrah Paso Robles — All in all, Carlisle probably made my favorite wines of the entire event. I can still taste the 2016 Two Acres from the old vine seminar but this James Berry was a close second. Still very lively with dark fruit, mouthwatering medium-plus acid and some spicy minerality on the finish.

A 100% Cinsault pet-nat was not only geeky good but also a palate savior.
Would really love to see more sparkling wines like this at future Hospice du Rhone events.


2017 The Blacksmith The Bloodline Cinsault Pet-Nat Darling W.O. South Africa — This was much needed salvation for the palate (see below) but it would have been a treat to try under any circumstance. Super geeky Cinsault pet-nat, this wine had a huge nose of orange blossoms and cherries that jumped out of the glass.

2005 Jean-Louis Chave Hermitage — This wine wasn’t part of any featured tasting and was certainly an unexpected treat that someone brought to the Live Auction lunch on Day 2. This was my first Chave and my lord! Still quite young and powerful for its age with layers of red fruit, savory Asian spices and a long finish of smokey BBQ notes.

Palate Fatigue and a little clicky culture

While overall the event was fantastic, there were two things that stuck out as minor negatives. One was the absence of sparkling wines which are the guardian angels of the palate at tastings like these. As readers of my flashback review of the 2017 Taste Washington know, periodically taking a break from big, heavy reds with some palate cleansing bubbles is a must if you’re going to maximize your tasting experience.

There were a few producers pouring some roses and crisp white wines which helped but it was disappointing not to see more sparkling examples. I know that the Rhône is not particularly well known for bubbles but there is the Clairette de Die and Saint-Péray AOCs producing sparkling wine and Australia has a good tradition of making sparkling Shiraz. I’m sure there are also examples from New World producers experimenting with sparkling Viognier and other varieties. It would be great to give these wines more visibility and they would be absolute god sends during the big tastings.

While some of the “clickiness” at lunch was disheartening, the gracious couple who shared this wine from their table gave me an amazing thrill that was a joy to try.


The second negative was how “clicky” the culture among the attendees were–especially at the lunches. It’s wonderful that the Hospice du Rhône is in its 22nd year and it’s clear that there are many people who have been attending this event regularly. But for a “newbie”, it felt hard at times to break into the crowd.

Again, this was most felt at the lunches where several times seats and entire tables were reserved not by official organizers but other attendees who didn’t seem to have any interest in interacting with people who weren’t part of their local scene.

But there were certainly more than enough gracious attendees who were welcoming and approachable (as well as the organizers themselves like John and Lorraine Alban, Vicki Carroll and Faith Wells) to make the event exceedingly enjoyable and well worth attending again.

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