Tag Archives: Jack Brostrom

Geek Notes — New Wine Books for January

I’ve spent the last few days doing my civic obligation of jury duty, so I haven’t been able to post as much. Then, of course, there has been travel and the holidays. But as 2018 crawls to an end, I’ve found time to explore a few intriguing new titles.

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

Grapes drying to produce the Lombardy DOCG wine of Moscato di Scanzo.

Now I know that at the start of the year, some folks like to dabble with “Drynuary.”  Advocates view it as an opportunity to “dry out” after the bacchanal of the holidays. I’ve never been a participant, but I respect those who give it a go. After all, they do say “absence makes the heart grow fonder.”

However, I tend to favor the English author Thomas Fuller’s spin on that phrase.

“Absence sharpens love; presence strengthens it.”

So even if you’re cutting back on wine to start the year, you can still resolve to strengthen your geekiness in 2019 with some fun wine books.

Into Italian Wine, Fourth Edition by Jack and Geralyn Brostrom. (Released in paperback Dec 24, 2018)

I was shocked to see the updated (226 pages) study guide for the Italian Wine Professional (IWP) course available for purchase by itself. Usually, you have to sign up for the course to get your hands on this text. Of course, that includes online/classroom study and exams. The price and timing will vary depending on the provider. For example, the Napa Valley Wine Academy is offering an 8-week online course for $795.

screen shot on chablis from WSG Burgundy course.

A screenshot from the Wine Scholar Guild’s Burgundy Master Level course conducted by Don Kinnan.

The benefits of taking these types of specialist courses (there is also the Wine Scholar Guild that offers many certifications) is mixed. I’ve taken a few of the WSG offerings (Bordeaux & Burgundy) and learned a lot. I’ve founded them to be well-designed and highly immersive. For someone that wants to dive deep into a topic (and are okay with the cost), they’re well worth it.

But for industry professionals looking to buff up a resume? I’m more skeptical. Especially compared to credentials like the Wine & Spirit Education Trust and Court of Master Sommeliers, I don’t think these certifications hold much “sway.” If you’re going to spend upwards of $1000 for something that will pay dividends on a resume, you are far better off looking at things like the Level 2 Certified Sommelier Examination and the WSET Level 2 or even Level 3 Advance.

The Certified Specialist of Wine (CSW) and Certified Wine Educator (CWE) from the Society of Wine Educators can offer some resume benefits. But as a CSW, I can tell you that I’ve gotten far more credibility and job prospects from my WSET certifications. My winemaking and wine marketing & sales certificates from the Northwest Wine Academy have also helped but those cost me a bit more than $1000.

However, I don’t want to discount the value of the knowledge you can get from these courses.
Map provided by Benanti Winery. Uploaded to Wikimedia Commons under CC-BY-SA-3.0

Sicily is becoming one of the hottest wine regions in the world with wines from the Etna DOC, in particular, gaining attention. It probably won’t be long before this area gets promoted to a DOCG.
Wine students are well served becoming familiar with these wines.

As I noted above, there is a lot of good stuff here. That is why picking up essentially the textbook for the IWP at $49 is appealing.

I borrowed a copy of the 3rd Edition from a friend who paid for the full course. I was super impressed with how in-depth it covered nearly all of the 74 DOCG and most of the 300+ DOCs of Italy, including many of the intricacies of their various wine laws and regulations.

It’s far more scholarly than many wine books covering Italy. The closest would be the slightly outdated Vino Italiano: The Regional Wines of Italy (2005) by Joseph Bastianich and David Lynch. But even though the later has over 544 pages, I found that the IWP study guide included more precise details about the wine laws for many of the DOC/Gs.

The Cultivation Of The Native Grape, And Manufacture Of American Wines by George Husmann. (Released on paperback Dec. 18, 2018)

This historical encyclopedia of native American and hybrid grape varieties is 188 pages of pure geeky candy. Candy that I was super excited to see available for less than $7! It’s also a book that has a soft spot in this Missouri girl’s heart.

George Husmann was a 19th-century viticulturist who is considered the “Father of the Missouri Grape Industry.” Many people don’t realize how vibrant the Missouri wine industry was before Prohibition.

German settlers were reminded of their homeland when they stumbled upon the Missouri Rhineland in the 1830s. They planted vines in what eventually became the American Viticultural Areas of Hermann and Augusta. More than a century later, Augusta would beat out Napa Valley for the distinction of being the very first AVA created.

Photo by W.C. Persons. Released on Wikimedia Commons under PD-Art (PD-1923)

The American Wine Company of St. Louis was also a significant wine producer up until World War II. They created Cook’s Imperial sparkling wine before the brand moved to California after Prohibition.
Here workers in 1916 are bottling and corking wines at the Cass Avenue winery.

After Missouri entomologist Charles V. Riley discovered phylloxera as the cause of the epidemic that was devasting wine regions across Europe, it was rootstock cuttings of Missouri vines that helped saved the European wine industry.

By the start of the 20th century, Missouri was the second largest grape producer in the country–second only to California. Stone Hill Winery in Missouri, founded in 1847, was the 3rd largest winery in the world. Each year it would produce more than a million gallons of wine.

For folks who want to geek out more, the first volume of Thomas Pinney’s History of Wine in America (especially chapter 7) gives great insight into the long forgotten glory days and impact of the Missouri wine industry.

A Time Capsule of Geekiness
Photo by Don Kasak. Uploaded to Wikimedia commons under CC-BY-2.0

The native Norton grape, member of the Vitis aestivalis family, has long been an important grape of the Missouri wine industry.

Husmann’s 1866 The Cultivation Of The Native Grape is a time capsule about what the world of American wine was like in the mid-19th century. Many modern sources of American wine history (like Pinney) frequently cite this and other Husmann works such as The Muscadine Grapes, An Article on Pest Resistant Vines and Grape Investigations in the Vinifera Regions of the United States in their bibliographies.

Wine students don’t necessarily need to read these historical books to pass exams. But they do color in the portrait of American wine history in ways that many modern wine books can’t match. However, I don’t suggest paying a premium for these old books. But when you find them on the cheap, take a flier and broaden your perspective.

Dancing Somm: Life of the Napa and Sonoma Wine Sherpa by Sandrew Montgomery. (Released on paperback Dec. 16, 2018)

Sandrew Montgomery is a long time Napa fixture. He has worked at or been intimately involved with many of the region’s most iconic wineries. These include Far Niente, Chateau Montelena, Shafer, Caymus, Dominus and Opus One among many others. He’s also spent a significant time of his career in Sonoma. Here he has worked with legendary figures like Merry Edwards, Mike Benziger, Jeff Kunde, Sam Sebastiani and Jess Jackson.

Dancing Somm is a memoir of his long career and the developments he’s seen in the two valleys. As a wine historian and educator, he’s had a front row seat to many changes and events.

Compared to the scholarly and journalistic approach taken by James Conway in Far Side Of Eden and Napa at Last Light, I expect Montgomery’s memoir to offer a more personal and joie de vivre perspective. It’s another angle wine students can use to understand Napa and Sonoma’s remarkable growth over the last 40 years.

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Wine Geek Notes 2/27/18 — Wine Competitions

Photo by Javaongsan. Released on Wikimedia Commons under  CC-BY-SA-4.0I’m doing research on how effective wine competitions are for wineries and how much they may benefit consumers. This is what I’ve been reading today.

Interesting Weblinks

Understanding Wine Competitions (Nov. 2006) by Lisa Shara Hall at Wine Business Monthly.
Great PDF file at the end with listings of several major American Wine Competitions.

The truth about wine awards: why medals don’t mean great bottles (May 2015) by Victoria Moore at The Telegraph.
Interesting stats about the medal award rates at the Decanter World Wine Awards and International Wine Challenge (IWC)

Marketing Matters: Wine Competitions That Help You Sell (October 2007) by Tina Caputo at Wines & Vines.
A pro-wine competition slant, especially in the case of regional wine competitions.

We Won’t Participate as Judges in Wine Competitions: Here’s Why (August 2010) by Lenn Thompson at New York Cork Report.
Talks about some of the behind the scenes vagaries with judging. The story about different judges responding to Brett in wine had resonance for me.

How American Consumers Select Wine (June 2008) by Liz Thach at Wine Business Monthly.
Downplays the role of medals in influencing American consumers’ decision to buy wine. The fact that the #1 influencer for both retail and restaurant consumers is previous tasting experience with a wine is something worth exploring more. Bookmarking this link because this has a lot of good info.

Photo by Concoursmondial © Concours Mondial de Bruxelles - Giuseppe Napoli. Released on Wikimedia Commons under CC-BY-3.0

Tasting at the Concours Mondial de Bruxelles competition in 2010.


Wine Competition: For Whom the Medals Toll? by W. Blake Gray at Palate Press.
More behind the scenes judging insight and differences in American vs European competitions. Also pointing me in the direction to read more about Robert Hodgson’s studies.

An Examination of Judge Reliability at a major U.S. Wine Competition by Robert T. Hodgson on wineeconomics.org.
The aforementioned study with interesting charts.

Good Ole Fashion Books

Wine Tasting, Third Edition: A Professional Handbook by Ronald S. Jackson.
Chapter 6: Qualitative Wine Assessment goes into the value of wine competitions for wineries and the importance in having judges who are trained in sensory evaluation and experienced in the wine styles they are judging.

The Business of Wine: An Encyclopedia by Geralyn and Jack Brostrom.
Section F: Festivals, Trade Shows and Competition goes into the usefulness of wine competitions for marketers and retailers. Also emphasizes the importance and qualification of the judges.

Wine Marketing & Sales, Second edition by Janeen Olsen, Liz Thach and Paul Wagner.
Chapter 8: Wine Budgets and Pricing goes into the cost associated in entering competitions and their potential impact on wine pricing. Also makes the interesting point that for supermarket wines, having a floor stack is far more valuable than a gold medal.

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Under the (Social Media) Influence

Photo from U.S. Department of Agriculture. Uploaded to Wikimedia Commons under CC-BY-2.0Social Vignerons just published their list of the 2018 Top 40+ Wine Influencers: Who to Follow on Social Media?. It’s worth taking a gander at.

The value in gauging “influence” is always going to be imprecise. You can base it on the number of followers that one has on Twitter, Facebook and Instagram but that metric is easily gamed with purchased followers, bots and other “tricks.” Digital influence metrics like Klout scores have their own issues with Social Vignerons noting that they stopped using Klout for their rankings because changes in social media platforms have made the score less relevant.

What are Social Media Influencers?

A standard definition of a Social Media Influencer is “an individual who has the power to affect purchase decisions of others because of his/her authority, knowledge, position or relationship with his/her audience.” These include celebrities, recognized experts in a field, journalists, bloggers and “micro-influencers” who are regular people with a sizable social media following within a particular niche.

Marketers value these influencers because they believe that they can deliver on the 3 Pillars of Influences–Reach, Resonance and Relevance–to steer potential customers towards their brands.

Social Media Influences in the Wine Industry

Still got a lot of mileage and helpful info out of these books though.

In many ways, the use of social media in wine marketing and sales is Star Trek territory. Wineries and marketing firm are exploring strange new worlds where the old rules often don’t apply.

When I was working on my Wine Marketing & Sales degree at the Northwest Wine Academy and the Wine Business unit of the WSET Diploma Level, many of my wine business textbooks (such as Liz Thach’s Wine Marketing & Sales, Moulton & Lapsley’s Successful Wine Marketing and Brostrom’s The Business of Wine) gave scant to no mention of how to utilize social media. However, though Thach, Olsen and Wagner are releasing the 3rd Edition of Wine Marketing and Sales in May 2018 that may tackle the subject.

At the core of Marketing 101 is that to be successful you need to reach new customers so even if wineries have to learn how to utilize social media influencers via trial and error, it is still an endeavor worth taking. That is why lists like Social Vigneron’s Top Wine Influencers is worth looking into but it’s also worth thinking about critically as well.

What Influences Me?

As a married millennial adult with no kids and plenty of disposable income, I’m squarely in the crosshairs for many wine businesses. I also understand that I am influence-able and will spend money on new wines, travel to new wine regions, attend wine events, etc. based on interactions I have on social media. That is why I’m selective about the sources I follow because for a social media influencer to fulfill the 3 Pillars of Influence and “reach” me, they need to demonstrate Resonance and Relevance.

Resonance

Are you creating new content that excites me? I’m a wine geek. I want to read about new wines, wineries and regions. Sure, your opinion can be helpful in adding color, but everyone has an opinion. I need more than just that.

Some social media influencers don’t create new content but merely “retweet” or “repost” content created by others. That can be useful to some degree, especially if you are bringing to my attention something that I may have missed. But I often end up following and paying more attention to the original content creator than I do to the reposter.

And speaking of reposting, PLEASE don’t repost the same thing multiple times a day! Once, maybe twice, is fine after several hour intervals to hit online audiences that are active at different parts of the day but few things get me hitting the ‘Unfollow’ button quicker than seeing the same post tweeted out three times within a single hour.

Relevance

Be credible (i.e. “know your shit”) and be on topic. The first is easy. I’m not going to follow an account that passes off blatant errors and marketing crap as fact–like Champagne Masters and Their Bull Shit. The article that inspired that post came across my timeline via Food & Wine magazine. While I will give them a mulligan, I have no interest whatsoever in following any of the author’s social media platforms. But if Food & Wine keeps publishing shoddy pieces like that, then they will no longer reach me as a willing audience.

The second part of staying on topic is a little grayer. While I know we are all humans who lead multi-faceted lives, if you are going to be a Wine Social Media Influencer, be a Wine Social Media Influencer. A few comments here or there about trending topics is par for the course, but too many off-topic posts about politics, TV shows or posts about your pets gets boring quickly. The beauty of platforms like Facebook, Instagram and Twitter is that we can create multiple accounts to engage our varied interests. The short of it is this–I’m following you for your wine content which is the area you are most able to influence me so focus on that area instead of off-topic stuff.

My Social Media Wine Influencers

I am one of 267,000 that belong to the J-Hive.

Looking at Social Vigneron’s list, I saw many wine influencers that I already followed. But more than half were individuals that I’ve never heard of prior. I started following several of them, but if I find that I’m not getting any Resonance or Relevance, I will unfollow them and move on.

Among the ones on the list that I currently follow and have positively influenced me include:

Jancis RobinsonThe Beyoncé of Wine, IMO.
Decanter Magazine
Tim Atkin
Jamie Goode — One of my favorite tools
Chris Kissack
Wine Folly

Vinepair
Alder Yarrow
Jon Thorsen
Wine Spectator
Wine Enthusiast

The common theme with all of the above is that they are content creators. These folks regularly produce compelling content that I want to consume. They also clearly “know their shit”. Other content creators not included on Social Vigneron’s list that I follow include:

The Academic Wino
Mike Veseth – The Wine Economist
W. Blake Gray
Terrorist
Jeff Leve — The Wine Cellar Insider
PalateXposure
Wine Business Monthly

Perhaps these lists will be updated to include some of the new names I discovered from Social Vigneron’s Top 40+. Just like with trying a new wine, I’m open-minded and hoping to be pleased. But if I’m not finding what I get very compelling, I have no qualms spitting it out.

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