Tag Archives: Jamie Goode

Geek Notes 8/28/18 — Upcoming Wine Books For September


Let’s take a look at some of the new upcoming wine books that will be hitting the market soon.

Crush: The Triumph of California Wine by John Briscoe (Paperback to be released Sept 1st. Hardcover on Sept 4th)

September is California Wine Month (I know, I know, someone needs to publish a calendar with all these various wine months and days) so the release timing of this 368 page book covering the history of the California wine industry is apt.

Given the breadth of its subject, it will be interesting to see how this book tackles its topic with most books on California’s wine history being more singularly focused like James Conway’s 3 book series on the history of Napa–Napa: The Story of an American Eden, The Far Side of Eden: New Money, Old Land, and the Battle for Napa Valley and Napa at Last Light: America’s Eden in an Age of Calamity, Charles Sullivan’s nearly completely California-centric Zinfandel: A History of a Grape and Its Wine or George Taber’s account of the famous Judgement of Paris tasting and its impact of the California wine industry.

It’s also telling of a daunting task that Thomas Pinney, a former professor at Pomona College in Claremont, California, needed more than a 1000 pages and two volumes to document a lot of California’s history in his work A History of Wine in America Volume 1 & Volume 2. Yes, Pinney does include a little bit of history of winemaking from other states–including the early booming industries of Missouri and Ohio–but the vast majority of his work focuses on California and even then you get the impression that he probably could have added a third volume.

Photo by Radicaldreamer29. Uploaded to Wikimedia Commons under CC-BY-SA-4.0

California wine pioneer Martin Ray in the 1960s. Any good book on California history should have him featured.


If you are craving more, I can recommend for any geeks wanting to learn about California wine to check out Larry Bettiga’s Wine Grape Varieties in California which goes beyond the usual suspects of Cabernet Sauvignon and Chardonnay to detail more than 50 grape varieties growing throughout the state as well as Mike DeSimone and Jeff Jenssen’s Wines of California, Special Deluxe Edition that takes a little more of an overview approach of the state, focusing on wineries and winemakers. Likewise Jon Bonné’s The New California Wine: A Guide to the Producers and Wines Behind a Revolution in Taste also takes an overview approach but focuses on the wineries that Bonné particularly feels are driving the future of the California wine industry.

Literary Libations: What to Drink with What You Read by Amira K. Makansi (To be released Sept 4th)

I love when my passion for wine and literature cross paths which is why I’ve been really looking forward to Jay McInerney’s upcoming November release of Wine Reads: A Literary Anthology of Wine Writing which will include both fictional and non-fictional stories and anecdotes on wine from folks like Rex Pickett (of Sideways fame), Jancis Robinson, Kermit Lynch, New Yorker writer A. J. Liebling as well as McInerney who previously wrote Bacchus and Me: Adventures in the Wine Cellar, A Hedonist in the Cellar: Adventures in Wine and The Juice: Vinous Veritas.

Photo 	Screenshot from

Makansi recommends drinking a Bloody Mary while reading Bram Stoker’s Dracula.
But come on, you’ve got to go with the Hungarian wine Egri Bikavér (Bull’s blood) or a Romanian wine from Transylvania which is a legit wine region with more than 6000 years of viticulture and unique varieties like Fetească Regală (white) and Fetească Neagră.


I suspect that Makansi’s Literary Libations is going to have a more light-hearted and entertainment-focused approach than McInerney’s work–especially since the former is categorized as “Humor Literary Criticism” by Amazon. Still the description of the 224 page Literary Libations notes that it will offer nearly 200 wine, beer and cocktail recommendations for numerous classical works across a number of genres.

I can see this being a fun easy read, especially for something like a long train ride or airline flight.

Flawless: Understanding Faults in Wine by Jamie Goode (To be released September 7th).

Now this is a book to truly get your geek on. A plant biologist by training, Jamie Goode (the Wine Anorak) is an excellent writer who takes a keen scientific approach to all aspects of wine production and tasting, presenting it in both a thought provoking and digestible manner.

If your book shelf doesn’t have at least his The Science of Wine: From Vine to Glass then you are missing out. Likewise his I Taste Red: The Science of Tasting Wine and Authentic Wine: Toward Natural and Sustainable Winemaking with Master of Wine Sam Harrop are also well worth the read.

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

A plating of Brettanomyces bruxellensis. While mostly considered a fault in the wine world, many brewers are intentionally cultivating this yeast strain to produce sour beers.

With Flawless, Goode turns his attention to faults in wine which can have a myriad of causes in the vineyard and the winery. To add to the complexity of faults, humans have a wide range of sensitivity to them with some, like Brettanomyces, being considered anything from a component of terroir and complexity (see A Spice of Brett) to an incorrigible fault that should be eradicated in winemaking.

It will be fascinating to see Goode’s take on this so you better believe that this book will soon be on my shelf.

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Naked and Foolish

Photo By Randy OHC - originally posted to Flickr as After the Tasting, CC BY 2.0It’s been a busy couple weeks for travel, so I missed the latest brew-ha on the Wine Twitterati.

This time it was over online UK wine retailer Naked Wines’ ad campaign on the “5 golden rules to choosing a good bottle of wine”.

The original post has since been made private, but Oliver Styles at WineSearcher.com and Joe Roberts at 1WineDude have good write-ups with details and the fall-out.

The brunt of the dust-up was over the insinuation that trusting “real customer reviews” (like those of CellarTracker, Vivino and, of course, featured on Naked Wines) is better than relying on medals awarded by wine competition or those of professional wine critics who “…need to seem useful, or they’ll be out of a job! So they invent trends and get paid to push you toward certain wines.”.

I’ve made my feelings about wine competitions known in my post Wine Competitions — Should Wine Drinkers Care?.  I think Styles and Roberts more than ably dispel the notions that wine critics “create trends” to seem useful. Frankly, that idea is ludicrous.

Some of the most significant trends in wine today are the use of virtual/augmented reality labels like those pioneered by Treasury Wine Estates for their 19 Crimes, The Walking Dead and Beringer wines as well as can packaging for wine, bourbon barrel aging and wine-hybrid infusions like Apothic Brew. None of these are trends that professional wine critics would touch with a 10-foot poll–much less invent and “push.”

However, I do want to talk about the trusting “real customer reviews” part.  Is this is really a great idea?

Maybe? Because “wine people” aren’t normal.

I say that with the utmost affection as a self-proclaimed “wine geek” but it’s true. We’re not normal. Around 95%+ of wine drinkers just want to open up something tasty to drink or have with dinner. Yet, we “wine folks” obsess over the minutiae of minerality, typicity and terroir. We seek stories when regular wine drinkers just seek satisfaction. We desire depth and complexity when the average consumer wants value and consistency.

Photo by Petrovsky. Released on Wikimedia Commons under CC-BY-3.0

Some of us even taste with puppets. (Austrian performer Karin Schäfer)

We’re two different beasts. Considering that professional wine critics and writers surround themselves with wine for a living, it’s almost like we’re living on two different planets when you listen to “wine people” versus “wine drinkers” talk about wine.

Then you add in the inherent air of snobbery that permeates throughout the wine industry. It’s not hard to see how “regular people” can be inclined to ignore the critics in favor of the opinions of regular Joes and Janes like themselves.

I can sympathize with this view and touched on the value (or lack of value) of expert opinions in wine in my post Jamie Goode is a tool, so I’m not really going to get into a debate here about “Real People” vs. “Real Experts.”

Instead, I’m just going to lay naked my skepticism and cynicism about “crowd-based reviews” because of how easy it is for wineries and mega-corps to game and manipulate them–and, in general, how useless ratings tend to be.

Have Internet, Will Troll

There is a litany of online resources and stories about how businesses can game Yelp’s review system to improve their ratings and rankings.

The most common method is creating “fake reviews” which Yelp, being a multi-billion dollar company, dedicates millions of dollars in labor and technology resources to combat. But it still happens. Oh and never mind the potential ethical quandary with advertisers.

And it’s not just Yelp, but virtually every user-based review platform is susceptible to people playing games like TripAdvisor for restaurants and hotels or any online poll ever created.

Now ask yourself, do you think wine user-based review platforms like CellarTracker or Vivino have even a fraction of Yelp or TripAdvisor’s resources to combat gaming, rating manipulation or fake reviews?

Of course, they’re going to try their best, but the Internet will always be better. Any winery or mega-corporation with a little time/marketing budget/interns/desire can draft a plan to create enough accounts and reviews to drive the narrative they want to be told.

It’s not all bad, but it’s not all good either

Confession time–I regularly use CellarTracker. I don’t post reviews there, but I’ll read the reviews of friends I know and sometimes use their feedback to make purchasing decisions. I’ll also use it gauge drinking windows of wines that I already own since the likelihood of a fake winery review saying “Yeah, you better wait 2-3 years before opening this up. It was super tight”–is pretty low.

I downloaded and played with Vivino a few times (and still have the app on my phone), but the amount of eye-rollingly bad 3.5-4.0 rated wines has dismayed me of its usefulness. I do agree with The Wine Daily though that most of the wines with meager ratings (like 2.5 or less) tend to bear out.

But I’ve had tons of truly stellar wines in that “no man’s land” rating of 2.6 to 3.4. Yet these wines are often overlooked because 3.5 is the “new 90 points”. This is one of the many reasons why I eschew the use of numerical ratings and instead evaluate wines on value.

And then there are 29,000+ people with different tastes in wine.
Unfortunately, there isn’t an easy way (that I know of) on apps like Vivino to personalize ratings and filter out people who give high scores to wines you don’t enjoy.

Even when we let the masses of “regular wine drinkers” indulge in their inner Robert Parkers, we still end up with the same pratfalls that we get with professional critics. Good wine still gets overlooked if it doesn’t achieve some magical number.

That’s not democracy, that’s duplicity.

Moral of the Story — Trust yourself

The only fail-safe method of buying wine is to accept that there isn’t a fail-safe. A highly rated wine (regardless of who or what is giving the rating) is not a guarantee of anything. It’s kind of like finding out Santa isn’t real, I know, but instead of despairing, this instead should be freeing. Life is about trying new things and if you’re not beholden to rankings or ratings, then you have a whole world of wine in front you to explore.

Sure, a review or word of mouth recommendation may have steered you towards that path. That’s fine. There is nothing wrong with that. But ultimately in deciding that this new thing was now a personal favorite you didn’t default back to their judgment. Instead, you made up your mind that this was something wonderful that you wanted to experience again.

The One Universal Truth

Here’s one universal truth to cling to–everything, and I mean everything, that you ever fell in love with started at one point as something you hadn’t tried yet.

Your favorite experience, food, musician, movie and, yes, wine began at some point as something new to try. The only way you ever discovered these joys and pleasures was by putting a foot forward and taking a chance.

That is why you shouldn’t be afraid to branch out and try something that hasn’t been reviewed or doesn’t have the magical 90+ points/3.5 ratings. Whether one critic or a 1000 internet strangers reviewed the wine, none of them are going to have the same palate as you. And not a single one is going to be giving you their wallet to make the purchase.

Everything always falls back to you and that is why you, and only you, are the best judge of what you should be drinking.

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Wine Geek Notes 3/3/18 — Rose Cider, Parker Points and Washington Wine History.

Photo by THOR. Uploaded to Wikimedia Commons under CC-BY-2.0
This is what I’ve been reading today in the world of wine and beverages.

Interesting Tweets and Weblinks

The Year of Rosé Cider Is Upon Us by Mike Pomranz (@pomranz) for Food & Wine magazine (@foodandwine). This made its way to my dash via #WiningHourChat (@WiningHourChat).

Good to see a legit article from Food & Wine after the BS they published from their “Champagne Master/Wine Prophet”. The picture of the red fleshed Amour Rouge species of apple is gorgeous and makes my mouth water. But where the article really shines is in shedding light on all the many different ways that cider producers can add color to their ciders–hibiscus and rose petals, maceration with red wine grape skins, etc. Very interesting and worth a read to stay a step ahead of what will undoubtedly be one of the top beverage trends of the summer.

Do Parker points matter any more? from @jamiegoode

The blog post (from one of my favorite wine writers/tool) is worth a read but so are the comments in reply to Jamie’s tweet which includes insight from The Wine Cellar Insider (@JeffLeve), Master of Wine Elizabeth Gabay (@LizGabayMW) and several others.

I think my view is summed up well in the reply made by MW student and Waitrose category manager Anne Jones (@AnneEJones). Points matter to the wine drinkers who want them to matter while other drinkers could care less. Different strokes for different folks.

March is Taste Washington Wine Month

All this month I will be focusing on Washington wines with my 60 Second Reviews. While researching for my reviews of the 2014 Scarborough Stand Alone Cabernet Sauvignon and 2015 Browne Family Vineyards Site Series Cabernet Sauvignon, I came across two links that caught my eye.

Associated Vintners — Washington’s Academic Winemakers (April 2016) by Peter Blecha for the Seattle Office of Arts & Culture.

Photo taken by self. Uploaded to Wikimedia Commons as User:Agne27 under CC-BY-SA-3.0

Red Willow Vineyard where David Lake and his team at Columbia helped Mike Sauer and his crew at Red Willow plant the Syrah that would become one of the first commercial bottlings of the variety in Washington.

Tremendous essay on the history of Associated Vintners (AV). So much history was made by this winery (now known as Columbia Winery) including having the first vintage dated varietal wines, first Pinot gris, first commercial Syrah with Red Willow and first Washington Master of Wine with David Lake. I learned several things from this article including the interesting connection between William B. Bridgman (of Harrison Hill fame) and AV.

Regular readers may remember from my Wine Clubs Done Right post that Columbia Winery holds a special place in my heart as one of the first Washington wines to make me go “WOW!” and the first wine club I ever joined. It was also were my mentor, Peter Bos, served as cellarmaster to David Lake and much of what I learned about winemaking was about how things were done “back in the day” at Columbia. Seeing the changes in style of Columbia was one of my first big disappointments in the wine industry. Still, this engaging and well written piece about such an important part of Washington wine history was a joy to read.

Another Seattle winery served legal papers over naming issue (May 2015) by Lindsey Cohen of KOMO News.

This is not as much about the joy of the Washington wine industry as a “WTF are you serious?” piece about the realities of the wine world. I came across this while researching the Scarborough article where I learned that Travis Scarborough got hit with a cease and desist letter from former 49ers exec Carmen Policy’s Casa Piena vineyards because the name of one of his wine club tiers (Full House) was similar to the English translation of Casa Piena.

As if that wasn’t outrageous enough, Cohen interviews another small local Washington producer, Bartholomew Winery, that had similar issues because a wine named after one of the owner’s sons, Jaxon, was apparently too close to Jackson Family Estates (of Kendall-Jackson fame). Good grief! The sad truth of the matter is aptly summed up by Scarborough in the article–“They’ve already won…because when they send that out they know I can’t fight back.”

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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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Don’t Be a Jackass and Blindly Listen to Bloggers

A very well loved and well-used tome.

Including yours truly.

Because frankly there is a lot of silly stuff everywhere. Case in point: Champagne Masters and their Bull Shit.

However, that doesn’t mean you should hide in a cave, clinging to your old worn out and marked up copy of The Oxford Companion to Wine. As with trying new wines, its always worth exploring different opinions and voices. But remember, just like with wine, you don’t have to swallow everything.

Sometimes it’s good to spit, like with some of the advice that Barri Segal is giving in their Cheat Sheet article titled “Things You Should Never Say at a Wine Tasting.”

The article starts with some good advice about using wine tasting events as a chance to try new things. It also includes helpful tidbits about not assuming that only women drink rosés, not chastising people for using spit buckets or trying to pour your own servings. Some of Segal’s advice is indeed worth swallowing. But there is also a lot worth spitting out.

So let’s grab a spit bucket and take a gander at Segal’s most “spittable advice.” I’m going to be using Segal’s numbering which gets a little weird with multiple #7s and #10s.

2. “Which type of barrel was this wine aged in?”

For this entry, Segal is referencing Kris Chislett’s post on Blog Your Wine titled Pretentious Things to Say at a Wine Tasting, Should You Want to , written as satire under the “Funny” category. But Segal takes the idea that you shouldn’t ask what kind of barrel is used to make wine because all that matters is if the wine tastes good.

Bull shit.

By Gerard Prins - Own work, CC BY-SA 3.0,on Wikimedia Commons

Now if you start asking which particular forest the barrel wood came from…

The point of wine tasting is to learn what you like. One thing that is helpful is noticing patterns.

You may notice that you like wines with sweet vanilla and coconut flavors. Chances are those are wines were aged in American oak barrels.

You may see that you like more subtle baking spices like cinnamon, clove and nutmeg. Most likely those were wines aged in French oak barrels.

You may end up liking something that has only a little bit of those oak flavors. For you, knowing that the winemaker is just aging part of their wines in new oak (which gives the most intense flavors) and part in neutral oak barrels (barrels that have been used 3 or more times) is helpful knowledge.

And that is not even talking about wines aged in whiskey barrels which have very distinctive taste characteristics.

So ask away! Anyone representing a winery at these events should have this information available.

3. “What percentage malo is this wine?”

This entry was a segue from the last “faux pas” with the notation that it is “A totally idiotic question.”

Bull shit.

Segal also took this one from Chislett’s piece where Chislett notes:

“If someone at a wine tasting asks me “What percentage malo did this wine go through?”, I’ll normally respond with “Can’t you tell by tasting it?”

What?

Again, I know Chislett’s piece is satire but this is like hearing a song on the radio and asking who sings it only to be told: “Can’t you tell by hearing it?”

No, Karen. I can’t. At least not yet.

By U.S. Navy photo by Chief Warrant Officer 4 Seth Rossman. - http://www.news.navy.mil/view_single.asp?id=9384, Public Domain, on Wikimedia Commons

It’s Britney, bitch!
No, wait…I mean it’s 2/3 malo aged in new French oak with 1/3 kept apart in stainless steel.
Bitch.

The point of asking is to learn and just as you may eventually catch on and recognize a particular singer’s voice, you can also learn to taste malo in wine. While even Masters of Wine and Master Sommeliers probably can’t nail exact percentages of malolactic fermentation used in various buttery Chardonnays, after enough tasting you can start to get a sense if a wine was made fully malo or just partially.

It all comes back to finding patterns and learning about what you like. To do that, you need to ask questions and it is ridiculous when bloggers shame people into thinking that their questions are idiotic.

5. “I can taste the terroir in this wine.”

Alright, I’ll concede that this statement can come across in certain circumstances as pompous. But so is shaming people who may have just learned about the term terroir and are excited to explore how it relates to wine.

One of the most exhilarating moments in many people’s wine journey is that light bulb “Aha!” when you taste the differences between wines made from the same grape, by the same winemaker, in the same vintage but from two different vineyards.

On the surface, it seems like there is no logical reason why these two wines taste different but they do! And that difference is terroir! Having that light bulb go off often ignites a passion in wine lovers that encourages them to keep exploring, keep looking under the surface to figure out why these wines they adore taste the way they do.

It’s why Burgundy exists and why vineyard designated wines are often a winery’s top cuvee.

This “faux pas” also comes from Chrislett who I suspect is not being as satirical when he says:

Personally I believe that terrior plays a major role in the overall flavor of the grapes once they reach the winery, but from that point on it’s all in the hands of the winemaker. For that reason, you could also say: “…mmm, you can really taste the wine-maker in this wine!”

To which I would say, “Yes, Karen. I can. In the oak barrels they use and the amount of malo.”

7. “I’ll buy the bottle with the cool label” (or rather 7c)

Submitted without comment or judgment.

I know this chafes a lot of sommeliers and retailers to hear but, for me, as long as it doesn’t include the word “only” then I’m cool.

Let’s face it, standing in front of a literal wall of wine at a store is intimidating. There are so many choices. While you would hope that there is a knowledgeable wine steward nearby that could guide a consumer to a great bottle, sometimes there isn’t.

I would much rather have someone have a label catch their eye than nothing. It at least gives them a reason to try it rather than fall back to just drinking their same ole, same ole. If they take it home and it sucks (like, admittedly, many gimmicky labeled wines often do), then lesson learned. There is no reason to buy that wine again. They can move on to something new. If the wine shop they’re buying from is decent, they may be able to take that sucky wine back and exchange it for something else that catches their eye.

Bottom line, if you are always trying new things–regardless of the reason why the bottle interests you–then you are on the right path. I’m not going to shame you or make you feel bad for liking a cool label. But I will always encourage you to be open to trying things with sucky labels. Sometimes those are the best wines.

8. “What is Robert Parker’s rating for this wine?”

This is another thing that, admittedly, does make wine professionals inwardly (and sometimes outwardly) roll their eyes. That is because the number one mantra in the wine industry is that taste is personal. Just because a wine critic loves or loathes something doesn’t mean it’s going to match your opinion. And, really, in the end, all that matters is your opinion because you are the one who is putting it in your mouth.

Photo by Vinnie4568 . Released on Wikimedia Commons under CC BY-SA 4.0

The Wine-Twitteracy in still life.

But what these eye-rolling wine pros often forget is that Robert Parker, like Jamie Goode, is a tool–especially for newbie wine drinkers who are still learning what their taste is. It’s helpful to hear an expert’s opinion on a wine. But the key is to make sure that the newbie drinker knows that it is perfectly fine to disagree with the experts.

The ideal approach for those newbies is to notice how their tastes calibrate with the experts with certain wines. They may find that they jive with Parker’s opinions on Rhone-style wines but find his views on Napa Cabs completely off from theirs. That’s fantastic and it sharpens the effectiveness of using that tool.

But just as our tool boxes at home aren’t limited to only a single screwdriver, so too, should we be open to the usefulness of having a variety of tools and opinions at our disposal. You might find that Jancis Robinson’s ideas on Napa Cabernets fit your taste more. Even better, you might find the tastes of your local wine shop employee and yours go hand in hand.

Indeed the best advice that any wine lover can take to heart is to keep tasting and to keep asking questions. There are no rules or right way or wrong way to go about it. It’s your time, your money, your mouth. So own that and take your own path.

But you are entirely welcome to spit all that I just said right into the bucket. In fact, I couldn’t be more proud if you did.

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Jamie Goode is a tool

by Dezertscorpion on Wikimedia Commons released under PD-Self
So is Robert Parker.

And Jancis Robinson.

And Antonio Galloni, Allen Meadows, Michel Bettane, James Suckling, James Laube, Alice Feiring, Karen MacNeil, Tom Wark.

Tools.

Frankly, so am I. But rather than one of the nice Sears Craftsman or Ryobi tools from Lowes, I’m more of the extra Phillips-head screw driver you picked up at the dollar store on impulse. A tool stashed away at the bottom of a kitchen drawer but a tool none the less.

All wine writers are tools which is why I read Jamie Goode’s defense of wine criticism and expertise on Vine Pair, Wine Critics Matter Because Some Opinions Are Better Than Others, with great amusement. The source of Goode’s ire is the view that the musings of wine critics like him are merely personal opinions and, since everyone has an opinion, there is not enough due credit given to the value and experience of expert opinions like his.

This is not a new complaint with many critics such as Jancis Robinson commenting on how the proliferation of smartphones and websites like Wikipedia and CellarTracker creates an arena where the esteemed opinion of a Master of Wine like hers has to fight for attention. Even outside of wine, many commentators have noted a general apathy towards “expert opinions” with anti-intellectualism being a full-fledged cultural movement in the West.

In this day and age since everyone has an opinion, everyone is an expert. It’s no wonder that this modern arena of ideas is terrifying for folks who have devoted years of time, patience and labor into building a well of experience and expertise in their trade.

But what should be the response of the beleaguered experts who find themselves shouting into the void of crowd-sourced expertise?

Show, don’t tell.

I suppose the opinion from the god of wine, Bacchus, would be better than most. But only on wine. Not sure how much I would trust his opinion on fashion.

Jamie Goode is quite right in that there is immense value in the writings and opinions of wine experts like him. But it is not because he’s a pontiff, whose opinion and superior palate is blessed to be better than that of us regular joes.

It’s because he’s a tool. A tool that been honed and tested over time to produce reliable and dependable results. The value in wine critics like Jamie Goode is not in their opinion, itself, but in the background story and context that they can bring. When the average wine drinker is limited to the extent of their wallet and options at the local liquor store, a critic that can take them into the vineyard and winery offers a lens to the world of wine that can’t be gleamed from Wikipedia or in the pages of a new wine book.

This was a conclusion that Jancis Robinson, herself, came to during her existential pondering on the state of wine writing today.

But could it also have something to do with the fact that, even in this era of the citizen critic, my 40 years of visiting vineyards, listening to winemakers, watching trends emerge, making comparisons and seeing wines evolve from barrel to decades in bottle might just be regarded as worth something? — Jancis Robinson, The Financial Times September 4th, 2015

Jamie Goode is wrong in that his opinion, or final pronouncements on wine, is better. No one really cares if he picks up apricots and quince aromas or finds a wine to be exceptionally well balanced. Opinions are just the holiday wrapping around the package. Some packages are more skillfully wrapped than others. But really anyone with some tape and paper can wrap a package or deliver an opinion about wine.

Give a monkey a typewriter…. and he will be able to wrap Christmas gifts better than me.

The value in Jamie Goode’s expertise comes in what’s inside the package.

There his readers can unpack his years of observations and experience, following winemakers and wine regions as they emerge and evolve, gaining from him a perspective and tools that will ultimately help them get more pleasure out of finding and drinking new wines.

The value in anyone’s opinion peters out when the subjectivity of taste comes in. What might be a fabulous wine to one person could be just “meh” or even downright awful to another. Wine drinkers do not need wine experts to tell them what is good. Instead, show us why you think its good.

Show us the story behind the wine. Show us the care in the vineyard or winery that shaped the wine’s journey from grape to glass. Show us where this fits in the big picture of the world of wine and maybe, just maybe, our opinion of the wine’s greatness will eventually fall in line with the “better” expert opinion.

Show, don’t tell.

Because wine writers are tools, not pontiffs.

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