Tag Archives: Natural Wine

Salty Old White Men

Published on January 6, 2020

I thought it was a hoax when I first read the anonymous letter Tom Wark published on his site.

Now I don’t think that Tom made it up. But it feels like whoever sent it to him was working overtime to come up with the most insane caricature of a feminist Natural Wine zealot they could muster. Right down to the over the top capitalization of “MANipulated” wines.

There’s no way that this could’ve been real, right?

It seems like someone made a New Year’s resolution to do more shit-stirring in 2020–digging up not only the Natural Wine debate but also a good, old fashion row of “cis white men are the root of all evil.”

And, frankly, as both a feminist and wine geek who loves the excitement of natural wines, the sentiments of Wark’s anonymous commentator pisses me off.

Because it doesn’t do jack to move the conversation forward.

Before I go on, I should confess a bias since Tom Wark did write a very positive review of this site. But I’m not writing this post to come to Tom’s defense. What concerns me more is how daft diatribes like those of his anonymous writer distract from important discussions that the industry needs to have.

The wine world has diversity issues. That’s indisputable. It’s gotten better but–particularly in the realm of wine writing–it’s still largely the domaine of heterosexual, cis white males.

I’ve got bookcases full of wine books that are more than 80% authored by old white dudes. Pulling out some of my favorite books written by female authors, I could barely fill one shelf. And a good chunk of that is from Jancis Robinson.

Everywhere I go in my wine journey; I’m following the echos and opinions of old white men. When I’m researching a new region or wine, my first introduction is almost always through the lens of someone who sees and tastes the world quite differently than I do.

A tale of two bookshelves. There are a lot more shelves that look like the top image than there are of the bottom.

And I at least have the privilege of sharing the same western Caucasian heritage as most of these writers.

I can’t imagine what it is like for POC and folks from non-western countries wadding through tasting notes, analogies and descriptors that are entirely foreign to their own.

Pardon Taguzu, a sommelier from Zimbabwe, made this point well noting, “I never grew up eating gooseberries, so I will never taste that in a wine.” For folks like Taguzu, they’re more likely to pick up the flavor of tsubvu in a Napa Cabernet Sauvignon than they would blackcurrant.

In blind tasting exams, mango and other tropical fruits are standard notes you look for in New World Viogniers. But how helpful is that for an Indian wine lover from a country with over 1500 species of mangos?

Think of all that we lose, as a wine community, when we’re not hearing these diverse voices.

We need these other voices to add depth and inclusiveness to the narrative of wine.

But acknowledging that craving for diversity doesn’t mean we have to demonize the old white men who came before. We don’t need to burn chairs to add more places to the table.

Oz Clarke, salt bae

Tossing aside the contributions of folks like Hugh Johnson, Oz Clarke, Matt Kramer and their ilk is like tossing the salt from your cabinet. It’s not going to make you a better cook. Nor will losing these voices make the world of wine any richer.

Yes, it’s a seasoning that certainly needs to be limited in our diets. Lord knows that too much of salty old white men running amok leads to groanworthy sexism. But those are the ills of using a shovel when a dash will do.

While the flavor of wine writing is enhanced by bringing in more curry, cayenne, ginger and sage, we shouldn’t denigrate the role that salty old white men have had in preserving this passion.

Even though we certainly can (and should) scale back on the amount of salt taking up space on our bookshelves–you can’t replace it. Their opinions and insights still have value next to all the other seasonings that enliven our understanding of wine.

We need to build bigger spice racks, not “Fuck the Salt”.

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Groans and Hoses — Or how I saved wine writing from satirical dick pics

Amber LeBeau in General

Published on June 5, 2019

I really shouldn’t be writing at 2 am. I should be in bed, lying next to my gorgeous wife. But instead, I’m downstairs on my laptop so as not to disturb her with ruminations that have been bothering me for the past few days.

Ruminations that I’m far from alone in sharing as evidenced by the eruption of anger towards a recent piece posted on Master of Wine Tim Atkin’s site.

There Ron Washam, the HoseMaster of Wine, wrote a satirical tribute to Robert Parker in the voice of wine writer Alice Feiring. The background, besides the announcement of Parker’s recent retirement, is that Feiring is a fierce natural wine advocate who has had deep philosophical disagreements with Parker on how wine should be made.

While she’s written numerous books in her long career, as well as a highly respected newsletter, one of Feiring’s most notable works has been her 2008 part treatise, part memoir The Battle for Wine and Love: or How I Saved the World from Parkerization

I’m not going to link to Washam’s piece.

But I will post screenshots and you can Google the full thing for context if you like. But, believe me, the “context” isn’t much better.

I’m a frequent reader of Tim Atkin’s site. It’s one of my favorite bookmarks. Both he and his contributors–including Celia Bryan-Brown and fellow Master of Wine Christy Canterbury–usually produce excellent and engaging content.

I’m also a fan of witty and biting satire–both written and performance. George Carlin, Amy and David Sedaris, James Thurber, Dorothy Parker, Mark Twain, Frances Burney and, of course, the legendary Jonathan Swift.

So perhaps my expectations were too high when I went to read Ron Washam’s “satirical” take on Alice Feiring and what she might say to Robert Parker in a note.

Attribution: Ron Washam at https://timatkin.com/, June 3rd, 2019

Attribution: Ron Washam https://timatkin.com/alice-feirings-tribute-to-robert-parker/

Really?!?

Instead of getting satire, Ron Washam and Tim Atkin gave us a dick pic.

Instead of skewering both the real and made-up divide between Parkerized wines vs. Natural wines–something ripe and juicy for satire–we get “a woman scorned” as Washam signs off his Alice.

We get a women’s work, her research, her personal journey, her opinions, her philosophy and approach all drilled down to “Oh, she just really wanted to ride his dick! Ha Ha!”

Give me a break.

Now I don’t agree with everything that Alice Feiring says. I think the idea of Parkerization has been vastly overblown and the disdain of “Parkerized wines” has had more of a Streisand Effect than anything. It pushed people into camps and encouraged tribalism–which is just as destructive in wine appreciation as it is in politics.

But I respect her work and even if you don’t agree with Feiring’s opinions and approach, she certainly deserves more than sexually charged mockery.

Yes, she is a strong voice in the public sphere on controversial topics. Then speak to her voice, speak to her words, speak to the controversy.

Speak to the substance of what she is saying. Don’t denigrate and dismiss with a phony portrait of a scorned sex kitten.

That’s not satire and it’s certainly not wine writing.

The post that I should be writing tomorrow (while I’ll now be sleeping) is one answering a poignant question that came up during the recent Born Digital Wine Awards Summit about the nature of wine writing.

During the summit, Felicity Carter of Meininger’s Wine Business International posted this compelling Tweet asking how the industry would be impacted if there were no wine writers.

Question: how would the wine industry change if wine writers vanished? #bdwasummit pic.twitter.com/fJWHDLBw9N

— Felicity Carter (@FelicityCarter) June 1, 2019

The post that I wanted to write was in defense of wine writers. In defense of people like Tim Atkin, Celia Bryan-Brown, Christy Canterbury and others who share their joy and passion of wine with their readers.

Yeah, wine writers have their warts and often spend too much time focusing on telling people what to drink. But overall, I think wine writing brings much-needed light to a topic that is both fascinatingly complex but also quite simple in its pleasures.

And that, for me, is the essence of wine writing–bringing light.

Now it doesn’t mean that everything has to be all fuzzy, lovey with everything fabulous.

The disinfecting light of sunshine on dark and uncomfortable topics (like sexism in the wine industry, racial, labor and environmental issues) is just as important as sparking the lightbulb of discovery in consumers to seek out new wines and learn more about them.

It’s also that disinfecting light that makes satire such an important literary genre. Good satire is like yanking the table cloth away from the table. Yes, it may make things uncomfortable and mess up all the place settings. But that’s precisely the point–to shake things up and encourage the reader to look at what’s really being served to them instead of just accepting the ornate way it is presented. Regardless of how modestly it was proposed.

Satire is about bringing light, not heat.

It’s not about being offensive. That’s low-brow and something that any idiot can do. But a good satirist will heed the advice of the greatest satirist of them all.

Satire is a sort of glass wherein beholders do generally discover everybody’s face but their own; which is the chief reason for that kind reception it meets within the world, and that so very few are offended with it. — Jonathan Swift, The Battle of the Books and Other Short Pieces

A good satirist (like a good wine writer) can toe the line between the uncomfortable and the offensive without crossing it. And if they do cross, once again they should heed Swift’s advice and never be ashamed to own that they were wrong.

Because that shows that they are wiser today than they were yesterday.

Ron Washam should admit that he was wrong with his sexualized attack on Alice Feiring. And Tim Atkin should admit that he was wrong to publish it and let it hang on his site under the banner of his name and Master of Wine credentials.

That post did nothing to bring light to Atkin’s readers. It did nothing to further the conversation about Parker, Feiring, Natural Wine, Parkerization or even satire.

It was a satirical dick pic and wine writing should be better than that.

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Geek Notes 9/25/2018 — New Wine Books for October

Amber LeBeau in Blind Tasting, Geek Notes, Wine Knowledge

Published on September 25, 2018

Fall is here which means shorter days but longer nights to spend curled up next to a great wine book. Here is a look at some of the upcoming October releases that I’m excited to get my hands on.

Amber Revolution: How the World Learned to Love Orange Wine by Simon J. Woolf (Hardcover release October 2nd)

This Two Vintners “OG” Gewürztraminer made in an orange wine style with extended maceration blew me away with how complex and delicious it was.

For many wine lovers, “orange wine” is the biggest wine trend that they’ve heard of but haven’t had the chance to try yet.

It’s tempting to call this a fad and chalk it up to Millennials’ latest fancy. But this is a really old winemaking style that has been around for as long as wine has been made. At its most simplest, orange wine is basically just white wine that has spent time in contact with grape skins. This exposes it more to oxygen than the modern method of quickly pressing white grapes and processing them anaerobically.

While a couple 2017 releases like Marissa A. Ross’s Wine. All the Time, Master of Wine Isabelle Legeron’s Natural Wine and Alice Feiring’s The Dirty Guide to Wine touched a little on orange wine, to the best of my knowledge, Amber Revolution is the first book devoted exclusively to the topic.

Judging by the recent popularity of the category, Woolf’s book is quite timely. Here he covers the history and production methods behind orange wines, as well as profiles 180 producers in 20 countries.

At this year’s Louis Roederer international Wine Writers’ Awards, Simon Woolf took home the Domaine Ott International Feature Writer of the Year award for his work at Meininger Wine Business International, Decanter and blog The Morning Claret.

Update:

On Instagram Simon Woolf had this advice for folks wanting to get a copy of his book. “Btw although in the US the book is only available from October, in Europe it can also be ordered direct from my site. Also for US customers, best to order direct from the publisher.”

Kevin Zraly Windows on the World Complete Wine Course: Revised, Updated & Expanded Edition by Kevin Zraly (Hardcover release October 16th)

The new edition of Windows on the World likely will also touch on orange wine and the renaissance in Georgian winemaking of using Kvevri (Qvevri) amphora jars buried in the ground to ferment and age wine.

From the very first edition in 1985, Kevin Zraly’s Windows on the World books have been a benchmark standard in wine education.

In addition to his Windows on the World wine classes and books, Zraly has also authored the very useful wine texts The Ultimate Wine Companion: The Complete Guide to Understanding Wine by the World’s Foremost Wine Authorities and Red Wine: The Comprehensive Guide to the 50 Essential Varieties & Styles with Mike DeSimone and Jeff Jenssen (authors of Wines of California that I mentioned in last month’s Geek Notes).

Frequently updated, the Windows on the World series has grown to include a pronunciation guide (Kindle only), a tasting notebook and food pairing companion.

The current 2018 edition has been expanded to 432 pages (up from 384 pages in the 2016 edition). It includes more detailed coverage of South America, Australia, China and New Zealand with new maps and infographics.

For geeks on a budget, there is one advantage of the frequent updates and releases. You can get used copies of previous editions of Windows on the World super cheap on Amazon. For instance, the 2012 edition is going for around $1.30 for the paperback version. While a tad outdated, at 352 pages it still covers the basics and the classic wine regions very well.

The Sommelier’s Atlas of Taste by Rajat Parr and Jordan Mackay (Hardcover release October 23rd)

This is probably the book that I’m most excited for because of the atlas’ focus on blind tasting. As the Amazon description notes:

“There are books that describe the geography of wine regions. And there are books that describe the way basic wines and grapes should taste. But there are no books that describe the intricacies of the way wines from various subregions, soils, and appellations should taste.”

Any wine student seeking higher level certifications through the Court of Master Sommeliers or the Wine Spirit & Education Trust should be intimately familiar with the wines on the Probable List of Examinable Red Grape Varieties, Examinable White Grape Varieties and the Certified Sommelier Examination Grape Varieties & Growing Regions.

All these wines will have distinctive profiles (typicity) with the examination board picking examples that demonstrate these distinctions well. Not only do you need to train yourself how to identify these wines, when you get to examinations like those of the Institute of Masters of Wine you will also have to explain why these distinct profiles exist (terroir, viticultural decisions, winemaking, etc).

Dearth of Blind Tasting Resources

There are not many resources out there tackling blind tasting and typicity from an examination point of view. Of course, there is material from WSET and CMS that you get with classes but outside sources are hard to find. Neel Burton’s The Concise Guide to Wine and Blind Tasting has been the closest I’ve found. But even that strays more into a “Windows on the World” type overview instead of getting into the nitty gritty details of teaching you to look for this while tasting a Chablis Grand Cru like Les Clos and this while tasting a Chablis Premier Cru like Montmains, etc.

I’ll be honest. At this point in my studies, all I can tell you is that they are both delicious.

Parr and Mackay’s book looks like it’s going to fill in that sorely needed niche–at least regarding terroir.

To understand the role of viticulture and winemaking decisions on the taste of wine, James Halliday and Hugh Johnson’s The Art and Science of Wine and Jamie Goode’s The Science of Wine: From Vine to Glass are two of the best books I’ve found so far.

Vines and Vintages: A Taste of British Columbia’s Wine History by Luke Whittall (Paperback release October 30th, 2018)

I’m only about 3 to 6 hours away from the wine regions of the Okanagan and Vancouver Island. Yet, in all practicality, the wines of British Columbia might as well be from China. Here in the US, they are incredibly difficult to find. Even restaurants in Vancouver are far more likely to offer French, Australian and Californian labels instead of local BC wines.

While I haven’t been overly impressed with the Bordeaux varieties in BC, this 2016 Clos du Soleil Cab Franc/Cab Sauv rose from the Upper Bench of the South Similkameen Valley was quite tasty.

But every time I do eventually get my hands on wine from BC, I tend to enjoy them. It’s clear that this is a growing industry. With the influence of climate change, it is only going to become more significant on the world’s wine stage. This is definitely an area worth exploring.

The few other books that I’ve came across dealing with BC wines have been a brief inclusion in Cole Danehower’s Essential Wines and Wineries of the Pacific Northwest and some of John Schreiner’s (a bit outdated) works The British Columbia Wine Companion (1997) and Chardonnay & Friends: Variety Wines of British Columbia (1999).

But with 370 pages, I can see Luke Whittall (already an established authority on BC wines with his blog and podcast at Wine Country BC) going into far more detail about the British Columbia wine scene and the remarkable growth it is has seen in the last 20 years.

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Geek Notes 7/30/18 — New Wine Books to Geek Out With in August

Amber LeBeau in Geek Notes, Wine grapes, Wine Knowledge

Published on July 30, 2018

Elevations of New Zealand

A look at some of the some of new releases in the world of wine books.

The Wines of New Zealand by Master of Wine Rebecca Gibb (released July 30th, 2018)

While there has been a few other books written to cover the wines of New Zealand such as Michael Cooper and John McDermott’s Wine Atlas of New Zealand (2002) and Warren Moran’s New Zealand Wine: The Land, The Vines, The People (2017), as far as I can tell this 356 page book is the first in-depth and exclusive look into the wines of New Zealand that has been written by a Master of Wine.

While previous books were written by New Zealand insiders, I’m intrigued at the perspective that UK-based Gibb may add to the story–especially in light of the global worldview of wine that is required to attain MW certification.

This intrigues me because it seems like in many ways that the NZ wine industry has been suffocating under the weight of success for their Sauvignon blancs with the grape still representing a staggering 72% of New Zealand wine production (2016).

Now with producers in other regions of the world breaking down the science of thiols and their precursors as well as the role of methoxypyrazines to tweak their own approach to Sauvignon blanc, wine shelves are awashed in pink grapefruit and gooseberries.

Suddenly New Zealand’s “distinctive style” doesn’t seem so distinctive anymore.

View towards the Southern Alps but it honestly wouldn’t be out of place in the Malbec country of Mendoza, Argentina.

Yet for a country that spans over 10 degrees of latitude from the Northland region of the North Island down to Dunedin south of the Central Otago district on the South Island (more than the latitude difference between Champagne, France and Naples, Italy), it feels like there has to be more to the New Zealand wine story that just their ubiquitous Sauvignon blanc.

I mean, come on, this is a land that was able to bring to life on screen the diverse terrains Tolkien’s imagination in the Lord of the Rings series. Certainly there has to be a treasure trove of unique terroir that can be married to different varieties in magical ways.

As a wine geek and consumer, I would love to learn more about some of the 50+ other grape varieties grown in New Zealand.

What about Albariño in Gisborne? Syrah from Hawke’s Bay? Pinot blanc from Central Otago? Petit Verdot from Waiheke Island?

I know those varieties probably won’t excite the patio pounders and cafe sippers who guzzle down Kim Crawford, Oyster Bay and Nobilo by the caseful but it is certainly an answer for the legions of drinkers who’ve grown fatigued of Sauvignon blanc as is the inevitable fate for every fashionable variety.

Perhaps Gibb’s book would not only answer that fatigue but maybe also give a reason to give New Zealand’s old standby of Sauvignon blanc a fresh look with new eyes?

How to Import Wine: An Insider’s Guide (2nd Edition) by Deborah M. Gray. (To be released August 13th, 2018)

Gray’s first edition of How to Import Wine from 2011 was an extremely valuable resource for me in studying for the business unit of the WSET diploma.

It laid out clearly a lot of the complexities behind finding clients, building brands as well as the licensing, regulations and expenses that go into importing wine and finding distribution for those wines. It’s a far less romantic reality than you would imagine after reading Kermit Lynch’s Adventures on the Wine Route.

And then there is the reality of a rapidly changing market–driven particularly by Millennials and our wanderlust tastes. The second edition of Gray’s book looks to tackle some of those changes along with new laws and regulation that have emerged since the previous edition.

In Vino Duplicitas: The Rise and Fall of a Wine Forger Extraordinaire (paperback) by Peter Hellman. (To be released August 21st, 2018)

Seems like folks love reading (and writing) about rich folks getting snookered on wine.

Similar to how Benjamin Wallace’s The Billionaire’s Vinegar chronicled Hardy Rodenstock’s forgeries and scandals, Hellman takes a look at the build up and fall out of Rudy Kurniawan’s nearly 10 year con of infiltrating the big spenders clubs of the wine world and then blending his own fake bottles of legendary wines to sell to his buddies.

Hellman’s book was originally released in hardcover and audio book back in July 2017 and is a great read for folks who like historical non-fiction along with a peak into the gaudy wine drinking lifestyles of people who pop Petrus and DRC like a Sunday brunch wine.

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

Why have mimosas when you can have La Tache? Assuming it’s real of course.

I also recommend checking out the 2016 documentary Sour Grapes which covers the Rudy Kurniawan from the perspective of those who knew Rudy as well as his victims and the people who brought him down.

That film also introduced me to the awesome work of Maureen Downey (aka ‘The Sherlock Holmes of Wine’) who was at the forefront in exposing Kurniawan. The day she releases a book on wine forgery, you better believe I will be snapping that sucker up on preorder.

The Wines of Eastern Europe by John Hudelson PhD. (To be released August 1st, 2018)

Seriously, Pošip is a fantastic white wine! Kind of like a less green and pungent New Zealand Sauvignon blanc.

Admittedly the wines of Bulgaria, Slovenia, Hungary, Romania, Georgia, Croatia and the like are a bit of a blind spot for me. Sure I’ve had Tokaji before (including a huge jackpot score with The Somm Game on my last trip to Vegas) and my mind was blown away on my trip to Croatia with how incredibly delicious their whites made from Pošip, Grk and Maraština were.

I’ve also had an oddball Bulgarian, Georgian and Romanian wine but outside of flashcard WSET knowledge about Bull’s Blood, Fetească Regală, Saperavi and the like I don’t really have much in-depth knowledge about the wines and culture of this part of the world. And I doubt that I’m alone in sharing this blind spot.

But exciting things are happening in the wine industries of Central and Eastern Europe with new winemakers taking fresh approaches to their bevy of unique indigenous varieties–to say nothing of the Natural Wine Movement that seems to have its spiritual home here.

With 386 pages written by John Hudelson, the author of Wine Faults: Causes, Effects, Cures (which was super valuable to me during my winemaking studies), I can see The Wines of Eastern Europe going a long way towards filling in that gaping blind spot.

Though giving Hudelson’s previous work on wine faults, I’ll be really curious to see how he approaches the topic of sulfite use and natural wines.

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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.