Tag Archives: Sommeliers

The Real Influencers of the Wine World

Earlier this month, the Drinks Insight Network published their top ten influential wine experts in the beverage industry. They highlighted 10 Twitter accounts with 17,000-245,000 followers and a ranking of at least 54 on GlobalData’s “influencer score”.

Photo by Dantadd. Uploaded to Wikimedia Commons under CC-BY-2.0

Yes, that is Kevin Bacon.

I follow all these accounts on Twitter and it’s not a bad recommendation to check them out. But I only actively interact and read 2-3 of them–Jamie Goode (@jamiegoode), Robert Joseph (@robertjoseph) and Ken Alawine (@alawine). I follow Goode and Joseph for their engaging dialogue about wine topics while Alawine’s feed is a nice diversion of fun memes and infographics.

I don’t think I’ve ever been influenced to buy a wine mentioned by any of them.

And I’m an active social media user who is already motivated to seek out wine stuff.

If I’m so minorly influenced by the most prominent influencers, then what kind of influence do these folks (as well as other influencers/bloggers) really have on the typical wine consumer?

Do You Want The Brutal Truth? 

Very little.

I know this post is not going to make me friends among my fellow bloggers or “influencers”. But I can’t forget about my past life before I really started blogging. In addition to several years working wine retail, I studied winemaking at the Northwest Wine Academy with thoughts of one day opening up my own winery.

Bottling wine

One of my favorite photos from winemaking school. Featured here is my mentor, Peter Bos.

While I’ve moved on from that goal, I still have many friends who work at or own wineries in the Pacific Northwest. When I talk to them about my experiences working in the trenches selling wines like theirs, I’m not going to bullshit them.

I know how tough it is for a small winery to compete in a saturated market. With time and money scarce, I’m not going to encourage my friends to waste either chasing the favor of “influencers”–especially if it’s not really going to help them sell wine.

Yeah, this is a self-defeating post for a blogger to write. Oh well. But I will share with you the same advice I give my winemaker friends. While this is, of course, anecdotal, it’s drawn from my years of helping tens of thousands of consumers while working as a wine steward at a major grocery store chain and a big-box retailer.

It’s also the advice that I would put into practice myself if I started my own winery. There are real influencers out there that drive people to a store looking for wines. But few of them would rank an “influencer score”.

The #1 Influencer — Friends and Family

In over seven years working on the floor, I’ve never had a customer come in with a blog post, Instagram or tweet on their phone looking for a wine. Again, anecdotal, but that is the stark truth.

However, every single day I would have multiple customers come in looking for a wine that a friend or family member recommended to them. These personal recommendations are, by far, the most valuable currency in the industry—and not just in wine.

Of course, friends and family are on Facebook, Twitter and Instagram. You can consider some social media influence from outside sources. But the reach of a blogger or “influencer” is going to be indirect and weaken with each link away from that personal connection.

The Bacon number of wine

A Few Good Men and some Sleepers

Essentially if we want to “Kevin Bacon” this, your best influencers are going to be the folks with a Bacon number of 1. When you start getting 2 steps or more removed from the consumer, the amount of influence dwindles considerably.

Advice for Wineries

Remember, keep your eye on the Bacon.

Personal recommendations from friends and family are more valuable than 90+ points from a famous critic. Wineries should seek these recommendations out every bit as aggressively as they court a high score.

Many wineries allow wine club members to bring guests to the tasting room for free. But I can’t think of many who do “friends and family” wine club events. Most events allow their members to bring only a single guest who is usually going to be a spouse.

How does that help you grow your clientele list? Think about expanding that allowance to 3-4 guests as well as promotions that reward current customers for referrals.

#2 Restaurant By-The-Glass Programs

While Millennials tend to be more adventurous than previous generations, there is always a risk in accepting a recommendation. For many, the risk of paying $7-20 for a glass pour of wine at a restaurant is more appealing than spending $25+ for a full bottle at a store.

After personal recommendations from friends and family, the second biggest driver of consumers to my wine shops was the desire to find something they had at a restaurant. Once in a while, a customer would be seeking something they ordered a bottle of but the vast majority of the time it was something they had from the BTG list.

Advice for Wineries
Photo by Iwona Erskine-Kellie. Uploaded to Wikimedia Commons under CC-BY-2.0

There is a reason why the big mega-corps focus so heavily on their on-premise accounts.

Getting on restaurant wine lists should always be a priority for small wineries. In many ways, it is the perfect setting for people to have their first experience with your wine–with great food and great company.

Placement on the BTG list is even more valuable than being on the general wine list. The intimidation factor is less while the openness to explore is greater. Of course, well-run programs will have talented sommeliers that can hand sell the entire list. However, there are very few consumers (like me) who indulge in things like playing the Somm Game.

Plus, for those consumers who are open to recommendations, the odds are better for your wine getting a BTG recommendation from the sommelier than getting one of your bottles recommended from the full list. Think about it. You’re competing against a dozen or so options by-the-glass versus potentially hundreds of bottle options.

I know competition for placement in these programs is high and brings a lot of challenges. But I firmly believe that the effort pays more dividends than chasing online influencers.

#3 First-Hand Winery Experience

While the influencers above drove more people to my shops, this is the area where wineries most control their destinies. Of course, the quality of your wine should be of paramount importance but second only to that should be the type of experience guests get in your tasting rooms.

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

I know the sight of a “Bridesmaid Brigade” fills tasting rooms with dread. But they are all prospective customers, even if they don’t buy jack on that first visit.

Living so close to Woodinville Wine Country and within driving distance of all the major wine regions in the Pacific Northwest, I’ve seen the best and worst of tasting room experiences. I’ve also heard on the floor, from consumers, the best and worst as well.

The best experiences give people a reason to be excited about a winery. Often people visit 2-4 wineries on a trip, so the goal should be to stand out positively. Every tasting room is going to be pouring wine. That’s old hat. The memorable wineries are the ones that give their guests something more than just booze.

Advice for Wineries

I can not emphasize enough the importance of making sure you have a great staff working your tasting rooms. Pay the good ones well and work like hell to retain that talent. They are truly the difference between bringing home the bacon or burning it to a crisp.

I can’t count how many times I recommended a wine only to have a customer recount a bad tasting room experience that they (or friends and family) had. Even if it was several years ago when the winery was owned by someone else, it was a non-starter.

If I started a winery, I would take this Maya Angelou quote and frame it in my tasting room.

I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel. — Maya Angelou

#4 Published Media “Best of…” lists and Wine Competition Awards

My last retail holiday season was 2017 but I remember it quite well. This is when all the “Top Wines of the Year” and “Best of….” lists come out. It seems like every newspaper and magazine publishes some year-end compendium.

For retailers, these lists are both blessings and a royal pain in the ass. They’re easy sales because consumers come in ready to buy and you can fill their basket in 3 to 5 minutes—that is, if you happen to have the exact wine and vintages. The pain in the ass comes from nearly all these lists featuring wines of limited availability (sometimes even winery-only) or from a vintage long sold out.

Advice for Wineries
Photo by Wine Enthusiast Magazine. Uploaded to Wikimedia Commons under CC-BY-4.0

Customers coming into a wine shop with an actual print copy of a wine magazine is becoming rarer and rarer.

I ranked this one #4 but it could have easily been #5. The influence of traditional print media is certainly fading. When I first got into retail, I would almost weekly have customers coming in with the latest copy of Wine Spectator or the local newspaper critic’s column. Now it seems mostly concentrated on these year-end lists.

I’ve also noticed that the clientele that actively uses these lists skew older as well. Again, only anecdotal, but I suspect that the influence of these media sources will only continue to wane with the growing prominence of Millennials and Generation Z in the market.

Likewise, I see less excitement and influence surrounding wine competitions every year. But there is still some fight in the old girl. Personally, I don’t think they should have much any influence but people like shiny things. Wine competitions dish out lots and lots of shiny things.

For my own winery, I would still be entering competitions and sending samples out to the traditional print media. However, I wouldn’t put all my eggs in these baskets and focus more on the top #1-3 influencers above.

But you ultimately can’t discount the easy sales that a winery can get with prominent list placement. Nor can you downplay the influence that even a silly bronze medal sticker has in making a wine stand out on the shelf.

#5 Wine Apps

Wine apps with Yelp-like rating systems are another thing that I think shouldn’t hold much influence–but they do. As I described in my post Naked and Foolish, I think these apps are incredibly gameable and ripe for misuse.

My apprehensions aside, I realize that wine consumers (particularly the younger set) are downloading and using them. It’s not yet a considerable quantity, hence my #5 ranking, but it is growing. Before I left retail, I would see maybe a handful of customers a week whipping out their phones and scanning bottles to see how many “stars” something got. I can only expect that number to increase.

Advice for Wineries
Wine Searcher screen grab

While not necessarily a rating app itself, I often saw consumers on the floor using WineSearcher to check prices and critic scores.

While I doubt that wine apps would ever supplant the top 3 influencers, it is nonetheless a Bacon number 1 influencer that shouldn’t be ignored.

At the very least, I would recommend that wineries download these apps and pay attention to what scores their wines are getting from consumers. For small wineries that aren’t likely to get many inputs, it is probably not a bad idea to upload nice pictures of your labels. That way when someone is searching for your wines they can find them more easily.

I would avoid the temptation to add your own ratings and take part in the easy gaming of these apps. But that’s just me.

#?? Recommendations of Wine Stewards/Sommeliers

As a steward on the floor with face-to-face contact with consumers, I carried a Bacon number of 1. But how influential I truly was depended on a lot of factors. This makes it difficult to give a blanket ranking on how influential stewards (and in the same vein, sommeliers) really are.

For customers that I interacted with often and built a relationship, my influence would be only behind that of the #1 influencer–family and friends. I earned trust by learning their palates and backing up my recommendations with my knowledge.

But more broadly, my influence probably fell in the #3-5 range depending on the consumer’s personality (i.e. willingness to seek out a recommendation) as well as their past experiences with other stewards and wine shops. It’s very easy for a consumer to feel burned by a bad recommendation that they received one time, from one person, and then be skeptical about any recommendations they get–from anyone.

The hiring prowess and training programs of a wine shop/restaurant have an immeasurable impact on how influential their stewards and somms will be.

Advice for Wineries
Picture with Jean Triaud of Ch. Gloria

A pic from my retail days where I had a chance to meet Jean Triaud, the grandson of Ch. Gloria’s founder Henri Martin.
Trying the wine was nice, but I was able to introduce many more consumers to Ch. Gloria’s wines through the stories and insights that Jean shared.

After family and friends, wine stewards and sommeliers have the potential to be the second most potent influencer selling your wine. I would give the nod to a winery’s own tasting room staff vis-à-vis, but when you add up how many people visit your tasting room versus the numbers that visit wine shops and restaurants, the potential is higher with the latter.

It is undoubtedly in a winery’s best interests to influence these influencers. These are the folks that are in the trenches presenting your wine to consumers. They have the potential to move far more cases of your wine than a blogger like me ever will do.

But it is not just about getting wine stewards and sommeliers to try your wines. Keep in mind that they’re likely getting samples, trips and other perks from dozens upon dozens of other wineries.

You need to sell them on what makes your winery unique and distinctive, just like you do to a consumer face-to-face. Successful wineries reach out to wine stewards and sommeliers and give them tools (great stories, behind-the-scenes insights, etc.) that they can share to the thousands of consumers they interact with yearly.

I’m not saying that bloggers and social media influencers have zero influence, though.

I don’t want to come across as slamming my fellow bloggers or denigrating their efforts. I know we’re all working hard to make original and useful content that people will want to read. Believe me; I feel the same flutter of excitement and gratification looking at page views and subscription numbers as you do.

But the truth is, is that we are, at best, Bacon number 2s when it comes to the true reach of our influence. We have some influence, but it is quite limited.

We can contribute content that shows up on Google searches when an already engaged and intrigued consumer looks for more info on a wine. Indeed, this is the area where we probably exert the most influence which is why creating original and compelling content is critical.

But that audience of actively engaged consumers is still relatively small. And those prospective consumers needs to be initially “engaged” by something else before they start searching–often by things in the Bacon number 1 realm like sommeliers and wine stewards.

Photo from Renee Comet of the National Cancer Institute. Uploaded to Wikimedia Commons under PD-author

Engage bacon is by far the most influential bacon.

Now bloggers and social media influencers can certainly influence those sommeliers and wine stewards. Stepping back and thinking about my retail days, I most certainly read blogs and got intrigued by wines.

However, when I step back further and look at the blogging and “wine influencer” scene–when I look at what I’m doing–I realize that we are mostly just influencing ourselves.

Spend any amount of time scanning the comments and likes on Instagram of notable wine influencers and you start seeing a pattern. Take a look at the retweets and replies on Twitter as well as the various #winechat hashtags and you see a similar pattern.

It’s the same people talking to each other.

Now, truthfully, that is great because this is a community that abounds with terrific friendships. One of the most edifying results of attending the Wine Bloggers Conference was meeting fellow bloggers that I could geek out with.

But we can’t mistake shared passion for influence.
Photo by J.Dncsn. Uploaded to Wikimedia Commons under CC-BY-SA-3.0

Non-engaged bacon.
This is how I view my blog posts. They’re an ingredient that needs to be “cooked” before its sweet aroma influences anyone.

Wineries that invest hundreds, if not thousands, of dollars sending out samples to influencers are not getting their money’s worth. Especially compared to the return on investment they could get focusing on the Top 3 influencers I noted above.

Preaching to the choir will never bring people off the streets and into the pews. And getting people off the streets to check out wines is the whole point of marketing. It’s what wineries need to do in order to survive.

That is why when my good friends with wineries approach me about sampling their wines for review, I’ll accept them–but I’m not going to mislead them about my “influence.” I know that there are better ways that they could be spending their time and money.

And sharing that might be my real influence.

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Stop Scaring the Newbies — A Look at the Wine Hierarchy of Needs

While I greatly enjoy his philosophical pondering on his Edible Arts blog , I couldn’t disagree more with Dwight Furrow’s recent post decrying “Bad Advice for Novice Wine Drinkers”. The offending guidance is to drink what you like because “If you like it, it is good”.

Furrow dislikes that approach because he feels it curbs a desire to learn more about wine and expand horizons.

The slogan assumes that there is nothing beyond your merely liking something that accounts for its quality, nothing more to be discovered and nothing more to be enjoyed. Thus, if you endorse this claim you have no reason to recognize the limitations of what you like or search for something better. It is a shame to encourage such an attitude in novice wine drinkers. — Dwight Furrow, Bad Advice for Novice Wine Drinkers, 12/13/2018

Furrow errs in two regards here.

For one, there are a lot of drinkers who will never expand beyond simply drinking what they like. They will never develop a desire to want to learn more. Nor will they ever care to think about the quality of what they’re drinking. While that can be a shame, it’s only a shame to us–the Winos who want more from our wines.

We are the ones shedding the tears of shame at all the things we feel our fellow wine drinkers are missing–not the newbie that is happily content sipping on Apothic Brew.

The second area that Furrow overlooks is that of internal inertia or motivation. The novice drinkers who are destined to explore and expand their horizons will feel that inertia on their own. They don’t need “gentle coaxing”–especially not in the form of telling them that what they’re currently drinking is crap.

My outlook on this is shaped by Maslow’s hierarchy of needs which we can adapt to the motivation and growth of wine drinkers.

Image source https://medium.com/@crypto_maven/bitcoin-maslows-hierarchy-of-needs-7bf1be0a366c

Original image from Bitcoin & Maslow’s Hierarchy of Needs. Drawing by Kenneth buddha Jeans with text added.

A Wine Hierarchy of Needs

Our motivations as wine drinkers are not that dissimilar from our motivations for everything else in life. There are basic needs that enjoying wine can fulfill as well as the potential for more emotional and intellectual satisfaction.

There are other benefits to viewing wine drinkers through Maslow’s pyramid. You get a sense for the breadth of each level. The Winos among us would love for everyone to get the same enjoyment with wine that we do. Yet, while we want to share our geeky connoisseurship, most people are going to plateau before that. Most wine drinkers find their needs met at other levels.

The problem comes when we try to put expectations and judgement on the motivations of people who are at these different levels. When we expect newbies who are driven by safety or physiological motivations to “know better” or at least want to know better, we’re not educating them. We’re not helping them to “master” their current level and potentially move on to the next.

If anything, we’re scaring them back to the comforts of what’s familiar and giving them little desire to want to associate with wine or “wine people”.

To really educate and appeal to wine drinkers at all levels, we need to understand where they are in their journey and what is motivating them.

Physiological – I want to drink wine with food or for my own pleasure.

This is where everyone starts–even Fred Dame, Jancis Robinson and Robert Parker. Everyone first approached wine as something to drink. We may have been introduced to it on the dinner table with family or in a red solo cup at party.

Photo by Arnaud 25. Uploaded to Wikimedia Commons under CC-BY-SA-3.0

Or as god knows what mixed into a sangria.

It was an accompaniment to something–whether it be a meal or a moment–and likely we did not give much thought to what was in the glass.

For a lot of people who drink wine, they will never go beyond this level. Wine will still be “foodstuff” to have at the table like it’s been in Europe for centuries. Or it will be “booze”, something to give a warm buzz that is more flavorful than beer and doesn’t hit as hard as a cocktail.

But there will be people who begin paying attention to what is in their glass. The first serious question that they’ll ask will be “Do I like this?”

Safety – I don’t want to buy something I’m not going to like.

When a wine drinkers starts to think about what they like and don’t like in wine, they become motivated by “safety”. They don’t want to waste their time, money or pleasure drinking things that they don’t enjoy.

Photo by mari. Uploaded to Wikimedia Commons under CC-BY-2.0

The best education that sommeliers and wine stewards can give newbies at this level is help with language to explain what they like or don’t like in a wine.
This is NOT the level to be “educating” them on good tastes vs bad.

These drinkers might not have the language to explain what they like but they eventually notice patterns. They might not like the “bitterness” or “sour” flavors of tannins and acid. Instead, it could be the siren songs of residual sugar and “smoothness” that beckons them.

This is the stage where newbies often get the scorned advice to “drink what they like”. But the idea is not to stunt their growth or education. The idea is to keep them enjoying wine and to not get turned off or intimidated.

If we start trashing their tastes and enjoyment, we slam the door shut on the next level of motivation before the newbie even get’s a chance to peek inside.

Belonging – I want to go wine tasting and travel to wineries with friends.
Photo by U.S. Department of Agriculture. Uploaded to Wikimedia Commons under CC-BY-2.0

The tasting room not only gives wine drinkers a sense of social belonging, but also exposure to different wines that they may end up liking.

Wine is a social beverage. It brings people together. But it can also push people away.

If we scare newbie drinkers into doubting themselves–into thinking their tastes are bad–we send the message that they don’t belong. We give them no motivation to continue exploring.

Yet for the people that reach this stage, there is internal inertia that exposes them to other horizons. Wine drinkers that enjoy wine enough to want to share it end up meeting fellow wine lovers. They begin seeing a world beyond their own experiences. They’re introduced to other wines that people enjoy and, perhaps, find their own tastes broaden.

Most importantly, here is where the seeds of education that us Winos so desperately want to sow can finally be planted.

Esteem – I really want to learn more about wine.
Photo by GoodWineUnder20. Uploaded to Wikimedia Commons under CC-BY-2.0

The motivation of esteem for wine lovers can lead them to want to attend wine classes and seek out various certifications.

This is where we get the audience of wine drinkers who can understand Furrow’s (very valid) point that “Discovery, learning, and insight ultimately depend on evaluation.

They begin to realize that there are quality distinctions between wine. There are reasons why a great Burgundy cru is more sought after than something like Meiomi or Mark West.

They might not at first recognize all the reasons behind those distinctions–terroir, viticulture and winemaking–but they at least have a sense of its existence.

These are the people that seek out blogs like Edible Arts and SpitBucket to read. However, while I’m sure Dwight would love to see his readership grow as much as I do, we can’t kid ourselves into thinking that this level of the pyramid is ever going to be as large as the preceding levels.

There will always be people whose motivation with wine “caps out” at other levels. There will always be people that find wine’s fulfillment of their physiological, safety and social belonging needs is enough.

And, honestly, that is perfectly fine.

Self-Actualization – Wino

I think that there is a fear that if “good quality” wine is not being appreciated by the masses, then these wines are going to be harder to find. There is some validity to that fear because wine is, after all, a business. Wineries need to sell wine to survive. For small family producers, especially, the quest to eek out a living is fraught with challenges.

Bob Betz

The realm of “Winos” is not limited to just sommeliers, stewards and bloggers.
There will always be high quality wine to enjoy made by Winos, like Bob Betz, who are motivated by a need to share their passion for wine.

I get that. This is why I pick up the same banner of education as so many sommeliers, wine stewards and bloggers like Dwight Furrow do. It’s part of being a “Wino”.

However, even though this tip of the pyramid reflects only a tiny segment of the masses, it is still populated by a lot of crazy folks. Folks who are willing to devote their lives to crafting high quality wine that they not only want to drink but also share.

These are the people who don’t get into winemaking to make a fortune selling to the masses.

Instead, these winemakers do it because once you reach the motivation of “Self-Actualization”, of realizing who you are and what you’re passionate about, the next step of “Transcendence” is about sharing that part of you and positively impacting others.

Let the newbies drink what they like and let them grow if they want to.

But it’s okay if they don’t grow. It’s okay if they’re happy and content with where they are and what they are drinking.

Rather than fretting, give a toast, instead, to the joy of every wine drinker getting their needs met.

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Playing the Somm Game in Vegas

“Unicorns aren’t real, but the house advantage is.”

I just got back from a weekend in Las Vegas where I lost far more than I care to admit at the casinos.

Growing up in St. Louis with church bingo and riverboat casinos, I will always have soft-spot for the gambler’s heart.

But man does it suck losing.

However, as I’ve gotten older I’ve found one game that I love playing in Vegas where I’m a sure bet to come out a big winner–the Somm Game.

How to Play

It’s a simple game. You go to a nice restaurant with a thick, Bible-size wine list.

Give the sommelier your budget, what food you are ordering, let them know you are open to anything and then let them take it from there.

That’s it. That’s the game and the payoff is almost always better than anything you’ll find at the tables or slots.

Why the Somm Game works

First off, your objective is to have a great dining experience. You know who else shares that same objective? The sommelier. Their entire job is to give you a memorable experience so the house odds are already in your favor.

Just like I’m sure you perform best at your job when your clients let you do your thing, so too do sommeliers really get a chance to shine when you simply trust them to do what they are trained to do—which is far more than only opening bottles and pouring them into decanters.

And *spoiler alert* sometimes they have bottles like this just “lying around”.

Sommeliers are professionals and many have spent years honing their craft, studying, tasting and traveling the world of wine. With certification programs from the Court of Master Sommeliers, Wine & Spirits Education Trust, International Sommelier Guild and the like, the quality of wine education in the industry has never been higher. Why let that advantage go to waste?

And it is an advantage–one that even the most savvy and experienced wine drinkers don’t readily have.

Look I know my fair share about wine. I can open up a wine list and recognize most every name and region on it. I can hold my own rattling off producers, soil types, grapes varieties and facts. But I’ll tell you what I don’t necessarily know—how everything on the list is drinking now and what exactly will pair best with the particular flavors of the chef’s cuisine.

No matter how much a person knows about wine, the odds are that the sommelier team knows their own list and their own food at least a little bit better than you do. Especially at a restaurant with a good wine program that involves frequent tastings and pairing exercises, they’re going to have a leg up on you with what is drinking great right now and is pairing well.

“But Amber, I don’t want to get ripped off by restaurant mark ups!”

Okay, I know restaurant mark ups can be painful to swallow. Believe me, it’s even tougher when you’ve been in the business and know intimately what the typical wholesale and retail prices are of the wines you frequently see on wine lists.

But here’s the beauty of playing the Somm Game and trusting the sommelier to make the wine picks—most likely you’re going to avoid getting the crazy mark up wines and instead get the gems that the sommeliers themselves would pick for their own dinners.

By trusting the sommeliers you are far less likely to get “ripped off” by markups than you would be ordering on your own. They don’t need to sell you the crazy high mark up wines because your fellow diners are already buying those wines and paying the “Ego Tax” on them.

The “Ego Tax”

General rule of thumb–if an average wine drinker would recognize the name on a wine list then you are probably going to pay an “ego tax” ordering it.

Restaurants are businesses and all businesses aim to make a profit. With margins on food being so tight, it naturally falls on the beverage side of the business to earn healthy returns.

In the wine industry, there are certain well known brands that restaurants know will sell off their wine list without any effort. These are your Jordan, Caymus, Rombauer, Veuve Clicquot, Dom Perignon, Opus One and Silver Oak type wines of the world.

There is no need for effort because wine consumers will order these wines on their own as frequently these are the only names on the list they recognize. Often their ego (either hubris or an irrational fear of looking helpless) keeps them from seeking the sommelier’s assistance so they retreat to the comfort of a known quantity.

But these “known quantities” are often the highest marked up wines on the entire list!

That hesitance to relinquish control and trust the sommelier to guide you out of the realm of the “the same ole, same ole” is not limited to just “regular wine drinkers”. It hits folks who “know wine” and have been around the industry. I mean come on! We don’t need help. We know how to order wine and what’s good!

And that is why restaurants make bank off of the “Ego Tax”.

Which is fine, I suppose, if you are living off an expense account and paying with someone else’s dime. But most of us in the real world aren’t expense account dandies so it’s pointless to be paying the “Ego Tax” when all we’ve got to do is trust the somm and have some fun.

The Somm Game in Action

When I play the Somm Game, I start by introducing myself as a wine geek and telling the sommelier that all I want to do this evening is “geek out” a bit. Sometimes in the conversation that follows I will mention my wine industry background but that is rarely brought up. My approach is to present myself as just a geek that trusts and respects the sommelier’s judgement and expertise.

I give them a budget and tell them that I’m open to anything–glass pours, half-bottles, full-bottles. I recommend going a little higher in your budget than you would usually give yourself for ordering a single bottle because the more flexibility you give the somms, the more fun you can have. Trust me, it will pay off dividends.

I share with them what food I’m ordering–again emphasizing my openness in going with whatever the sommelier thinks will work best whether it be glass pours for each course or half/full-bottles, etc.

Then I sit back and have fun.

This weekend I had the opportunity to play the Somm Game at two restaurants–Lago by Julian Serrano at the Bellagio and at Aureole by Charlie Palmer at Mandalay Bay. Both restaurants have tremendous wine programs overseen by Master Sommelier Jason L. Smith, Executive Director of Wine for MGM Resorts International, and Mandalay Bay Director of Wine Harley Carbery.

When playing the Somm Game, it helps to increase your odds by playing with a stack deck.

Lago

At Lago, we were served by head sommelier Jeffrey Bencus, an Advance Sommelier who is on the cusp of achieving his MS. Talking with him, we found out that he has separately passed his theory and tasting exams for the Master Sommelier certification–just not within the same testing cycle.

On my own, when out for a nice dinner I usually aim for a bottle in the $250-300 range so I gave Jeffrey a budget of $350 and laid out the perimeters above. I told him we were geeks and opened to pretty much anything.

The style of cuisine at Lago is small plates so we started off with short rib cannelloni and red wine risotto.

These were red wine heavy dishes but we were delighted when he brought out a half bottle of 2015 Jean-Philippe Fichet Meursault.

Granted, coming from the tremendous 2015 vintage this wine was already playing with a full house.

With plots in the enviable “second crus” of Les Chaumes de Narvaux (upslope from the Premier cru vineyards of Les Bouchères and Les Gouttes d’Or) and Le Limozin (flanked by 1er crus Les Genevrières and Les Charmes) as well as 65 to 75+ year old vine plantings in Les Clous and Les Criots, this village-level Meursault was delivering premier cru quality pleasure.

Textbook Meursault with subtle butteriness, hazelnuts and that liquid-rocks minerality that makes this place so special for Chardonnay. I don’t remember what the restaurant price was, but the Wine Searcher Average for the 2015 was $65. Well worth finding.

The following course was Italian sausage skewers with red pepper sauce and a filet with a Gorgonzola demi-glaze. Originally Jeffrey was thinking a classic 2012 Brunnello di Montalcino but decided to geek it up more for us with a 2012 Mastroberardino Radici Taurasi from the legendary Campanian producer. I was quite familiar with Mastroberardino and their flagship Taurasi but my initial instinct was that a 2012 would be far too young.

But, again, here is where a somm’s expertise and experience with their own wine list pays off.

With nothing more than a splash decant the Radici was absolutely singing with the savory floral and spicy undertones of Aglianico complimenting not only my steak but also my wife’s Italian sausage with its sweet roasted red bell pepper sauce.

Black olives and black fruit with a long savory finish. A masterful wine from Mastroberardino that was drinking surprisingly well for a young Taurasi.

The Wine Searcher Average for this wine is listed at $47 but that is skewed a little by some discount Hong Kong retailers. In the US, it is far more common to find it retailing for $55-60.

For dessert we had a creme brulee and citrus cannoli and boy did we hit the jackpot with the Somm Game!

My wife and I were flabbergasted when Jeffrey brought out a tiny 187ml split of 1993 Château Pajzos Tokaji Esszencia.

I don’t think this wine was even on the wine list!

While I’ve had Tokaji several times, this was my first experience trying an Esszencia because of how rare (and expensive) it is. Made from the free-run juice of dried botrytized grapes, residual sugars can go as high as 85% and take over 6 years to ferment because of how sweet and concentrated it is. Tokaji Esszencia is truly one of the wonders of the wine world.

This wine was the #3 ranked wine on Wine Spectator’s Top 100 list in 1998 and was described as “a perfect wine” with 100 pts from Robert Parker.

And it was just….wow!

I think I finally found a wine that broke my mental 94 point barrier. It’s been over four days since I had this wine and I can still taste the amazing concentration of liquid figs, honey, cognac and lingering spice.

Folks….this is a WHITE wine!

Incredibly difficult to find retail due to its limited supply (only 165 cases made), the Wine Searcher Average for a 500ml of the 1993 Pajzos Esszencia is $698.

A stunning treat and life-long memory.

All together, the three wines were well around our $350 budget. As we were finishing up dinner while savoring that amazing Esszencia, I noticed the table next to us had ordered a bottle of 2006 Opus One which was $995 on the Lago’s restaurant list.

While I’m sure they enjoyed that bottle of Opus fine enough, I can’t help but think that we came out WAY ahead in our wine and food pairing experience by paying around a third of what they did.

Heck, all three of the wines we had which included one 375ml half bottle, one 750ml bottle and one 187ml split was less at restaurant mark-up than what one single bottle of 2006 Opus One averages at retail price.

That folks….is winning big with the Somm Game.

Aureole

The next night we visited Aureole at Mandalay Bay where we rolled the dice for the Somm Game with Kyran O’Dwyer, an Advance Sommelier since 2006.

While Kyran didn’t have an extra 187ml bottle of an uber-rare wine lying around, he had his own ace up his sleeve and delivered a remarkable and personalized experience that far exceeded our expectations.

We didn’t finish this bottle till just before dessert and it paired exquisitely with every dish we had.

Giving him the same $350 budget, the first roll came up sevens when he brought out a perfectly geeky Champagne–the Drappier Quattuor Blanc de Blancs featuring some of the rarest grapes in Champagne.

A blend of 25% Arbane, 25% Petit Meslier, 25% Blanc Vrai (Pinot blanc) and 25% Chardonnay to round it out, the wine was aged 3 years on the lees before being bottled with a dosage of 4 g/l. The Wine Searcher Average for it is $61 but most retailers in the US have it closer to the $120 release price noted by Wine Spectator. However it is incredibly difficult to find with most retailers (like K & L) getting less than a couple cases.

But oh is it worth the hunt!

This is a “unicorn Champagne” like the ones I’ve been on the prowl for since I finished reading Robert Walters’ Bursting Bubbles. High intensity aromatics that continually evolved in the glass with a mix of citrus lemon custard and orange blossoms with some creamy creme brulee action. Exceptionally well balanced between the creamy mousse, racy citrus notes and dry dosage, the long finish brought out intriguing salty mineral notes that lasted for several minutes after you swallowed.

For appetizers my wife got a black garlic Cesar salad while I had the foie gras du jour–which was seared foie gras with a balsamic berry reduction paired with a French toast concoction that had the chef’s homemade nutella filling. While we enjoyed the Champagne, he gave us each an additional 2-3 oz “taster pour” of the 2014 Braida Brachetto d’Acqui to go with the foie gras.

The wine was lively and fresh with ample acidity to balance the sweetness.

A seriously good sweet wine worth geeking out over.

The wine tasted like you were eating ripe strawberries picked straight from the bush. In a market flooded with Moscatos, Roscatos and Stella Rosa, sweet wines often get a bad rap as overly simple but tasting a wine like the Giacomo Bologna Braida Brachetto d’Acqui is a great reminder about how joyful and delicious “simple sweet wines” can be. At a retail average of $18 a bottle, it is also a great deal for folks wanting to trade out of the same ole, same ole for something new to try.

For dinner I had braised short rib ravioli with a smoked tomato cream sauce while my wife had one of the most delicious vegetarian lasagnas that we had ever tried. It must have had at least 20 layers of fresh pasta, butternut squash, sage, spinach and mascarpone. My ravioli was great but her lasagna was outstanding.

Of course, these dishes were quite different and not necessarily the easiest to pair with the same wine. Truthfully, on my own, I probably would have “wimped out” and took the easy route of ordering a village-level Burgundy with the thinking of acidity for my tomato cream sauce while some earthiness could play well with the lasagna without being too big or tannic. Not a perfect pairing but a serviceable one.

But Advance Sommeliers do not settle for serviceable.

One of the tell-tale signs of a good restaurant wine program is when the wine list has gems like this Portuguese Douro on it. Few people are savvy enough to recognize or order them but the sommeliers know what’s up.

Instead, Kyran surprised me with a 2012 Prats & Symington Post Scriptum de Chryseia from the Douro. I was already very familiar with the Symington family’s stable of Port houses like Cockburn, Dow, Graham, Warre and Quinta do Vesúvio but wasn’t aware of this particular Douro red wine label.

A blend of 53% Touriga Franca, 45% Touriga Nacional and 2% other Portuguese varieties, the wine was remarkably “St. Emilion-like” with a beautiful mix of blue flowers, dark fruit and savory baking spice notes on the nose. Far from being “too big” or “too tannic” for the vegetable lasagna, the wine was beautifully balance with juicy medium-plus acidity and velvety medium-plus tannins.

If this was a blind tasting and I pegged it as a St. Emilion, I would have been expecting it to be in the $45-55 range retail for a bottle. But here is where the savvy of a good sommelier comes into play because this absolute gem of a wine from a very underappreciated region is a total steal at around $26 a bottle retail.

The wine list price for this bottle was $67 which, compared to the usual 3x retail mark up common in the industry, was a great deal in its own right. Frankly, you would be hard-pressed to find a better bottle than this on most restaurant’s wine lists for less than $80.

We would have been more than happy with only this bottle for both our main courses.

But, again, Kyran when above and beyond as he brought my wife out a glass pour of the 2015 Domaine Laroche Vielle Voye Chablis to compliment her vegetarian lasagna. Sourced from 70+ year old vines, this village-level Chablis way over delivered and is another great value at $36 a bottle (and probably a $20-25 glass pour, at least).

The wine….they just kept coming!

Then for dessert my wife went with a blood orange creamsicle parfait while I ordered a maple brown butter creme brulee (my favorite dessert if you haven’t guess yet). Once again Kyran decided to individualize the pairing for us with my wife getting a glass of the 2008 Jackson Triggs Vidal Ice Wine from Niagara that was chock-full of orange blossoms and apricot notes while I got a 2011 Kracher Beerenauslese from Burgenland that had amazing lightness in the mouthfeel despite its rich concentration.

And coming…..
Like a hot slot machine.

With Wine Searcher averages of $93 and $61 respectively, my wife and I rarely buy full bottles of dessert wines because we never finish them. For us, it’s worth paying a little bit of a premium to enjoy them by the glass pour at a restaurant with a nice dessert. Yet, I rarely ever feel like I am paying a premium compared to the amount of pleasure I’m getting with the pairing.

With an end total of 2 bottles, 3 glasses and two taster pours over the course of a fabulous dinner with a personalize touch made this another jackpot win for the Somm Game. There is truly no way that I could have spent my money better that evening than just letting Kyran run the table with his fantastic pairings.

That is the beauty of the Somm Game.

Yes, it’s still gambling

And the house is going to get its share.

Of course, I could have likely bought (assuming I could even find them) bottles of the wines I had at each dinner for less than $350 on the retail market but that’s the same truth when comparing the cost of the food ingredients if you cooked the meal at home versus what you paid at a restaurant for a dish.

No one should approach the Somm Game or buying wine at restaurants with the perspective of beating retail prices. It’s never going to happen. These restaurants are businesses with overhead and staff that deserve to be paid living wages and benefits.

I’m not advocating the Somm Game as a way of “beating the house” though I do wholeheartedly endorse it as a way of getting the most out your money and having a kick-ass experience.

There is really not a dollar amount that you can put on your own personal pleasure or the joy of trying something new.

You “come out ahead” when you end up getting more than you expected with a tremendous evening of great wine, great food and great memories that happened just because you let the professionals do the very thing that they are really good at doing.

No, there is not guaranteed 100% success each time you play. Sometimes you may be at a restaurant that doesn’t have a serious wine program with trained sommeliers. Sure you can still roll the dice but, as with all forms of gambling, there is always a chance you will crap out.

I recommend checking out the wine list and asking questions of the staff to get a feel if this is the type of place that is worth playing the Somm Game at.

But in Las Vegas, with its high density of outstanding restaurants and sommeliers, I’ve found no surer bet.

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The Magic Beans of Wine

Sometimes it is a journey to find a good bottle of wine

Sometimes it is a journey to find a good bottle of wine

One of my favorite links that I check almost daily is the news article aggregate of Wine Business Monthly. It’s a nice one page purview of what’s going on in the wine world. On one visit to the site, my eyes fell upon the click-bait title 10 Words To Look Out For On Affordable Wine Bottles. I clicked on the article and clicked and clicked and clicked some more (The Drink Business loves the slideshow format) and now my head hurts.

To save you the clicking, here are the 10 magical words (or, more accurately, phrases) that Business Insider and Jörn Kleinhans, owner of the The Sommelier Company, promises are virtually silver bullets that will help you bag high quality wine at affordable prices.

1.) ‘Classico’ on a Chianti
2.) ‘Riserva’ on Italian wines like Barolo or Chianti
3.) ‘Gran Reserva’ on a Rioja
4.) ‘Old Vine’ on a Spanish Grenache or California Zinfandel
5.) ‘Cru Bourgeois’ on a Bordeaux
6.) ‘Meritage’ on a California Cabernet Sauvignon
7.) ‘Trocken’ on a Riesling
8.) ‘Premier Cru’ on Burgundy
9.) ‘Cru’ on a Beaujolais
10.) ‘Grand Vin’ on a Bordeaux (Bordeaux Geeks who really want a belly laugh should just jump to this slide right now)

The issue is not that these are “silly words” or that there is not any benefit in learning what certain key phrases mean on wine labels. Quite the opposite. These are actually extremely helpful words and phrases that would be in Chapter One of any wine book titled How to Know Just Enough to Be Dangerous. However, it is beyond ludicrous to present these words as the secret code crackers that help you “navigate your way to an exceptional bottle of wine.”

Label uploaded by 	California Historical Society to Wikimedia Commons under no copyright restrictions

A full-bodied yet “light” wine between 12-14% made from who knows what.


I understand how alluring the thought is of magical words that only the wily and the wise know which, when whispered to you, opens up the gate to all the gems hidden in plain sight on wine shelves and wine lists. But there are no “magical words” in the world of wine and peddling a list like this as click bait to readers is like selling magic beans to Jack.

“Well, Jack, and where are you off to?” said the man.

“I’m going to market to sell our cow there.”

“Oh, you look the proper sort of chap to sell cows,” said the man. “I wonder if you know how many beans make five.”

“Two in each hand and one in your mouth,” says Jack, as sharp as a needle.

“Right you are,” says the man, “and here they are, the very beans themselves,” he went on, pulling out of his pocket a number of strange-looking beans. “As you are so sharp,” says he, “I don’t mind doing a swap with you — your cow for these beans.”

“Go along,” says Jack. “Wouldn’t you like it?”

“Ah! You don’t know what these beans are,” said the man. “If you plant them overnight, by morning they grow right up to the sky.”

“Really?” said Jack. “You don’t say so.”

“Yes, that is so. And if it doesn’t turn out to be true you can have your cow back.”

Now those who remember their childhood tales will know that those beans were, indeed, magical and the old man wasn’t necessarily lying. Planting the beans did produce a stalk that grew straight up to the sky. He just forgot to tell Jack about a few giant details that ended up causing, you could say, a few problems for the lad.

The same is true with this list. Jörn Kleinhans, the wine expert behind the list, isn’t necessarily lying in that knowing these phrases will be helpful in selecting good bottles of wine but he’s overselling it in his simplicity (i.e. “Wine that is only labeled Chianti is usually not very good. If you see ‘Chianti Classico,’ that is always a good wine.”) and leaving out some giant details that could end up leading you to A LOT of not-so-enjoyable bottles of wine.

Moral of the Story (TL;DR version)
Don’t be fooled by the promise and simplicity of magic beans. There’s ALWAYS more to the story. If you’re happy with that, you can stop reading now and start surfing Netflix for Jim Henson’s adaptation of Jack and the Beanstalk: The Real Story. But if you want to plant these magic beans, we can take a deeper look at this list and mine out the key details that will give you a better chance of finding the right wine for you the next time you’re at a wine shop or looking at a restaurant’s wine list.

1.)‘Classico’ on a Chianti
The assumption: “Wine that is only labeled Chianti is usually not very good. If you see ‘Chianti Classico,’ that is always a good wine.”

Photo by vpagnouf. Uploaded to Wikimedia Commons under CC-BY-SA-2.0

Some of these may be good, some not so good but they are all from the same Chianti Classico region.


Err….no: Chianti Classico is just a region like Napa Valley. Just as there are “good” Napa Valley wines, there are also “bad” Napa Valley wines. The same is true with Chianti Classico. Looking for a region alone on the label is never a winning strategy. Now, yes, there are some slightly more restrictive laws regarding yields, aging and blending (such as the fact that white wine grapes are no longer permitted in Chianti Classico). And, yes, you can make a fair argument that the terroir of the “Classico” zone of Chianti is better than the larger Chianti area–just like you could make a fair argument that the terroir of the Rutherford AVA is better than the larger Napa Valley AVA.

BUT… good producers make good wines in a variety of terroirs and many of those more restrictive laws of Chianti Classico, such as lower yields and not using white grapes in the blend, are followed by quality minded producers in the greater Chianti area anyways. In fact, from many producers you’ll see offerings of both a Chianti and a Chianti Classico. The difference will often not be in the quality of the grapes and winemaking but rather in the use of oak and aging with the Chianti bottling often being more fresh and fruit driven, meant to be consumed younger and usually with food. That’s not a bad thing if that is what you want.

What you should do instead: Ask about the producer. Again, good producers make good wine and they rest their reputation on every bottle that is labeled with their name–whether it be on a Chianti or a Chianti Classico. If you are just looking for a fresh and easy drinking Chianti to go with a dinner, you don’t necessarily need to spring a couple extra dollars more for the Classico if a good producer’s Chianti is available.

2.) ‘Riserva’ on Italian wines like Barolo or Chianti
The assumption: “This term indicates the winery has full confidence this wine has high potential and shows their best quality. Since the term is regulated in Italy, a riserva is always better than a non-riserva and is an important word to look for in Italian wines.”

Err….no: I’m going to do a shout out here for one of my favorite wine books, Peter Saunder’s Wine Label Language. Published in 2004, it does need to be updated in a few places but for the most part it does an awesome job of telling you exactly what the regulations are for different wines. In the picture below we see what distinguishes a Barolo Riserva from a regular Barolo.

img_9454

The difference is age before release. Yes, you can follow the logic that a winery will save their best plots and best barrels for the wines that they proudly will label as a “Riserva”. But that certainly doesn’t mean that if you are standing in front of two bottles, say a 2011 Barolo and a 2010 Barolo Riserva, that the 2010 Riserva will be the better bottle, right now. In fact, often its not. Often the reason why Riservas get more age is because they need it and may need even more aging beyond the release.

What you should do instead: Ask which wine is drinking better now. When making a wine purchasing decision, your focus should never be on getting the categorically “best bottle” (by whatever vague or subjective standard) but rather on getting the best bottle for you at that moment. That 2011 Barolo which was from a very good year may be at a point in its life where it will give you more pleasure drinking it now than the 2010 Riserva even though 2010 was an outstanding year. And remember, producer matters too. A good producer’s non-Riserva can easily beat a sub-par producer’s Riserva even in classic vintages.

Photo by	Michal Osmenda from Brussels, Belgium. Uploaded to Wikimedia Commons under CC-BY-SA-2.0

A gimmicky frosted bottle also isn’t a sign of quality either.


3.) ‘Gran Reserva’ on a Rioja
The assumption: “… you’re always looking for, without exception, the Gran Reserva,” says Kleinhans. “It means this wine has a strong oak flavour, the hallmark flavour of Rioja. It also guarantees this wine has been aged in oak for two years or more, and an additional three years in the bottle.”

Err….no: OMG NO! I’ll save for another blog post about the changing style of Rioja but most wine folks nowadays would say that the Reserva level (minimum 1 year in oak, 2 year in bottle before release) is more indicative of a winery’s “style” and consumers are flocking towards the fresher and more fruit forward styles of a lot of Crianzas (minimum 1 year in oak, 1 year in bottle) and Jovens (only a few months, if any, in oak).

What you should do instead: Pick the style that you enjoy. If you like oak, more dried fruit, spice and earthier flavors, then by all means, grab a Gran Reserva Rioja. There are definitely some great examples out there. But if that is not the style you like, then someone telling you that “without exception” you’re not getting the right bottle if it is not a Gran Reserva is dead wrong. The wines of Rioja are not monochromatic and I dearly pray that anyone who has so been lead astray with such horrible advice will give Rioja another chance and seek out some of the exceptionally well made Crianzas and Reservas out there.

4.) ‘Old Vine’ on a Spanish Grenache or California Zinfandel
The assumption: “The older a vine is, the smaller the grapes are and the more concentrated and jammy the flavour will be.”

Err….no: Well….kinda. Older vines have better means of naturally regulating the yield (smaller yield, not necessarily smaller grapes) and there is some relationship between yield and wine quality–though it isn’t so cut and dry.

One of my personal favorite Old Vine Zins is St. Amant Marian's Vineyard from Lodi. Assistant Winemaker Joel Ohmart (pictured with me) says that these vines, planted in 1901, still produce around 3.5 tons/acre of outstandingly spicy fruit.

One of my personal favorite Old Vine Zins is St. Amant Marian’s Vineyard from Lodi. Assistant Winemaker Joel Ohmart (pictured with me) says that these vines, planted in 1901, still produce around 3.5 tons/acre of outstandingly spicy fruit.

The problem is that the term “Old Vine” isn’t regulated anywhere. It could be applied to a 20 year old vines just as easily as 100+ year old vines. It could also be used to refer to a wine that may have been 60% sourced from 40+ year old vines with the rest supplied by 10-20 year old vines. It’s truly up to the producer (or marketing department) to decide what the term means.

What you should do instead: Ask about the producer. Find out the story about the wine and look for a vineyard name. Truly “Old Vine” wines will have a story behind them and a vineyard whose name the producers are usually quite proud to put on the label. Plus, in the US, vineyard designated wines DO have regulations that they need to follow in order to use the vineyard’s name on the bottle which includes having 95% of the wine sourced from just that vineyard.

5.) ‘Cru Bourgeois’ on a Bordeaux

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

You may or may not see the word “Cru Bourgeois” appear on a label because, again, the system is a mess. Your best bet is to talk to a knowledgeable wine professional and ask for a recommendation.


The assumption: “Those are the chateaus not allowed into the Grand Cru classification 150 years ago. Several outstanding chateaus were left aside, and nowadays these wines not labeled Grand Cru, but Cru Bourgeois, you can get at a great value. It’s the level right under the Grand Cru level people are paying thousands for.”

Err….no: Simply put, the Cru Bourgeois system is a mess. This will certainly be a fodder for another blog post in the future but the key thing that you should know right now is that the term “Cru Bourgeois” has been so diluted and devalued that many of the best estates in Bordeaux that could use the term, such as Chateau Lanessan, Ch. Chasse-Spleen and Ch. Sociando-Mallet, etc. have declined to do so.

What you should do instead: Ask about the producer. Are you noticing a theme? While there are certainly lots of outstanding values in Bordeaux beyond the fabled 1855 Classification, there is no magic silver bullet term that is going to make those values jump out at you. You can either figure it out by trial and error (which following this Cru Bourgeois magic bean would lead to a lot of the latter) or you can ask people who have already done the trial and error themselves.

6.) ‘Meritage’ on a California Cabernet Sauvignon
The assumption:“Relatively simple, but Meritage is a marriage of words between “merit” and “heritage,” and you’ll only ever find it on Bordeaux-style wines from California.”

Err….no: So. Much. Wrong. First I would encourage you to check out the Meritage Alliance page where you’ll find out that, No, California is not the only place that you’ll find “Meritage” wines from. Oh yes, there are Meritages being produced across the United States in places like Washington State, Virginia, Missouri and even Rhode Island. Also, a Meritage doesn’t even need to have any Cabernet Sauvignon in it. You can make a “Right Bank Bordeaux-style” Meritage of Merlot and Cabernet Franc or you could make a Carménère-Malbec blend (which sounds really cool) and call it a Meritage.

You can even get a Meritage made in Canada, such as this one from Burrowing Owl in the Okanagan region of British Columbia

You can even get a Meritage made in Canada, such as this one from Burrowing Owl in the Okanagan region of British Columbia

However, the main reason why this magic bean is bad advice is that the term Meritage is appearing less and less often on wine labels. That’s not because wineries are not making Bordeaux-style wines anymore but rather because fewer wineries are seeing the need to pay a group like the Meritage Alliance membership dues and trademark fees to use the term ‘Meritage’ when they can just come up with a proprietary name and sell it as a red blend.

What you should do instead: Walk into the Red Blend aisle or flip to that page in the wine list and, you guessed it, ask about the producer.

7.) ‘Trocken’ on a Riesling
The assumption: “In the US we often enjoy drier wines, and the Germans have a word for it: trocken,” Kleinhans says.

Err….no: Actually, the common knowledge in the wine industry is that Americans “talk dry but drink sweet” (another future blog post topic). This is why wines like Apothic Red and Menage a Trois are so popular. Even with noticeable sweetness, they are marketed as just “red wines” which most people assume are always “dry”. It’s also how Meiomi Pinot noir, with Riesling and Gewurztraminer blended in, became a $315 million dollar success. It was a subtly “sweet-ish” Pinot noir that Americans could happily guzzle down without even knowing that there was any residual sugar in the wine.

What you should do instead: Enjoy what you like! (Another reoccurring theme here) If you like sweet wines, wonderful! If you like Apothic, Menage a Trois and Meiomi, that’s fantastic. If you don’t, that’s fine too. There’s plenty out there for everyone. You don’t have to seek out a dry, trocken Riesling just because someone is telling you that is the better wine. Besides, one of the reasons why Riesling is the darling of sommeliers is that the interplay of the wine’s natural sweetness with its lively acidity is magical with food pairing. So knock yourself out.

8.) ‘Premier Cru’ on Burgundy
The assumption: ““With some luck you will find one under $25 and know with confidence you have a single vineyard, highly classified Burgundy rather than a lesser level,” Kleinhans says.”

Err….no: This magic bean isn’t horrible advice. But, again, it’s incomplete. For one, you can have a blend of multiple Premier Cru (or 1er cru) vineyards and still have it labeled as Premier Cru. Second, it is actually getting harder and harder to find good Premier Cru Burgundies under $25.

What you should do instead: The better bet for value is to look more for “Village-level” bottles from areas like Mercurey or even regional Bourgogne levels from outstanding producers. As the mantra goes, good producers make good wine. This will always be your safest bet.

9.) ‘Cru’ on a Beaujolais
The assumption:“These other so-called Cru Beaujolais, you know under $25 that you found a Beaujolais that is as serious and as good as many of the great red Burgundies.”

Err….no: I love Cru Beaujolais but I would never compare these to the “great red Burgundies”. That’s not the point of them as they are made from two different grapes. The Gamay grape used in Beaujolais lends itself better to fresh, floral and slightly spicy wine styles that can pair with a variety of food dishes. The Pinot noir of the “great red Burgundies” tend to show its best with more spice and earthy complexity that pair with heartier dishes.

What you should do instead: So, yes, discover Cru Beaujolais. They are so much better than Beaujolais Nouveau which is, sadly, the extent of most people’s experience with Beaujolais. But don’t try to paint them as something that they’re are not. It’s like appreciating the skill and talents of George Clooney without trying to paint him as Laurence Olivier. They both have their charms but they’re different.

10.) ‘Grand Vin’ on a Bordeaux

Some estates, like the First Growth Chateau Margaux, even make a "Third Wine" which in exceptional vintages like 2010 can be outstanding values. I was very excited to see this wine on the list of Goodman's Steakhouse in London.

Some estates, like the First Growth Chateau Margaux, even make a “Third Wine” which in exceptional vintages like 2010 can be outstanding values. I was very excited to see this wine on the list of Goodman’s Steakhouse in London.

The assumption: “The best berries of every vintage are selected into this wine — it’s not one of the leftover sell-offs. This is important because in many years in France, the lesser berries are very disappointing. Sometimes the Grand Vin is very expensive, but you can get many under $25.”

Err….no: Why in the world would they use a bottle of Chateau Latour (average retail price $792 a bottle) to illustrate this point, I have no clue. This slide kind of seems like it wants to be a continuation of the Cru Bourgeois tidbit from #5 but is even less useful. Yes, the Grand Vin is a producer’s “top wine” but that tells you nothing about the quality of the producer themselves.

What you should do instead: Ironically, the “leftover sell offs” that Kleinhans poo poos is often a great value. Rather than “sell off” the grapes, many high quality producers will make a Second Wine from lots that have been declassified. Different producers have different guidelines but the basic idea behind a producer doing this is that they only want to make a limited quantity of the Grand Vin, of which they want to be extremely selective in making sure that only the cream of the crop is used. This doesn’t meant that the declassified lots are “very disappointing”, they’re just not the very best. These second wines are still being sourced from many of the same vineyards and terroir of the Grand Vin and handled with the same amount of exceptional care and skill.

It’s like the difference between getting a ‘A+’ on the report card in school versus a ‘B+’. They’re both very good grades, just one’s better. While mom and dad may have given out $5 for each “A” on the report card and $3 for each “B” so too do we see a difference in the pricing between the top tier Grand Vin and the top value Second Wine. For example, the 2010 Chateau Margaux (incredible wine, incredible vintage) earned numerous 100 point accolades and averages for over a $1000 a bottle. The second wine, the 2010 Pavillon Rouge, also earned lovely accolades such as 96 points from James Suckling and a pair of 94 points from Wine Enthusiast and Wine Spectator. That wine retails for an average around $195 a bottle. But, again, this is where knowing the producer is key if you want to get the best value. In many cases the second wine of an outstanding producer, for less price, is better than the Grand Vin of a sub-par one.

Moral of the Story (Part II)
There are no “silver bullets” or “magical words” that will pick out for you the best bottle for the money each and every time, only magic beans that give you part of the story. If you really want to increase your odds of getting the right bottle for you, the best thing you can do is simply ask about the wine–get more of the story. Whether it is a restaurant sommelier or a store retail clerk, ask them what they think about the wine and how it matches up with the kind of wines that you personally enjoy.

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Practice makes Super Human

The CBS station in Las Vegas posted a report about scientists studying Vegas somms as part of Alzheimer’s research. They interviewed the wine director of Mandalay Bay, Harley Carbery, and threw this effusive praise his way:

Harley Carbery has developed an almost super human sense of smell over the years.

Let's be honest though, the flying Wine Angels are the real Super Humans

Let’s be honest though, the flying Wine Angels are the real Super Humans

Now I have no doubt that Carbery is a sommelier with an excellent palate and sense of smell. My wife and I have stayed at Mandalay Bay a couple times and we’ve loved the wine and spirits selections at their casino bars and restaurants. Aureole, in particular, is a must visit for any food and wine lover. But Carbery is not “almost super human”. He’s a professional who has put in the time and effort to be very good at his job.

He’s like the nurse who has spent hours practicing on dummies (and willing friends & family members–sometimes one and the same) at finding the vein to draw blood or set up an IV painlessly. The chef who has cracked many, many eggs in their career and can flip an omelet with pitch perfect perfection every time. The software engineer who can look at lines and lines of code and spot almost in an instance where the bug is. The concert pianist who has devoted thousands of hours of practice time towards letting the beauty of Chopin glide seemingly effortlessly from their fingers. Harley Carbery is like Yadier Molina, who has practically perfected the art of managing pitchers and catching by never settling and always striving to get better.

Not sure how much practice Yadi's tattoo artist had before doing that neck tat

Not sure how much practice Yadi’s tattoo artist had before doing that neck tat

Yes, there is certainly an element of natural-born talent but even the greatest athletes and musicians in the world will tell you that is only a small fraction of what made them great. But let’s also be frank here, smelling and analyzing wine is not playing Chopin nor is it trying to do a full back twisting salto on the balance beam. (You go Simone!) It’s a skill, yes, but it’s a skill that is built up more through practice than through the fortunate blessings of innate talent. Also, if we want to get into the nitty gritty, most women have a leg up on some one like Harley Carbery through genetics that tend to favor women’s sense of smell over men.

The point of this is not to bring some one like Harley Carbery down to human level, but rather to point you towards the path that you could take to be “almost super human” yourself. The quote near the bottom of the article from Dr. Sarah Banks of Cleveland Clinic Center for Brain Health, sums up this path really well.

“… sort of stopping to smell the roses a little bit, to enjoy life to think about your sensory experiences,”

No, not that Brett.

No, not that Brett.

Don’t just smell the roses. Smell everything. Smell the spices in your spice cabinet. Smell the different plants in your neighborhood as you take a walk. Smell the linens at Bed, Bath & Beyond–ideally when the employees aren’t looking. Don’t make it weird. Smell the room when you first walk in. Even the bathroom. (Hola Brett!) Just smell and spend a few brief seconds thinking about what you are smelling. (Emphasis on brief sometimes more than others)

But don’t over think it. Trying to “correctly” identify what you’re smelling is not necessarily the point and when we take this exercise over to the world of wine, this becomes the biggest pratfall for a lot of people. Yes, there may be a tasting note or other people around you waxing poetically about anise, nutmeg, cassis, thyme and Nicaragua Maduro wrapped tobacco and you’re not getting any of that. That’s FINE! Just focus on you and what you are getting. If all you’re getting in the wine is Red Vines black licorice, blackberries and Swisher Sweets, then your redneck description of 2005 Lynch Bages is just as on target as the wino next to you.

And by your redneck description of 2005 Chateau Lynch Bages, I mean my redneck description of 2005 Chateau Lynch Bages. I'm projecting here.

And by your redneck description of 2005 Chateau Lynch Bages, I mean my redneck description of 2005 Chateau Lynch Bages. I’m projecting here.

One of the best exercises that I ever did in my wine training was during a Sensory Evaluation class at the Northwest Wine Academy taught by the simply fabulous Regina Daigneault. Using an aroma infusion method that she learned from the equally fabulous Dr. Ann Noble of UC-Davis, inventor of the Wine Aroma Wheel–which is 7 shades of awesome BTW, Reg put in front of us several glasses of a neutral white wine that had one dominant aroma infused in it. She told the class, right off the bat, don’t try to immediately identify it. Just think about it because our entire perception of aromas are tied to particular memories of when we encountered that smell. If you can tap into that memory, you’ll be able to more easily recognize that smell.

However, sometimes our memories are like witnesses on Law & Order–we often add our unique spin to them. But since we are just drinking wine and not trying to solve a murder with Fred Thompson breathing down our backs, that’s perfectly fine. For instance, during that exercise one of the glasses of wine made me think of pot and hippies. It had this mix of herbal, medicinal and floral notes that made me think of incense and hemp products. Turns out that the aroma in that particular glass was cardamon. For whatever reason, that connection in my brain interprets the aroma of cardamon in wine with my memories of “pot and hippies” (Hey, I live in Seattle!). Now, I’ve got that aroma note down solid and can easily pick it out of wine. If I’m swirling a glass and it makes me think I’m in Eugene, Oregon or at a Rasta shop then boom I know I’ve got cardamon.

Some people hear Morgan Freeman's voice as the voice of God. I often hear this man's voice when I'm smelling wine

Some people hear Morgan Freeman’s voice as the voice of God. I often hear this man’s voice when I’m smelling wine “Look Amber! It’s cardamon!”
And now you will too.

Truly the more off the wall the memory and connection you make, the better it is for you to retain it. So spaz out and smell the world. You don’t have to aspire to reach the level of someone like Harley Carbery who is at one of the pinnacles of his profession. But there is still benefit for all of us in practicing towards becoming an “almost Super Human” smeller. Not only will you get a lot more out of your wine drinking, as recent studies have shown your vino homework may also help ward off diseases like Alzheimer’s.

Happy smelling!

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