Tag Archives: Sutter Home

The Wine Industry’s Millennial Strawman

I have some bad news for wine industry folks like Bob Torkelson, president and CEO of Trinchero Family Estates. You guys are chasing a strawman trying to solve your “Millennial Problem.”
Photo By Silverije - Own work, CC BY-SA 4.0

At a recent wine industry conference at Sonoma State University, Torkelson and other industry executives shared their thoughts on why Millennials weren’t buying premium wine at the rate of previous generations.

Of course, the substantial college debt and poor job prospects of Millennials made its appearance as the scapegoat du jour with Bill Swindell of The Press Democrat quoting Torkelson:

Maybe they don’t have any money. The prospect of them getting a better job is going to be difficult for a while. We face a lot of obstacles in this area. It will be interesting to see how we approach it. — Bob Torkelson, “Wine executives debate the promise and peril of millennial wine consumers” 04/18/2019

The idea of college debt keeping Millennials from embracing wine is an oft-told narrative. After the Silicon Valley Bank report came out in January, sounding the warning call about waning Millennial interest in wine, many stories ran with the idea that the more than a trillion dollars of Millennial student debt was the culprit.

College debt and poor job prospects are serious issues but let me splash some cold truth on this burning strawman.

Even if you forgave all our college debts tomorrow, Millennials are not going to be running towards wine.

Photo By Sideways11 - Own work, Public Domain,

Seriously, it’s not Rex Pickett’s fault that no one is buying Merlot. It’s because the wines usually make us want to fall asleep.

Millennials are already spending money. That’s not the issue. The issue is that most of us are not spending money on wine.

Instead, we’re spending it on things that we want to spend it on–even if they may seem frivolous to other generations. We have no problem spending around $1200 a year (£904.20) socializing with friends or almost $600 (£441) on a daily treat of coffee.

For around $1800 a year, we could buy more than a case of the 2014 Duckhorn Three Palms Merlot that was Wine Spectator’s #1 Wine of the Year back in 2017. Or more than 7 cases of Duckhorn’s Decoy Merlot at around $20 a pop.

But why would we?

I’m in the minority as a Millennial who does spend money on wine but even I wouldn’t bother with chasing the Duckhorn Three Palms Merlot. No Millennial seriously cares about Wine Spectator’s Top Wine of the Year and while the Decoy Merlot is solid at $20, I could only enjoy one bottle before becoming dreadfully bored.

Henry Mckenna Bourbon.

Millennial Math in action. While the #1 wine of the year is usually $100+, you can buy the #1 whiskey in the world for around $30. And you don’t have to finish the bottle in one night.

Even if we had the money, even if you gave us the money (via debt forgiveness), the industry is still not bothering to answer the fundamental question of why Millennials should care about what they’re offering.

The wine industry just assumes that as soon as Millennials somehow get more money in our pockets that we’re going to eagerly start buying whatever it is they’re peddling.

I’m sorry guys, but that’s a pipe dream.

What the industry needs to realize is that for Millennials, it’s not about the money. It’s about the value (i.e. Millennial Math) and whether or not your product is actually interesting to us.

That’s true whether your wine is $10 or a $100+. It has to deliver on intrigue and value.

A bottle of Ménage à Trois or covering the $7.99 Uber Eats fee?

What I found most laughable about Torkelson’s worry about college debt impacting wine sales is that Trinchero’s most well-known brands are Sutter Home and Ménage à Trois. You don’t need to take out a payday loan or put off buying a house to drink these wines.

All you need is the money you spend on delivery fees. Yet, even with all our debts, Millennials have been enthusiastic consumers of services like Uber Eats, Deliveroo, GrubHub and the like.

Why? Because having someone bring us new and exciting food dishes from a variety of restaurants offers us far more value for an extra $8 bucks than a bottle of Ménage à Trois ever could.

Plus, we can always get an interesting craft beer, cider or even hard seltzer water to drink with our takeout that is certainly less boring than another same ole Cab, Chard or Red Blend.

The Avocado Toast Test

Millennials really don’t eat avocado toast all the time. It’s more of a meme than anything. But still, as an occasional treat, spending around $10-20 for some avocado toast is well-established as not being a big deal for us.

That $10-20 range is a sweet spot for a lot of wineries targetting Millennials. So that leads to an essential question that every winery should ask themselves.

Is my wine more interesting than avocado toast?
By Brenda Godinez cravethebenefits - https://unsplash.com/photos/k4116JZ07S0Image at the Wayback Machine (archived on 28 June 2017)Gallery at the Wayback Machine (archived on 28 June 2017), CC0

Does a bottle porn pic on Instagram make me want to drink your wine more than this picture makes me want to eat this dish? Probably not.

Why do people like avocado toast?

It’s different and definitely not something that our parents ate.

We can customize it and have it in a variety of ways (sliced, smashed, brioche, bagels, flatbread, baguette, tortillas) and with numerous toppings (bacon, cherry tomatoes, sesame seeds, balsamic, fried egg, grilled shrimp, toasted almonds, pomegranate, etc). Even loaded with all those goodies it still feels relatively healthy and a treat.

Does your wine offer any of that?

Does it offer us something interesting or unique? Or is it just the same old boring stuff that our parents drank?

Does it seem relatively healthy? Or is it sourced from conventionally farmed vineyards and highly manipulated in the winery with oak chips, mega-purple additives, and residual sugars?

By Agne27, CC BY-SA 3.0,

Hey, look! Another sub-$20 oaky, buttery Chardonnay. Lovely…..

Regardless of the price, does drinking your wine actually feel like a treat? Does buying your wine feel like a good value worth spending money on?

Yeah, Millennials do have a lot of college debt and shitty job prospects.

But wineries that are using this as a scapegoat to explain why we’re not buying their wines are fools.

Millennials do spend money on things beyond the bare essentials of food & rent. Like every generation that has come before us, we want to live and enjoy life even when so much around us royally sucks.

If your wine offers us that little bit of joy that our daily latte, going out with friends, a new outfit, getting take-out from a favorite restaurant or avocado toast does–then we’re going to buy it.

But if you’re peddling the same ole wines that we see everywhere, then no, you’ve lost us.

You could snap your fingers like Thanos and make all our college debt disappear, but that’s not going to change the fact that your wine is more boring than avocado toast.

Subscribe to Spitbucket

New posts sent to your email!

Sip or Spit — Looking at Wine Predictions for 2019

This time of year, a lot of smart folks in the beverage industry lay down their cards to predict what major trends can be expected next year. As with pop culture and sports, these articles are fun to read but you don’t want to put too much stock put in them. (I mean, come on, you really thought Bryce Harper and Manny Machado would sign during the Winter Meetings?)

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

Sip or Spit? How seriously should we take these wine predictions for 2019?

Of course, the value of such predictions rests in the quality of the source. I’ve always found the folks at Wine Intelligence, a UK consulting and research firm, to be sharp tacks. So I ascribe a little more weight to their assessments than I do other sources. Still, while there were some thing from their Five Predictions for 2019 worth sipping, there were others I certainly spat out.

1.) Alcohol intake will continue to fall in developed world markets (Spit with a little sipping)

As I noted in my article The Kids Will Probably Be Alright — Looking at Generation Z Trends, I don’t buy into the idea of Gen Z as the “teetotaler generation”. It is far too early and too small of a sample size to make that assessment. For Christ-sakes, 95% of them are still under 21! I surely hope that most of them are teetotaling right now.

However, I do think that the trend of “Drinking Less, But Better” that we’re seeing in the Millennial generation will continue with Generation Z. Alcohol is expensive and is full of calories. It’s clear that my generation, and likely the following one, have been adopting the mindset that if we’re going to spend the money and calories on something, it better be worth it.

Which is a good thing and something that should serve as a curb to the idea that moderate consumption of alcohol (like wine) is incompatible with a healthy lifestyle. That “incompatibility” seems to be the crux of the scare reports of Generation Z and Millennials turning away from alcohol.

From keg stands to Brose´
Photo by ProjectManhattan. Uploaded to Wikimedia Commons under CC-BY-SA-3.0

Ramen–the lifeblood of the broke Millennial. Also a great pairing for under $15 Cru Beaujolais and Chenin blanc.

Yeah, we might be turning away from weekend keggers, cheap jug wine sangrias, Smirnoff and Fireball jello shots, but what we’re turning to is more mindful moderate drinking. Younger generations, like myself, are not drinking for the sake of drinking. We’re looking for something more than just a buzz.

Growing up in the age of technology and easy access to knowledge, we’re aware of the risks of binge drinking. But we’re also aware of the benefits of moderation. Plus, our “foodie” nature is far more incline than past generations to embrace the role of a glass of wine in enhancing the pleasure of even everyday meals—like ramen noodles.

So while bulk and mass producers may have reasons to worry about the upcoming generations, I don’t think quality minded producers need to fret as much.

2.) Overall knowledge levels about the details of wine and where it comes from will decline (Spit)

This prediction is based on Wine Intelligence’s 2018 US Portraits report of wine consumers. I don’t have an extra $3500 to buy the full report and dive deep into what methodology led to that conclusion, but on the surface this doesn’t pass the “sniff test”.

When you look at other observations and reporting, the level of wine knowledge among the average consumer has never been higher. For one, enrollments in wine certification programs have been booming. Google “Wine Appreciation Class” and you’ll get over 34 million hits, confessing to a wide interest among consumers to learn more.

This is something that I touched on in my article It’s Raining Masters, about the influx of successful Master Sommelier candidates. (This was before the cheating scandal broke) We are in the midst of a golden age of wine knowledge.

Yet, somehow, we’re getting “wine dumber”?

Even the post’s author, Richard Halstead, acknowledges the counter-intuitiveness of his prediction.

Over the past couple of years we have started to see an interesting and counterintuitive trend. More people in more markets around the world are saying they care about wine, that the category is important to them, that they take their time when buying wine – sentiments which we bundle up into a collective measure called “involvement”. At the same time, overall objective knowledge about the category – understanding of grape varieties, countries of origin, regions, and so on – has been in decline: people know fewer things about wine any more. — Richard Halstead, Wine Intelligence, 12/12/2018

One theory they propose is smartphone reliance. That does makes some sense and has been debated in other contexts before. There is also the idea that the globalization of wine has brought more stuff to the table for the average consumer to know about.

More to Discover, More to Learn, More to Enjoy
Photo taken my self and uploaded to Wikimedia Commons as User:Agne27 under CC-BY-SA-3.0

Once pursued only by the wine trade, now more and more wine lovers are signing up for advance certifications like the Wine & Spirit Education Trust (WSET)

It’s no longer Napa, Champagne, Chardonnay, Cabernet and Pinot grigio. Now we’ve got Coonawarra, Franciacorta, Fiano, Touriga Nacional, Chenin blanc and so much more.

I suppose when you consider how much more is out there to learn and explore, the average wine consumer’s “overall” grasp of details may go down.

But that is like comparing the “knowledge level” of a middle schooler with that of a college student. The former is exposed to far less. Of course, it is easier to “master” more of that knowledge within their little world. However, the later’s exposure to exponentially more gives the potential for even greater knowledge.

While I’m open to hearing more thoughts on the matter, there so much counter-intuitiveness about this prediction that I’ll remain skeptical now.

3.) Vegan wine will become a thing (Sip)

This I buy completely. It’s a topic that I explored earlier this year with my article What’s fine (and not so fine) about Vegan Wines.

I have no doubt that we are going to see more wines labeled as “Vegan-friendly”. But I am concerned with the obsession over fining agents. Especially for people who adopt a Vegan-lifestyle for ethical reasons, it seems like a bigger quandary is to be had over viticultural practice like biodynamics that regularly employ the use of animal products. Furthermore, there are issues with what alternatives wineries may use to produce highly manipulated (though “Vegan-friendly”) wines.

Are the most “vegan-friendly” vineyards the ones being farmed with heavy saturation of pesticides and chemical fertilizers? It seems like it when you compare it to organic and biodynamic vineyards with high insect MOG and animal-derived fertilizers.

Mass produced wines like the PETA recommended Sutter Home and Moët & Chandon often employ these conventional, chemical dependent styles of viticulture.

While avoiding using animal-based fining agents to remove excess tannins and haze forming proteins, big mega-corps can use other tricks to manipulate the wine with things like lab designed enzymes, oak adjuncts and Mega Purple which will “smooth out” bitter tannins and cover up off-flavors. — What’s fine (and not so fine) about Vegan Wines 2/25/2018

4.) Wine brands with sustained investment strategies will prosper at the expense of second-tier competitors (Sip)

Unfortunately, this is a sad reality of business. Branding often trumps quality and care. W. Blake Gray had a great article on Wine Searcher recently that highlights this as part of the Gloomy Outlook for Smaller Wineries.

Gray ended the article with a very ominous quote from Dale Stratton of Constellation Brands.

“The game is going to be stealing share,” Stratton said. “The pie is only as big as the pie is. The game is going to be stealing share from other places.”

Watch your pie, small wineries. Watch your pie. — W. Blake Gray, WineSearcher.com 12/7/2018

While not every winery can afford a fancy marketing department, it is imperative of every winery to focus on what makes them unique.

For the small winery competing against the big mega-corps, your “brand” is your story and all the tidbits that set you apart from the mass-produced wines that line supermarket shelves.

It’s simply not good enough just to make good wine. There are thousands of producers across the globe making wine as good, if not better, than yours. But what those wineries (and certainly what the big mega-corps) don’t have, is you and your story.

Finding ways to weave yourself into the narrative of your brand is only going to become more important for small wineries to succeed. That is one of the reasons why it is a shame that many wineries have abandoned or don’t know how to successfully use social media platforms like Twitter.

5.) A mainstream producer will introduce cannabis-infused wine (Sip and then toke)
Photo by Bogdan. Uploaded to Wikimedia Commons under CC-BY-SA-3.0

Does cannabis have terroir? We’ll probably be discussing that over the next decade.

This is probably the surest bet that any prognosticator can make. For an industry that will happily dive into whiskey barrel aging and weird coffee-infused hybrid wines, you know that development is already well on its way towards releasing a cannabis-infused wine.

The only question is, who will be first? Gallo or Constellation Brands?

Gallo has been leading the way on a lot of these trends with their Apothic brand. They’re a solid contender and a likely choice. Part of the fun is guessing what they’ll call it. Apothic Blaze? Apothic Kush?

However, Constellation Brands does actually have its own investments in the cannabis industry to the tune of $4 billion.

I’d be more incline to wager on Constellation developing a stand-alone brand for cannabis-infused wine. But I honestly wouldn’t be surprised to see them roll it out under an established label, like Robert Mondavi, to try to give this trend more legitimacy.

When that happens, be sure to pour one out for poor Robert spinning in his grave in St. Helena.

Subscribe to Spitbucket

New posts sent to your email!

Geek Notes 10/28/2018 — New Wine Books for November

Let’s take a look at some new wine books coming out next month that are worth geeking out over.

Feel free to also take a gander at the titles profiled in previous months’ Geek Notes for October, September and August. With the holidays approaching, it’s never too early get ideas for great gifts.

Age Gets Better with Wine Third Edition by Richard Baxter. (Hardcover release November 1st, 2018)

Richard Baxter is a plastic surgeon who wrote his first edition of Age Gets Better with Wine back in, honestly, I don’t know.

The oldest date for the 1st edition I could find was in 2007 yet somehow the 2nd edition came out in 2002. My best guess is that the two years were probably switched by Amazon. However, the Google eBooks copy of the 2nd edition dates to 2009. So who knows?

Regardless, quite a bit has changed in our scientific understanding of wine so this 2018 revision will likely have a lot of new material.

This books intrigues me because of the objective approach it appears to take on the many conflicting studies about the role of wine and health. I’ve not had a chance to read either of the two previous editions but I think I’m going to pull the trigger on this one. Blogger Joey Casco of TheWineStalker.net had a great review of the second edition. Describing it as “a wine-science-history geek’s wet dream”, he posted a 2 minute review of the 2nd edition back in 2016.

What Makes a Wine Worth Drinking: In Praise of the Sublime by Terry Theise. (Hardcover release November 6th, 2018)

Terry Theise is a phenomenal importer who has played a huge role in introducing Americans to the exciting world of Grower Champagne. Additionally, he’s done much to bring attention to the high quality production of small family estates in Germany and Austria.

If you want to learn more about his story, Levi Dalton of I’ll Drink To That! podcast had a fantastic interview with Theise back in 2015 (1:50:22 length).

Pierre Gerbais, a fantastic grower Champagne from the Côte des Bar. The fact that we can find a lot of these gems more easily in the US is because of the efforts of Terry Theise.

Theise’s previous work, Reading between the Wines, was a mix of manifesto and anthology taken from his years of writings for his import catalogs. Now part of the Skurnik portfolio, Theise still regularly writes about vintage years, producer profiles and numerous (often humorous) rants about the world of wine.

Frequently in his writings, Theise expounds on the question that is the title of his current release What Makes a Wine Worth Drinking? What makes a bottle of wine worth the money to procure and the time spent cellaring and savoring? What makes anything worth putting into your body or sharing as part of a moment with loved ones?

Rarely do wine drinkers really stop to think about the answers to those questions. I suspect that Theise’s book will give a lot of food for thought and be a great read.

Good, Better, Best Wines, 2nd Edition: A No-nonsense Guide to Popular Wines by Carolyn Evans Hammond. (Paperback release November 13th, 2018)

This is the updated edition to Hammond’s 2010 release that dived into the world of mass-produced bulk brands and supermarket wines. With the link to the first edition, you can “look inside” and get an idea about her approach and the type of wines being reviewed.

In many ways, I applaud her snob-free approach but I do wonder what audience she is aiming for? Many of the folks who buy the Lindeman’s, Kendall Jackson, Fetzer and Sutter Home wines she reviews aren’t necessarily the folks who purchase wine guides.

While Constellation Brands’ famous Project Genome study of wine buyers found that nearly 1/5th of wine consumers felt “overwhelmed”, these folks were far more likely to seek info on the spot at a retail store versus searching the internet or seeking out a published wine guide.

Likewise, the near third of consumers who fall into the combined categories of “Traditionalists” and “Satisfied Sippers” are already buying their favorite mass produced wines being profiled here. It doesn’t seem likely that one writer’s opinion that Bulk Brand X is slightly better than Bulk Brand Y will sway many people.

Perhaps the 20% of Image Seekers and 12% of Enthusiasts who are more inclined to look at wine guides will be tempted but often these segments of consumers either eventually settle into “Traditionalists” and “Satisfied Sippers” or move beyond the $15 & under category this book focuses on.

Good, Better and Less Snobby
Photo by Robbie Belmonte. Uploaded to Wikimedia Commons under CC-BY-2.0

You may not like them or drink them but there is no denying that Gallo has done a masterful job of marketing and selling Barefoot Wines.

However, I do see this book being a huge benefit to students pursuing certifications such as the WSET Diploma level which focuses on the business of wine in Unit 1. Often these students need a bit of an “anti-snobbery” jolt to realize that the vast majority of wine drinkers don’t drink the same kind of wines we do.

In our rush to dismiss these wines, we often forget that there are reasons why things like Barefoot, Franzia and Apothic are top selling brands in the US.

I get it. They’re not my cup of tea either and I don’t vaguely hide my personal sentiments about them much on this blog.

But I do seek to understand them. This is why I give wines like Mamamanago, Apothic Brew, Capriccio and the like, just as much research and effort to figure them out as I do for Petrus and Cristal.

I see value in reading Carolyn Evans Hammond’s Good, Better, Best Wines as a window into the world of the “Traditionalists” and “Satisfied Sippers” and what they are drinking. While I don’t think anyone will ever quite cracked the code of how to convince these drinkers to “trade out”, much less “trade up”, we’ll never come close if we don’t first understand where they’re starting from.

Wine Reads: A Literary Anthology of Wine Writing edited by Jay McInerney. (Hardcover release November 13th, 2018)

I started geeking out over this book back in August when I was profiling Amira K. Makansi’s Literary Libations: What to Drink with What You Read.

Though he is the editor for this anthology, Jay McInerney has written several thoroughly entertaining wine books like Bacchus and Me: Adventures in the Wine Cellar, A Hedonist in the Cellar: Adventures in Wine and The Juice: Vinous Veritas–not to mention several other highly acclaimed works outside of wine.

He does contribute a chapter to Wine Reads which includes over 20 pieces of fiction and non-fiction writings about wine. Other writers in the work includes Rex Pickett (of Sideways fame), A. J. Liebling of The New Yorker, an excerpt from Kermit Lynch’s Adventures on the Wine Route, Jancis Robinson and more.

Just like with Makansi’s book, I can see this being the perfect companion for long flights or train rides.

Subscribe to Spitbucket

New posts sent to your email!

Race From The Bottom — How Should Wine Regions Break Into New Markets?

This morning wine writer Jamie Goode offered some sage advice to wine regions across the globe.

I’m not sure what prompted this particular dictum but reading it reminded me of Brand Australia’s wine marketing woes. People got so use to seeing cheap, cheerful “critter wine” flooding the market from down under that the idea of Australia making premium, high-quality wine almost became a non-entity.

Which kind of puts a damper on the 2400+ Australian wineries not named Yellow Tail, Jacob’s Creek, Lindeman, Black Opal or Wolf Blass, doesn’t it?

In the huge shadow of the “Yellow Tail” effect, Australian wines today only command around 1% of the premium export market in the US. In contrast, 95% of Australian wines in the US retail for around $8 per bottle.

And both numbers may be shrinking.

While Australia is seeing some positive growth in export value to markets in Asia and Canada, it was recently announced that exports to the US has declined by $27 million in value.

It seems that Americans are getting a bit bored of the critters. The novelty of criminals has piqued some interest but that too will inevitably wane. Plus, gimmick labels like 19 Crimes certainly aren’t doing much to burnish the image of Australian wine for consumers.

Catch Up Marketing?

In response to the decline, the trade organization Wine Australia has invested $4.2 million to promote premium Australian wines.  They’re spending a good chunk of that money rehabbing the image of Australia wines abroad.

This past July, they hosted several Master Sommeliers, Masters of Wine, wine buyers and media personalities at Lake Tahoe for an event called Australia Decanted. Featuring high-quality producers like Tyrrells, Penfolds, Vasse Felix, Clonakilla, Yalumba, John Duval Wines and Shaw & Smith Wines, the conference highlighted the people and terroir that often get overlooked by American consumers.

Next October, the Wine Bloggers Conference will be in the Hunter Valley of New South Wales–the first time the conference has been held outside of North America. Undoubtedly, a huge focus of that conference will be giving bloggers and other wine industry folks a chance to experience the world of Australian wines beyond Riverland and Riverina.

Are We Repeating The Same Mistake In Washington?

Here in Washington State, Jamie Goode’s warning is also pretty timely. Recently the American Association of Wine Economists (AAWE) published the “Top 10 Table Wine Brands” in the US by dollars.

You have the usual suspects of bulk California supermarket brands (and Yellow Tail, of course) but look at who is rounding out the top 10 with almost $177 million in sales.

Chateau Ste. Michelle.

Now being a bit of a Washington State-homer, I will be quick to point out something important. The quality of CSM wines are head and shoulders above the Barefoot, Sutter Home, Franzia and Yellow Tails of the world. While it is clear that the owners of Ste. Michelle Wine Estates are ambitious about expanding their portfolio with new labels and acquisitions, I take comfort in knowing that we’ll likely never see a bourbon barrel-age or cold brew hybrid wine coming out of Woodinville anytime soon.

In some ways, you could say that Chateau Ste. Michelle’s inclusion on this list is a good thing. Could this be a glimmer of hope that more Americans are drinking just a little bit better?

Perhaps. But there is a lot about this chart that gives reasons for pause.

Who Writes The Narrative Of “Brand Washington”?

Even if the quality of their wines are higher than entry-level wines from California, Australia and elsewhere, the overwhelming dominance of CSM wines in distribution still means that the banner of “Brand Washington” is being led by our entry-level wines.

Walk into any supermarket and look for Washington wine with multiple facings on the shelf. While Constellation’s Hogue or Gallo’s Covey Run ($5-6) might be there, chances are you will find only Chateau Ste. Michelle’s Columbia Valley ($6-10) label.

Or you may find one of CSM’s many, many, many sister brands like Columbia Crest Two Vines ($5-6), Grand Estates ($7-10), 14 Hands ($7-10), Snoqualmie ($6-8), Red Diamond ($6-8) or their 1.5L bulk brand Stimson Lane ($9-10).

Outside of Washington State, these may be the only Washington wines that consumers are exposed to–the state’s cheapest. Even within Washington, it’s near impossible to go into a grocery store or look at a wine list without being overwhelmed with “choices” of multiple different Ste. Michelle Wine Estates brands.

Again, the quality of these wines are undoubtedly higher than Apothic or Menage a Trois. However, the narrative of “Brand Washington” being told to consumers is still being written by just one company–and with its cheapest wines.

Has Trickle Up Marketing Ever Worked?

Even if the narrative is much more “impressive” and slightly less cheap than the story of Yellow Tail or other entry-level wines that Jamie Goode is warning about, there is still risk to the Washington State wine industry in letting the entire branding of the state be made by one dominant brand.

Has there ever been a wine region where “Trickle Up” marketing has worked? Has an industry that first introduced itself to consumers with their lowest, entry-level wine ever been able to successfully rise above that initial perception?

Inflation aside, was Napa Valley ever known for its $6-10 wines? Oregon? Bordeaux? Burgundy?

It’s almost like we’re expecting an upside down “halo effect”.  We’re hoping that our bottom priced wines “trickle up” and lead the way. When what we should be doing is having our top quality, premium wines dictate our narrative to consumers

Again, has that ever worked?

Maybe Washington State will be the one to break the mold. If Chateau Ste. Michelle is our “bottom”, that is certainly a step above many other regions.

But there is a lesson we should learn from the pratfalls of other wine industries.  Once the die of your brand has been cast in the minds of consumers, it’s really hard to recast.

Subscribe to Spitbucket

New posts sent to your email!

Who makes your Supermarket Wine? (A Running List)

April 2019 update: A lot of brand movement following the huge deal between Constellation Brands and E & J Gallo.

Sept 2018 update: If I come across new connections that haven’t been widely publish I will update this page. But I’d like to direct folks interested in this info to Elizabeth Schneider’s way more user-friendly and searchable list on her Wine For Normal People blog. It’s also regularly updated and is a fantastic resource that is worth bookmarking.

Beverage Dynamics released their report this month of The Fastest Growing Wine Brands and Top Trends of 2017.

One of the most glaring features of the report is how often you see the names Constellation Brands, E & J Gallo, The Wine Group and more appear in the rankings with their multitude of different brands. As I described in my post The Facade of Choice, when you walk the wine department of your typical grocery store the vast majority of the wines you see are going to be made by the same handful of companies.

It’s important for consumers to be aware of just how artificially limited their choices really are–especially because consumers should have choices when there are over 4000 wineries in California, over 700 each in Washington and Oregon and tens of thousands more across the globe.

Yet the average wine drinker is only ever going to see a fraction of a percent of these wines–especially those of us in the US. This is not just because our archaic three-tier distribution system severely limits consumers’ access to wine but also because of the wave of consolidations among large wine distributors.

Consolidation of Choices
Photo by Tatsuo Yamashita. Uploaded on Wikimedia Commons under CC-BY-2.0

To the best of my knowledge, General Mills and Unilever are not in the wine business….yet.

For the sake of efficiency (and profits) these large distributors tend to focus on the big clients in their portfolios–the Constellations and the Gallos. They can back up a trailer to a warehouse and load in pallets of “different wines” with different labels from all across the globe and then take that trailer right to the major grocery chains. With about 42% of the “off premise” wine (as opposed to on-premise restaurant purchases) in the US being bought at supermarkets, every consumer should take a hard look at how limited their options really are.

In some cases, you have more true options in the yogurt section than you do in the wine department.

For a couple years now I’ve been keeping an Excel spreadsheet of the various brands I’ve came across and which mega-corporation they’re made by. This is FAR from an exhaustive list and has room for a lot of expansion. Plus with the way that winery brands get bought and sold almost like trading cards it will probably be outdated by the time I hit publish. If you know of any additions or errors, please post in the comments.

Note some of the names are linked to the companies by exclusive distribution agreements.

Constellation Brands

7 Moons
Alice White
Charles Smith Wines
Cooper & Thief
Dreaming Tree
Drylands
Inniskillian
Jackson Triggs
Kim Crawford
Meiomi
Robert Mondavi
Monkey Bay
Mount Veeder
Naked Grape
Night Harvest
Nk’Mip
Nobilo
Paso Creek
Red Guitar
Rioja Vega
Ruffino
Schrader
Simi
Thorny Rose
The Prisoner
Woodbridge

E & J Gallo

Alamos
Allegrini
Andre
Apothic
Arbor Mist
Ballatore
Barefoot
Bella Sera
Black Box
Blackstone
Blufield
Bodega Elena de Mendoza
Boone’s Farm
Bran Caia
Bridlewood
Carlo Rossi
Carnivor
Chocolate Rouge
Clarendon Hills
Clos du Bois
Columbia Winery
Cooks
Covey Run
Cribari
Dancing Bull
DaVinci
Dark Horse
Diseno
Don Miguel Gascon
Ecco Domani
Edna Valley Vineyard
Estancia
Fairbanks
Franciscan Estate
Frei Brothers
Gallo of Sonoma
Ghost Pines
Hidden Crush
Hogue Cellars
J Vineyards
J. Roget
La Marca
Laguna
Las Rocas
La Terre
Liberty Creek
Livingston Cellars
Locations
Louis Martini
MacMurray Ranch
Madria Sangria
Manischewitz
Mark West
Martin Codax
Maso Canali
McWilliams
Mia Dolcea
Milestone
Mirassou
Orin Swift
Paul Masson
Peter Vella
Pieropan
Polka Dot
Primal Roots
Prophecy
Rancho Zabaco
Ravenswood
Red Bicyclette
Red Rock
Redwood Creek
Rex Goliath
Sheffield Cellars
Simply Naked
Starborough
Souverain
Talbott
Taylor’s
The Naked Grape
Tisdale
Toasted Head
Winking Owl
Turning Leaf
Vendange
Vin Vault
Whitehaven
Wild Horse
Wild Vines
William Hill Estate

Brown-Foreman

Sonoma Cutrer
Korbel Sparkling wine

Delicato Family Vineyards

Black Stallion
Bota Box
Brazin
Diora
Domino
Gnarly Head
Irony
Night Owl
Noble Vines
Twisted Wines
Z. Alexander Brown

Terlato Wines

Boutari
Bodega Tamari
Chimney Rock
Domaine Tournon
Ernie Els Wines
Federalist
Hanna
Josmeyer
Klipsun
Il Poggione
Luke Donald
Markham
Mischief & Mayhem
Rochioli
Rutherford Hill
Santa Margherita
Seven Daughters
Sokol Blosser
Tangley Oaks

Precept Brands

Alder Ridge
Browne Family
Canoe Ridge Vineyard
Cavatappi
Chocolate Shop
Gruet
House Wine
Pendulum
Primarius
Red Knot
Ross Andrews
Sagelands
Sawtooth
Shingleback
Ste. Chappelle
Waitsburg Cellars
Washington Hills
Waterbrook
Wild Meadows
Willow Crest

Vintage Wine Estates

B.R. Cohn
Buried Cane
Cameron Hughes
Cartlidge & Browne
Cherry Pie
Clayhouse Wines
Clos Pegase
Cosentino Winery
Cowgirl Sisterhood
Delectus Winery
Firesteed
Game of Thrones
Girard
Girl & Dragon
Gouguenheim
Horseplay
If You See Kay
Layer Cake
Middle Sister
Monogamy
Promisqous
Purple Cowboy
Qupé
Sonoma Coast Vineyards
Swanson
Tamarack Cellars
Viansa Sonoma
Windsor
Wine Sisterhood

Ste Michelle Wine Estates

14 Hands
Chateau Ste Michelle
Col Solare
Columbia Crest
Conn Creek
Erath
Merf
Motto
Northstar
O Wines
Patz & Hall
Red Diamond
Seven Falls
Snoqualmie
Spring Valley Vineyard
Stag’s Leap Wine Cellars
Stimson
Tenet/Pundit wines
Vila Mt. Eden
Villa Maria

Crimson Wine Group

Archery Summit
Chamisal
Double Canyon
Forefront
Pine Ridge
Seghesio
Seven Hills Winery

Jackson Family Estates

Arrowood
Arcanum
Byron
Cambria
Cardinale
Carmel Road
Copain
Edmeades
Freemark Abbey
Gran Moraine
Hickinbotham
Kendall Jackson
La Crema
La Jota
Lokoya
Matanzas Creek
Mt. Brave
Murphy-Goode
Penner-Ash
Siduri
Silver Palm
Stonestreet
Tenuta di Arceno
Yangarra Estate
Zena Crown
Wild Ridge

Vina Concha y Toro

Almaviva
Bonterra
Casillero del Diablo
Concha y Toro
Cono Sur
Don Melchior
Fetzer
Five Rivers
Jekel
Little Black Dress
Trivento

The Wine Group

13 Celsius
Almaden
AVA Grace
Benzinger
Big House
Chloe
Concannon
Corbett Canyon
Cupcake
Fish Eye
FlipFlop
Foxhorn
Franzia
Glen Ellen
Herding Cats
Insurrection
Love Noir
Mogen David
Seven Deadly Zins
Slow Press
Pinot Evil
Stave & Steel

Treasury Wine Estates

19 Crimes
Acacia
Beaulieu Vineyards
Beringer
Butterfly Kiss
BV Coastal
Cellar 8
Ch. St Jean
Chalone
Colores del Sol
Crème de Lys
Dynamite Vineyards
Etude
Gabbiano
Greg Norman
Hewitt Vineyard
Lindeman
Matua
Meridian
New Harbor
Once Upon a Vine
Penfolds
Provenance
Rosemount
Rosenblum Cellars
Seaview
Sledgehammer
Snap Dragon
Souverain
St. Clement
Stags’ Leap Winery
Stark Raving
Sterling
The Walking Dead
Uppercut
Wolf Blass
Wynns Coonawarra

Bronco Wine Company

Black Opal
Carmenet
Cellar Four 79
Century Cellars
Charles Shaw
Crane Lake
Colores del Sol
Estrella
Forest Glen
Forestville
Gravel Bar
Great American Wine Co.
Hacienda
Little Penguin
Montpellier
Quail Ridge
Rare Earth
Robert Hall
Sea Ridge
Stone Cellars

(LVMH) Louis Vuitton Moet Hennessey

Bodega Numanthia
Cheval Blanc
Cheval de Andes
Cloudy Bay
Dom Perignon
Domaine Chandon
D’yquem
Krug
Mercier
Moet & Chandon
Newton Vineyard
Ruinart
Terrazas de Los Andes
Veuve Clicquot

Trinchero Estates

Bandit
Charles & Charles
Dona Paula
Duck Commander
Fancy Pants
Folie a Deux
Fre
Joel Gott
Los Cardos
Menage a Trois
Montevina
Napa Cellars
Newman’s Own
Pomelo
SeaGlass
Sutter Home
Sycamore Lane
The SHOW

Deutsch Family Brands

Cave de Lugny
Clos de los Siete
Enza
Eppa
Fleurs de Praire
Hob Nob
Joseph Carr
Josh Cellars
Kunde Family
Peter Lehmann
Ramon Bilbao
Ruta 22
Skyfall
The Calling
The Crossing
Villa Pozzi

Guarachi Wine Partners

Black Ink
Castillo de Monseran
Guarachi
Kaiken
Nobilissima
Santa Ema
Surf-Swim
Tensley
Tenshen

Foley Family Wines

Acrobat
Awatere Pass
Butterfield Station
Chalk Hill Winery
Chalone Vineyard
Clifford Bay
Dashwood
EOS
Firestone
Foley Johnson
Four Sisters
Goldwater
Guenoc
Lancaster Estate
Lincourt
Lucien Albrecht
Merus
Nieto Senetiner
Pebble Row
Pepperwood Grove
Piccini
Poizin
Roth
Sebastini
Smoking Loon
Tahbilk
The Four Graces
Three Rivers Winery
Wayne Gretzky

Pernod Ricard

Brancott
Campo Viejo
Graffigna
Jacob’s Creek
Kenwood
Stoneliegh
George Wyndham

Subscribe to Spitbucket

New posts sent to your email!

What’s fine (and not so fine) about Vegan Wines

Photo by www.Pixel.la Free Stock Photos. Uploaded to Wikimedia Commons under CC-Zero

Veganism is described as one of the fastest growing lifestyle movements in the world. Some estimates claim that in the United states alone, there was a 500% increase between 2014 and 2017 in the number of Americans (around 19 million) identifying as vegan.

For the wine industry, that is a sizable demographic that retailers and wineries have value in marketing to.

So what makes a wine “vegan-friendly”?

For the most part, veganism is a code of conduct that avoids using any animal products or by products as well as anything that has been tested on animals. There are various reasons why people adopt veganism but often ethical concerns about the treatment of animals and impact on the environment are cited.

While wine is often assumed to be vegan, the use of animal-based fining agents such as casein (milk protein), albumin (egg whites), isinglass (fish bladders) and gelatin (animal collagen) in winemaking is problematic for many vegans.

Let’s Talk About Fining Agents

As Alison Crowe notes in The Wine Maker’s Answer Book, fining agents are used to help clarify and stabilize wine by binding to molecules such as proteins and excess tannins. These are items that can cause unsightly haze in the bottle, aggressive bitterness on the palate, off odors and flavors. The agent binds to the target molecule to form larger structures that eventually precipitates and settles to the bottom of tank or barrel as sediment.

Bruce W. Zoecklein et. al in Wine Analysis and Production classified the various fining agents into 8 categories based on their nature.

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

Isinglass and bentonite fining trials.

1.) Earths like bentonite and kaolin
2.) Proteins like the animal based ones above
3.) Polysaccharides like gum arabic and Sparkolloid
4.) Carbons like activated carbon
5.) Synthetic polymers like polyvinylpolypyrrolidone (or PVPP)
6.) Silica gels like silicon dioxide or Kieselsol
7.) Tannins often derived from insect galls on oak leaves though oak chip fining can also fall into this category.
8.) Others which includes both enzymatic fining (more fining aids rather than fining agents) and chelators that assist in the removal of metals such as “blue fining” with potassium ferrocyanide (illegal to use in the United States).

The different fining agents work on principles of electrical charge (like positively charged gelatin reacting with negatively charged tannins), bond formation (like the carbonyl group of PVPP bonding with the hydroxyl group of tannins) and by absorption/adsorption (like activated carbon absorbing off odors or bentonite adsorbing proteins).

There are positive and negative attributes to each fining agent with no one fining agent being perfect for every situation.

Animal-based Fining Agents

Egg whites (Albumin)

Used primarily to remove excess tannins. Works by forming hydrogen bonds with the hydroxyl groups of tannins. Compared to other fining agents like gelatin, albumin tends to remove less positive flavor and aroma traits. Egg whites have a long history of use in winemaking in places like Bordeaux and Burgundy. The usual addition is 1 to 3 egg whites per 225L (59 gallon) barrel.

Casein (Milk protein)

Used primarily to remove browning or pink color in white wine. Can also be used to remove some off odors. Works by adsorption and attracting negatively charged particles. Like with egg whites, it has a long history of use in wine production, particularly with the great white wines of Burgundy. It also has the benefit of reducing the concentration of iron and copper in wine. In red wines, it can negatively impact the wine by removing the polyphenol resveratrol that has been associated with various health benefits.

Gelatin (derived from the boiling of animal tissues like bones and tendons)

Used primarily to remove excess tannins. It has a positive charge that reacts to the negative charge of harsh tannins. It can be prone to over-fining that can strip a wine of positive flavors and aromas.

A heat stability trial for rose wines that have been fined with isinglass.

Isinglass (derived from the air bladder of fish like sturgeons)

Used primarily to help clarifying wines, remove excess tannins and to “unmask” or bring out varietal character.

Chitosan (derived from chitin in the exoskeleton of crustaceans)

Used primarily to remove haze causing proteins from white wines. A positively charged agent, it often needs to be paired with a negatively charged fining agent like Kieselsol to be most effective.

Blood Albumen (derived from the blood of ox and cattle)

Historically used but illegal in the United states, France and several other countries.

Vegan-friendly Alternatives

The website Barnivore is a database of wines and other liquors that have been vetted by users to be either “vegan-friendly” or not. In answering queries about their use of animal based fining agents, many wineries share their alternative methods.

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

Letting the wine settle and clarify on its own before racking into another container is one method to avoid using fining agents.

One common method is the use of time and gravity to let the wine settle and clear out on its own. This is the technique used by Baldacci in the Stags Leap District and many other wineries. Depending on several factors like the health of the grapes, method of pressing, pH and temperature, this method could take several months and even then the wine might not be completely stable. Some wineries facilitate this method with the use of mechanical centrifuges and ultra-filtration but these carry the risk of being overly aggressive and potentially stripping the wine of positive flavor and aroma attributes.

Along those lines, many wineries adopt a hands-off method of not fining or filtering their wines at all. This is the method used by many high-end wine producers like Black Cordon and Kapcsandy in Napa Valley. This does carry the risk of haze and sediment developing in the bottle. However, the risk is often presented to consumers as a trade-off for having potentially more complex and flavorful wines.

Bentonite and Yeast Fining
Photo by self. Uploaded as User:Agne27 to Wikimedia Commons under CC-BY-SA-3.0

The lees sediment and volume loss from bentonite can be significant (between 5-10%). Using counter-fining agents like isinglass can help with lees compaction but would obviously make the wine not vegan-friendly.

The most used “vegan-friendly” fining agent is bentonite. This is a type of clay that can dramatically swell in size to adsorb protein molecules. This is the method used by wineries like Chinook in Washington State, Ideology in Napa Valley, Spier in South Africa and many others. One big drawback is that it causes significant loss of wine volume due to the heavy sediment it creates. As much as 5-10% of volume could be lost. Roger B. Boulton et al notes in Principles and Practices of Winemaking that these voluminous bentonite lees also create a large amount of solid waste that can have an environmental impact (such as sealing percolation ponds) if not properly disposed. In red wine, there is also a risk of color loss.

Some wineries like Amici use the technique of “yeast fining” for wines like their 2013 Russian River Pinot noir. This involves adding fresh yeast to a wine.  The cell walls of the yeast contain about 30% positively charged proteins. These can then adsorb many polyphenols and compounds which cause off odors. It brings the risk of the yeast breaking down as lees, releasing sulfur compounds and enhancing reductive notes. Also, if not removed by filtration, the yeast in the bottle can start re-fermenting any residual sugars. This would cause spritziness in what is, otherwise, supposed to be a non-sparkling wine.

PVPP and Other Methods

PVPP is a synthetic polymer that can remove bitter tannins and brown discoloration from white wines. Like casein, it can remove the polyphenol resveratrol from red wines. There is also a risk of overfining. This is because the PVPP also binds to desirable tannins and anthocyanins needed for structure and color.

Sparkalloid is a blend of polysaccharides and diatomaceous earth (fossilized algae) that can be used to clarify white wines. It does take significant time to eventually settle. This also creates a fair amount of waste with the DE that requires proper disposal.

Activated Carbon can be used to remove off-odors such as mercaptans (rotten eggs, burnt match). It does have the risk of overly oxidizing wine as well as stripping color and resveratrol from red wines.

New Developments on the Horizon

Ronald S. Jackson notes in Wine Science that fears about the prions potentially in gelatin and “Mad Cow” disease, encouraged studies into the use of plant proteins like wheat gluten as a substitute for gelatin. (Note: most gelatin used in US winemaking is derived from pigs rather than cows) Likewise, a New Jersey company has been experimenting with using pea proteins in conjunction with bentonite and silica as an alternative to gelatin.

Interest in food allergies have also spurned innovations with Scott Labs developing a technique to isolated chitosan from the fungus Aspergillus niger (instead of shellfish and crustaceans) that can be used as a fining agent.

The California based ATP Group has developed a way to extract tannin powder for fining from white wine grapes instead of insect galls to help soften tannins.

In 2016, a Swiss company announced that they were experimenting with the use of UV light to soften tannins in lieu of using animal-based protein fining agents.

The Biodynamic Quandary

Are wines produced from fruit sourced from biodynamic vineyards truly “vegan-friendly”? Several of the “preparations” used in biodynamic viticulture require the use of animal products such as cow horns (BD 500 and 501), stomachs, intestines and bladders.

In an anecdotal account of a visit with the vineyard manager of the biodynamic Pinot noir producer Sea Smoke, Kirsten Georgi (The Armchair Sommelier), describes how the “Biodynamic approach” to removing gophers without the use of poisons or chemicals involves trapping several gophers, killing them, burning their ashes and spreading those ashes over the vineyard during winter solstice as a means to “scare off” the rest of the gophers. This method of “peppering” vineyards with the ashes of pests is not unique to Sea Smoke with recipes on biodynamic websites recommending its use for everything from weeds, snails and insects to mice, rats, rabbits and opossum.

PETA Approved?
Photo by Mark Smith. Uploaded to Wikimedia Commons under CC-BY-2.0

Manure composting at a biodynamic vineyard in Tasmania.

Despite these practices, organizations like PETA recommend biodynamic wineries as “vegan friendly”. The UK website Vegan Wines Online notes that while “…natural animal products can however be used in the growing process all the biodynamic wines they sell are somehow suitable for vegans.

Even organic viticulture could be problematic with the use of animal-derived bone and blood meal being used in lieu of chemical fertilizers. There is even debate if manure, as an animal by-product, is acceptable. Like honey and milk, manure doesn’t require killing the animal but still often requires farming to acquire.

What about the presence of insects in healthy and vibrant organic vineyards? Does that makes a wine less “Vegan-friendly”? Eschewing the use of chemicals often means more insects as MOG (material other than grapes). Absent expensive sorting these bugs can get caught up in the harvest. On the Barnivore website, Calcareous Vineyard in Paso Robles expressed this reservation though their wines were still classified as “vegan friendly”.

More Manipulated=More Vegan-friendly?

Are the most “vegan-friendly” vineyards the ones being farmed with heavy saturation of pesticides and chemical fertilizers? It seems like it when you compare it to organic and biodynamic vineyards with high insect MOG and animal-derived fertilizers.

Mass produced wines like the PETA recommended Sutter Home and Moët & Chandon often employ these conventional, chemical dependent styles of viticulture.

While avoiding using animal-based fining agents to remove excess tannins and haze forming proteins, big mega-corps can use other tricks to manipulate the wine with things like lab designed enzymes, oak adjuncts and Mega Purple which will “smooth out” bitter tannins and cover up off-flavors.

Just a single drop of Mega Purple had this white Riesling looking and smelling like a Grenache rose. Crazy stuff.

Sure, Charles Shaw reds (Two Buck Chuck), Sutter Home Cabernet Sauvignon, Meiomi Pinot noir and Yellow Tail reds are made without animal fining agents but should vegans (and really all wine drinkers) be concerned with what other products are being used to make these wines?

And while it can be exciting to see advances in the use of pea proteins and fining agents derived from fungi like Aspergillus niger, its worth asking if these are only adding to the laundry list of the 60+ (and counting) additives that can be used in winemaking–taking it even further away from being just “fermented grapes”?

Now What?

While I’m not vegan myself, I wholeheartedly support anyone that chooses to live their life by convictions. I respect their ethical concerns for the treatment of animals.  I also share their concerns about the environment animal products have. It’s not my wish to stress-out vegans who just want to relax and enjoy a nice bottle of wine.

I do believe it is fair to think about the big picture involved in many seemingly “vegan-friendly” wineries.  Often the viticulture and winemaking practices they use may not align with the ideals of many vegans.

However, it is clear from sites like Barnivore that there are tons of environmentally conscious wineries (many of which are even owned by vegans) that are producing vegan-friendly wines. They may not be the easiest to find at grocery stores or restaurant wine lists that can be dominated by the portfolios of the large mega-corps but these often small family-owned wineries are well worth seeking out and supporting.

And that’s something that I think both vegans and non-vegans can drink to.

Subscribe to Spitbucket

New posts sent to your email!

Non-Alcoholic Wine — Because sometimes you have to

When a friend of mine was pregnant, we threw her a baby shower. We figured that if Mama couldn’t drink, then neither would we. So we hit the local liquor store to buy an assortment of non-alcoholic wines to give them a taste test to see which, if any, were actually tolerable.

Much to our surprise, we actually found them to be not that bad. Well except for one that was just hideous.

How do you get Non-Alcoholic wine?


Wine Folly gives a good breakdown, complete with illustrations on the process, but essentially non-alcoholic wine starts out as regular, alcoholic wine with the alcohol later removed. This process is not 100% exact which is why these wines can’t be sold to minors (and why we didn’t let our mama-to-be have any). If you look carefully, you will see that the labels note that they contain less that 0.05 or 1% alcohol. Technically, these are “alcohol removed” wines rather than non-alcoholic wines.

The two most popular methods to remove the alcohol are reverse osmosis (used by Ariel and Sutter Home Fre with the later using a spinning cone for the process) and vacuum distillation (used by St. Regis).

The Line-up

Sutter Home Fre is made by Trinchero Family Estates. In addition to Sutter Home, Trinchero also makes Menage a Trois, Charles & Charles, A3 wines, Bandit, Joel Gott, Sycamore Lane and many more. In the Sutter Home Fre brand they make a non-alcoholic sparkling wine, Chardonnay, Moscato, White Zinfandel, Merlot and Red blend. We were able to taste all but the Moscato and White zin.

Both Sutter Home Fre and St. Regis highlight lots of “Mocktail” recipes on their websites that are worth checking out.

St. Regis is a Canadian brand produced by I-D Foods Corporation. The wines are made in Europe with the Cabernet Sauvignon coming from Spain, the sparkling Brut from France and the Chardonnay and Shiraz rose from the south of France. They also make a sparkling Kir Royal from France that we did not get a chance to taste.

Ariel is owned by J. Lohr Vineyards & Wines with their website claiming that they are sourcing their fruit from the same 3700 acres of vineyards used by J. Lohr in the Central Coast of California. They also claim to be the “World Best Dealcoholized Wine” with the website touting a gold medal won more than 30 years ago at the 1986 Los Angeles County Fair that saw their Ariel Blanc competing against alcoholic wines. While they make a non-alcoholic Chardonnay, we only had an opportunity to try the Cabernet Sauvignon.

The Verdict

First off, with all these wines you can certainly tell that they aren’t the real deal. Besides the muted aromas, the biggest giveaway is the mouthfeel with all the wines tasting very watery and light. The one exceptions were the two bubbles which I’ll discuss below.

Both of these were surprisingly good.

In tasting through the wines, the “house style” of the two brands that we had multiple examples of–Sutter Home Fre and St. Regis–quickly became apparent. The Sutter Home Fre was the sweeter of the two but not sugary sweet. In fact, they reminded several of us of the low-sugar kids fruit juices that you get at places like Whole Foods such as Honest Kids. In fact, the similarity of the Sutter Home Fre wines to the Honest Kids fruit juices were quite remarkable since none of the Fre wines had any real “winey” notes like oak. Even though these wines tasted like “healthy kids fruit juices”, I would never recommend letting kids try them.

The St. Regis wines tasted drier and more wine-like but they also tasted noticeably manipulated with the use of oak chips. Both the Chardonnay and Cabernet Sauvignon smelled like “real” Cab and Chard but they smelled like real examples of mass commercialized under $10 wines made by large volume producers like Trinchero and J. Lohr which was a bit ironic.

So not a fan of the Ariel.

 

The worst of the bunch, by a loooooooooooooooooong ways was the “World’s Best Dealcoholized Wine” Ariel. It tasted like stewed fruit cooked in plastic Croc shoes. I had to (unfortunately) revisit it several times to try and discern if the bottle was flawed but it didn’t tick off any of the typical wine fault red flags. I couldn’t detect volatile acidity (VA) and overt oxidation notes that typically go with “stewed fruit” flavors–like if the wine had been exposed to excessive heat such as being in the trunk of a car. Plus the cork and bottle looked fine with no bulging or seepage.

While the plastic Croc notes seem in line with some of the 4-ethylphenol (4-EP) “band-aid” Brett aromas, it definitely was more plastic shoe than band-aid. The wine also didn’t have the mustiness associated with TCA. Though the threshold for determining cork taint is heavily influenced by alcohol content so who knows if the reduced alcohol was doing something weird.

The one wine from this tasting that I would encourage people to avoid.

Ultimately, I can’t completely say that the Ariel Cabernet Sauvignon was flawed or not but I can say that this particular bottle was one of the worst things I’ve ever tried. If this was a blind tasting, I would have pegged it as a really bad and light bodied Pinotage–and that would have been the nicest thing I could say about it.

Perhaps, again, it was just this one bottle but the 2 star rating and reviews on Amazon hint that perhaps it wasn’t. A 2008 review on CNET described a tasting of the Ariel thusly:

There were three reds, including a Cabernet Sauvignon and a Merlot, that were so weak and tasteless they were essentially undrinkable. The same was true of the Chardonnay. — Steve Tobak, August 23rd, 2008, CNet

Looks like not much has changed since 2008 since I would also describe the Ariel Cabernet Sauvignon as ‘undrinkable’.

In Summary

But, happily, that was the only one. While the other wines certainly weren’t spectacular, they were definitely drinkable and it really all comes down to personal preference. If you want something on the Honest Kids’ fruit juice side, go with the Sutter Home Fre. If you want something more “wine-like” (i.e. oaky) then go with the St. Regis.

But the stars of the show were the two non-alcoholic sparklers. Both the Sutter Home Fre and St. Regis Brut were actually quite drinkable and pleasant. They essentially tasted like drier versions of Martinelli’s sparkling apple ciders. The bubbles followed the trend of the house styles for each producer. The Sutter Home Fre was slightly sweeter and more “Martinelli-like” while the St. Regis was drier and more “wine-like” with even a bit of toastiness.

If I was having a party, I would happily buy both sparklers as a non-alcoholic options for adults. As for the others, I would be interested in exploring some of the mocktail recipes found on their sites. They weren’t bad on their own (except for the Ariel) but not anything I would be eager to try again.

Subscribe to Spitbucket

New posts sent to your email!