Tag Archives: Wine Education

Lifetime Vintage’s Blind Tasting Bundles – An Incredible Study Tool

Amber LeBeau in Blind Tasting, Wine Knowledge

Published on June 3, 2020

Recently I moderated a virtual blind tasting sponsored by the California company, Lifetime Vintage. Being in Europe, I wasn’t able to sample the wines myself, so I got to play detective. I listened to Kendeigh Worden of The Grape Grind, Noelle Harman of Outwines, Jeff Burrows of FoodWineClick, Lauren Walsh of The Swirling Dervish and Dylan Robbins, CEO of Lifetime Vintage, describe on Zoom–from across four different states and an ocean–the wines they were tasting.

Photo courtesy of Jeff at foodwineclick.com

We broke it out into two sessions, which Lifetime Vintage recorded–the first covering two whites and the second on two reds. So you can watch the fun yourself, but I’ll give you a little spoiler–I sucked!

Well, kinda. I got 1 out of the 4 right and was in the ballpark for a few others. But I still learned a lot with the most significant takeaway being that if you’re a wine student in the US, you absolutely need to check out Lifetime Vintage’s Blind Tasting program.

Seriously.

Now I’ll note that even though Lifetime Vintage sponsored the Zoom tasting by hosting it and sending Kendeigh, Noelle, Jeff and Lauren their kits, this is a wholly full-throated and unbridled endorsement. The only compensation that I’ve received was a huge amount of FOMO and jealousy over not being able to use this service myself.

I’m not kidding.

If I were still in the US, I would be all over this because it is, by far, one of the best study tools for blind tasting that I’ve come across.

At the beginning of the first video on white wines, Dylan explained the concept behind the kits. But I’ll give you a little summary here and why I find this so awesome.

1.) They have a network of retailers in 44 states so they can coordinate sending the same wines to study groups across the country.

Photo courtesy of Lifetime Vintage

Sadly, the archaic wine laws of Illinois, Pennsylvania, New Hampshire, Kentucky, Alabama and Utah still have those states on the sideline. Though it sounds like maybe Illinois might be able to join the party eventually.

But think about this and what potential it opens up with your studies.

Nearly every Master Sommelier and Master of Wine will harp on the benefits of study groups. Even if you are only reaching for the CMS Advance or WSET Diploma level, you can’t overstate the value in sharing ideas and approaches with peers. However, time and distance will always be hurdles when it comes to getting a group together. But with digital platforms like Zoom and Lifetime Vintage doing the logistical legwork, you could set up a tasting group with folks almost anywhere in the US.

This is also a boon for wine educators as well. You could have an instructor in New York hosting a tasting with students in Washington, Colorado, Texas, etc. And everyone will have the same wine to taste and experience. As someone very familiar with how much of a colossal headache the American three-tier system is, I’m in awe at the amount of behind the scenes work that the Lifetime Vintage team had to put in to get this network together.

But it gets even better.

2.) They will curate the bundles based on what you want or need to study.

This was a jaw-dropper for me. I honestly don’t know how long they are willing to do this without eventually raising the price. But this is huge for wine students. Think of all the things that are usually trouble spots for blind tasting.

The evil dwarves of Albariño, Grüner Veltliner, Pinot gris and Chenin.
The numerous laterals of wines that show raisination–Syrah, Grenache, Corvina, Zinfandel.
Pinot noir vs. Gamay.
Brunello vs Barolo.
The strange way that all the red Bordeaux varieties can be so different yet so similar.

You could have Lifetime Vintage come up with a 4 or 6 bottle set for any of that–just email them before you place your order. For those studying for the WSET Diploma D3 Wines of the World exam, you could ask for wines covering the four kinds of flights you’ll get.

Photo courtesy of Jeff at FoodWineClick.com

Protip: You could make your own mock D3 exam with two of the 6 bottle sets. (And get free shipping too)

Three wines from the same grape variety. (Usually different regions.)

Three wines from the same country. (Usually different varieties or winemaking styles.)

Three wines from the same region. (Usually different quality levels or winemaking styles.)

Three unrelated wines. (Hodgepodge Free for All!)

And, of course, you could also use this for non-study fun. As Lauren noted in her write up, these are perfect for hosting a kick-ass, hassle-free tasting party. If you want to do something with friends and family from across the country, you could ask for easy well-known wine styles (NZ Sauv. blanc, Buttery Chard, Napa Cab, etc.) Or all red wines. All whites, rose, sweet wines, whatever.

I mean, if Lifetime Vintage is going to do the logistical legwork of getting these kits together, then why not?

3.) The wines come in half bottles and all are exam quality.

Now, this does yield some limitations since not every wine is offered in this format. But times are changing and wineries are getting smart to the idea that 375ml bottles provide a lot of value. Not only do they fit in with the move towards moderation, but they also limit waste and the need to have a Coravin.

Sure, if you’re doing the six-bottle set all at once, you may still want to Coravin. But resealing and consuming four half-bottles over 2 to 3 days is not going to be a challenge for many wine lovers. And if you’re doing something like what we did with 2 whites one night and 2 reds the next, it’s even easier to ensure that there is no waste.

So How Much?

Right now, the basic four bottle sets are $95 each and the six-bottle sets $135. That’s an average of $23.75 and $22.75 a bottle, respectively. There is also a premium four bottle bundle for $150 ($37.50 bottle ave). While they will curate for free with the basic sets a lot of different things, if you’re asking for something like a Sangio vs. Nebbiolo battle, you’re probably going to be in the premium range.

On top of the base cost, there is a $6.99 procurement fee (same for both 4 & 6 bottle sets). For orders over $195, it’s free shipping, but orders less than that there is a cost. I tested it with my old address in Washington and the shipping was $22.99.

The Nitty Gritty

Based on the wines for our Zoom event, the quality level more than lives up to the price. Jeff of FoodWineClick did the math and noted that the retail price for the four bottles we got in our set came out to $75. Of course, that’s across several different retailers since the odds of finding them all at the same shop are low.

So essentially for that extra cost, you’re paying for:

The curation and preparation of the sets for blind tasting.
The legal and technical logistics of the LV team working with multiple retailers in 44 states to procure the wines and send them to different locations.
The convenience of shipping and home delivery.

As a wine student, think of how much we’re spending already procuring and tasting wines. Think of how tough it is trying to blind taste wines by yourself. To have someone do a lot of that work for you is an immense benefit that is well worth the cost. In one of the videos, I told Dylan of Lifetime Vintage that I honestly think he’s undercharging for his service-especially when you think of what other services like SommSelect charge.

With SommSelect, it’s a monthly subscription locking you into $199 for six bottles.

And these are full 750ml bottles (3 whites, 3 reds). So you pretty much have to use a Coravin or you’re likely going to waste wine. Now, yes, you do get the tasting notes and tips from Master Sommelier Ian Cauble, but it’s still a substantial cost ($2400 a year). While I enjoyed using the SommSelect kits when I was in the States, I ultimately had to drop it because it was just too much.

For almost half of that $2400, I could get 10 of the four bottle Lifetime Vintage blind tasting bundles tailored to what I need to study. At this point in my journey, I don’t need to be blinded on New Zealand Sauvignon blanc, off-dry Mosel Riesling, Alsatian Gewurztraminer or Napa Cabernet Sauvignon. I’m nailing those pretty regularly.

But I still have tons of blind spots and laterals that keep biting me. If I was in the US, you better believe that I would be a frequent customer of Lifetime Vintage. It’s one of the best investments that any wine student could make for their studies.

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Education is Not Going to Save the Wine Industry

Amber LeBeau in General, Shopping for Wine, Wine Knowledge

Published on February 27, 2020

There’s a public Facebook group that I belong to called Friends Who Like Wine In The Glass. Ran by Steve and Vashti Roebuck of Wine In The Glass, it has nearly 10,000 members who span everything from regular wine lovers to industry folks and even Masters of Wine.

It’s always a good place to pop in for interesting wine conversations such as this recent thread by Larry Baker, aka Larry the Wine Guy. The thread started with Baker posting his latest video about the confusing 75% loophole for labeling American wines by grape varieties and the challenges of trying to educate consumers that their favorite Cab, Merlot or Pinot noir might actually be a red blend.

I know where Larry and other wine stewards/somms are coming from.

As someone who spent many years in the retail trenches, I can sympathize with Larry’s frustrations. The loophole is confusing. It’s also really tough dealing with people so hung up on a grape variety that they’re closed off to trying any other wine which doesn’t have that magical name on the label.

Yet, many American varietal wines in the sub $20 category can be very “red blend-y”–either because of style or a winemaker using the full stretch of that 75% loophole. I understand the desire to want to educate consumers on this loophole and use that enlightenment as a segue to get them to break out of their mono-varietal rut. However, watching Larry’s video and picturing these types of conversations happening on the sales floor made me cringe.

I know Baker is a good guy and has the best of intentions. I’m sure he’s had many great customer interactions and successes. But I’m also absolutely certain that his sincere, but exacting approach to educating consumers has turned off more than a handful as well.

(Update: Since this blog has been published, Baker has shared some more of his thoughts on sales in the comments of his original post that are worth reading for his perspective.)

I’m not writing this to pick on Larry.

He’s definitely not an isolated case.

Every single person reading this blog can think of sommeliers, wine stewards or tasting rooms associates that they’ve encountered who’ve leaned a bit too hard on the wine education front. While some of it can be driven by arrogance and snobbery, for most folks (like Larry), it’s more of an over-extension of passion. When you love wine and what you do, it’s hard not to want to share that and use your knowledge to encourage folks to try new things.

You only need to apply a little grease to ease the friction.

That passion isn’t bad. Wine education isn’t bad. But it’s imperative for anyone dealing with consumers to understand that education is not the engine that drives sales. It’s service, of which education is merely the grease that helps smooth things along.

But you know what happens when you over-grease the gears? Things run hot and break down. Customer service breaks down and the whole engine that we need to sustain the wine industry starts grinding to a halt.

Slathering on even more grease is not going to fix that.

As the US deals with declining wine sales, getting that engine back up and running is at the top of many concerns. However, anytime the industry deals with disappointing sales, there’s always a knee-jerk reaction that more education must be the answer.

Why is no one buying Sherry? It’s too confusing!

Why are Rieslings such a tough sell? People don’t understand them!

You could play this script out for most any wine topic. It’s like there is a paradox that the answer is to both dumb things down while using education as a hammer to break through consumer ignorance. But what we should be doing is putting away both the crayons and hammers. We don’t have an education problem in the industry.

We have an empathy problem.

Frequent readers of the blog know that this is a tune that I’ve sung many times before. From my posts One Night Stands and Surprises about wineries, Wine Shops’ Biggest Mistake to my recent ponderings of When Did We Stop Treating People Like People?, I’m going to keep banging this drum.

In my career, there’s been no lesson more valuable to learn than that consumers want more listening and less lecturing. They want to be heard, seen and served–not sold to. Any winery, restaurant or wine shop that teaches “selling skills” should throw out those training manuals and start over. It won’t be selling skills that get you sales; it will be your service skills.

While the logs are undoubtedly vital, no air=no fire.

Those are the skills that will teach you to meet the customer where they are–at their level of knowledge and comfort. While service skills value the use of education to help smooth things along, they know that its use must be measured and not overdone.

Holding a consumer’s interest in wine is like maintaining a fire. It starts with a spark and some kindling. As it grows, you throw on logs (new wines, new knowledge) as fuel to keep it going. But you can’t toss too many on without smothering out the whole thing. The fire needs ventilation and air to sustain itself.

Too many wine professionals smother consumers with education and expertise.

I’m not saying that the industry should turn “anti-expert.” I don’t think anyone can read this blog and come away with the idea that I’m against wine education and expanding folks’ knowledge.

Education is important. Greasing the gears and throwing logs on the fire is essential.

But it’s not the engine or air which our industry needs to survive. Service is.

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Terroir Sundae

Amber LeBeau in Millennials, Wine marketing

Published on December 2, 2019

As a wine student, I’m always knee-deep in terroir. Working through the WSET Diploma, the enduring question that runs through every wine is: Why are you the way you are?

The TL;DR answer is usually “Terroir”-that vague French word which encapsulates all the natural elements of a vineyard and vintage. Over the last couple of decades, that term has evolved like the ice cream sundae from a soda float of “somewhereness” to 3 scoops of soils, topography and climate topped by a cherry of tradition.

Fantastic stuff for study guides and wine books but dreadfully boring for wineries trying to reach the lucrative Millennial market.

Somewhereness still matters. But not in the way we think.

Terroir is essential, no doubt. Ultimately the quality of the sundae depends on the base ingredients that are the foundation for the whole dish.

Is it Spanish? Is it French? Secretly Aussie? Most folks aren’t going to care as long as it’s tasty and a good value.

However, wine writers, such as Master of Wine Tim Atkin, have long noted that the increasing globalization of wine (and the general apathy of consumers) is making those folks who are genuinely interested in the nuances of terroir a minority.

But across the world, wineries still need to find ways to stand out from the pack–to trumpet their distinctiveness. They still need to give consumers a reason to choose their sundae over all the other sundaes and derivatives out there.

So why not lean in hard on the quality ingredients you’re using? After all, isn’t that what everyone else is doing?

However, those aren’t the questions that wineries should be asking. They certainly aren’t the questions that most Millennial wine consumers are asking. Instead, with so many options competing for attention and wallets, the more pertinent question is, “How hard am I making it for consumers to enjoy my terroir sundae?”

Spoonfed

Wine is a unique commodity in that we willingly create multiple barriers to entry. There are price points and availability, of course, but also a substantial education barrier.

To really “get” the differences between various terroirs and why some wines are worth hunting and paying more for, requires a fair degree of knowledge on the consumer’s part. It’s a level of expertise that we routinely take for granted. There is this assumption that if a consumer likes wine, then they’ll eventually “get serious” enough to invest time and effort into learning about it.

Meanwhile–while we’re waiting for consumers like those pesky Millennials to “get serious”–we still desperately want them to enjoy (and buy!) our sundaes. “You want something distinctive? Here is our world-class terroir with a unique combination of natural factors that gives our wine a ‘sense of place’!”

Granted, it could still be a fun experience. But maybe not the kind of experience worth splurging for top-shelf stuff.

But without the “utensil” of education needed to understand those natural factors and what makes them unique, we’re basically just giving consumers a sundae with no spoon. Sure, they can dig right in, but it’s going to get messy.

Don’t forget the cherry on top.

However, there is one part of the sundae that you don’t need any help or utensils to enjoy–and for many, it’s the best part.

The cherry.

It’s the stories, traditions and people behind the wine. While often overlooked, this is still an immutable part of the terroir sundae. But, more importantly, it’s the tangible part that consumers don’t need a long spoon of wine education to devour.

This is because people relate to people. Even if the stories and traditions are worlds apart from their own, it is far easier for folks to connect to these human elements than it is to soils, topography and climate.

It’s also the one part that every winery can absolutely nail with their marketing message–regardless of how spectacular the rest of their terroir really is.

Your sundae might not have hand-churned, French vanilla ice cream sourced from grass-fed cows that received daily deep tissue massages. But fresh homemade Maraschino cherries make even store brand scoops tastier.

Likewise, you might not have vineyards in the blessed terroir of Chablis, Barolo, Hunter Valley or the Stags Leap District, but remember that consumers are going need a long spoon to dig into what makes those sundaes special.

So work with what you have and don’t forget the best part.

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

Amber LeBeau in General, Wine Tasting

Published on December 16, 2018

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.

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.

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.

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.

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.

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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Geek Notes 6/26/18 — New Wine Books for June/July

Amber LeBeau in Geek Notes, Wine Knowledge, Wine marketing

Published on June 26, 2018

A look at some recently released and upcoming wine books that intrigue me for various geeky reasons.

For last month’s edition looking at some of the new releases from May and early June check out Wine Geek Notes 5/9/18 — New Wine Books to Geek Out Over.

How to Wine With Your Boss & 6 Other Tips To Fast Track Your Career by Tiffany Yarde. Released June 19th, 2018.

While not necessarily a wine book, the description and “look inside” preview caught my attention. Unlike other career advancing self-help books that tell you how “think rich”, “lean in” and develop habits of highly effective people, Yarde looks to be taking a different approach in utilizing wine education topics on tasting and varieties to apply them to business principles.

At least that is what the intro is describing, though the title How to Wine With Your Boss also seems to be advocating wielding your knowledge and confidence in the social lubricant of wine as a tool to advance your career. That is an approach that could be fraught with pratfalls with the associations of alcohol in the workplace in light of the #MeToo movement. While we, wine geeks, know that the point of sharing a glass of wine is not about nefarious intentions, I can’t begrudge a male manager or coworker from being reticent in accepting such an invitation.

Still, the idea of book teaching wine enthusiasts how to take their passion and knowledge of wine and apply it to business is intriguing–if that is such a book that Yarde has written. She does have a blog and website, Motovino, that describes more of her philosophy though, unfortunately, the blog is not frequently updated.

Practical Field Guide to Grape Growing and Vine Physiology by Daniel Schuster, Laura Bernini and Andrea Paoletti. To be released July 2nd, 2018.

This looks like some hardcore viticultural geekdoom here written by New Zealand wine grower Daniel Schuster, Tuscan viticulturalist Laura Bernini and winemaker Andrea Paoletti that will combine a mix of New World modernist and Old World traditionalist approaches to grape growing.

Oldies but goodies.

When I passed Unit 2 of the WSET Diploma level on Viticulture and Winemaking with Master of Wine Stephen Skelton’s Viticulture, Jeff Cox’s From Vines to Wines and the old school classic of A.J. Winkler and crew’s General Viticulture (under $15 used) were my primary study aids in the vineyard.

At around 146 pages, I can see the Practical Field Guide being an easily digestible compendium to the books I mention above and another great study tool for wine geeks seeking certifications in the WSET or Court of Master Sommelier programs.

Wine Marketing and Sales, 3rd Edition by Liz Thach, Janeen Olsen and Paul Wagner. To be released July 2nd, 2018.

I’ve had this book pre-ordered since February–so, yeah, I’m pretty excited.

While I was doing researching for my article Under the (Social Media) Influence, I realized that there was a dearth of resources for wineries and wine business students about how to effectively utilize social media. A huge reason for that is how quickly the industry and technology is changing so this updated edition of Wine Marketing and Sales was desperately needed. With how in-depth and perspective-driven the previous two editions were, I have no doubt that this and other modern topics and challenges of the industry are going to be addressed.

Dr. Liz Thach, MW is one of the most brilliant minds in the wine business whose writings in Wine Business Monthly and other publications are must-reads for anyone wanting to keep a pulse on the happenings in the wine business. In addition to Wine Marketing and Sales, Thach’s Wine: a Global Business is another resource that I’ve thoroughly gobbled up in highlighted notes and annotations.

The New Pink Wine: A Modern Guide to the World’s Best Rosés by Ann Walker and Larry Walker. To be released July 19th, 2018.

Has the “Rosé Revolution” jumped the shark yet? Who knows?

But The New Pink Wine is here to join a chorus of recently released rosé wine books in the last year and a half that includes Master of Wine Jennifer Simonetti-Bryan’s Rosé Wine (you can check out my review of it here), Victoria James and Lyle Railsback’s Drink Pink, Katherine Cole’s Rosé All Day, Master of Wine Elizabeth Gabay’s Rosé: Understanding the pink wine revolution and Julia Charles’ Rosé Cocktails that I highlighted in last month’s Wine Geek Notes.

If you want to go “old school hipster”, there is also Jeff Morgan’s 2005 work Rosé: A Guide to the World’s Most Versatile Wine which was on the Pink Train way back when Brangelina were still filming Mr. & Mrs. Smith.

What will the Walkers’ The New Pink Wine add to the conversation? At 224 pages, it’s not aiming to be a pamphlet. Both the Walkers do have lots of experience in the food and wine industry with Ann as a chef, educator, writer and frequent judge for the San Francisco Chronicle Wine Competition. Larry Walker has written for various food & wine magazine and is the editor for several of Williams-Sonoma’s Wine Guides.

I suppose as long as new bottles of rosé keeping hitting the wine shelves, we’ll keep getting new rosé wine books for the book shelf.

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Champagne Masters and their Bull Shit

Amber LeBeau in Champagne, Wine Knowledge

Published on January 22, 2018

By Comite Champagne - Own work, CC BY-SA 3.0, On Wikimedia Commons Food & Wine recently published an article by wine educator and “prophet” Jonathan Cristaldi titled “Pop These 25 Bottles and Become a Champagne Master”.

The article had so many mistakes (some glaringly obvious) that it made my head hurt.

While I wholeheartedly support any message that begins with “Pop these bottles…”, if you don’t want to look like a bloody fool to your friends, let me tell you some of the things you SHOULDN’T take away from Cristaldi’s list.

**1.) Veuve Clicquot did not develop techniques to control secondary fermentation. Nor did they perfect the art of making Champagne. (Intro)**

Oh good Lordy! At least Cristaldi later redeemed himself a bit by accurately noting that Dom Perignon didn’t invent Champagne. Instead, the good monk spent his entire career trying to get rid of the bubbles. But this is a whopper of marketing BS to start an article.

First off, let’s give Veuve Clicquot due credit for what her and her cellar master, Anton Mueller, did accomplish. From 1810 to 1818, they developed the technique of riddling to remove the dead sediment of lees leftover from secondary fermentation. This helped produce clearer, brighter Champagnes. Important, yes. But even this technique wasn’t perfected at Veuve Clicquot. It was a cellar hand from the Champagne house of Morzet and M. Michelot who perfected the pupitre (riddling rack) that truly revolutionized Champagne production.

Furthermore, riddling has nothing to do with controlling secondary fermentation. It merely deals with the after-effects that happen months (usually years) after secondary fermentation is completed.

A Toast to a Team Effort

Pasteur’s work detailing the role of yeast in fermentation and Jean-Baptiste François’ invention to precisely measure how much sugar is in wine, contributed far more to the Champagne’s industry efforts to “control secondary fermentation” than a riddling table did.

Credit for understanding the secondary fermentation in sparkling wine goes to Christopher Merret. In 1662, he delivered a paper in London on the process of adding sugar to create gas in wines. But this process was fraught with risks. Regularly producers would lose a quarter to a third of their production due to exploding bottles. It was challenging figuring out how much sugar was needed to achieve the desired gas pressure.

The major breakthrough for that came in 1836 when Jean-Baptiste François, a pharmacist and optical instrument maker, invented the sucre-oenomètre. This allowed producers to measure the amount of sugar in their wine. By the 1840s, a tirage machine was invented that could give precise amounts of sugar to each bottle to make the wine sparkle without exploding. These developments, followed by Louis Pasteur’s work in the 1860s on the role of yeast in fermentation, set the industry on the road to “perfecting the art of making Champagne.”

Truthfully, it was a team effort with many hands involved. It’s disingenuous (and, again, marketing BS) to give exorbitant credit to anyone for making Champagne what it is today.

2.) No vintage of Krug’s Grande Cuvée is the same because it is not a vintage Champagne! (Item #2 & Item #4)

Likewise, Dom Perignon is not “a blend of several older vintage base wines”. This is one of Cristaldi’s most glaring errors that he repeats throughout the article. He truly doesn’t seem to understand the differences between vintage and non-vintage Champagnes.

A non-vintage or “multi-vintage” Champagne.
Note the lack of a vintage year on the label.

Non-vintage Champagnes, like Krug’s Grande Cuvée, are blends of multiple years that need to be aged at least 15 months. As Cristaldi correctly notes, some examples like Krug are aged far longer and can include stocks from older vintages. But it’s still not a vintage Champagne. This is why you do not see a year on the bottle.

A vintage Champagne, such a Dom Perignon, is the product of one single year and will display that year on the bottle. By law, it needs to be aged a minimum of 36 months. You can’t “blend in” older base wines from another vintage. If you want an older base wine, you need to age the entire vintage longer.

3.) Speaking of Dom Perignon, the “6 vintages released per decade” thing hasn’t been true since the ’80s (Item #4)

Again, marketing mystique and BS.

While, yes, the concept of vintage Champagne was once sacred and reserved only for years that were truly spectacular, today it all depends on the house. Some houses, like Cristaldi notes with Salon, do still limit their vintage production to truly spectacular years. But other houses will make a vintage cuvee virtually every year they can.

Seriously…. there is so much Dom made that it is being turned into gummy bears.

In the 2000s, while the 2008 hasn’t been released yet (but most assuredly will be), Dom Perignon declared 8 out of the ten vintages. In the 1990s, they declared 7 out of 10–including the somewhat sub-par 1993 and 1992 vintages.

Now, as I noted in my post Dancing with Goliath and tasting of the 2004 & 2006 Dom Perignon, LVMH (Louis Vuitton Moët Hennessy) credits global warming for producing more “vintage worthy” vintages. There is undoubtedly some truth to that. But there is also truth in the fact that LVMH can crank out 5 million plus bottles of Dom Perignon every year if they want and have no problem selling them because of their brand name.

And, if they don’t sell… well they can always make more gummy bears.

**4.) Chardonnay grapes do not take center stage in every bottle of Henriot (Item #5)**

The Henriot Blanc de Blancs is excellent and worth trying. But so are their Pinot noir dominant Champagnes like the Brut Souverain and Demi-Sec (usually 60% Pinot according to Tom Stevenson and Essi Avellan’s Christie’s World Encyclopedia of Champagne & Sparkling Wine) and the vintage rosé (at least 52% Pinot plus red Pinot noir wine added for color). Even Henriot’s regular vintage Champagne is usually a 50/50 blend. Again, not to discredit a great recommendation to try an awesome Champagne from a well-regarded house, but it is just lazy research for a “Champagne Master” to describe Henriot as a “Chardonnay dominant” (much less exclusive) house.

If you want to talk about Chardonnay-dominant houses, look to some of the growers based around the Grand Cru villages of Avize, Cramant and Le Mesnil-sur-Oger in the prime Chardonnay territory of the Côte des Blancs. Here you will find producers like Agrapart & Fils, Franck Bonville, Salon-Delamotte and Pierre Peters that, with few exceptions–such as Agrapart’s six grape cuvee Complantee and Delamotte’s rosé, can be rightly described as putting Chardonnay “on center stage in every bottle.”

5.) No, not all the vineyards that go into Cristal are biodynamically farmed. (Item #6)

Some great resources if you don’t want to sound like an idiot when spouting off about your “mastery” of Champagne.

Update: It took almost two years but the “wine prophet” finally got one right. In December 2019, Roederer released the first Cristal sourced entirely from biodynamic grapes.

In November, I got a chance to try the new 2009 Cristal with a brand ambassador from Louis Roederer. And while I noted in my post, Cristal Clarity, that Roederer’s push towards eventually converting all their vineyards to biodynamics is impressive–right now they are only around 41% biodynamic. Of course, most of this fruit does get funneled towards their top cuvee, but in 2017, that was still just 83% of their Cristal crop.

6.) No, Taittinger’s Comtes de Champagnes are not Chardonnay only wines. (Item #11)

The Comtes de Champagne is a series of prestige vintage cuvees made by Taittinger to honor Theobald IV, the Count of Champagne. This includes a delicious Comtes de Champagne rosé that is virtually always Pinot noir dominant.

In the 1930s, Pierre Taittinger purchased the historical home of the Comtes de Champagne in Reims. Renovating the mansion, they released the first Comtes de Champagne in 1952. Yes, that was a Blanc de Blancs, but the rosé version followed soon after in 1966. While there are some vintages where only one style is released (such as only the rosé Comtes de Champagne in 2003 and the Blanc de Blancs in 1998) in most vintages that are declared, both versions are released.

7.) I doubt Queen Victoria and Napoleon III time traveled to drink Perrier-Jouët’s Belle Epoque (Item #14)

With all the Champagne houses with histories of being run by widows, it’s kind of surprising that no one has ever done a special bottling for the world’s most famous widow.

Perrier-Jouët’s first release of the Belle Epoque was in 1964.

Cristaldi may have been trying to insinuate that those long-dead Champagne aficionados enjoyed the wines of Perrier-Jouët that were available during their time (which were FAR different in style than they are today). However, he’s dead wrong to say “Napoleon III, Queen Victoria and Princess Grace of Monaco were all fans of this gorgeous bubbly, which boasts classic white-floral notes (hence the label design), along with candied citrus and a creamy mouthfeel.”

I’ll give him the benefit of the doubt, though, on Princess Grace since she didn’t pass away till 1982.

Likewise….

8.) Marie Antoinette was dead more than 40 years before Piper-Heidsieck was founded (Item #15)

Kinda hard to be a brand ambassador when you don’t have your head. (Too soon?)

Again, I suspect this is just lazy research (and/or falling for marketing BS). But considering that the picture Cristaldi uses for his recommendation of Piper-Heidsieck (founded in 1834) is actually a Champagne from Charles Heidsieck (founded in 1851), the betting money is on general laziness.

A bottle of Piper-Heidsieck, in case Jonathan Cristaldi is curious.

Now for most people, I wouldn’t sweat them getting confused about the three different Champagne houses with “Heidsieck” in the name. While Champagne is nothing like Burgundy with similar names, there are some overlaps with the Heidsiecks being the most notable.

As I recounted in my recent review of the Heidsieck & Co Monopole Blue Top Champagne, the three houses (Heidsieck & Co. Monopole, Charles Heidsieck and Piper-Heidsieck) trace their origins to the original Heidsieck & Co. founded in 1785 by Florens-Louis Heidsieck.

But Piper-Heidsieck didn’t appear on the scene until 1834. That was when Florens-Louis’ nephew, Christian, broke away from the family firm to establish his own house. Even then, it wasn’t known as Piper-Heidsieck until 1837 when Christian’s widow married Henri-Guillaume Piper and changed the name of the estate.

Now, wait! Doesn’t the label on a bottle of Piper-Heidsieck say “founded in 1785”? That’s marketing flourish as the house (like the other two Heidsieck houses) can distantly trace their origins back to the original (but now defunct) Heidsieck & Co. But Christian Heidsieck and Henri-Guillaume Piper likely weren’t even born by the time Marie Antoinette lost her head in 1793–much less convincing the ill-fated queen to drink Piper-Heidsieck with her cake.

It’s not an issue for regular wine drinkers to fall for marketing slogans. But someone who is presenting himself as a wine educator (nay a Wine Prophet) should know better.

9.) Carol Duval-Leroy is not one of the few women to lead a Champagne house (Item #21)

Beyond ignoring the essential roles that women like Lily Bollinger, Louise Pommery, Marie-Louise Lanson de Nonancourt, Mathilde-Emile Laurent-Perrier and Barbe-Nicole Ponsardin (Veuve Clicquot) have played throughout the history of Champagne, it also discounts the many notable women working in Champagne today.

The De Venoge Princes Blanc de Noirs is made by a pretty awesome female chef de cave, Isabelle Tellier.

Maggie Henriquez, in particular, is one of the most influential people in Champagne in her role as CEO of Krug. Then you have Vitalie Taittinger of that notable Champagne house; Anne-Charlotte Amory, CEO of Piper-Heidsieck (and probable BFFs with Marie Antoinette’s ghost); Cecile Bonnefond, current president of Veuve Clicquot Ponsardin; Nathalie Vranken, manager of Vranken-Pommery; Floriane Eznak, cellar master at Jacquart; Isabelle Tellier, cellar master at Champagne Chanoine Frères and De Venoge, etc.

Is there room for more women in leadership in the Champagne industry? Of course, especially in winemaking. But let’s not belittle the awesome gains and contributions of women in the history (and present-day) of Champagne by sweeping them under the rug of “the few.”

Though what did I expect from a man who literally uses a woman as a “table” in his profile pic on his personal website?

Is there an end to the pain? God, I hope there is an end…

Though not as egregious as the glaring errors of mixing up Vintage vs. Non-vintage and touting long-dead brand ambassadors, I would be amiss not to mention one last thing that upset at least one of my Champagne-loving friends on Facebook.

At the end of his article Cristaldi throws out two (excellent) recommendations for a Californian sparkling wine from Schramsberg and a Franciacorta made in the traditional method in Italy. I appreciate that Cristaldi does point out that these two items are technically not Champagnes. However, it is hard not to miss the general laziness in how he leads off his article. He describes the list of wines to follow as “… some of the most iconic Champagnes out there, featuring an array of styles and price-points, so study up and become the Champagne know-it-all you’ve always wanted to be.” Again, a sin of imprecision and sloppiness.

To sum up this article, my dear Champagne-loving friend, Charles, had this to say about Jonathan Cristaldi’s article on Food & Wine.

The article is “riddled” errors. The author should be given an “ice bath” so that he can contemplate “disgorging” himself of the idea he is a master. At the very least someone should burst his “bubbles”. The article never should have made it to “press”

Now what?

I’m not going to claim to be a “Champagne Master” (though I’ll confess to being a Bubble Fiend) because frankly, I don’t think that title really exists. Even Tom Stevenson and Master of Wine Essi Avellan who literally wrote one of THE books on Champagnes and sparkling wine, probably wouldn’t consider themselves “Champagne Masters.”

To celebrate the Supreme Court decision in US v Windsor that legalized gay marriage nationwide, my wife and I threw a party in honor of the five justices that voted for equality.

People who put themselves in positions as wine educators or influencers owe it to their readers to provide valid information. Encouraging people to open bottles and try new things is terrific advice. Backing that advice up with falsehoods, embellishments, conflicting and confusing statements? Not so terrific.

No one knows everything and people make mistakes. It’s human nature. Hell, I’m sure I made at least one mistake in this post. But 9+ errors (2 of which are basic ‘Champagne 101’ stuff) is failing the readers of Food & Wine and everyone that those readers pass this faulty information along to.

Wine drinkers deserve better from our “prophets.”

Note: A follow up to this article can be found at Thought Bubbles – How to Geek Out About Champagne