Outlying regions, and their wineries, face uphill odds
Having visited a few “outlying” areas lately — including Suisun Valley and Lake County (twice in the last 6 weeks) — I’ve been thinking about what it takes for a wine region to bust through the clutter and establish itself, favorably, in the consumer’s consciousness.
I call them “outlying” because they are, in two senses of the word: Suisun Valley lies just outside Napa Valley, within Solano County but literally just cross the street from Napa. And Lake County is one mountain range (the Mayacamas) away from Napa Valley, although, as a Lake vintner laughingly told me, when he told a visiting French winemaker that the Mayacamas were mountains, the Frenchman replied that, in France, they would more properly be called hills. And, in fact, when I drove early yesterday morning from Langtry/Guenoc winery, outside Middletown, along Highway 128 to Rutherford, I saw once again how close southern Lake County really is to Napa. A short hop, skip and jump across the Mayacamas and you’re at Pritchard Hill, which is one of Napa’s high-rent districts (Colgin, Bryant, Chappellet).
So how can a new region become known? What conditions must it fulfill in order to hit the bigtime? In my experience, the region must:
- attain a critical mass of wines that have been highly-rated by respectable writers
- be close enough to major transit routes to be easily visited by writers and tourists
- develop an infrastructure of amenities (restaurants, lodging, tasting rooms and other recreations) to provide hospitality for visitors
If you look at California’s best known regions (Napa Valley, most of Sonoma County, Santa Barbara County, San Luis Obispo’s Edna and Arroyo Grande valleys), all three conditions have been met. Even meeting two out of the three conditions can be enough, as the Sierra Foothills shows. It’s close to transit routes (various highways over the Sierra Nevada, and Highway 49, which winds through Gold County). And, of course, there are tons of restaurants and nice places to stay in El Dorado, Amador and Calaveras counties, as well as things to do besides visiting wineries. So even though the wines may not be as good as they could be (IMHO), the region is doing just fine.
Take away two of the conditions, though, and it’s much harder. Mendocino County makes pretty good wines, but it’s a schlep from the Bay Area, and the areas around Hopland and Ukiah lack the fine dining and lodging and overall excitement that wine country tourists seem to want.
Lake County is trying very hard to get on the consumers’ (and critics’) map. They’re pushing wine quality relentlessly, especially in the vineyard, and the wines are beginning to show marked improvement. At the same time, it is a longer drive than Napa/Sonoma (and if you’re talking about the areas around Clear Lake, it’s another 45 minutes beyond Langry/Guenoc). That’s no longer a day trip but a weekender, which eliminates lots of potential tourists.
While I was typing this my friend Scott Carpenter called and during our chat reminded me that without a great sales, marketing and distributor force, it doesn’t matter if you’re making good wine. You won’t be able to sell it anyway. And lots of the wineries in these outlying areas are small family outfits, who find it hard to get distributed. When you think about all the obstacles a little winery from an outlying area has against it — especially in this economy — it’s a wonder they even try. At the same time, in a way they’re able to be more innovative, since they have little to lose by being bold and creative; in a place like Napa Valley, wineries grow more and more conservative over the years, the operative philosophy being: If it ain’t broke, don’t fix it.
In the end, it takes a long time for a wine region to establish itself. Doesn’t happen overnight, which is why I hope the family wineries and Lake County and Suisun Valley are committed to the long haul. At the very least, they should understand that some of us writers are out here watching them and, if there are positive developments, we’ll be the first ones to holler about it. I include the bloggers, too, not just paper reporters like me. In fact, with bloggers and twitterers and all that, the outlying areas and wineries may be able to radically shorten the time it takes to get known.
Dept. of What were they thinking?
Lewis Perdue‘s Wine Industry Insight is reporting (and I don’t think he’s joking) that a British publisher, Kraken Opus, “is currently working on a wine book…that will retail for £640,000, (approximately US $1.12 million).” “The Wine Opus, an 850-page book, will feature the 100 best wineries in the world selected by a panel of as-yet-unnamed judges,” Perdue writes, adding, “Extravagantly thirsty purchasers will also get six bottles of wine from each winery in the book. Only 100 copies of the book will be released. The company says that 25 have already been pre-ordered. Kraken Opus is owned by former Goldman Sachs derivatives and tax expert Karl Fowler.”
I guess the Recession is over! Disclosure: I’ve ordered 3 copies of the book, myself. (I got a deal from Kraken, an unbelievable $3 million for all three.) And I’m announcing the first-ever steveheimoff.com contest: The winner of the most interesting comment to the following question will win one of those books and a dinner with me! Here’s the question: Why I want to have dinner with Steve.
(Could I get sued for lying? You know I am, don’t you?)