Chardonnay declining? I don’t think so
Far be it from me to dispute the findings of a survey conducted by a reputable outfit, but I’m not buying the portentous headline, “Popularity of chardonnays declines” and the report that “consumption is down,” as this study contends.
It was done by Napa Technology, whose website describes it as “dedicated to designing innovative Intelligent Dispensing Solutions and Products that drive wine revenues, operating control, and growth for the Restaurant, Retail, Entertainment, and Hospitality industries.”
The company counted “90 respondents” to a survey (not revealed is how many people they actually surveyed), and of them, “forty percent…said that Chardonnay is on the decline.”
Forty percent of 90 is 36. That means 36 people in America said Chardonnay is declining, out of a population of more than 300 million. The respondents were said to be “sommeliers, wine directors, restaurant and hotel operators, wine producers, media, analysts and wine buyers.” That’s eight categories, meaning that there were about 4.5 respondents in each category. Even if you round 4.5 up to 5, that means that 5 somms, 5 wine directors, 5 restaurant operators, 5 hotel operators, 5 wine producers, 5 media people, 5 analysts and 5 wine buyers in the entire United States said that Chardonnay is declining.
I’m no expert in statistical analysis, but that doesn’t sound like a scientifically valid poll to me.
There’s plenty of evidence Chardonnay is not declining. Planted acreage of it in California alone was the highest ever, with 95,511 acres recorded in 2011 (the last year for which I have Dept. of Food and Agriculture Acreage Report numbers). While it’s true that the pace of new Chardonnay plantings slackened off from previous years, that’s easily explainable by the Great Recession. Nobody knows what the future holds, of course, but there’s no group of human beings on Earth more knowledgeable about what wines Americans will be drinking in 5 years than grapegrowers. If they’re still growing it, it’s because they believe Americans are still drinking it.
And they are, in droves. Chardonnay consumption is enormous among American wine drinkers. As the Wine Institute reported in 2011, “Chardonnay far and away remains the most popular wine in the U.S. and has continued to be the leading varietal wine for the last decade, with sales increases every year.” I get more Chardonnay samples sent to me than any other type of wine, except for Cabernet Sauvignon. That tells me that winery sales and marketing execs also believe Chardonnay’s popularity remains high. Like growers, they get paid to figure out what Americans will be drinking in the future.
The problem with little studies like the Napa Technology one that seem to “prove” things that aren’t necessarily true is that, in this age of the Internet, the “fact” of Chardonnay consumption spreads far and wide–even if it’s false. Google “Chardonnay consumption” and the Napa Technology study, as reported in Nation’s Restaurant News, is the fifth result. That’s very high up on a Google search, meaning that a lot of people will inhale that information, believe it and repeat it. The “news” goes viral, with who knows what negative impacts.
I’m willing to bet a hefty amount that ten years from now Chardonnay will still be the number one most purchased white wine in America. I don’t believe for a moment that Chardonnay has anything to fear from Albarino, Torrontés, Cava or Prosecco–all wines that the Napa Technology study said are “increasing in popularity” to Chardonnay’s detriment. Nothing personal against Albarino, Torrontés, Cava or Prosecco, but does anyone really think any of them is the Next Big White Wine?