Post-Haas School thoughts
We did my annual tasting and seminar last week at the U.C. Berkeley Haas School of Business’s Wine Club, “we” being myself and Randy Ullum, K-J’s head winemaker.
I’ve long been a fan of Randy. I included him in my 2008 book, “New Classic Winemakers of California,” which I organized by the decade when the winemaker began his or her career. Randy was part of the 1980s section that also included (for good measure), Bob Levy, Heidi Peterson Barrett, and the brains behind Shafer, Doug Shafer and Elias Fernandez.
What a decade that was. I’ll write more about it soon, but for now, I just want to say how the boutique winery movement of the 1960s and 1970s might have fizzled out, were it not for the energy the Eighties gave it. Like a shot in the arm, you might say, with the brilliance of Napa Valley now being—if not joined, then at least other regions were permitted to co-star in the play.
What I admired then about Randy, and still do, was his ability to craft small-lot wines alongside something like Vintner’s Reserve. And not just any small lots, but really great wine. Randy’s also a humorous, affable guy, and it was obvious the future MBAs at Haas liked him. The laughed a lot more at his jokes than they did at mine!
The cool thing about hanging out with the Millennials /Gen Yers who comprise the Haas Wine Club is that they offer a window into tomorrow’s smart wine consumers. They’re also tomorrow’s well-to-do wine drinkers; an MBA from Haas School ain’t chopped liver! So it’s interesting to know what they’re thinking.
Most wine tastings and seminars are given for an older crowd: for example, the folks who pay big bucks to go to something like the World of Pinot Noir. They are more or less settled into their ways. They’ll go to a Burgundy seminar because they like and collect Burgundy. Their minds are made up, you could say; older drinkers are not as open as younger ones to new wines, or from places they may be unfamiliar with. This is why there’s no event in California called World of Pinotage or World of Trebbiano or World of Croatia.
But Millennials are wide open when it comes to preferences. That’s why they’re such a huge target for wine marketers, who believe that, if they can catch a fan at a young age, they’ve got a customer for life.
Randy tasted the group, which numbered about 60, through five various tiers of Kendall-Jackson Chardonnay, from Vintner’s Reserve up to small production, vineyard-designated bottlings. The students were eager to learn, asking lots of good questions. I know, from having done this class for the last 7 or 8 years, that among them, you’ll find varying degrees of wine knowledge. Some are absolute neophytes, while others have done a lot of tasting and reading. When you’re doing a seminar like that, you have to try and make everyone happy. In the case of the Haas School Wine Club, it’s never hard. They’re a very un-snobby bunch, but at the same time they’re there to learn. I would rather speak to people like that, who have few if any preconceptions about what’s good or bad, important or unimportant, and just want to soak up every bit of knowledge they can.
I never rehearse for such classes. What’s the point? I like to keep things impromptu, on the theory that what’s real is better than a canned speech. And besides, those kids’ questions keep it real. I don’t have any problem thinking on my feet, which is probably partly because I’m from The Bronx (if you’re not on your feet in The Bronx, you’re on your back), but also because I have a lot of thoughts in my head all the time about wine—or about the particular wine topics I’m interested in—so it’s easy for me to expound on them. Just don’t let me go on too long!
I covered the first part of the two-hour class; these Haas students always are interested in things pertaining to being a wine critic. Then Randy took over, and he was smart enough to realize that the class would be interested in some of the business-related aspects of the K-J company. So he intertwined talk about that, even while he presented a thorough tasting and explanation of the various terroirs from which the Chardonnays came.
My favorite among the five Chards (with all due respect to the others) was the 2012 Camelot Highlands, from Santa Maria Valley. I’ve given that wine 90-plus scores over nine vintages, a pretty good track record for a Chardonnay. My readers know I’m a Chardonnay guy anyway, but that Camelot, which is from the so-called Tepusquet Bench of the valley, a hop and skip away from Bien Nacido (Cambria is inbetween), is one I could drink all the time.
As for my new gig, well, so many of you want to know how it’s going that I’ll report here from time to time. In short, it’s great. I’m settling into the new routine, which continues to evolve in the scope of my responsibilities. One of the best parts is that K-J encourages me to bring Gus along with me (for the most part—obviously there are limitations), whereas at my last job, Gus could sometimes be an issue. As I’ve said before, a challenge of my former profession was to get people to see me as me, not their image of me. I never liked that part of the job—being defined by my job. I respected people for seeing me that way, but I always tried to show them the real me. I think all well-known wine critics feel the same way. The job description comes with humility. Or at least, it had better.