Emotion, the Bee Gees and Bill Harlan: The power of persuasion
“It’s just emotion that’s taking me over,” the Bee Gees crooned—emotionally—on their 1978 hit, “Emotion,” a song of unrequited love and the pain it can cause.
We all know how powerful emotions can be. If strong enough, they can, and do, overrule reason and common sense, and “take over,” driving their human to perform irrational and sometimes even self-destructive acts. But emotion also can inspire people to supreme creative heights: Beethoven’s deep depressions turn up in his Third Symphony, the Eroica, which is steeped in grief. But his Ninth, the Choral, is an explosion of the most ecstatic joy. (The suggestion that Beethoven was bipolar seems retrospectively to make sense.)
Emotion plays a role in our experience of wine, too. A recent Australian study suggests that people are influenced by emotions spanning the gamut from warm-heartedness and nostalgia to anger, even when they’re tasting wines blind. It’s not clear to me that this particular study is of any use to winemakers, beyond being a fairly interesting academic exercise. Far more insightful is this blog post from Clinton Stark on his responses to receiving an offer to buy Promontory, a new project from Bill Harlan. (I myself haven’t tasted it, but two years ago Bill Harlan explained the project to me, and I subsequently wrote about it in Wine Enthusiast.)
Clinton’s appraisal is that the appeal of Promontory, a $400 Bordeaux blend, is pretty much exactly the same as that of “rarified, non-discretionary luxury goods,” like “a purse, a painting, a sculpture,” or, more specifically, “a Porsche.” All trigger “feelings” of “inexplicable and illogical lust,” the result of “marketing” pitches (in his case, Promontory’s offer letter) that cause “woefully uncontrollable…desire” in Clinton’s all-too-human heart.
Clinton has had, in other words, an emotional response to the offer letter. Even though he knows that Promontory is just another red wine, albeit (one imagines) a very good one (after all, Petrus and Romanée-Conti are also “just” red wines), some part of himself—which he knows is irrational—wants it. He has a good attitude about the whole thing, though: recognizes his emotional response, views it with the correct admixture of detachment and wry amusement, and decides ultimately not to buy the wine, but to add the offer letter “to my collection.”
Are we to conclude, then, that the producers of expensive wine merely resort to marketing ploys that prey on our emotional triggers? Were things only that simple! Humans are too complicated to divide desire into two categories: desire based on real need, and desire not based on real need, with the latter category somehow illegitimate or silly. We do have emotions; our emotions help to define our humanness. (And I’m not saying that animals don’t have emotions. As Gus’s dad, I see the full rainbow spectrum of his.) Part of desire is aspirational: the person who loses, or voluntarily denounces, his aspirations may be a Mother Theresa type, but as Plato knew, self-interest lurks everywhere, in our saints as well as in our sinners; who is without aspiration of some kind is dead. The desire for something fine and rare—a wine, a Philip Milic tattoo, a Lamborghini, a Ty Cobb baseball card, an Oscar, a Superman Action Comic No. 1, a trip to outer space on Virgin Galactic, a Papal blessing—may be irrational, in the sense that it is not strictly to sustain life. But neither are love and much of what makes life so rich and interesting.
And then, even as I wrote this blog post, the phone rang and who should it be but Bill Harlan. Serendipity, you dazzle me! This was of course before he could have known about my next day’s post. He called about something else. We talked about Promontory, and I told him it would be in the next day’s post. I said also how much I’ve always respected him personally as well as his wine businesses. None of what I have written above is meant in the slightest degree to disparage him, or whoever wrote his offer letter. I don’t think that was Clinton Stark’s point and it certainly isn’t mine! A large part of Bill’s genius is in dreammaking. Let he who is without the sin of self-aggrandizement cast the first stone. I’m just saying that at some point, wine doesn’t get any better no matter how high the price soars. What the buyer is looking for can’t be measured or expressed or even justified: it’s “just emotion,” and sometimes it can feel so good to let it take over.
Have a safe and happy Labor Day weekend! Back on Tuesday. (And aren’t you glad the Seventies are over!)