Silicon Valley Bank’s annual industry survey has been summarized by Lewis Perdue’s Wine Industry Insight, and while I don’t have a link (it came late yesterday via email), I’d like to make it the focus of today’s post.
The most interesting part is SVB’s “predicted sales and case growth by region.” I did manage to drag the chart onto my desktop, and reproduce it here.
It’s kind of small: sorry about that.
As you can (or cannot) see, the chart takes nine California regions and predicts their case growth and sales growth for this year. The regions with the least growth are the Sierra Foothills, Lodi, the Central Valley and, surprisingly, Napa County (in that order, from least upward). The region with the highest growth by far is Anderson Valley/Mendocino County. Mid-Coastal (Santa Cruz/Monterey)) also is projected to have high growth, as are Sonoma County, Lake County and the Central Coast (San Luis Obispo/Santa Barbara).
I don’t find any of this in the least surprising. It’s actually quite interesting, because it’s always interesting to see a bird’s eye view of these large regions and compare and contrast them with one another. I’m delighted that Anderson Valley is doing so well. It’s a small region, but so impressive, especially for Pinot Noir and the Alsatian varieties. Someone described Anderson Valley Pinot to me as a cross between Santa Cruz Mountains and Oregon, and I think that’s about right.
Mid-Coastal is a term I hadn’t heard before regarding Santa Cruz/Monterey; generally, I think of those as Central Coast. Santa Cruz isn’t a very big wine-producing county, although it is of high quality. Too bad all those vineyards in the Santa Clara Valley are now housing developments and Silicon Valley companies! But Monterey is a very high-production place, and as we’ve seen for some time now, it’s also coming up in quality. I’m not talking just about its best-known AVA, the Santa Lucia Highlands, but the county as a whole. Prices also have remained reasonable, which surely is one of the most important reasons why Monterey is doing so well. People are looking for a bargain, and they get it with Monterey wine.
I said Napa County was one of the places with the least predicted growth, but that’s a little misleading. It’s on the lower side compared to the higher-growth regions, but not by much. The point, I think, is that sales there are limited by the high prices. We can argue about whether they’re warranted another time; for now, suffice it to say that American consumers, post-Great Recession, seem to be looking for value, and Napa doesn’t really represent value, any more than, say, Classified Growth Bordeaux represents value, unless you’re willing to say that a 95-point Cabernet that costs $150 is a “value.” I mean no disrespect to Napa Cab, only to suggest that it is a little too pricy for most people, and that’s what seems to be holding back Napa’s sales growth.
Sonoma County on the other hand is doing well, and I think that’s because their prices just haven’t kept up with Napa’s. We all know that Sonoma County, with its many appellations, is far more diversified than Napa, or for that matter than just about any other major wine-producing region in the world, in terms of the varietal range. And quality, too, is really high. But the Sonomans have never been able to charge Napa-esque prices, which is to our (the consumer’s) benefit.
Then there’s Central Coast, defined as Santa Barbara (mostly) and San Luis Obispo. Santa Barbara has been one of my top wine regions for more years than I care to remember. I was championing it early, and the reason I can say that is because Santa Barbara vintners were telling me, a long time ago, that I “got” their region, while other critics didn’t, in their view. I don’t know about that, but I do know that Santa Barbara, with its various AVAs (Santa Ynez Valley, Santa Rita Hills, Santa Maria Valley) caught my fancy in the early 1990s, and whenever a Santa Barbara winemaker told me that other critics never visited there, I always was astonished.
Santa Barbara’s a funny place, price-wise. The best wines are expensive, but, again compared to Napa Valley, not really. And there are quite a number of fabulous wines, across varieties ranging from Pinot Noir and Chardonnay to Cabernet Sauvignon, Merlot, Sauvignon Blanc, Viognier, Syrah and Grenache, that haven’t leapfrogged into the too-expensive category…yet. I think Santa Barbara prices are heavily connected to the economy, but they’re still reasonable, which explains why the region is experiencing growth.
I won’t say anything about the low-growth regions here. I wish them luck.
Anyhow, as you read this, we northern Californians are hunkering down for the Great Storm of ’14. Good luck to us, and to you.
The growers and wineries have been working diligently to get this largish region on the official AVA list, and since they’ve been doing everything right, far as I can tell, it shouldn’t take the multiple years it took for Paso Robles to finally sub-appellate itself. They’re currently getting the paperwork together for the TTB, and hope to get an AVA as soon as a year or two from now.
The organizers are the Petaluma Gap Winegrowers Alliance, which has been around for about eight years. Despite their map (sorry you have to crane your neck to read it),
they warn the boundaries aren’t yet final, not just because of the usual who’s in, who’s out politics, but because the good ole TTB is giving people a hard time about new AVAs that overlap with existing ones, and the northernmost part of the proposed Petaluma Gap does include that new southern stretch of the Russian River Valley. So nobody knows what will happen with that, although if they have to revise the boundaries around the RRV extension, it would eliminate one of the more important parts of the Gap, home to many well-regarded vineyards.
It’s a cool-climate growing area, although not that cool: warmer than Carneros, which itself is warmer than Santa Maria Valley. Still, the Petaluma Gap clearly is Pinot Noir and Chardonnay country, with Syrah thrown in for good measure. At the Alliance’s tasting yesterday (held at the gorgeous Golden Gate Club in the spectacular Presidio National Park, with such dramatic views of the Golden Gate Bridge and the spires of San Francisco), the Syrahs were outstanding and so were the Chardonnays. The Pinots, less so, but then again, this is Pinot Noir we’re talking about, the heartbreak grape. I particularly liked the more delicate ones, for instance Greg LaFollette’s 2012 Sangiacomo and Keller’s 2013 El Coro. Some of the bigger ones, like the Kosta-Browne 2012 Gap’s Crown, were a little too extracted for my tastes.
The Alliance said they’re trying hard to pinpoint a “Petaluma Gap” style or flavor, but I have to say this is going to be hard. The region clearly is a high-rent district: the wines, red and white, have great acidity, are ripe and balanced, with silky tannins and, in the case of the Pinots, frequently with an earthy, Bay leaf-herbal tea-tomato note. But you could say that about lots of Pinot Noirs from other places. On reflection the Chardonnays were perhaps the standouts: dry wines, rich and tangy in acidity, bright in fruit and minerally. Once again Greg LaFollette’s entry stood out: his 2012 Sangiacomo was, I wrote, “Grand Cru quality.” I also liked the Fogline 2013 and the Keller 2013 La Cruz. But some of the other Chardonnays were just too oaky, which is the fault, not of the Petaluma Gap, but of the winemakers.
The TTB requires AVA applicants to explain what makes their region singular, and in this case, the Alliance people said it’s not the fog and it’s not the soils, it’s the wind. The “Gap” refers to an opening in the coastal hills, roughly between Bodega Bay in the north and Dillon Beach in the south, where the winds rush in before hitting Sonoma Mountain,about 20 miles inland, from where they go north up to Cotati and south towards Carneros and San Pablo Bay. The AVA, as proposed, will be a big one, occupying roughly the entire southern third of the Sonoma Coast AVA, and spilling a little bit into Marin County. In the west the boundary line would extend to the coast. My friend Charlie Olken asked why they drew the line all the way out to the sea, when it’s clear nothing will grow out there except artichokes and onions. I’m not sure the Alliance people answered that, except to say there may be little pockets here and there where growers could persuade Pinot and Chardonnay to grow, even if it’s just for sparkling wine.
The Petaluma Gap contains about 80 vineyards and nine wineries, although lots of wineries source fruit from there. I must say, judging by this tasting, that I’m heartily in favor of this new AVA. Not all AVAs make sense, goodness knows, and the Petaluma Gap as presently conceived is a little too big for comfort. Yet goodness knows it’s more intelligently crafted than Sonoma Coast was (and is), and represents a big step in the right direction for the future of Sonoma (and Marin) county winegrapes. So kudos to the Petaluma Gap Wine Alliance for going about this in a smart way.
When I was a working wine critic, people said I possessed a certain amount of power. Maybe so, but I never was in a position to dictate to a winery what appellation they were entitled to use on the label!
If I had been an official taster with the Institut national de l’origine et de la qualité, the French quasi-governmental agency that regulates the appellation contrôlée system, I would have had that right and that power. Which scares even me: uneasy lies the head that wears a crown! But that is the case in France, where “the 2012 vintage of Pontet-Canet’s second wine, Les Hauts de Pontet-Canet, [was] refused AOC classification by an independent tasting panel. As a result, the wine will have to be bottled as a Vin de Table rather than a Pauillac,” according to the drinks business newsletter.
It seems ridiculous to put that much power in the hands of a group of bureaucrats, but that’s the French way. Besides, I wonder if the official tasters tasted the wine blind. (If any of you know, please tell me in the comments.) The drinks business article tried to discern why the tasters rejected the wine; the best they could surmise was that Pontet-Canet’s combination of biodynamic winegrowing and use of amphorae (a sort of “egg”) resulted in the wine’s lacking “Pauillac typicité,” whatever that means. Now, I don’t know the total number of wines that bore a Pauillac AOC in 2012, but it has got to be in the dozens if not hundreds, right? So how “different” could the Les Hauts have been (after all, it is from a respected Classified Growth), for the tasters to have rejected it? Was it the sole outlier in the entire commune? Perhaps the tasters knew what it was, and their personal attitudes toward biodynamics and amphorae shaped their perceptions.
It’s not that I’m feeling sorry for Pontet-Canet and its owners, the Tesseron family. In fact, the brouhaha may work in their favor. Melanie Tesseron told the drinks business that the wine “is becoming fast a collector’s item.” I don’t doubt it. Anomalies often do. The famous “upside down plane” stamp is a collector’s item.
In wine, pretty much the same thing happened when Piero Antinori launched Tignanello, in 1971; because he blended the Sangiovese with Cabernet Sauvignon and Cabernet Franc, the Italian government wouldn’t let him label it Chianti Classico. He had to use the lowly “Toscana” appellation. But it didn’t exactly hurt Tignanello, which became a collector’s item.
Not that we’re in any danger of it, but I’d hate to see California turn into the kind of dictated winegrowing region that so much of Europe is, where you can only grow the grape varieties the government approves of, or else you have to lower the appellation. Can you imagine how that would work in Napa Valley, which, presumably, if we had strict typicity rules, would be limited to Bordeaux varieties? A vintner who blended in a little Syrah with the Cabernet (as B Cellars did in 2004, in their Blend 25) would be entitled only to North Coast, or possibly a California AVA. Under those circumstances, B Cellars might not even have bothered making the wine, which would have robbed the world of a beautiful 94-pointer.
I’m off to the beautiful Santa Maria Valley for the rest of the week, but will try to post tomorrow. Meanwhile, we’re supposed to get some pretty good rain on Friday in Northern California, which is a very good thing!
One of the hardest parts of being a wine writer in California is explaining the differences between appellations. It’s hard because, in many cases, the differences aren’t all that stark.
The way I look at appellations is through the lens of history. As the late, great Alexis Lichine wrote (in his Encyclopedia of Wines & Spirits, the single most informative book I read when I was coming up in the field), “Fine wines always bear the stamp of the place where the grapes were grown and…the more restricted the place, the better the wine.” The French had inordinate respect for, and understanding of, the qualities that terroir imposed on their wines, so, for example, Saint-Julien, Saint-Estephe, Margaux and Pauillac were deemed different enough from each other to warrant their own appellations. And “the system reaches its logical conclusion in Burgundy…”.
It’s only natural that the founders of the modern California wine industry wanted a similar system of appellational control. They’d been egged on for years by the likes of Frank Schoonmaker, so, with the cooperation of the Federal government, our own American Viticultural Area program went into place, in the early 1980s.
Once an official appellation has been declared, people start looking for the things that make it distinct. The only problem is that “distinctiveness” is irrelevant to the government’s declaration of an AVA. They care about other things—especially political unity—but government bureaucrats had no intention of actually tasting wines to see if they were “typical” for their appellation. So they left that sticky wicket alone.
Well, here we are, more than 40 years later, and writers, critics, sommeliers and others still try to figure out how AVAs are different from each other. The situation here in the U.S. isn’t made easier by the relative ease with which appellations are approved. I think everybody realizes that Oakville (for instance) is not really a single terroir, but at least three: east, west and the flatlands in the middle. So if you’re looking for an “Oakville” character, good luck finding it, especially if you’re trying to distinguish it from, say, the Rutherford Bench, or the east side of St. Helena or even Coombsville, and you’re tasting blind. For one thing, we grow our grapes riper than the French ever did, and there’s general consensus that ripeness trumps terroir, making everything taste more alike than not. (This is not an argument for unnatural underripeness!) For another thing, contemporary winemaking techniques tend to be similar to each other, for a variety of reasons. Thus telling the difference between AVAs isn’t as easy as it was for the French 100 years ago.
I’m running into this because we’re planning an event down in L.A. for early December, and as part of that I’m trying to pinpoint exactly how the Santa Maria Valley puts its terroir fingerprint on its wines, especially Pinot Noir. Having tasted hundreds of SMV Pinot Noirs over the course of my career, I think there is a distinct fingerprint; I feel it in my bones, experience it in my taste memory, and can make a case. But the case ultimately is not provable, for the simple reason that we’re not talking about a “right” or “wrong” answer (2 + 2 = 5 is a wrong answer, anywhere and everywhere; “Santa Maria Valley Pinot Noir is silkier than Santa Rita Hills Pinot Noir” is an assertion of belief, and is not fundamentally true in all cases).
Therefore, we can only make generalizations about appellations. Of course, the more wines we taste, and the more we study the details of climate and soils, the more we can point to the distinguishing features of an appellation. But when you factor in the human part of winemaking—clonal selection, vineyard trellising, harvesting decisions, fermentation routines, oak regimens, the whole nine yards—things get considerably more complicated.
A perfect world would be one in which external reality mirrored what’s in your mind (and vice versa). But, of course, the curse, tragedy and glory of being human is that external reality has a way of turning out to be not the way we thought or hoped, leaving us forced to reconcile the two, which isn’t always easy. I’m sure there’s a Santa Maria Valley terroir to Pinot Noir, just as I’m sure there’s an Anderson Valley, a Green Valley, a Carneros and an Edna Valley quality. I’ve spent my career trying to find those qualities and write about them. But I’ve always been aware that the exception, far from proving the rule, merely makes the rule obstinately hard to discern.
“Democracy,” Winston Churchill told the House of Commons in 1947, “is the worst form of government, except for all those other forms that have been tried from time to time.”
Churchill might still have been sour toward democratic forms of government, given the fact that, two years previously, he had been unceremoniously thrown out of office, in a free election, by a British public that—while grateful to “the old man” for winning World War Two—nonetheless found him insufficiently liberal and vigorous to lead them in peace.
I begin today’s post with the famous Churchill quote because it can be adapted to the topic of American Viticultural Areas, or AVAs. “An AVA is the worst way of categorizing winegrowing regions, except for all other forms.” Anyone who follows the AVA process, especially in California, knows how sloppy, irrational and unhelpful it can be. And yet (to paraphrase another politician, Donald Rumsfeld), we have to deal with the AVA system we have, not the one we might want or wish to have at a later time.
The talented blogger Hawk Wakawaka points out some of these incoherences in a Sept. 8 post in which she deftly brings readers up to date on the long simmering brouhaha down in the Santa Rita Hills, which some people are trying to have expanded eastward, a proposal that infuriates others. It’s not my goal today to do what Hawk has already done, and done better than I could. Rather, I’m fascinated by her contention, based on TTB’s published guidelines, that [as Hawk puts it] any sub-AVA “must be generally congruent with” the conditions of the existing AVA.
This can sound a little confusing. What does “congruent” mean? It’s easier to understand in the context of Ballard Canyon, which was granted AVA status by TTB last year. Here, the key is Hawk’s statement that “Ballard Canyon [is] considered to be distinctive enough to merit [its] own sub-AVA status, while still generally congruent with the conditions of Santa Ynez Valley as a whole.”
Well, anyone can see this is where we run into trouble. The main problem concerns how you define the terms “distinctive” and “congruent.” The two seem to be opposites. If a region is so distinctive that it merits its own appellation, fine: we can all understand that. But how can it be distinctive and still be similar [congruent] to other appellations nearby?
Clearly, these are angels-dancing-on-pinheads concepts. There are clear and distinct boundaries between, say, the ocean and the beach. One is wet and watery, the other dry and sandy. Although the waves occasionally wash over the sand, we still insist that the two places are distinct, and we are correct in asserting that.
But appellations are fuzzy. We know this, not only intuitively, but through witnessing the contention that underlies almost every single appellation petition. When Gallo wanted to move the boundaries of the Russian River Valley southward, people erupted in anger. (It got done anyway.) And now, in the case of Santa Rita Hills, we have the same thing going on. (I suspect that TTB will approve the expansion, but you never know.)
It’s confusing, because who’s to say exactly where a climate influence or a soil composition begins and ends? Obviously the west winds and fogs that sweep over the Santa Rita Hills don’t abruptly halt at the 101 Freeway. And you don’t have to be a geologist to suspect that neither does the chemical composition of the dirt, or its structure, radically change at the Freeway. Therefore the petitioners who want the eastward expansion seem to have some justification for their case.
But there’s a slippery slope. If you give the Santa Rita Hills another ½ mile or so to the east, why not give it ¾ of a mile? Or a full mile? At some point, we would all agree that pushing Santa Rita Hills—a cool-climate appellation—too far to the east would be ridiculous. But how are we to know exactly where the line is?
There’s another problem. Consider the Pisoni Vineyard. Many different wineries buy grapes from it; their contracts generally allow them to determine picking times. If one winery picks two weeks later than another, which factor influences the resulting wines more: the vineyard’s terroir, or the winemaker’s picking date? The one thing the two wines have in common is their vineyard source; the fact that both hail from the Santa Lucia Highlands AVA is basically irrelevant. We can see that, while defining AVAs is overall a good thing, from multiple points of view, at the same time it’s a bit of a distraction.
This reverts back to Churchill. Determining these AVA boundaries is messy and frustrating, which is to say the process is political. Boundaries end where they do when the fighting process ceases (often because TTB makes its final decision). In the wine educating I’ve done in my career, I’ve always tried to point out that appellations are useful, as far as they go, but that the ultimate appellation is the brand and winery.
Incidentally, the TTB currently is considering ten AVA petitions, of which I find two noteworthy. One is Lamorinda. For those of you who don’t live in the East Bay, this is an area on “the other side of the Caldecott Tunnel” in Contra Costa County that consists of the towns of Lafayette, Moraga and Orinda. It’s very suburban and upscale and, for that reason, lots of people with money have planted vineyards in their yards, and are making wine. They want their own appellation and I suppose they’re going to get it. Another proposed AVA is Los Olivos District. That’s a little puzzling to me. Los Olivos is, of course, within the Santa Ynez Valley, but then, so are the villages of Santa Ynez, Solvang, Ballard and Buellton. It’s not clear to me why the Los Olivos people want their own appellation. If anyone out there can explain the difference between the terroirs of Los Olivos and Santa Ynez town, please let me know. On the other hand, if eventually all those townships get AVAs, it will be the wine writer’s full employment act; we’ll spend decades talking about their differences, the same way we do now, fairly inconclusively, with Oak Knoll, Yountville, Oakville, Rutherford and Calistoga.
My bottom line: There is congruency within AVAs and neighboring areas, but it’s a squishy type. Nonetheless, we should try to understand it, especially in California, where certain critics say all wines are starting to taste like each other.
When it comes to coastal California Pinot Noir, we make much of the distinctions of terroir (“we” being the wine media, some winemakers and everyone else involved in this rather arcane conversation).
We know the regions we celebrate: Russian River Valley, Sonoma Coast, Carneros, Anderson Valley, Santa Cruz Mountains, Monterey County, San Luis Obispo, Santa Maria Valley, Santa Rita Hills and so on. We say (and may actually believe) that each region is unique. If this were not the case, then what difference would an appellation of origin make, anyway? If each of these regions is not truly different, the only thing we’d concern ourselves with would be the reputation of the winery and the quality of the wine.
But of course they’re different. Aren’t they? Anyone classically educated in Burgundy understands that Chambolle-Musigny is “feminine, elegant,” Vosne-Romanée “deep, rich, velvety but not heavy.” Gevrey-Chambertin is “masculine, complex and long-lasting;” Echézeaux “close-knit and elegant.” (Descriptions are from Michael Broadbent.) To expect anyone who loves California wine not to transfer these templates to California—in Californian-ese–is, frankly, magical thinking.
And so we insist that the Pinot Noirs (and Cabernets, and Zinfandels, and Chardonnays, and so on) from our different AVAs must be different; and, when we discover (if we do) that they indeed are, we feel content and justified. To discover that the world is the way you expect it to be, is a verification of our moral and intellectual good judgment. Life is good, when you can make sense of it according to your own terms. Without that sense-making, life turns disturbingly chaotic.
And yet, anyone who’s been around for a while will tell you that, when it comes to California wine, things aren’t that simple. It is not always possible to tell an Arroyo Grande Valley Pinot Noir from a Santa Lucia Highlands Pinot Noir, nor for that matter to tell a northern SLH Pinot (Morgan) from a southern one (Pisoni), as has historically been the case for the two Côtes, de Noirs and Beaune. As our grapes get picked riper than they used to, and vintages become warmer, regional distinctions become blurred. (This isn’t to say that picking early is a guarantee of terroir.) It may also be that the much-touted Dijon clones contribute a certain sameness to Pinot Noir. And there’s a standardization of winemaking technique (cold soaking the grapes, new French oak) that also covers or can mask terroir. It can be very difficult even for trained winemakers to discern their own wines in blind tastings—or even to agree on what characteristics their own terroir displays!
Terroir, then, is a conundrum, a paradox. In one sense, it’s a bunch of hokum. In another, common sense tells us it has got to be true. Are grapes not like humans? Someone from the Louisiana Bayou country is going to be a lot different than someone from the South Bronx (me). Where we were born and grew up puts an indelible stamp on us; no matter how much we might subsequently change, our upbringing never leaves us. This is the terroir of humans.
One could prove the truth of wine terroir and end all the discussions forever the following way: You could organize a blind tasting of all the experts. Give them flights of Pinot Noirs, from all of California’s major coastal regions, and ask them to come up with descriptors. Correlate all the findings in a statistically meaningful way. If there is such a thing as terroir, you should be able to tweak out reliable and consistent characteristics from each region. Then repeat the experiment for the next ten years.
But you can see that this is clearly impossible, on practical grounds, if no other; and whatever the conclusions, reputable people would object, and we would have to factor in their objections. We are therefore faced with the limitations of theory. Here, a few quotes are apt:
If the facts don’t fit the theory, change the facts.
The moment a person forms a theory, his imagination sees in every object only the traits which favor that theory.
The next quote isn’t specifically about theory, but it does say a lot about how Californians like to break society’s theories:
I moved to California because it’s a lot freer, you know? You can do what you want to do, and nobody bugs you.
And my favorite:
Before I got married I had six theories about raising children; now, I have six children and no theories.
I’m working on a project where we’re trying to figure out what makes Santa Maria Valley Pinot Noir different and distinct from all other coastal California appellations. I think, in my bones, that it is; I believe I’ve noted those differences, over the course of many years, and can describe them, even if I can’t explain them; and I know for damn sure that the Santa Maria Valley is utterly unlike any other coastal growing region, in climate but perhaps even more in earth. Every fiber in me insists that there’s a Santa Maria character to Pinot Noir. At the same time, for all this certainty, I know the enormity of the challenge in nailing it. Wish me luck.