Elon Musk made a bit of news last week when his Tesla Motors announced that the company is “opening all its electric car patents to outside use.”
This “open sourcing” means that anyone can use Tesla’s proprietary procedures without having to worry about a patent lawsuit.
Why would a successful company like Tesla give the farm away? Originally, Musk had hoped that “the big car companies would copy our technology and then use their massive…sales and marketing power” to promote electric cars. While this would have presented Tesla with serious competition, it also would have promoted the concept of the electric car, which is a hard sell for most consumers. This “rising tide lifts all boats” concept would, Musk hoped, in the end benefit Tesla.
But it didn’t happen. “The unfortunate reality,” he said, “is…electric car programs…at the major manufacturers are small to non-existent.” Musk therefore is gambling that giving his manufacturing secrets away for free will help lift the tide that will help lift Tesla.
This story neatly dovetails with something that’s been on my mind lately, namely whether a winery in an appellation should promote only itself, or promote also its appellation, which means promoting all the other competing wineries in its appellation. This can be a tough decision for a winery. For example, I remember when I was a critic how surprised I was that Fess Parker Winery almost never put local appellations on their wines, like Santa Ynez Valley. Instead, they put Santa Barbara County. I thought it was wrong then, and told company officials so, but they argued that in their judgment no one had ever heard of Santa Ynez Valley, whereas everyone knew about Santa Barbara (which conjures up images of white-sand beaches, palm trees, movie stars and affluence). When I asked them, in turn, how the public ever would learn about Santa Ynez Valley, if wineries wouldn’t put it on their labels, there was radio silence.
We have a similar situation with regard to the Santa Maria Valley. It’s a great place to grow wine grapes, as I assume readers of this blog know. But it’s off the beaten path; even wine tourists to Santa Barbara County are more likely to visit Santa Rita Hills or Santa Ynez Valley than this northwestern, fairly remote part of the county. How, therefore, should S.M.V. wineries deal with the situation?
In different ways. Although they all (to my knowledge) put Santa Maria Valley on their labels, they still struggle with the public’s general absence of understanding of this region (which is shared, alas, in too many cases by sommeliers and merchants). Therefore, it would stand them all in good stead to promote the valley, but this would mean cooperating together, which is easier said than done. There have been efforts over the years to promote Santa Maria Valley, mainly through a local association, but, having followed these efforts, I have to admit they’ve been fairly tepid. Some influential local powers organized the Chardonnay Symposium a few years ago (with which I was involved), and held it at Byron Winery, where it largely showcased Santa Maria Valley wines. But this year, the Symposium closed up shop and moved north to Shell Beach, so now, even that slight exposure of the valley’s wines to consumers has ended.
My own feeling is that a single winery can’t promote its appellation, especially these lesser-known AVAs. A winery doesn’t have enough money, manpower or clout to pull off the massive consumer educational program that’s needed. It takes collaboration between all the local wineries, but as I said above, this can be politically difficult to achieve, because after all, these wineries are competing against each other. But in the end, collaboration is something they should do. It’s like Ben Franklin’s old woodcut says: Join, or die.
Unity is better than disunity. It worked for Napa Valley: that region promoted itself with ruthless efficiency, so that now, a winery that isn’t even making very distinguished wine benefits from having “Napa Valley” on the label. Even earlier than that, it worked for Bordeaux. Promoting the appellation is a tried-and-true practice.
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I’m off to Anderson Valley today, to spend a little time at Edmeades. It’s been a couple years since I’ve been there and I’m looking forward to it. I’ll be reporting from there for the next several days.
Last Saturday’s tasting and panel discussion on “The Neighborhoods of the Russian River Valley,” sponsored by the Russian River Valley Winegrowers Association as part of their winter “Pinot Classic” event, was interesting, as these terroir-oriented seminars always are. But, as I told the audience, for me at least it smacked of “déja vu all over again.”
The theme was to see if we could isolate and identify the characteristics of Pinot Noirs from three different “neighborhoods” of the greater Russian River Valley: Green Valley, Laguna Ridge and the Middle Reach.
To help walk us through an understanding of these regions were four talented winemakers: Michael Browne (Kosta Browne), representing Green Valley; Rod Berglund (Joseph Swan), representing Laguna Ridge, and Mark McWilliams (Arista), representing the Middle Reach. Our panel moderator was Mike Sullivan (Benovia), whose long career in the Russian River Valley gives him broad, general oversight.
My role, in Rod Berglund’s words, was to be “the cleanup hitter and let us know if what, from an outside observer standpoint, what we say makes sense or if we are all just full of [it].” I thus spoke last.
I must now briefly digress to quote some passages from my 2005 book, “A Wine Journey along the Russian River.” This is from a section called “Carving Up the Valley”:
After the 2001 harvest, a group of [Russian River Valley winemakers] began gathering to taste the wines from different parts of the appellation. Their focus, obviously, was on Pinot Noir … The object was to see whether it made sense to carve up the valley into sub-AVAs … The vintners would get together every so often for a few hours to taste and see whether they could detect consistent differences in the wines … Exactly where these divisions are and what they should be called are years away from being determined … the Russian River Valley Winegrowers Association itself has suggested three sub-AVAs: the Middle Reach, Laguna Ridges [sic] and the Santa Rosa Plain (counted as one), and Green Valley, which has had AVA status since 1983. You can think of this as a warm-cool-cold continuum.
I wrote those words in 2004. Now here we are, ten years later, and it’s as if I wrote them yesterday. Pretty much the same winemakers, talking about the same topic—it’s as if the last ten years hadn’t ever happened.
Why these new AVA processes take so long (and they always do) is a matter of complexity; no small reason is simply because people are busy, and it takes a great deal of effort to come to agreement (especially in so large and crowded a place as Russian River Valley). Still, I confess to finding it surprising that this particular process has dragged on for so long. There’s no question that the Russian River Valley needs to be broken up into smaller, more meaningful AVAs. At 96,000 acres (according to Wine Institute), it’s the 21st biggest AVA in California (of more than 100), bigger than Alexander Valley, Chalk Hill, Sonoma Valley and Sonoma Mountain combined—and you can throw Santa Rita Hills in there for good measure and there’s still a skosh of acreage left over.
As I wrote in “Journey,” “[T]he Middle Reach does deserve its own AVA status.” I believe this on several bases: historical (the name “the Middle Reach” is very old, by California standards, and Pinot Noir there dates to the 1960s) and because the wine quality is so high and so consistent across all properties. Indeed, the Middle Reach probably has the greatest quality overall because, being the warmest part of the valley, it ripens the grapes well even in cooler years, whereas a place like Green Valley—the coldest neighborhood—may struggle in a chiller like 2011 and even in the more moderate 2012 vintage to get the grapes to full maturity. A well-made Middle Reach Pinot is spectacular on release, yet we know from the experience of older wineries (Rochioli, Williams Selyem) that the best bottles are capable of twenty years of development.
I think Laguna Ridge also makes sense. You have there wineries whose Pinot Noirs are lush, tannic and earthy, and need time to develop in the bottle. I think the current thinking now is to separate out Laguna Ridge (in the hilly south-central part of the valley) from the Santa Rosa Plain to the east, which makes sense; but that leaves unnamed a huge swathe of Russian River Valley, stretching roughly from Highway 12, east of Highway 116, northward almost to Windsor, and containing some of the Russian River Valley’s most famous wineries and vineyards. It surely deserves appellation status too, and why not Santa Rosa Plain? Although, as I noted in “Journey,” Rod Berglund at that time had suggested a Windsor Hills AVA for the more northerly part of this stretch.
I had written, too, that Bob Cabral had suggested a West River AVA (to pick up where the Middle Reach trails off), while Dan Goldfield had suggested dividing Green Valley into Upper and Lower (based on elevation); and I’m sure there are others with even more creative ideas. So we can begin to see why this process of new AVAs takes so long. This is complicated stuff!
I wish the Russian River Valley Winegrowers well in this latest push. As I wrote in 2004, things then seemed to have been put on hold, “but that has only slowed, not stopped, the momentum for sub-appellating the valley.” My hope is that, with last Saturday’s public event, the momentum has been regained.
(P.S. As I noted in “Journey,” and Rod Berglund again reminded us on Saturday, legally and technically there is no such thing as a “sub-AVA.” All AVAs are created equal, it seems, in the eyes of the government! But for conversational purposes, I have no problem referring to sub-AVAs.)
Gus was there too
Twenty-five years for a French wine region is the blink of an eye, but it’s a pretty good age for a California AVA to reach. Stags Leap District has just hit the quarter-century mark, as Decanter reminds us, so it’s time to wish them happy birthday and consider what that appellation has brought to the spectrum of Napa Valley wine.
Actually, it’s a little strange it took Stags Leap so long—1989–to be formally recognized: at least fifty California AVAs are older, including the likes of North Yuba, Merritt Island, Pacheco Pass, Willow Creek and Cole Ranch, proving that organizational power, and not necessarily the provenance of the terroir, is the governing force behind appellation formation. But I digress.
André Tchelistcheff of course said the most famous thing that was ever said or ever will be said about Stags Leap, that its wines were “an iron fist in a velvet glove,” but he did not invent this phrase. Napoleon did, apparently, according to Thomas Carlyle, who defined it as a person being “soft of speech and manner, yet with an inflexible rigour of command.” I don’t know about the Napoleon origin, and I’ve never been able to discover the exact citation for Tchelistcheff. The Maestro was of course familiar with Stags Leap District, long before it was officially called that: In the 1970s he consulted for Warren Winiarski, at Stag’s Leap Wine Cellars, and he had at the very least a hand in making the 1973 Stag’s Leap Cabernet that won the Paris Tasting. Winiarski’s homage to André, in Benson’s Great Winemakers of California, is worth quoting in depth:
“In André Tchelistcheff…I feel you have the combination of technology and love, because he combines the spirit and the science in himself. He has been a great influence, as a consultant here.” Winiarski pointed out the fact, which has been unappreciated, that André had been “the common bond between the two wines that placed first in the Paris tasting,” his own and Chateau Montelena’s 1973 Chardonnay, in that Mike Grigich, who made the Montelena, worked under Tchelistcheff, at Beaulieu.
Whenever or however André made his “iron fist” remark, writers ever since have used it freely, as I did in 2005 in reviewing the 2002 Chimney Rock Elevage. “If Tchelistcheff were still here,” I wrote, “he might describe this Cab as an iron fist in a velvet glove.” I meant that it had a fruitysoftness I called “deceptive” because of the huge structure.
I’ve always had a warm spot for the Cabernets of Stags Leap District. The roster of wineries is impressive: older ones like Chimney Rock, Stag’s Leap and Stags’ Leap Winery, Shafer (one of my few perfect 100s), Pine Ridge and Clos du Val, newer ones like Baldacci and Odette and Cliff Lede. I remember the first time I tasted a Baldacci Cab, the Brenda’s Vineyard from (I think) the 2005 vintage, which just blew me away, and sent me on a special search for find out who made it (Rolando Herrera). There is something special about a well-made Stags Leap Cab: it’s not quite as apparently tannic as, say, Oakville, Rutherford or Howell Mountain, but has great weight and density. Yet it seems so silky—that’s the velvet glove. I remember, also, tasting the very early Clos du Vals, which always seemed too hard and brittle to me, not quite ripe: I think the winery miscalculated for a number of years, thinking that if they picked the grapes earlier than their neighbors, they’d get something more “Bordeaux-like.” But this didn’t work. If you pick the grapes before they’re fully ripe, you get big tannins and acids and underripe fruit. (This problem may have been compounded by excessive vigor as well as the cool winds that invade Stags Leap coming up from the south. The grapes need hang time.) The best Stags Leap Cabernets show an exquisite tension of all parts; they seem, also, to have a taste of the earth that you don’t get in the wines of Highway 29. I’m not sure what why that is, this grippiness and chewiness. It’s more of a texture than a taste. It may be more noticeable in those Cabs from the east side of the Silverado Trail, where the soils contain more volcanic debris. But this is speculation.
I’m not the biggest fan of AVAs in California, which can have a willy-nilly, haphazard character. But Stags Leap District surely is one that makes sense. If anyone knows of any upcoming tastings of the wines of Stags Leap, please let me know.
Spent yesterday in Monterey County, specifically in the Salinas Valley and the hills (Gabilan and Santa Lucias) that frame its eastern and western edges. During my conversations the subject arose as to Monterey’s reputation as a wine region. That is a subject I have lots to say about.
It’s fair to say that Santa Barbara County, to the south, has beaten Monterey in the perceived-quality sweepstakes, as has San Luis Obispo County. And, of course, Napa-Sonoma to the north are still perceived as the non plus ultra of wine country in California. Which leaves the questions, why has Monterey been left behind (again, I stress perception-wise), and what can be done about it?
I think part of the reason is because Monterey has been so famous as “America’s salad bowl,” the source of a huge percentage of our row crops, from greens in the summer to cauliflower in the winter and everything else inbetween. And there’s a school of thought out there that wine country must be a monoculture (the way, say, Bordeaux, Burgundy and Napa Valley are), so if wine grapes are growing right next to arugula, the quality of the grapes and wine cannot be very high.
That is untrue on the face of it; the grapes have no idea what’s growing in the next field over. It’s only people who make these distinctions. We’ve also been raised on the notion that the finest vineyards are in places where farmers can’t grow anything else, because the slopes are too steep, or the soil is too infertile or stony, or whatever. Again, it may be true from an historical point of view that farmers planted vineyards in places where no other crop could grow (or animal graze), but that was in order to maximize land use, not because they thought these slopes or poor soils would produce better wine. So this “can’t grow anything else” belief is also bogus.
Another problem that plagued Monterey—actually, two problems that are closely related—is that the earliest important plantings, in the 1950s and 1960s, were by big companies that sought to grow commodity grapes for mass-produced wines, which weren’t very good. This was compounded by planting the wrong grape varieties; people of my generation will recall “the Monterey veggies,” unripe aromas and flavors that accompanied the Cabernet Sauvignon everyone thought—mistakenly—would do so well. But it’s cold and windy in the Salinas Valley, and Cabernet turned out to be a disaster. Monterey is still trying to overcome that.
Another part of the problem is that gatekeepers have a distorted view of Monterey. They may remember “the Monterey veggies” and the commodity grapes, and they may still think that Monterey is nothing but a vast source of jug wines. The emergence of the Santa Lucia Highlands appellation of course makes that belief sheer nonsense, but most wines from Monterey County don’t come from the Highlands. It’s still hard to convince sommeliers that there are some pretty good wines coming from elsewhere, such as the Arroyo Seco and some of the unappellated sections of the Gabilans.
The Santa Lucia Highlands aside, Monterey’s several appellations are seeing growth in smaller, premium wineries, focusing on low-production, interesting lots of varietal wines. This is a good development that will put the county onto the fine wine map, linking it with its sister appellations along the coast and making the California coast the longest, unbroken stretch of premium wine land in the world.
I’m not quite sure how I feel about the proposed West Sonoma Coast appellation some people are proposing. On the plus side, it’s more compact than the existing Sonoma Coast AVA, which as everyone knows almost nobody likes because it’s so all-encompassing. On the minus side is that it’s still pretty sprawling.
It would have been nice had the proposed appellation’s boundaries been the original ones for the Sonoma Coast. They’re a lot more honest from a terroir point of view, since they hug the Pacific Coast more closely, which after all is what the Sonoma Coast, theoretically, is all about.
But we can’t undo the past; we’re stuck for all time with Sonoma Coast. So what does West Sonoma Coast do that Sonoma Coast doesn’t?
Well, it further delineates this vital stretch of the coast, which truly is an area unique unto itself. The problems, however, are manifold. For one, we know from studies that consumers already are puzzled by the word “Sonoma” on an appellation, which appears in Sonoma Valley, Sonoma County and of course Sonoma Coast (not to mention the rarely used Northern Sonoma appellation). Then too, there are lots of wineries with the word Sonoma in their name. So adding a West Sonoma Coast AVA to the list runs the risk, it seems to me, of further confusing the consumer.
Then too, it seems likely that at some point there will be smaller sub-AVAs even within this restricted version of the Sonoma Coast. We already have (and needed) Fort Ross-Seaview. Can Annapolis be far behind? Or Freestone and Occidental? If these appellations are on the to-do list, might it not make more sense to forego a West Sonoma Coast appellation, until we obtain clarity on the others.
Sonoma County’s problem is that in the 1980s it rushed forward to appellate more than any other California county. Napa by contrast took things slow and steady. They made sure their appellations were all nicely lined up, with few if any overlaps, and they were mostly named after the townships and the mountains. Sonoma by contrast ended up with a hodgepodge which almost everyone now regrets, but there you are: it can’t be undone. So the question is, where to go from here?
My own feeling is to let things lie for a while. Give consumers more time to absorb Sonoma’s AVAs, including Sonoma Coast, which seems to be gaining some traction. Why over-burden them with even more names to remember?
The reason why is because some vintners want these new AVAs, including West Sonoma Coast. They were never happy with Sonoma Coast (much less Sonoma County), and so they want a name they can hang their hats on—one moreover that connotes the quality and pedigree we associate with this “true Sonoma Coast” region of maritime influence, where Pinot Noir and Chardonnay develop so magnificently.
Like I said, I haven’t made my mind up whether or not to support the West Sonoma Coast appellation. I’m torn between the “makes sense” and “doesn’t make sense” extremes. The West Sonoma Coast Vintners is a fabulous grouping of some of the greatest wineries in California; no matter what you call the region, it’s true name is brilliance. But, based on my long experience of writing for the readers of wine magazines, my orientation is toward consumers, not the egos or interests of local vintners. I always put myself in that shopper’s state of mind, so I ask myself: Will West Sonoma Coast clarify things, or hopelessly muddle them? Right now, I’m inclined toward the latter view.
If you’ve only come upon the California wine scene in, say, the last 15 years, you’d never know that, once upon a time, Carneros was one of the hottest appellations in the state.
I don’t have copies of articles from the 1980s that were calling Carneros “California’s Burgundy,” but that was the meme of the time in magazines and newspapers. I do have some older wine books that get the point across. E. Frank Henriques was a wine-loving Episcopal priest who wrote an obscure but useful book, The Signet Encyclopedia of Wine (1975, reprinted 1984), in which he says Carneros Creek’s Pinot Noirs (the winery was bought by Michael Mondavi in 2006) have “the classic Burgundy aroma,” whatever that means! Harvey Steiman, writing then if I recall correctly for the old San Francisco Examiner, similarly called a 1980 Carneros Creek Pinot “Burgundian.” John Winthrop Haeger, writing in 2004 in his fine book, North American Pinot Noir, wrote that Carneros Creek’s founder, Francis Mahoney, was “reminded…of Burgundy” when he first saw Carneros’s “hilly terrain and rocky subsoils.”
Another obscure but useful and, at the time, highly controversial book, Roy Andries de Groot’s The Wines of California (1982), referred to André Tchelistcheff’s description of Carneros’s climate as “so close to that of the upper [i.e., better] slopes of Burgundy that this would be an ideal place to grow a typical Burgundian grape…”. The Maestro did indeed grow Pinot Noir in Carneros, and he himself always said his 1968 vintage was one of his best ever; but it does not appear to have been particularly “Burgundian,” for in 1974 Robert Gorman, an amateur who seemed to know everyone who was anyone in Napa wine circles at that time, tasted the 1968 Beaulieu Pinot Noir and, in his book, Gorman on California Premium Wines (another fascinating obscurity), found it “unmistakably a Napa Valley wine [that] looks more like a Pomerol than a Burgundy.” That referred to its dark color: I myself tasted that wine in 2001, when it was 33 years of age. It was largely dead, but it still was big, dark and somewhat tannic and certainly not Burgundian.
Anyway, this introduction is simply to give some idea of the promise that Carneros held for Pinot Noir (and Chardonnay) from the 1970s into and through the 1980s. However, it’s fair to say that by the 1990s Carneros’s star began to fade. Other Pinot Noir regions—primarily the Russian River Valley, but also and increasingly, the westernmost part of the Santa Ynez Valley (now known as the Santa Rita Hills) were exciting critics, and Pinots from Anderson Valley, the Santa Cruz Mountains, San Luis Obispo County and the Santa Lucia Highlands were coming on strong. The combination of them eclipsed Carneros, which may also have suffered due to zoning restrictions that made viticulture possible only for larger wine companies that could afford great acreage, thereby shutting out the garagistes (of course that term didn’t yet exist) who had been the ones pushing the California Pinot Noir envelope.
At some point the Carneros Quality Alliance, a marketing consortium of local growers, was born, to boost awareness of this sprawling appellation that crosses two counties, Napa and Sonoma. I remember being in the thick of things in the 1990s and early 2000s when, as a wine critic, I was on the receiving end of press releases, invitations to tastings, etc. I never had the sense that the CQA was particularly well-organized or that it did a very good job of promoting the region, which seemed to slip further and further into marginality. It’s not that the wines weren’t good, occasionally very good. It was just that Carneros lost its luster by 2000, and seemed always to have to fight to be included on the short list of great wine regions.
The CQA now has morphed into the Carneros Wine Alliance (CWA), and they’ve lately embarked on a revised marketing and promotional effort, described in the April issue of Wines and Vines as a “new focus” to “raise awareness” of Carneros. Even some of the CWA’s leaders, such as Garnet’s Allison Crowe, concede that the CWA and Carneros the appellation “lost its focus in recent years.” In all the years I reviewed wine for Wine Enthusiast, the number of Carneros Pinot Noirs that scored very highly was disappointingly small, compared to California’s other coastal regions. I did give a Donum 2009 West Slope 97 points, a couple of Etudes 95 points (the 2006 Heirloom and the 2007 Deer Camp), also 95 points to the La Rochelle 2009 (which was from Donum Estate); there was a 94 point wine, the 2010 Mira, from Stanly Ranch (which Louis M. Martini purchased in 1942 and planted to Pinot Noir and Chardonnay, six years later), but these sadly were outliers. My chief gripe with Carneros Pinot Noir was that the wines could be overly acidic and a little earthy if not one-dimensional.
(I should add that Jackson Family’s La Crema brand produces a Carneros Pinot Noir that I’ve given generally good scores to for many years. They also have a Hartford Court “Seven Benches” Pinot, but I haven’t tasted it for a long time. Finally, the company bought the old Buena Vista Carneros production facility, and I’m highly looking forward to tasting those wines when they’re released at some point (not under the Buena Vista name, because Jean-Charles Boisset owns that). Historically, Buena Vista was capable of producing fine Pinot Noir from their Ramal Road vineyard.)
I do think that Carneros has not been at the forefront of Pinot Noir in California, but there’s no intrinsic reason why they couldn’t once again be there. After all, if André Tchelistcheff himself saw its promise, it must be there—and there are simply too many Carneros Pinots that more than hint at its potential. And so I eagerly welcome the CWA’s effort, which involves hiring a new P.R. firm for the appellation, which turns 30 years old next year. But success depends on more than public relations, obviously; the wines have got to be good to the point of compelling, in order for Carneros to regain the luster it showed twenty and more years ago.