Great time yesterday moderating my panel at the Unified Wine & Grape Symposium on “Content is King: How to Craft and Feature Stories that Stand Out.”
We had a good-sized crowd—it filled the better part of a ballroom—which tells me that people really have a desire to master this storytelling thing. For my part, in my opening remarks I made three points I think hold true:
- What is a story? What makes a good one? How do you figure out how to tell your own, unique story?
- Once you have a story to tell, you need a medium to tell it through. There’s print, of course, but also the whole range of digital. (And, as one of my panelists pointed out, your tasting room staff is part of your story!)
- Once you’ve crafted a story and told it through your preferred media, you need a way to see if it achieved the results you hoped for. This is, of course, the famous (or infamous) ROI everybody talks about.
I suppose we could have a seminar on any one of these topics, they’re so complicated and filled with possibilities. As it was, we had only 75 minutes to get through it all, a hopelessly inadequate amount of time. But one must try! I believe the audience got so much information thrown at them from the three speakers (each of whom had a PowerPoint presentation), it must have been hard for them to take it all in. All I ever want, in these sorts of public events, is for folks to leave feeling like they were glad they came, and that they learned a thing or two they can use in the future. In this case, I’m sure they did. They had so many questions afterwards, we didn’t have enough time to get to everyone because we had to leave the room so the next panel could convene. Later, at the bar, I ran into a young guy whose family started a winery. He’d been to my panel. He said they were having trouble figuring out how to sell their wine. He’d come to “Content is King” hoping to learn about some magic bullets. Alas, there are no magic bullets. It’s hard work, selling what you make. Not for the faint-hearted.
I ran into many old friends: Mr. Darrell Corti (such a legend, and such a gentleman), Nicholas Mlller from Bien Nacido, Rick Kushman from the Sacramento Bee, the fabulous Nick Goldschmidt, George Rose (snapping pix all over the place), Nancy Light, Rick Smith from Paraiso, down in Monterey, whom I’ve known and liked for a really long time, and too many others to mention. Rick Smith is one of those salt-of-the-earth guys. He was a founding farmer/father of Monterey viticulture and wine and in particular the Santa Lucia Highlands (whose appellation status he helped create). It’s always a pleasure to meet old friends, but it also makes you feel your age when you remember how long you’ve known some of these guys. But I also made some new friends, including Melody Fuller, who it turns out not only lives near me in Oakland, but is the founder of the Oakland Wine Festival, which I’d never heard of (shame on me), but seems like a great thing for Oakland. My city has become a real hub of excitement, of restaurants and bars and the most interesting people moving in, so it’s only natural for us to have our very own wine festival, which I’m sure will be a huge success.
That was part of my challenge last week at a wine dinner I hosted, for Jackson Family Wines, at Ling & Louie’s, a fine Asian-fusion bistro in Scottsdale, Arizona.
Seasoned speakers know it’s helpful to have advance knowledge of who your audience is. (Actually, it’s “whom” your audience is, but that sounds so precious.) The more you know about them—their backgrounds, careers, level of wine knowledge—the better you can tailor your remarks to their interests and desires.
But this advance knowledge isn’t always possible, which is why some speakers will start things off by asking the audience questions. Where are you guys from? Do you work in the wine industry? Are you casual wine drinkers or collectors? Starting on this interrogatory note not only informs the speaker, it’s an ice-breaker that establishes an interactive back-and-forth, drawing the audience in and softening the initial atmosphere, which may be stiff, into one of cordiality and ease.
Sometimes, as I imply in the headline, your guests’ wine knowledge is all over the place. On Friday I had serious collectors as well as folks who couldn’t tell a Zinfandel from a xylophone. In this case, you have to tread a careful middle way. You don’t want to talk down to the true wine geeks, or to go over the heads of the novices. It’s a balancing act, but careful listening and sensitivity will help you hold everyone’s interest.
One thing that commonly happens is that a novice will ask a simple question whose answer the experts already know. You want to help the novice understand, but you don’t want to bore the experts. I’ve found that there are ways to answer the simple questions that will engage even the most knowledgeable people in the room.
For example, on Friday a woman asked me why Burgundy and California Pinot Noir taste so different (she preferred California), since they’re made from the same grape variety. You could see the Burgundy guys roll their eyes. I answered by asking the woman to imagine a globe of the planet. “See the lines of latitude in the northern hemisphere? Find Burgundy, then trace the latitude westward, across the Atlantic and the North American continent to the Pacific coast. Now, where are you?”
Before she could answer, someone (a guy) shouted out “Oregon. Washington.”
“Exactly,” I said. Then I went on, “Now, find Central California on our globe and follow the latitude line eastward, across North America and the Atlantic to Europe. Where are you?”
“Italy,” someone said.
“That’s right,” I said, “and not just Italy, but southern Italy, even Sicily. Now, imagine the difference in climate, and in summer daylight hours, between, say, Portland/Seattle and Sicily. Heat and sun ripen all fruit, including grapes. And that, my dear” (I told the woman, who was a sweet older lady) “is why Burgundy tastes different from California Pinot Noir. California is riper.”
The lady gave me a big smile. “That’s the first time I’ve ever gotten an answer to that question I could understand,” she said. She was happy, and I think I kept the interest of even the hard-core collectors.
Of course, the collectors would have been pleased to get into a detailed rap about Kimmeridgian soil, slopes, winemaking techniques and all that, but that would have been a MEGO moment for everybody else. So we had struck a balance. It’s also fair to point out that people in the audience at events like this have their own responsibility for its success. There’s always a “most knowledgeable guy in the room” who, devoid of manners, will want to drop his expertise just to show off, or perhaps to challenge the speaker. Fortunately, most experts have the awareness and self-control to behave themselves, in order to foster the greater good, which is the audience’s happiness. The experts at my event certainly behaved responsibly, and I made it a point, as best I could, to hang out with them afterward.
I never forget that my guests don’t have to be there. They choose to be there, thereby doing me an honor. The least a host can do is return the honor by respectfully listening and sensitively leading everyone in the same direction.
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Tomorrow is my session at the Unified Wine & Grape Symposium, in the lovely capital of California, Sacramento. Our topic: Content is King: How to Craft and Feature Stories that Stand Out. I’m moderator; fortunately,I have some truly great panelists. It’s amazing how this meme of “the story” has grabbed hold of the wine industry’s marketing and communications people, isn’t it. Anyhow, if you’re there, come on up and say hi.
Great time yesterday tasting wine over lunch at a fabulous restaurant, The Loft, at the Montage Resort in Laguna Beach. “Fancy-schmancy,” my grandma Rose would have called it. Chef Casey Overton’s food rocked; the pairings were excellent. Our guests were about a dozen local somms and retailers. The hours flew by and the conversation never lagged, so I guess you’d say it was a success. I certainly enjoyed myself.
It always amazes me that professionals on the retail side of things are so interested in my former job as a wine critic. I mean, I’m there to talk about the wines, the vineyards, the winemakers and so on. There are certainly great stories to tell. But people want to hear about the nuts and bolts of the critic’s job. How do you taste? How do you score? These are things of great interest, I guess, but it’s all the more strange to me given that most somms have a natural (and perfectly understandable) antipathy to critics. They (somms) work really hard to master their trades, and then in comes some customer who wants the latest 100-point wine, instead of depending on the somm’s latest insights.
That would annoy me, too.
I think for somms, and better retailers, the critics basically landed their jobs through a combination of luck and maybe some skill, but certainly not the skill set that a sommelier develops, especially one who’s deep into the certification process. They look at critics and think “That guy doesn’t know nearly as much as I do about [fill in the blank], and yet he’s got more influence on consumers than I’ll have in a lifetime.” This is a profound truth, and there is an element of unfairness. At the same time, it’s life—reality—the way things are—so the somms have to deal with it. Perhaps some of the fascination with the critic’s job is because most critics seem like remote beings, up on some pedestal or magic mountain or something. They’re not really human: they’re brands. There’s the Robert Parker brand, the Jim Laube brand, the Antonio Galloni brand, and, up until last year, the Steve Heimoff brand. I don’t think that’s the way any of us planned it, or even wanted it, but it’s how things turned out.
For myself, one of the biggest challenges of being branded was to try to put people at their ease. But we (all of us; the media, buyers, consumers) have elevated critics to such high levels that they can almost seem like gods. This is understandable in part because we have given over to the critics one of the most fundamental parts of our minds—the ability to make judgments—a part of our mind that really should never be entrusted to someone else. And then, in order to justify this abdication of our own judgment-making capacity, we convince ourselves that the critics must have some insight into the divine—must be in touch with something greater than we can comprehend—otherwise how could we live with ourselves, knowing we’ve entrusted our judgment to a mere mortal?
Of course, that’s nonsense. Critics aren’t divine, any more than anyone else. But the psychology of how we think and make decisions and feel about ourselves is at play here. These are enormous stakes, of enormous interest to people who think about such things, so it’s only natural that these somms and retailers would want to know more about how a critic thinks. We’re all trying to make sense of our world, aren’t we?
All of which makes me wonder about the future of critics. Will they always be with us? Will they go away? If they do, to whom will the public turn for advice? We are at a crucial crossroads here. The public is more confused than ever, what with the proliferation of wine brands, but at the same time they’re more ornery than ever. Older wine drinkers, who are rapidly fading away, are more conservative, but younger ones—bless their souls—are adventurous. This means that any winery can be famous for fifteen minutes. The question is, how does a winery achieve brand loyalty? This is the biggest question the industry faces going forward.
The new book The Winemaker’s Hand, which contains interviews of winemakers, is a testament to the art of blending. “Blending is very intuitive…it’s neither linear nor logical,” Cathy Corison tells author Natalie Berkowitz, adding, “A plus B doesn’t equal A plus B.” Her fellow Napan, Bill Dyer, refers to the “hunches and perceptions” involved in winemaking: “Dawnine [his wife] and I are quite competent at blending,” which he calls “an essential part” of making wine.
Just how essential and intuitive blending is, is rarely appreciated by the public, but winemakers know it’s at least as important as anything else they do, and in the long run, maybe more so. The entire yield of a vineyard never ends up in the final bottling, at least at a top winery. The winemaker must blend for consistency with house style and also to produce the best wine she can from the vintage, while remaining true to the terroir. That can entail tasting through an enormous range of individual lots, some as small as a single barrel. It’s tedious work, but necessary, and, if you’re of the right mindset, terrific fun.
So when Marcia Monahan, the winemaker at Matanzas Creek, invited me to blend Sauvignon Blanc with her, I jumped at the chance. She was looking to assemble the final blends on three of her wines: the Bennett Valley bottling, the Helena Bench wine from Knights Valley, and the top-tier Journey. So Gus and I drove up early last week from Oakland and spent the most delightful day playing with dozens of samples.
When I say “playing” I use the word intentionally. There is something of the kid playing with toys; although it’s serious business, personally it has its roots in the little girl trying different outfits on her doll or the little boy who’s plugging Legos together. (Blending also brings to mind the playful tinkering of a chef developing a new dish.) Try this, try that, what do you think, how does it taste, how about this and that, with a little more of that, a little less of this, let’s put in a drop of C and see what happens… There’s no way not to think of this behavior as play for adults. But there’s always intentionality behind it.
The idea, as Cathy Corison suggested with “A plus B doesn’t equal A plus B,” is that the sum of A plus B can be more than either A alone or B alone; the mixture is greater than the sum of its parts. On the other hand, sometimes A plus B is less than A plus B. It’s difficult if not impossible to know, in advance, how the alchemy will work out, so almost every possibility has to be tried before you can know what works and what doesn’t. This means the process is arduous. But it’s the tedium of pleasure, of discovery, of the gold miner willing to plod through tons of ore because any moment now the big nugget might appear.
We—Marcia and I—put together what I think is a marvelous Helena Bench and Bennett Valley. We preserved the terroir of both—the latter being cooler than the former, it has a different fruit-acid profile. (Journey will have to wait for a later date.) Of course, our blends may not be the final ones, but I do think they will in large part constitute them. When we finally hit the nail on the head, after all that trial and error, it was like, “Yes!” Fist bumps, high fives all around—both Marcia and I glowed with pleasure. We had taken raw materials, some better than others, but no one of them anywhere near perfect—and through admixture, come up with something that never existed before, something Mother Nature by herself could not have accomplished, because it required hands, brains, experience, esthetic vision and hard work to achieve. But after all that work, you’re hungry! So we went down to the Jimtown Store.
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Off to Southern California and Arizona for the week. I’ll be blogging from the road, so you never know what will turn up!
After 1918, when the General Theory of Relativity made headlines all over the world, and Albert Einstein was the most famous scientist in history, the theory became the basis, in the popular mind, for a singular misconception.
“The phrase ‘everything is relative’ became very popular. It was thought to mean that nothing is better than anything else,” writes Robert Cwiklik, in his little volume, Albert Einstein and the Theory of Relativity.
Under this misunderstanding of what the theory actually meant, people assumed that no opinion, idea, style or solution to any problem was better than any other. This certainly had nothing to do with Einstein’s own beliefs—he always stuck to his view of fixed, immutable truths in the Universe, and spent his life, futilely at the end, searching for them. But it did enable the masses to argue that, since everything is relative, one’s own views were as valid as those of any expert.
This strain of thinking has always been nascent in humans—it is the basis of the anti-intellectualism that runs through American history–but it has acquired particular force in the age of the Internet and social media. This is because anyone can, indeed, formulate an opinion and then promulgate it, instantaneously and universally, with the push of a keystroke. This had led to the notion that expertise is no longer valid—is, in fact, elitist—a notion that has particular traction in wine reviewing, which has always been viewed skeptically and even hostilely by certain segments of the public.
However, as Einstein would be the first to aver, this is simply not the case. As one who has repeatedly suggested that people drink what they want, with whatever they want, I defer to no one in my democratic [small “d”] beliefs. But the fact is, there is such a thing as quality in wine. Some wines simply are better than others, and this is always due to two factors: the excellence of the vineyard, and the diligence of the winemaking team.
Have I said anything earthshaking, or that you didn’t know? No. But I’m reading the Einstein book, and that quote led me to these thoughts, which you’re reading now. Of more pertinence, perhaps, to me anyhow, was my day in San Francisco. A picture-postcard day, Spring-like and sunny, with the beauty that S.F. is famous for. Maxine, Keith and I had planned to have oysters at Waterbar during Christmas week, but the flu hit all three of us, hard, and we had to postpone. Marilyn joined us at the last minute, largely because after Waterbar, we planned to walk over to Trou Normand, in the old Pacific Telephone Building,
South of Market. Marilyn worked there, long ago, as a secretary, and wanted to reminisce. Besides, Trou Normand was just chosen as one of Michael Bauer’s top ten new restaurants of 2014, and one of the chefs, Seth, is married to my friend Danielle, who’s the receptionist at Old Crow Tattoo. Trou Normand specializes in charcuterie—who could say no to that, except a vegan?—and, rare for downtown, they’re open all afternoon. So we had our oysters (a dozen each) at beautiful Waterbar, with a bottle of Domaine Chandon L’Etoile (a great wine), then walked over to Trou Normand and gorged on charcuterie and salumi. Here’s a photo essay.
It was clear and blue-skied downtown
The Ferry Building gleamed white
And the water was blue beneath the Bay Bridge
Mr. Gull was relaxing on an old piling
Waterbar looked warm and inviting
with its outdoor area by the bridge
The shellfish beckoned
Then it was off to Trou Normand
Located in a high-ceilinged former lobby of the telephone building
I wanted everything on the menu
Our server was very helpful!
Santa Barbara County has been much on my mind lately. Last month, we at Jackson Family Wines did our “Sand & Fog” event in L.A. that focused on the Pinot Noirs of the Santa Maria Valley. I followed that up with a small private tasting of additional Santa Maria Pinots. Next week, I’ll do Santa Rita Hills Pinots, up at the company in Santa Rosa. Since Jackson Family Wines has no properties in the Santa Rita Hills, I’ve chosen the following eight wines, which I think give a good representation of the region:
Siduri 2012 Clos Pepe
Loring 2012 Cargasacchi
Brewer Clifton 2012 3-D
Brewer Clifton 2012 Machado
Domaine de la Cote 2012 Bloom’s Field
Lutum 2012 Sanford & Benedict
Foxen 2012 La Encantada
Foxen 2012 Fe Ciega
As you can see, the vineyard sourcing is from all over the appellation, north to south and west to east. There’s also a good spectrum of clonal material ranging from the Dijons to older selections like Pommard and Calera. Some of the wines were fermented without the clusters while others, notably Greg Brewer’s, were whole cluster fermentation. And alcohol levels—always of such interest—range from the Cote’s 12.5% to Siduri’s 15.6%. All of the wines are, of course, sourced from individual vineyards or from specific blocks within vineyards.
Does a blended wine give a better representation of regional terroir than a single-vineyard wine? This is a tough question to answer. A blended wine—say, a Pinot from La Encantada, Cargasacchi and Brewer-Clifton—is hard to imagine in the real world. But if you had no idea what the Santa Rita Hills was like for Pinot Noir, such a mythical beast would undoubtedly give you a good idea. On the other hand, it’s terrific fun to explore individual vineyards, especially provided that you’re able to do so over many vintages. Fortunately, I can always go into my database and see what I’ve said over the years about most of these vineyards. Encantada, Fe Ciega, S&B, Clos Pepe, Cargasacchi—I have a history with these wines, which are all very great expressions of their terroir.
For this Santa Rita Hills tasting, I think we’ll do it blind. It will be instructive to see if, for instance, we can tell the Domaine de la Cote and the Siduri because both are the outliers in terms of alcohol level. I, myself, am not always to detect highish alcohol in a California wine. I always try to, before peeking at the label, but I’d say my batting average is just that: average. I also want to see if we’ll be able to detect the whole cluster wines blind. I’d look for more body, more spiciness and a different feeling to the tannins. I don’t think Greg Brewer would whole-cluster his Pinots if the stems weren’t fully lignified. I’ll be looking for that architectural element that stems can give, which you can feel in the mouth.
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Speaking of Santa Barbara County, just as I was writing this post, I got an email that Daniel J. Gainey, the founder of Gainey Vineyard, has passed away, at the age of 89. I had a great deal of respect for Mr. Gainey, although I was closer to his son, Dan H. I was a frequent visitor to their lovely winery, which was just down the road from Santa Ynez town, where I often stayed at the Santa Ynez Inn. Gainey made excellent wines, from cool-climate Pinots and Chards grown in their Santa Rita Hills vineyards to the Merlots, Syrahs and Sauvignon Blancs from warmer vineyards in the Santa Ynez Valley. As a matter of fact, before the advent of Happy Canyon of Santa Barbara, I used to write that Gainey made the best Merlot in the county. Over the years, I gave 48 Gainey wines scores of 90 points or higher. Not bad.
Mr. Gainey was a true pioneer, having founded his winery in 1984, when practically no one had heard of the Santa Ynez Valley, or of Santa Barbara County wine, for that matter. He was a true wine lover and a gentleman. My sympathies to Dan H. and the entire family.