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Things I told the wine bloggers conference about writing that got retweeted

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Well, the 2014 Wine Bloggers Conference is over. Gus and I had a great time. I was on three panels and also was asked to make a few remarks during the farewell dinner, so I told the attendees that I felt a little like that Woody Allen character, Zelig, a human chameleon who seemed to show up everywhere.

One of the panels was on wine writing. As always with a crowd as social media savvy as the wine bloggers, some of my remarks immediately hit the twittersphere, where they got retweeted. Here are a couple of them that seemed to strike a chord, with comments by me.. I should explain that each of us panelists got thirteen 500-word essays pre-submitted by WBC attendees. We were asked to critique/comment on them.

What I said: “I’m appalled that people can graduate from high school in this country and not understand the proper use of the comma.” It wasn’t just the comma, it was the apostrophe, it was run-on sentences, it was just plain old bad grammar and punctuation. If you expect to be taken seriously for your writing, you can’t be committing those kinds of errors.

What I said: “People will always need guides when it comes to wine. Wine writing is essentially pedagogical.” There’s only one reason in the world why anyone would read anything a wine writer writes: They hope to learn something. Otherwise, why bother? So if you’re going to write about wine, you have to master something. It doesn’t have to be technical: the rainfall in the Médoc or something like that. You can master describing the countryside, or a raunchy after-hours party. But you have to master something. If you don’t, then don’t bother writing.

What I said: “Write from the heart. Wine writing isn’t P.R.” The puffy-fluffy hyperbolic writing of many of the submissions blew my mind. Just about every entry suffered from it. “The perfect summer sipper,” “Don’t miss the [whatever], “not to be missed,”  things like that. I told the attendees, “Don’t make your writing sound like a brochure for a Princess Cruise Line, or an article from Sunset Magazine.” Writing is the soul’s blood. If you’re going to write about wine, you have to bleed on the page.

What I said: “If you have a book in you, write it, sweat it out, make it beautiful—even if it never gets published.” A book is “long-form” writing, as opposed to a blog post or, even worse, a tweet. To be able to construct the perfect sentence—and then go on to the perfect paragraph—and then link paragraphs together, like pearls on a necklace, until you have 50,000 or 100,000 perfect words: That is the most beautiful experience a writer can aspire to, even if no one ever reads it.

Not everything the professional wine writer writes is Nobel prizeworthy. We all do what we have to do. But the aspiration: that’s the thing.

This was my third or fourth Wine Bloggers Conference, and I always come away impressed by the passion and ambition of the bloggers. I told them that there are many, many different ways to use writing in the wine business. If you’re working for, say, Kermit Lynch and writing for the newsletter, that’s one thing; if you’re writing articles for Wine Enthusiast, that’s another thing, if you’re newspaper syndicated, that’s a third thing; if you’re an independent critic, you play by your own rules. So there’s no one way of writing that’s appropriate for every job a blogger might eventually get.

But good grammar and punctuation are imperative for any writing. I suggested they read Hugh Johnson: such a lovely writer. Alexis Lichine, too. Michael Broadbent, Harry Waugh, Professor Saintsbury. They had passion, knowledge and the desire to record it in words—and were great writers. You don’t have to write like them; but you do have to write as well as them; or, at least, that should be the goal.

 


LIVE! From #WBC2014, it’s the Wine Bloggers Conference

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It starts today. Although I’m not one of those FWCs (famous wine critics) anymore, the WBC people nonetheless invited me down to do a series of panels on wine writing, apparently because I’m still a wine writer! There are actually two related panels: One on the art of wine writing itself, and in the second, each of us panelists has been assigned to read 13 essays pre-submitted by WBC attendees, in order to critique them. I haven’t read my quota yet—will tomorrow (today, as you read this). Don’t know what to expect; heard from another panelist the submissions are pretty dreadful; hoping for the best.

I’m also moderating a panel sponsored by my employer, Jackson Family Wines, on “How the pros taste.” On that one, my co-panelists are Joe Roberts AKA 1WineDude and Patrick Comiskey, senior correspondent for Wine & Spirits Magazine. I’ve known Patrick for many years, mainly because he’s always at the same San Francisco tastings I am. I met Joe through this blogging gig, and I always thought, from the very beginning, that he was talented and weird enough to make it (yes, you have to be weird to be a successful wine writer). We’re going to explain to the audience how we taste. The particular wine I’m using is the Cambria 2012 Clone 4 Pinot Noir, an interesting wine that, in my opinion, shows off the qualities of Santa Maria Valley very nicely, and also illustrates the earthy, mushroomy quality of that clone, also called the Pommard clone, which so many people find “Burgundian.”

Well, you did ask. We’ll also be doing a blind tasting of a mystery wine.

My own feelings toward blind tasting are well known to readers of this blog over the years. At the magazine, I tasted single blind: I knew the general scope of the lineup (e.g. Napa Valley Cabernet Sauvignon) but not the individual wines. I believe in single-blind tasting. I want some context to the wines. It helps me frame, in my mind, what to expect. Also, because I’m tasting in flights of similar wines, single-blind tasting is a great way to compare and contrast the wines, which is how the scores are arrived at.

But there are many ways to taste.  I don’t believe in wine writing for its own sake. I believe in getting paid to write about wine, because getting paid makes you a better writer. But each job is different, and mandates a different approach to tasting as well as writing. MWs like to taste double-blind; they don’t know where they’re going to end up working, so they have to have a wide knowledge of all the wines in the world, and double-blind tasting is a good way to get that. Many of them will end up working the floor of a fine dining establishment that may offer everything from Mount Etna to South Africa to Greece to Napa Valley, so the MW has to have her pulse on everything.

Other wine careerists will gravitate to different jobs. My own brought me to be a specialist in the wines of California. I’ve tasted 100,000-plus California wines over the last quarter-century and not that many wines from elsewhere. I try to get to international trade tastings as often as possible, but every employed wine person has to recognize his or her limitations. I wish I were stronger on international wines, but it is what it is. Parker probably wishes he was stronger on the wines of Italy; Laube probably wishes he was stronger on the Loire. You can’t be all things to all people because there’s only 24 hours in the day. Such is life.

So like I said, I believe in getting paid to write about wine, and not every job entails a worldwide knowledge of wine. My first panel at the Bloggers Conference, after all, is about wine writing, not tasting. Not all of these bloggers are going to end up working the floor of a restaurant. MWs may be able to double-blind identify a Ribera del Duero, but they may suck when it comes to writing, and writing, to me, is the essence of wine communication, especially if you’re reaching out to a wide audience, and especially if you’re trying to do the kind of writing I’m trying to do, which is great writing, memorable writing, writing that people like to read, not just now but for generations. That was my driving ambition with A Wine Journey along the Russian River. Sorry to sound self-serving, but I want that book to be read 100 years from now, not just make Eric Asimov’s next Christmas list and then disappear forever. So that’s what I mean when I say how you taste depends on your job. My job is to be a great wine writer (and a credible California taster), not the guy in the room who gets the gold medal for Best Identifier.

Still, I acknowledge that the times are different from when I started. Today, anyone and everyone in the wine biz seems to need some kind of diploma so they can put some letters after their last name. There’s a clamor for a certain kind of academic expertise that’s a product of our current career-driven environment. My friend Ron Washam, the Hosemaster of Wine, is famous (infamous?) for signing himself H.M.W., a conscious act of parody (but not sarcasm: Ron, as do I, recognizes the tremendous amount of work that goes into acquiring an M.S. or an M.W.). But he likes to poke fun at what he perceives as the snobbery that sometimes goes along with those titles. And I pretty much agree with The Hosemaster.

If I have one lesson to teach to the #WBC2014 participants, whether they’re in the writing breakout or the tasting breakout, it’s this: Be yourself. Learn your chops, yes; memorize the rainfall patterns in Beaujolais in 2009, if you want to, and be able to explain how all that acidity got into Pommard, if you have to: but ultimately, that won’t differentiate you from the pack—and the pack is growing bigger every day.

Here’s what you have to do to make a living these days:  develop your own sense of style. The 21st century likes individuality. Develop your own way to describe wine. Be confident: you don’t have to slavishly adhere to anyone’s rules. You’d be amazed at the group-think mentality of the M.W. and M.S. communities., which gets boring even to them, believe me because I know what I’m talking about. Don’t be afraid to march to the beat of a different drummer. Extremely technical wine knowledge used to be the province of wine brokers only; it still is, but this time it’s brokers with many different sub-specialties. On the other hand are the poets, interpreters, chroniclers, historians, enthusiasts, balladeers, amateurs (in the Latin sense), dancers and diarists of wine; they know something above and beyond wine’s technical details . Who do we read, twenty, forty, sixty years after they wrote? The poets and romancers, not the lab technicians.  I hope today’s bloggers never lose sight of that essential truth.


Happy July Fourth!

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flag-fireworks

I’m in Kauai for Jackson Family Wine’s annual sales meeting. But I’ll be posting next week. Aloha!


On the benefits of estate bottling

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At a meeting yesterday at Jackson Family Wines, several people made the point that wines that are estate bottled—that is, where the grape source is controlled 100% by the vintner, either by owning the vineyards or by longterm contracts—are preferable for wine quality to grapes that the winemaker has to scramble for each year, or that are not farmed to his or her exact specifications.

This got me thinking back to my days as a critic, and the wines I reviewed that I gave high scores to, yet were not made from grapes that could properly be called “estate.” So, as usual per Heimoff’s Axiom, not every rule in wine is iron-clad; there are exceptions to each, and in some cases, notable ones.

But I would have to say that, in general, having the precision control that estate bottled wines have is a huge plus. It’s not only a matter of where and how the grapes are grown; in order to quality for “estate bottled,” according to Wine Spectator, “the winery listed on the label owns or controls 100 percent of the grapes that went into the bottle, and the wine was crushed, fermented, finished, aged and bottled all in the same place, and that place has to be located in the same viticultural area that’s stated on the label.”

That’s a high bar to clear. If you think about it, each of those specifications might in itself be of minor importance, but when you add them all up and take them together, they make it far more likely that the resulting wine will be of high quality. Having that precision control over farming is certainly the most important of the “estate bottled” requirements, but to have the entire winemaking process “in the same place,” usually the winery or a facility located very nearby, removes the risky transportation elements that can drag down wine quality. You want to move grapes, must, fermented wine or bottled wine as little as possible; wine is living food, and doesn’t like being manhandled.

By the same token, a winery that has the means (intellectual and financial) to estate-bottle its wines is far more likely than one that doesn’t to invest in the highest winemaking talent available. Why go through all the trouble to estate-bottle your wine, only to have a mediocre vintner dumb it down?

These are all reasons why estate bottled wine almost always costs more than wine that isn’t estate bottled. The costs of production are higher.

I believe all of Jackson Family’s high-end wines are estate bottled; they include Mt. Brave, Stonestreet, Matanzas Creek, Verité, Freemark Abbey, Edmeades, Hartford, La Jota, Lokoya, Cardinale and Byron, in addition to many others. What a great portfolio. It’s one of the reasons why I took this job. Jackson Family Wines, IMHO, has the greatest portfolio of wines in the world, at almost any price point except the bottom feeders—a realm Jess had no interest in entering. If you know of another family-owned company that can make that claim, let me know.

I’ve resisted the temptation to boost or promote or praise the company that employs me for the last 3-1/2 months, since I took this job, and I’m not going to do it a lot. But I’m going to do it sometimes, including today, because it really has to be said: Too many people (so I’m learning) feel or think that all the brands under Jackson Family Wines’ roof are somehow or other Kendall-Jackson. That just isn’t true; in fact, it’s a perversion of the facts. While K-J accounts for the majority of bottles sold by the company (and, I suspect, the majority of profits), it’s simply one brand among many. Jess Jackson and Barbara Banke didn’t have to assemble this world-class portfolio (which includes high-end brands on four continents). They could well have been content to be “mere” billionaires off K-J. But Jess Jackson wanted to prove to himself, and to the world, that he could make wines to stand beside anything else, anywhere, in quality. He has done that—and estate bottling is a large part of the reason–but the story hasn’t adequately been conveyed. That’s part of the reason JFW hired me. I’m going to be telling that story, to sommeliers and other “gatekeepers,” and not just telling it, but proving it, by pouring them these wines to taste and see for themselves how great they are.

Alright, got that off my chest. Now, have a great weekend!


Why do women drink more wine than men?

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I met yet another young (mid-20s) guy yesterday who told me he’s so into beer that he’s brewing it at home, while his girlfriend is a wine lover who’s always trying to up his level of knowledge about vino.

What is it anyway about this gender divide that separates the [beer] men from the [wine] women, anyway? I’ve always wondered about this. My friend and I went to a sports bar last night that was packed with kids in their twenties and I swear all the ladies were drinking wine and cocktails while all the guys were swilling suds.

I guess we could go through the usual litany that beer is “masculine” while fancy martinis and wine are “feminine.” Certainly the big beer producers capitalize on this perception with their advertising, which is geared to guys who like to crush empty beer cans against their foreheads, and to the women who love them.

A recent study, from Nielsen, says that women comprise 55% of wine drinkers in America. But things may be changing: “in the last decade, men have become avid wine drinkers while drinking less beer.” The wine industry has done a pretty good job chipping away at perceptions that it’s an elite, slightly effeminate beverage, but there’s still a long way to go.

In an hour or so, I’m heading off to Jackson Family HQ in Santa Rosa for a couple of days for meetings. Today will be pretty busy, but I’ll try to post something for tomorrow morning (Friday). Have a great day!


Come to Anderson Valley–but make sure you have a place to stay!

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I’m up here in the beautiful Anderson Valley, which more than 30 wineries call home. To those familiar with trafficky Highway 29 in Napa Valley, or even the much less densely clogged roads of the Russian River Valley, Anderson Valley’s Highway 128 will seem blissfully free of cars. You can drive from Boonville past Philo out to Navarro, in the Deep End, with no one on your tail. But empty as the valley is, it’s not empty enough for some people.

That, at least, is what a longtime vintner-friend told me yeserday. I had related to him how, when I arrived in the valley on Monday evening, I couldn’t find the key to the Edmeades guesthouse, and for a while, I feared I’d have to find someplace else to spend the night. Not exactly the most pleasant prospect in Anderson Valley, where accommodations are scarcer than encryption in the cloud, which is to say: pretty scarce. The lady at the local market directed me to enquire at the Philo Inn; alas, there was no room there, nor at the Boonville Hotel, which pretty much represents everyplace there is to spend the night. The guy at the Philo Inn told me I had two choices: to head back to Ukiah (Not! Under! Any! Circumstances!) or to drive another 40 minutes out to the resorts on the coast. And even then, I’d need a dog-friendly place. I was feeling pretty glum at that point.

Fortune fortunately came to my assistance; the long-sought key was found, and I am now safely ensconced in the beautiful Edmeades guest house. But as I explained to my vintner-friend, it made me wonder if there wasn’t an opportunity for someone to add to the valley’s existing lodging stock, perhaps by building a charming little B&B. After all, it wasn’t just I who was looking for someplace to stay that Monday night; two leathered-up guys on motorcycles, who by their accents sounded like they were from Germany, maybe Holland, also were desperate. Doesn’t that sound like Anderson Valley could use more places to stay?

My vintner-friend laughed. “The locals would never allow it,” he smiled.

“Not even for a little seven-room inn?”

“Nope.” It seems like the Anderson Valleyites like the lonely remoteness of their slice of heaven, and are determined to keep it that way.

And who am I, or anyone, to challenge them? It’s their place to live, and I would think that many of them headed up here in the first place in order to escape the evils of traffic, noise, pollution, crime and all the other ills that accompany dense population centers.

Does remaining pristine impact the quality of the local wine? I think to some extent it does, and for the better. Local winemakers here, less subject to the demands and whims of the tourist trade, are able to focus on their land, their vines and their personal visions. Of course, just because Anderson Valley isn’t swamped with tourists doesn’t put it off the grid (although many people here do live off that proverbial matrix). With the Internet and social media, they’re very much tuned into the outside world, and lots of them sell a goodly proportion of their wines to club members, whom I guess you could call virtual tourists.

Still, there’s something unspoiled and rustic about the wineries in Anderson Valley. As Ben Salazar, the young winemaker for Edmeades, told me, most of the growers are local guys who are true farmers, depending on their crops to pay the mortgage and put their kids through school. “It’s like a glimpse into the past of how Napa and Sonoma used to be,” said Ben, who previously made wine in both of those appellations.

Anderson Valley is a great place to visit if you’re a wine tourist, but you do have to keep in mind the lack of amenities, including a place to stay. You definitely do not want to arrive here at the end of a long day, only to find yourself homeless. If you’re looking for wine country, and great wine, without the hassles, you can do no better than this beautiful, isolated place of Mendocino County. But plan ahead.

Anderson


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