There, I said it. When it comes to predictions about Syrah, it’s the blind leading the blind.
When you’ve been around this industry for a while, as I have, you hear certain memes resurrected over and over. One is “Zinfandel’s new face.” Another is “Why don’t Americans like Riesling?” Still another is some variation of “Up-and-Coming Varieties.” But perhaps the most regular is exemplified by Wines & Vines’ new blog post, “Is Syrah Hitting Bottom or Finding Its Niche?” written by a talented writer, Andrew Adams, who’s been with W&V since 2012, and—unlike many wine writers—has actual dirt-in-the-boots winemaking experience.
Andrew was coming off a Washington State trip and so naturally had good things to say about Syrah. He struggled in his mind to understand how the Syrahs he tasted could be so good, while at the same time, “Syrah sales have been tanking for years.” How can this be? It is, as the King of Siam said, a puzzlement.
We can begin explanations with the theory that Americans don’t understand what Syrah is because they’ve heard of Petite Sirah and Shiraz and can’t tell the difference. That is perfectly understandable. Most consumers are busy enough without having to understand such arcane distinctions. This suggests that the “wine industry,” whatever that is, needs to do a better job of explaining Syrah to people, but that’s easier said than done. Wine writers have tried for years, with very little success; writers have to do more, but wineries should not depend on them to solve their Syrah problems.
Gatekeepers such as sommeliers and merchants are also part of the solution, but the problem there is that, being sales-oriented, they’re not going to put much energy into pushing a variety they perceive as a poor seller. Can’t blame them for that. So, given the under-performance or under-interest of the media and gatekeeper sellers, there’s not much more than can be done.
But what of quality, you ask? Well, as Andrew correctly notes, there are fabulous Syrahs out there, not only from Washington State but California (my bailiwick). Individual wineries that have developed a reputation for Syrah will be able to sell it, but overall, I think the challenge here is that Syrah isn’t different enough from Cabernet Sauvignon for consumers to “discover” it. Cabernet is so embedded in their heads as the #1 full-bodied red table wine that it will take a gargantuan effort to make them think of Syrah as an alternative. When it comes to lighter-bodied wines, there’s no shortage: Pinot Noir is the undisputed leader, Tempranillo is coming on strong, and there are many other candidates; but Syrah is not lighter-bodied. For Big Reds, Cabernet Sauvignon is like FDR during the ‘30s and ‘40s: so dominant a force, so overwhelming, that no other candidates found the oxygen to break through.
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I’d call it a super-tasting, our event on Wednesday in which we sampled 13 of the top Syrahs from California.
The background was Jackson Family Wines’ purchase, about a year ago, of Siduri Wines, which also included the Lee family’s lesser-known brand, Novy. Now, I’d always given very high scores to Novy’s Syrahs and other Rhone-style wines, going back to the 2000 Page-Nord Syrah (94 points). It was clear to me that Novy was a top Rhone producer in California, but I wanted to more clearly understand the wines, especially in light of the competition. So I thought, let’s taste some Novy reds against the most critically-esteemed Syrahs and red Rhone blends in California, and see how things stack up.
I asked Adam Lee for his suggestions as to which Novy wines to include in the lineup, and he suggested 2013 Simpson Vineyard Syrah-Grenache (Dry Creek Valley), 2011 Syrah (Santa Lucia Highlands) and 2013 Susan’s Hill Vineyard (Santa Lucia Highlands, from a part of the Pisoni Ranch). Beyond those, I selected the rest: Saxum 2011 Bone Rock; Tensley 2013 Thompson Vineyard Syrah (with a Santa Barbara County appellation but actually from the Los Alamos Valley); Zaca Mesa 2012 Black Bear Block Syrah (Santa Ynez Valley); Copain 2012 Halcon Syrah (Yorkville Highlands): Alban 2011 Seymour’s Syrah (Edna Valley): Colgin 2012 IX Estate Syrah (Napa Valley): Qupe 2011 Bien Nacido X Block “The Good Nacido” Syrah (Santa Maria Valley); Arnot-Roberts 2013 Clary Ranch Syrah (Sonoma Coast, from way down to the south, near the Marin County line); Kongsgaard 2013 Syrah (Napa Valley, from the Hudson Vineyard in Carneros) and Donelan 2012 Obsidian Vineyard Syrah (Knights Valley).
Let me tell you, California flights don’t get any better than this!
We tasted the wines, as usual, blind. There were eleven of us, and we took our time, discussing each wine separately, but going back and forth. There was quite a bit of unanimity, but for this posting I’m using only my own impressions.
Despite the conventional wisdom that you can’t sell Syrah, these wines should be enough to convince even the most confirmed doubter that, when well-grown and well-made, Syrah is one of California’s best red wines. It’s common to say that there are two styles of Syrah in California: a riper style from warmer regions such as Paso Robles and a more structured style from cooler regions like Edna Valley. In general, this is true, although there are notable exceptions; for instance, Alban’s wines, from Edna Valley, are high in alcohol (the Seymour’s was 15.6%). Still, in general there are two styles: (1) higher alcohol, more extracted, darker in color, softer, richer and fuller in body, and (2) lower alcohol, paler in color, more delicate, less ripe, earthier, more nuanced and crisp. In our tasting, the quintessential #1 style was the Saxum (15.3%, Paso Robles); the quintessential #2 style was the Arnot-Roberts (11.8%, Sonoma Coast/Petaluma Wind Gap), which was so pale it could have been Pinot Noir. (But I liked it a great deal despite the lack of typicity.)
Either style can succeed critically, but it’s fair to say that, among the top critics (including myself, when I was a critic), the former style, #1, gets the better scores. On this occasion, I have to say that the Alban and Saxum wines were not among my favorites. I could and did appreciate the soft charm of the Saxum, but the Alban, at 15.6% alcohol, was just too porty.
My top wines—the style I really love—cannot be described as Northern Rhone or Southern Rhone, but rather is balanced, in a rich, sexy, California way. Tied at 98 points each were the Novy 2013 Susan’s Hill and the Donelan 2012 Obsidian. Both almost exploded the top of my head off. Unbelievable richness and concentration, massively saturated wines, so complex and flavorful you could hardly believe it, yet both of them with superb structure and integrity. Close on their heels was the Colgin, which RJP gave 98 points; all I could muster up was a measly 95! The alcohol on that wine was 15.3%, quite high, but the wine had no heat, or perhaps it’s accurate to say it had a pleasantly warming feel. As good as it was, I wrote, “Needs time.”
I also quite liked the Zaca Mesa, the Copain, the Qupe and the other two Novys—I scored them all above 90 points. While the others didn’t rise to the magic 90 level, they were still delightful; and it might be that, in another tasting with another lineup, they might have shown better. It always strikes me in these blind tastings that the wine’s place in the flight, and the other wines that accompany it, are very important. For example, the Copain (which I gave 90 points) came immediately after the magnificent Donelan; the first thing I wrote was, quote, “Not fair after the last wine,” and some of the other tasters led off their remarks by saying something similar. Which is why it’s so important for the critic to try and set aside everything that’s going on in his head and his palate and try to be fair and objective about every wine. Who knows? Had the Copain come before the Donelan I might have given it 91 or even 92 points. That is the subjectivity factor in tasting, which every honest critic will admit exists. The public needs to constantly be reminded of the shortcomings of every type of wine tasting.
Anyhow, this tasting has provided me with a fresh perspective on Syrah, and I intend to give that sometimes maligned variety more of a drumbeat than I have in the past. At this level, it’s a better wine than Merlot, making it a lovely choice for that steak, pork chop or game—in fact it occupies a distinguished place between heavier Cabernet Sauvignon and lighter Pinot Noir as the ideal medium-bodied, complex, dry red table wine.
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I’ll be in Mexico next week, doing some wine tastings for Jackson Family Wines. Will try to blog everyday. Have a great, peaceful weekend.
For all the bashing that Merlot supposedly got in Sideways—and the conventional wisdom following that 2004 movie is that Merlot sales fell off the cliff, because Americans supposedly believed that, if Miles wouldn’t drink any “fucking Merlot,” then they wouldn’t either—Merlot sales actually remained pretty strong.
Yes, California has lost a little acreage of Merlot over the years—not much—but the message to producers, that consumers still like this wine, has not been lost. And, if you needed further proof that Merlot is still a very, very popular wine, then check out the Sonoma State University/Wine Institute’s latest consumer survey, as summarized in winebusiness.com.
You can see that, in terms of “favorite wine varietals,” consumers reported Chardonnay a strong #1, by a 50% margin. But guess what wine was #2? Hints: It was red. It was not Cabernet Sauvignon or Pinot Noir.
Answer: It was Merlot.
Now, granted, this survey covered relatively inexpensive wine: As the article states, “the most common [bottle] price was $10 to $15.” This explains why the #3 favorite wine was White Zinfandel while #4 was Pinot Grigio. Cabernet Sauvignon, which is by far the most widely-planted red wine grape in California (second only in acreage to Chardonnay) was ranked only the #5 favorite wine. But I suspect that, had the survey targeted a higher price point—say, $20 and above—Cabernet would have scored higher.
What was most surprising to me in the results was how poorly Syrah performed: It was #12, dead last, the choice of only 10% of respondents. That put it behin even Malbec and Muscat (whose glory days are fast disappearing). This is very odd, given a few heartening factoids gleamed from recent Crush and Acreage reports in California, among them that planted acreage of Syrah is decreasing in the Central Valley (where it peaked around ten years ago), but is increasing in prime coastal areas especially the Central Coast, and that even though the average price per ton paid by buyers for Syrah grapes has risen only a disappointingly low 5% over the last decade, that was a statewide average: If you look at prime growing areas (Napa Valley, Santa Barbara County, Sonoma County), Syrah grape prices are up a healthy average of 13.6% over the last ten years. That’s not bad, for a variety that, anecdotally at least, has been pronounced dead in the water. (The joke has been going around for years: “What’s the difference between a case of Syrah and a case of venereal disease? You can get rid of the V.D.”)
So as usual when it comes to statistics, there’s a little bit of everything. Syrah lovers can take hope that the grape and wine are poised for a comeback. Syrah bashers will find evidence that they’re right and have been all along.
Still, there’s plenty of Syrah in the ground in California, at least 21,000 acres, more even than Sauvignon Blanc. Those grapes aren’t going away anytime soon, so what should producers do with them? Well, some wineries have established cult reputations for their Syrahs (Sine Qua Non, Colgin, Alban, Saxum and so on), but they are so far off the chart in terms of price and rarity that we can effectively discount them from our calculations as outliers. Other Syrah producers do indeed face a dilemma: not a huge one, but a pesky one: They have enough of a loyal fan base for their Syrahs, but it’s not growing, and may be shrinking (this is where consumer research really helps, but not all wineries have the resources to do it), so they have to figure out what they’re going to be selling—which means what consumers will be buying—five, ten and more years out. You can always bud your Syrah over to another, more popular variety, but it does take a little time for the transition; a vintage may be lost in the process. And what would you bud it over to anyway that makes more sense?
My own hunch is that Syrah will always have a solid foundation, a “floor” if you will. Problem is that the floor level is likely to remain pretty constant, so producers are going to have to fight it out among themselves to attract loyal customers, and these sorts of fights, necessary as they are in the business, are not things that Chief Financial Officers look forward to. There is one other option: GSMs. I think Rhone-style red blends from California have a good future. You don’t have to call them GSM on the label; they don’t have to strictly be blends of Grenache, Syrah and Mourvedre; there’s no reason you couldn’t blend Syrah, Grenache and, say, Tempranillo, or Merlot, or Petite Sirah, give it a proprietary name, and make a pretty damned good wine. (Paso Robles has been doing a good job in this.) The advantage of such blends is that they don’t suffer from the “Syrah” word (if, in fact, you believe that consumers shy away from that word out of confusion with Shiraz, or Petite Sirah, or for other reasons they’ve adapted to). If you believe that consumers have a bias, conscious or not, towards Syrah, then sales-wise you’re always starting from behind the starting line, which is a huge disadvantage: you first have to overcome that consumer gap in trust. If, on the other hand, you’re selling a proprietary blend or a GSM, you’re right on the starting line: no harm, no foul, may the best wine win. Can a winery come out of nowhere and establish a reputation for cult Syrah? Yes, in theory. Several from Washington State have done it. Here in California? Probably not.
Should the critic base her score/review on personal preference, or on whether or not the winemaker has allowed “the terroir to speak”?
That question arose, yet again, at the recent Wine Bloggers Conference. It’s an old debate, one that’s as hard to frame as it is to answer. What does it mean to allow “the terroir to speak”? Who decides, ultimately, what a wine “should” be, as opposed to what it is? And how do we, the drinking public, know whom to believe, when critics set themselves up as arbiters of such matters?
I got to thinking about all this stuff, so I turned to a favorite old book, “The Winemaker’s Dance,” the 2004 effort by Swinchatt and Howell that’s a must on every winemaker’s bookshelf. The authors make no attempt to hide their true feelings. They’re anti-Parker, to the extent that the Man from Monckton “has placed increasing emphasis on power and intensity, personified by big fruit, rich mouth feel, and opulent character,” as opposed to a “balanced” wine that “let[s] the terroir speak.” The former approach, they warn, has “limitations.” The precise nature of the limitation, implied if not overly spelled out, is that a Parkerized wine, made in a “New World or International style,” is one in which all too often “the wine bares all in the shockingly delicious first burst of flavor” but then almost immediately begins to pall; “the regional and local character that so often distinguishes wine [is] lost” under the assault of all that richness.
It’s a compelling argument, resurrected in its most recent incarnation by In Pursuit of Balance, whose website says the group was formed in 2011 “to celebrate wineries striving to produce balanced pinot noir and chardonnay in California.” IPOB among other leading and influential voices in the [American] wine community has already had a powerful influence, especially in California—if not in how wine is actually vinified, then at least in the conversation about it. While the general public, and even most wine lovers, have never heard of IPOB, they nonetheless are curious about things like alcohol level, which, when you strip away all the clutter and pretense, is fundamentally what IPOB and others of the “School of Balance” is all about.
I personally have never understood this extreme position. The implication, as “The Winemaker’s Dance” makes clear, is that there is a single, unalterable moment in the vineyard when the grapes must be picked—when the fruit is right on “the fine line between maturity and excessive ripeness,” so that picking a single day early or later will “overpower the voice of the earth.”
This is a very illogical position to take. It is not only functionally difficult if not impossible for the vintner to pick grapes at a precise moment in time, it is conceptually difficult if not impossible for anyone to know with precision when that moment occurs. Winemakers will tell you all the time that their picking decisions are based on hunches, not precise knowledge; and any two vintners, picking the same vineyard, will opt for different times.
Besides, condemning a wine for alcohol level is silly. At one of the Wine Bloggers Conference dinners, I sat with Michael Larner, and drank his 2009 Syrah. Although it has a Santa Ynez Valley appellation on the label, the grapes are from Ballard Canyon (Michael spoke at a panel on that fine little area). The official alcohol reading on the label is 15.2% by volume and for all I know it’s higher than that. I can assure you, it is a wonderful wine. I drank three glasses in a row, and it never palled, never tired my palate, but only offered layers of delight and expressiveness.
Was my enjoyment of that Syrah a mere “personal preference,” or was it because the wine really did showcase its terroir? You can see that the question itself is meaningless; just because we can ask a question doesn’t mean it corresponds to reality. (“How many unicorns are there in the state of California?” is a perfectly good question, but it has no answer.) Moreover, from what I know of Ballard Canyon, that’s what Syrah down there does: the variety dominates Ballard’s varietal plantings because it gets insanely rich and ripe, the kind of wine our DNA is primed to love. So is there a competition between that Syrah’s “terroir” and a winemaker style that kills terroir? Has the wine’s alcohol level “overpowered the voice of the earth”? I don’t think so.
Matt Kramer is Wine Spectator’s best columnist. He’s fresh, witty, smart to the point of intellectual, and he doesn’t repeat himself by writing the same old thing over and over again (which suggests also that he possesses good taste). He also can own up to his mistakes, which he has done in the June 30 issue.
In it, he admits that he got Syrah “so wrong” when he predicted, in 2003, that it was “the most exciting wine in America,” more so than Pinot Noir. In fact, he believed Syrah would be “the next really big red.”
He should have asked me fifteen years ago. I would have told him, No, Matt, I’m afraid that’s not going to happen. If Syrah ever had a chance, it was back in the late 1980s-early 1990s, when there really was an opening for a “next really big red” that wasn’t Cabernet Sauvignon or Merlot or a Bordeaux blend.
After all, that time period, 1989, was when Matt’s own magazine had its famous cover story on the “Rhone Rangers,” featuring a photo of a masked, costumed Randall Grahm, reaching with his right hand for what appears to be a bottle of wine in his holster and wearing pants that are just a touch too tight. The Rhone Rangers in fact became so famous in the industry so that, around that time, a group of the leading producers from the Rhone Valley came all the way to the enemy camp, Napa Valley, to sniff out what they were up to.
I would have bet even money in 1991 that Syrah would explode in popularity, but alas, it never did, and today vintners still occasionally can be heard wondering why the category simply collapsed (unfairly, in my opinion, but that’s reality). I’ve explored this several times in my blog and won’t do it again, for the question I want to address today is what happens when famous wine critics get stuff wrong.
That they do is obvious. Wine critics are only human and, being thus, they are fallible and subject to inaccuracy. We like to believe that our leaders, whether they be shamans, priests, Presidents or wine pundits, speak unerringly (and they like it when we so believe) but of course, everybody gets stuff wrong. Even Einstein concluded he’d been wrong about his cosmological constant (although more recent research suggests he may have been right after all).
However, the wine world is replete with critics getting stuff wrong. This runs the gamut from incorrect ageability predictions (common as dust) to prognostications of what’s hot and what’s not (cf. Matt Kramer). Wine critics commit, not only sins of commission, but sins of omission, such as a failure to overlook quality in brands they are not receptive to. Now that we’ve discovered critics can be wrong, what should we conclude about their real bread and butter, the wine review?
Well, the question answers itself, doesn’t it? This doesn’t invalidate the role of the wine critic, it merely puts it into perspective. Any given wine review is only partly accurate; this can be proven by asking the critic to repeat the review a second time, even a third time, but under blind tasting circumstances. (This is unlikely to happen very much, for a variety of reasons.) With this observation I now segue into the world of the gatekeeper, and specifically the sommelier. Did you know that some somms actually work against the best interests of their clients, who are the diners who eat at their restaurants? This was brought home to me the other day by someone who deals frequently with somms on a professional basis. He told me of a Bay Area restaurant, which I will not identify, whose wine list is so esoteric (Hungarian Juhfark, Republic of Georgia Kisi, Slovenian Rebula) that many customers end up bringing their own California Chardonnay or Cabernet Sauvignon and pay the corkage, just so they can have something they like. To add insult to injury (according to my source), the restaurant’s somms then make the wine-bringers feel like village idiots.
Those somms also are getting something wrong: fundamentally, inherently wrong. It’s fine to suggest new and different things to customers, but you also have to respect their own preferences. There’s something horribly ideological about a restaurant insisting that everything its customers like is inappropriate, simply because the fact that the customers like it is de facto proof it must be pedestrian. Wine already suffers from an elitist image, and sommelier behavior like that only adds to the problem.
So if wine critics and sommeliers can get stuff wrong, can wine bloggers? Submit your answer to me written on the label of a bottle of 1947 Cheval Blanc. Winners get a free lifetime subscription to steveheimoff.com.