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In the 1970s and 1980s, when I was coming up in wine, the conventional wisdom was that in order to be ageable, a young wine had to be undrinkable.
That made sense. After all, it was the case in most of Europe. Barolo, Rioja, great German Riesling, and especially Grand Cru Burgundy and the top Classified Growth Bordeaux all required years and years in the cellar.
I figured it was the same for the top California wines. The people whose guidance I was depending on–Charlie Olken, Norm Roby, Earl Singer, Bob Thompson, Harvey Steiman–were saying that Cabs in particular required aging, and sometimes for an extended period of time (10-15 years, said Olken-Singer-Roby in their “Handbook,” 20 years in Thompson’s “Encyclopedia”).
I took them at their word. Trust was involved, because they were tasting a lot more and a lot better wines than I was able to (which was actually very little, given my limited budget and the fact that it was to be many years before wineries started sending me free samples), and so I had no basis other than their judgment on which to form a conclusion regarding ageability. I began collecting, modestly: Cabs from Freemark Abbey, Louis M. Martini, Beringer, Pinots from Carneros Creek and Acacia, and so on, and then aging them; but the results were disappointing. I’d open a bottle after 6 or 8 years and more often than not found the resulting wine dried up and boring.
Of course, my cellar conditions were inadequate then. You couldn’t even call it a “cellar.” I had a plastic contraption that I kept in my apartment. Whatever the temperature was in my apartment, that was the temperature in my “cellar.” I knew that was bad, but it was San Francisco, where it’s pretty cool even in summer, so I kept my fingers crossed.
At some point, there was a sea change in popular thinking concerning Cabernet and Pinot. The view began to be that a wine that was undrinkable (hard in tannins, biting in acidity) in youth would never age out. Instead, the theory now went, any California wine that was ageable should be good and drinkable on release.
I fully subscribe to that theory, but when did it start and how did it come about? I was thinking about this as I read the following quote from the winemaker Philip Togni (Philip Togni Vineyard), in Benjamin Lewin’s new book, Claret & Cabs:
“I used to claim that if the wine wasn’t pretty terrible coming out of the fermenter it would never amount to anything, but I no longer believe that.”
Given Philip Togni’s wealth of experience (Chateau Lascombes, Gallo, Chateau Montelena, Chappellet, Cuvaison), this is quite a statement: The confession of a great winemaker who’d essentially gotten something very important very wrong. The only “excuse” (if that’s the right word, and it isn’t, but I can’t think of a better one) is that pretty much everyone in the 1970s in Napa Valley thought that a Cabernet had to be “pretty terrible” coming out of the fermenter in order to age well. It was the weltanschauung of the era, and weltanschauungs are the hardest things in the world to see beyond.
The reason things began to shift was, IMHO, the rise of Parker. We can argue until the cows come home about him, but let’s not today. Parker pushed winemakers around the world to produce wines that tasted pretty darned good right out of the fermenter (and out of the bottle on release).
Do they age as well as the Bordeaux of old? The critical community is still debating that one, and since there are now billions and billions of critics (tip of the hat to Carl Sagan), the debate may go on forever. On the other hand, the attitude toward aging wines is shifting with tectonic force. The parents of Baby Boomers aged their wines. Baby Boomers themselves might have aged some of their wines (if they had some kind of cellar), but they were not as obsessed with aging as their Depression-era parents. Now, the children of Baby Boomers, and in some cases their grandchildren, are becoming the main consumers of fine wine in America, and as far as I can tell, they don’t give a rat’s patootie about aging wine. They want something delicious and interesting, at whatever price they’re prepared to pay, not something they have to stick away for some point in the future when they might not even be around to enjoy it.
Much is made of Cathy Corison’s Cabernets when it comes to Napa wines in the “older” style. And it is indeed true that her Cabs are lower in alcohol and age gorgeously–well, up to ten years anyway, which is the oldest Corison Cab I’ve had. (A 2001 was fantastic in 2011.) However, ageable as they are, they’re lovely on release. Here’s what I wrote about Corison’s 93 point 2007 regular (not the Kronos): A beautiful wine, dry and classically structured, showing the elegant balance for aging. Made from 100% Cabernet Sauvignon, it’s long and deep in blackberries and cassis. Give it a brief decant if you open it now, but it should develop over the next six years, at least.
I suppose if Cathy had been making Cabernet in 1976 I might have written something like “Tough and tannic and sharp, almost undrinkable, a dark, brooding wine of astringency. It stubbornly refuses to reveal its inner nature. However, a deep core of fruit and cassis suggests 10, 15, even 20 years in the cellar.”
Well, that wine never existed, so we don’t know, do we? It might have aged gracefully, but it might have been one of those clunkers like the Cabs I tried aging from the mid- to late 1970s. Aging wine always is a crapshoot, and I’m not a gambler. I like a sure thing, which is why I like Napa Valley Cabernet nowadays: it’s drop dead gorgeous and sexy from the get-go, and whether or not it will go 20 years is pretty much irrelevant. (But a lot will.)
READERS: Here’s another blast from the past, originally published late in 2008. I’ll resume regular posting when I come back from New York, this Friday.
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I had coffee yesterday with M., a highly regarded North Coast winemaker (actually, he had tea) who’s been in the business for a long time. What did we talk about? Blogs, of course. I wanted to know how he (and, by extension, his winemaker colleagues) view wine blogs, and did he think they hold value for him in publicizing his brands.
Yes, M. replied, but… There’s always a “but.” M. put it this way: In determining the value of any particular blog, he wanted to know if it was relevant.
Hmm, I wondered. How do you determine if a blog is relevant? So it was a bit of serendipity this morning to surf through my usual morning mush of blogs and stumble across this one from Caveman Wines, which asks the question, “How do we as wine PR professionals determine which wine bloggers are legitimate or not?” To answer that, the blogger, Michael Wangbickler, a P.R., account manager at Balzac Communications, turned to a guy named Kevin Palmer, who runs an outfit called Social Media Answers. According to Caveman, Palmer came up with a list of 5 metrics by which he measures the value of a blog. Quote:
1. Alexa/Compete – Good for painting a general picture of the strength of traffic to their blog.
2. Quantcast – Most won’t have the tag installed necessary to register with Quantcast. Those that do may be a little more serious about their blogging.
3. Age of blogs – There is high turnover on blogs. An older blog may indicate that the blogger is here to stay.
4. Average Number of posts per month – The more frequently a blogger posts, the greater likelihood that their audience will be larger.
5. Other Social Media channels – Does the blogger have a good following on Facebook, Twitter, etc.? It may indicate that their readership is larger than implied by visits to the blog.
By this method, Caveman writes, he can figure out whom to send review bottles to, because “We can’t just send wine samples to every Tom, Dick, and Harry who happens to say they have a blog.”
I can’t quibble with Palmer’s 5 metrics, although I believe there are additional ways to evaluate a successful blog: the blogger’s breadth of knowledge and experience; number of visits; demographics of the blog’s readership; the blogger’s reputation in the industry (although not all of these are readily quantifiable). I agree with Palmer’s conclusion, taken from his website, that wine blogging currently “seems really fractured and disorganized.” Palmer referred to a Twitter discussion that gave him the feeling “that a lot of bloggers weren’t being respected or included by wineries or PR people. They felt slighted, a little angry” at not being sent samples and not getting invited to events. Well, that gets me back to my conversation with M. With 1,000 wine blogs out there, there’s no reason why a winery should reach out to every one of them. As M. said, he’s happy to play ball with a blog, as long as it’s relevant. Turns out, he couldn’t really define what makes a blog relevant; he just had a feeling which ones are and which ones aren’t.
Blog relevance may be difficult to precisely measure, but, to misquote the late Supreme Court Justice Potter Stewart, you know it when you see it.
I found myself in a bit of a flap this morning. Yesterday, I made a comment on Mike Duffy’s blog, The Winery Web Site Report. He’d written about Rodney Strong sending preview samples of their debut 2005 Rockaway Cabernet Sauvignon ($75) to “a select group bloggers” in advance of sending it the usual way to paper-based wine reviewers like me (although obviously I’m a blogger too!). I didn’t know about the program, not having been contacted, although I did know about the impending Rockaway launch because Rodney Strong has been aggressively touting it through press releases for quite a while. Over the past week or so, during my routine web cruising, I’d seen a spate of glowing tributes to Rockaway on various wine blogs. These were almost universally positive and had phrases like “Making History” and “bold and prescient” and “cool and revolutionary.” As I saw more and more of these postings, I thought, WTF? But I let it go until I came across Duffy’s blog. That’s when I wrote this comment:
“Maybe the early release to bloggers will prove to be a good move on Rodney Strong’s part. But when I started seeing all these online reviews of Rockaway I really had to wonder. Why did all those bloggers give it free publicity? Don’t they get free wine every day? So why write about Rockaway? I haven’t had the wine (plan to review it tonight) and I have no idea if it’s any good, but it shows how easily some parts of the blogosphere can be manipulated into providing free publicity to wineries.”
That comment stirred up something of a s**tstorm. One person said it “smacks of some old media arrogance…” Another asked, “How exactly is this any different from WE or any other glossy getting samples and writing about them? Isn’t that ‘free’ publicity for the winery?” 1WineDude, who participated in the launch, wrote: “I did ask RS why they decided to do this, and my take on their response was that their PR / Marketing dept. was the driver behind it…” while Jeff, at Good Grape blog, said my comment was “misguided” and “made in something of a vacuum.”
So let me spell out my discomfort with Rodney Strong’s approach, even while I concede it was clever marketing. Rodney Strong for years has been trying to get the High Scores and the resulting attention for their wines. Nothing wrong with that. My impression has been that, while their reviews (at least, from me) have been quite good, it’s never been enough for owner Tom Klein. I figure the order must have gone out to the marketing and PR people (just as 1WineDude surmised) to figure out a way around the mainstream wine media and garner some attention in a new way. And guess what? It worked! The problem from my perspective is that those who participated were manipulated, and happily embraced their manipulators. I don’t blame any of the bloggers for reporting on Rodney Strong’s unique marketing strategy, but the glowing, gushing and self-referential “Aren’t we special?” quality is, for me, a turnoff. As for WE getting samples, yes, I do all the time, but I don’t write headlines or columns or special blogs about them, I just review them along with everything else. And I note that quite a number of well-known bloggers, who must have been approached by Rodney Strong, evidently declined to participate. I think they saw the potential for themselves to be used and decided, wisely, not to allow it.
Update (Aug. 27) Apparently, the participating bloggers agreed in advance to write about the wine. If a winery told me they’d send me a wine only if I agreed to write about it, I’d strongly refuse.
It used to be, following the Repeal of Prohibition, that Americans favored inexpensive sweet wine by a large margin (further proof that Prohibition had an aberrational effect on the county’s wine drinking habits). In my Wines & Vines 1943-1944 Yearbook of the Wine Industry are endless ads for stuff like Roma California Sauternes, Petri California Sauterne [without the “s”], Guasti Pale Dry Sherry (I bet it wasn’t dry), Gianni’s California Port and an array of Vermouths and brandies.
It wasn’t until sometime in the 1970s, I believe (maybe someone will fact check this for me) that a taste for dry wines overtook that for sweet ones among consumers. This was generally hailed as a turning point in the history of California wine: at last, producers could get serious about European-style table wines, since the market apparently would reward their efforts. That’s exactly what happened. We saw the explosion of the “boutique winery” movement in the Sixties and Seventies, the Judgment of Paris, and the glorious birth of our modern wine indsutry.
“Good riddance,” said most educated people to the inexpensive sweet wines, which by the 1980s were seen as an embarrassment–fit for Skid Row bums and, perhaps, for college rowdies who, it was hoped, would soon outgrow their fondness (one could hardly call it “love”) for sweet booze.
So what are we to make of this report, which suggests that two of the five fastest growing wine brands in the U.S. are sweet?
(The other three hot brands are Cupcake, which offers good varietal wines at affordable prices, La Marca, a sparkling Prosecco, and William Hill, from right here in the Napa Valley.)
The article doesn’t say exactly who’s buying these sweet wines, but my guess would be younger people, women and those newly arrived to our shores–not necessarily in that order.
Incidentally, three of the five fastest selling brands belong to E&J Gallo, proving once again that, when it comes to marketing, this venerable wine company wrote the book. (I’m especially impressed by William Hill’s success. Those wines are not cheap, and face mountains of competition from other California brands.) The Gallos have forgotten more about selling wine than most everybody else put together knows. Other wine companies, even big ones, come and go, get bought and sold, see their stock prices rise and fall, report huge losses or modest profits, and face generally cloudy futures. Gallo goes on and on, a survivor, riding the waves of the economy like the man on the flying trapeze, seeming to do it all with the greatest of ease. If this sounds like a paeon of praise, it is.
At dinner the other night a senior executive for a major wine company told me that labels are becoming one of the most important reasons why people make a spontaneous purchase of wine.
I’d always known that labels are important, but this executive stressed their importance even beyond what I’d thought. It’s difficult for me to put myself in the shoes of an uneducated shopper as she browses the wine aisle looking for something special to drink with the pesto pasta and fresh garden peas she’s making tonight. I would already have an idea in my head of what type of wine to drink with it–maybe a sprightly white wine, with good acidity and some sweetness; Gewurztraminer? From there, it would be a matter of selecting a trusted producer, at the right price. I might also be influenced by geographic origin. Alsace? Sure.
But our shopper doesn’t know anything about any of that. Instead, she has to rely on one of our oldest, most primitive forms of human sensibility: vision. What we see is immediate and powerful: it can do only one of three things: repel us, attract us, or leave us indifferent. Label designers know this, and design accordingly.
But this isn’t a posting about labels, it’s about buying wine based on “more visceral responses [of which] aesthetics is key.” Those are the words of a gentleman named Phil Hurst, who is board chairman of a newish company, H.D.D., which is described in this press release as “one of California’s newest and fastest growing wine companies,” with brands including Healdsburg Ranches, Stonegate, VML and Bradford Mountain. (I’ve reviewed all these wines in recent years. The results have been mixed.) What interests me about H.D.D. is their practice of what one of their angel investors, a San Franciscan named Daniel A. Carroll, calls “a truly disruptive wine business model.” Come again? “A Disruptive Business Model focuses on improving products and services in ways that the industry does not expect while designing for an evolving set of consumers in a new market environment,” explains the press release.
That’s a mouthful that I didn’t quite get, so I asked my friend, Mr. Google, about it. Here’s one definition: “The word ‘disruptive’ is bandied about when referring to surprising new entrants into an industry, new players with new technology, and sudden competition coming from unlikely sources.” Here’s another: “A disruptive innovation is an innovation that helps create a new market and value network, and eventually goes on to disrupt an existing market and value network (over a few years or decades), displacing an earlier technology.” And a third: “Disruptive business models focus on creating, disintermediating, refining, reengineering or optimizing a product/service, role/function/practice, category, market, sector, or industry. The most successful companies incorporate disruptive thinking into all of their business and management practices to gain distinctive competitive value propositions.”
Okay, I’m beginning to get it. The opposite of a disruptive business is a me-too business, one that uses stale, non-performing old models instead of revolutionary innovations.
Back to H.D.D. What are their disruptive models? One is direct to consumer. The other is that “visceral response” thing. “Decisions are made at point of purchase based on mood or occasion,” the press release says. That’s our pasta-cooking shopper. Perhaps she’ll buy H.D.D.’s Dearly Beloved Forever Red wine because the label’s so cool (especially if she’s a Deadhead).
Well, all right, this all sounds good, until you begin to think about it. What is really new about “a purchase based on mood or occasion”? Gallo understood that 60 years ago. Retailers have been trying to influence the shopper’s mood forever. So I’m not seeing what’s so disruptive about H.D.D., and it was even more surprising to see no mention at all of social media in the press release. I did an (admittedly quick) Google search to see if I could find any mention of H.D.D.’s online practices, and I couldn’t. I would think that a disruptive business hoping to upset apple carts would have social media as part of its practices. However, H.D.D.’s founding partners include Bill Hambrecht (he’s the H.) and Paul Dolan (he’s one of the D.s). Smart guys, industry vets. I’d put my money of them, if I had any.
I don’t know why it’s controversial anymore that some of the better wine blogs can be effective in driving sales. Didn’t we have that conversation in, like, 2010, and decide the answer is Yes? I thought it was over. But then somebody writes something that gets the whole issue percolating again, and we find ourselves knee-deep into another faux controversy.
That’s my considered reaction to reading this Vintank posting that purports to tell the “wine industry” that they’re “looking at wine bloggers all wrong.”
There’s something really retro when the pro-blogging community (of which I obviously count myself as one) gets all defensive about themselves. Go on, read the Vintank post. It’s entirely correct in its claims that some blogs drive sales, that wineries should reach out to them, etc. No argument there. What sets me off about these kinds of articles, though, is the underlying sense that it’s bloggers versus people like me: mainstream wine critics, as if I were in the mixed martial arts octagon with Joe Roberts, battling it out for supremecy. See the old guy get his ass whipped by the hot young blogger! See print journalism go down for the count! Oh, my word, the blogger just gave a mawashi geri to the print guy’s head, then followed it up with a driving punch to the chudan! [Sound track: riotous cheers and applause from the blog fans, boos and moans from the few print people still alive.]
No, no, no! The pro-bloggers have got to get over this bruised sense of having been hurt or disrespected by the print critics. Can’t we all get along? Yes, I’ll take the author’s word (which Alder Yarrow modestly confirms in the comments section) that a good Vinography review moves product. That’s great. I’ll accept the author’s claim that a good Joe Roberts review sells wine. That’s good, too. But so does a good Steve Heimoff review in Wine Enthusiast, and I would wager that a high score from me, printed in the magazine’s Buying Guide, and reproduced as a shelf talker at Costco, sells a heck of a lot more wine than a good 1WineDude or Vinography score.
The Vintank post argues that “WE [i.e. wineries] FAIL if we don’t use [bloggers’] tasting notes, scores, badges, or whatever, not only on our sites, through social media, and in email and other communications with our customers, but also distributed to our retail partners on our sell sheets.” I couldn’t agree more with this (although if I were a winery I wouldn’t be sure which bloggers to send samples to).
The Vintank posting makes a number of statements I don’t agree with, though, because I think they’re based on false premises:
1. It’s “unfair” to hold bloggers to the same traffic standards as “mainstream critics” like me. Why? If I reach 1,000 times as many eyeballs through the magazine than a wine blogger can, why disregard that fact? Wine sales people understand that eyeballs is the correct measurement for a wine writer, be she a blogger or a print person. And wait until Wine Enthusiast hits the China market, in June. Our little local wine bloggers will be as dust in the wind.
2. Print writers are declining in power because “the decades of stories that have already been written about wineries, regions, and varieties make it a struggle [for them] to generate new and interesting content.” Well, I don’t think there’s anyone better than me to reply to that! Let me assure you that generating “new and interesting content” is no harder (or easier) for me today than it was 20 years ago. And even if you think it is hard for me, why would it be easier for a blogger?
Before the hate mail starts coming in from the blogging crowd, let me repeat that I firmly believe blogging is an integral part of the wine writing community. At the same time, the pro-blogging people really have got to stop complaining about “the mainstream media.” Honestly, they’re starting to sound like Sarah Palin.
And with all due respect to Alder Yarrow, let me answer the question he asked in the comments section:
Q: “What are all your new customers over the next five years more likely to do when they hear about your brand or one of your wines and want to know whether it’s any good or not: a) Go to the store and buy a copy of the Wine Spectator or b) type the wine name into Google?”
A: Yes, of course they’re going to Google it. But what does that have to do with the continued popularity of Spectator, Enthusiast or other wine magazines? This is a straw-man issue: Alder poses two hypothetical behaviors, the first obviously absurd, the second having little to do with the premise that wine bloggers will “win” some kind of Google search contest over “mainstream” writers. If you Google a winery brand looking for reviews, chances are the first several hits will take you to the winery’s website and to their “Reviews” link, if they have one (which they should). And which critics will most wineries publicize first? What Vintank calls “the power critics.” Would it hurt for the winery to also link to 1WineDude? Of course not; I hope they do; I hope Joe Roberts is making a ton of money by the time he’s 50.
Meanwhile, the mainstream media isn’t going anywhere. Look, we’re all one wine writing community, whether it’s print, blogging or whatever. We all should respect that fact, and quit the subtle and sometimes not-so-subtle trashing and resentment of print.