I spent three pretty amazing days at this Wine Summit (LINK) in Cascais/Estoríl, Portugal. The focus of the summit, now three years old, is innovation in the wine industry. Speakers and attendees covered a wide range of industry representatives, from growers, to winery operators, marketers, business consultants, wine writers, and others. The coordinators/founders are Rui Afalcao (also a presenter) and Paulo Salvador. Both were available throughout the summit.
I was there on a press pass (full disclosure), and I really have nothing negative to say about the event. It was among the best organized and presented conferences I have attended anywhere (more about that in a minute), and I was surprised that attendance was not higher. I don’t know the numbers, but there were a good number of empty seats, which means that a lot of people missed a great opportunity to get some timely and important information about the state of the wine industry and its future.
They also missed a chance to visit one of the most beautiful areas of Portugal, along the Atlantic Ocean about 30 minutes west of Lisbon. Lovely beaches, great food and wine, and lots to explore in the areas of Estoríl and Cascais.
The Wine Summit had a simple format – speakers each day with a few panel discussions spread around. Each speaker had an hour and usually spoke for 40 minutes or so, then responded to questions from a moderator and the audience. The excellent Summit staff had 4 portable microphones to get to audience members, and that aspect of the program ran very smoothly.
I will be posting in more detail about some of the presentations over the next few weeks. Speakers included Eric Asimov, NYTimes Wine Writer; Gaia Gaja, of the legendary Italian Wine family; Miguel A. Torres, President of Bodega Torres; Isabelle Legeron, France’s first female Master of Wine; Lisa Perrotti-Brown, Editor-in-Chief of Wine Advocate; Felicity Carter, Editor-in-Chief of Meininger’s Wine Business International; and many others. Here is a LINK to the speakers list (click on SPEAKERS).
The big topics – climate change, changing markets for wine, natural wines, wine writing and criticism, and technology in wine making and marketing, and the importance of tradition while moving toward innovation.
Naturally, one of the best things about an event like this is the conversation during breaks, over meals, and into the evening about all things wine. And, of course, drinking some of the amazingly unique Portuguese wines along the way.
As noted above, the summit was very well run, beginning with a well-designed website with good information and a simple registration process. Once at the site – the Centro de Congressos do Estoril, a very modern facility – the event was laid out beautifully with excellent graphics, good signage, and a gathering area where breaks, lunch, and lots of wine tastings happened. The site was well-staffed and the staff was very responsive and generous in making sure that everyone had what they needed.
As noted above, I will get into more specifics over the next few posts – and if you look through my Twitter feed @JimLockardWine there are lots of specifics and photos. Consider this an introduction – and an invitation to put this event on your radar for 2020.
“Wine is one of the most civilized things in the world and one of the most natural things of the world that has been brought to the greatest perfection, and it offers a greater range for enjoyment and appreciation than, possibly, any other purely sensory thing.”
~ Ernest Hemingway
As I prepare to travel to Portugal later this month for the MUST Fermenting Ideas Conference (LINK), where new and innovative ideas will be presented and discussed, I can’t help but look at some of the major issues in the wine industry today.
Issues like counterfeiting, fraud, and outright theft are regularly reported here in France and elsewhere. One might actually take that as a positive sign that there is something of great value which is sought after by the criminally inclined. There may well be truth in that, but that is not the kind of thing I am talking about. Even the great scandal of the past year involving the cheating at the Master Sommelier test in the United States (LINK), while closer to the heart of the matter, is not the really big issue, as important as it may be. These kinds of things only affect the upper tier of wine drinkers, not the vast majority.
For me, the big issue is the fact that the industry is pulling in so many directions that it is becoming more and more difficult for wine consumers to have a broad understanding of the world of wine and the enjoyment such awareness brings. This also adversely affects the industry as customer engagement and loyalty wane.
In the United States, the corporatization of the wine industry is having many negative effects. The buying up of labels from shuttered wineries and the conversion of these labels to bottles bulk wines; the “Gallo-ization” of everyday wines; the failure to support labeling regulation policies; and crazy shipping restrictions due to the efforts of regional distributors’ lobbying efforts all serve to break down trust from consumers. These things also make it difficult for family-run wineries to compete in a market where the deck is stacked in favor of the big producers.
Additionally, the movement toward a generic kind of wine blend for the American palate (again, thanks Gallo et all, although wine critics have a hand in this as well), which is opposite of what is happening in the beer industry, where craft beers are gaining market share to the point that they are becoming corporate targets, has also made it harder for the average consumer to explore different styles of the winemaker’s craft. More and more with New World wines and US red wines especially, everything at $12 and under, tastes the same.
The oases from all of this are the smaller wine shops and non-chain restaurants where wine lists are chosen to match the menu, not to maximize buying power. I routinely encourage younger wine drinkers to go to local shops and talk to the staff, who will give good advice about wines regardless of one’s budget. If someone find that they like wine and are interested in exploring it further, local wine shops are a great place to begin. I still rely on my wine cave in Lyon to help me sort through the myriad labels from local wine regions – their advice is worth an extra euro or two per bottle that I may pay over supermarket wines. The same is true in the US and UK.
NOTE: my wife and I have a budget for everyday wine in the 7€ to 15€ range (about $8 to $18). Our go-to Provencal rosé for this summer costs only 6€99. We find that we can get very good wines in this price range here in France – with the advice of our cavistes. We do occasionally splurge for more expensive wines, of course.
On a larger scale, the wine industry would do well to create a more welcoming invitation to wine enjoyment than the usual bifurcated choice of cheap wine laden with additives or more expensive options often marketed for snob appeal. If labeling regulations were supported by the industry, many people who choose to eat healthily would see that their organic food choices are all too often negated by chemical-laden cheap wines. Many of today’s consumers are more health-conscious and the wine industry is doing them few favors by not supporting labeling requirements.
The period of continual growth for the industry seems to be over, meaning that attracting new customers will require more than just putting wines on shelves. Making wine an everyday beverage, as it is in much of Europe, will necessitate a more welcoming and egalitarian approach and require more attention to health concerns. Seeing wine as food seems like a good place to begin.
More to come on all this, but I am interested in any comments you have. I you will be at MUST – see you there!
If you follow the link below, you will be taken to the WineFolly.com site where Madaline Puckette does a blind tasting of Pinot Noirs from Burgundy and Oregon. I think this is an excellent representation of both how to taste wine and a fun way to organize tastings – compare the same variety from different regions or nations. Below the video on the site is a lot of good information as well.
I agree with Madaline about the 2015 Burgundies – living here in Lyon, I have been able to taste a few and they are stunning wines. And, being in France, I have access to some secondary labels from great producers which are not available in the US. As I have noted before, the French do not like to pay a lot for wine, which for most of them is an everyday part of life. French wine producers know this and price their wines accordingly for the most part. As an example, recently I drank a very nice white Burgundy from Mercurey which cost me just 11 euros.
I know I have not been blogging much lately – my focus has been on learning French and we have been drinking some everyday wines – which I will blog about soon. It is spring here, and the new crop of rosé wines will be on the shelves soon.
Look for a few posts on these over the next months.
Yes, it is 26 minutes long and very few of you are going to have the dedication for that. And don’t think I am trotting this out as a slam-dunk on the argument. Just an interesting piece about 5 years old which needs to be dredged out occasionally. Nothing ground-shaking here–more about marketing than anything. Anyone who has ever had a 1985 Napa Cab and a 2005 Napa Cab and a 2015 Napa Cab and wondered what happened should watch this. Anyone who enjoyed Sonoma Zinfandel in the 90’s and has tried Paso Robles Zinfandel today should watch this. It is in-depth enough the serious wineNerds will enjoy it and if it just plants the seed of “Why?” in the minds of the not-so-wineDork, then I have done my job. Read your labels, people.
Here is the video:
I think the video does a good job of defining the territory – and, perhaps as was noted, the younger generation (Millennials) and beyond will move to new ways of discovering wine. And remember, the oldest Millennials are nearly 40. That said, if the Parker favored style is not to your taste, there are plenty of options – but you will have to become educated about them.
As I often say in this blog – wine is about enjoyment, and the depth of knowledge of any wine lover only needs to be sufficient to allow the level of enjoyment desired. We don’t need to be experts to enjoy wine, but it is good to have information like this as wine consumers.
A Lyonnaise friend took me for some wine tasting and purchasing to northern Beaujolais, first to Fleurie to visit the Co-op there and then to Romanèche-Thorins to visit the Georges DeBoeuf négociant wine cave. We drove north from Lyon on a beautiful sunny afternoon and through some beautiful Beaujolais countryside after getting of the A6 Motorway at Villefranche-sur-Saône.
A French Wine Cooperative (LINK)“produces and sells wine made from the grapes grown by its members. It mutualizes such tasks as winemaking, storage, selling, and, in some cases, the bottling process.” It is a community of vignerons coming together for mutual support. So, you won’t find single-vineyard production, it is more of a collective effort to produce wines under the name of the appellation where the cooperative is located.
A French wine négociant (LINK) is “a merchant who buy grapes, juice, or finished wine from growers, then bottle and sell them on the market wholesale.”
In general, you’ll encounter three types of wine négociants (LINK): those who buy pre-made wine and bottle it, those who make some improvements on the wine before bottling it, and those who take whole grapes or unfermented juice to make the wine virtually from scratch. This last type of négociant is called a “négociant-éleveur,” and they are the négociants with the most prestigious reputations.
Like all Beaujolais wines, the Fleurie reds are made from Gamay (they also produce a tiny bit of Pino Noir), the whites from Chardonnay. The famous Noveau Beaujolais, a soda-pop like wine bottled just after fermentation will be released in early November. I would have avoided it even if it had been available. It can be a fun way to celebrate the recent harvest, but it isn’t good wine.
The cooperative offers about 20 wines for sale, including a rosé made from Gamay and three créments (sparkling wines).
I tasted several whites and reds before purchasing a few bottles to take home to Lyon. The wines are well-crafted, not premier crus, but very good, drinkable wines. Most cost under 10 euros per bottle. The cooperative offers a couple of “Burgundian” wines, as parts of the area are on the southern side of Burgundy.
Then we drove a few kilometers west to the village of Romanèche-Thorins to visit the Georges DeBoeuf négociant wine cave (LINK). This is a huge operation, and many of my American friends will be very familiar with Georges DeBoeuf wines.
As a négociant, DeBoeuf operates across all three types listed above. Labels will indicate what the relationship between the négociant and winemaker are for each bottle.
The cave is expansive, featuring the DeBoeuf wines as well as a selection of other premium world wines (even a couple from the US – I won’t name them, but they were not premium wines. One seldom finds really good US wines in France), and a large area of gift items, wine accessories, glasses, etc.
The tasting room is an old-time bar connected to a large area where food is served and there are entertainments (a calliope) for those who have just exited the adjacent wine museum and Hameau park (LINK) (which we did not visit this time). It was a quiet afternoon, so we got some personal attention. You can taste as many wines as you want, and the tasting is complimentary. I was interested in comparing wines made from the fermentation through bottling and wines only bottled by DeBoeuf. The Brouilly samples were representative of this. In this case, I found the wine processed by the vigneron superior to the DeBoeuf-made Brouilly (reds); DeBoeuf sells both for just about the same price.
I purchased a few bottles of the Brouilly I preferred, plus a few others to take home, including a very special Cahors Malbec from their premium wine room. I passed on the Château Haute Lafitte-Rothchild this trip. By the way, the premium wine room has an excellent selection from all over France and the world at very good prices.
If you are in the area, for a day trip or longer – southwest of Mâcon and northwest of Lyon, Beaujolais offers beautiful countryside, picturesque villages, good restaurants, and wine at very reasonable prices. At home, check your local wine shops for Beaujolais wines – see what they recommend. Despite the reputation of Nouveau Beaujolais, there are some very nice wines coming from the area at very reasonable prices.
REFUSE TO BE INTIMIDATED. The world of wine is populated with a few, well, snobs. There are people whose income depends on you, the consumer, feeling like you don’t know enough to order a wine you will like. There are some whose income depends on getting you to buy a wine whether you like it or not. There are also few who want to make you feel uncomfortable just for their own ego gratification.
That said, there are also lots of folks who can and will help you feel more comfortable. These can include wine stewards or waiters in restaurants, employees in wine shops and at large retailers like Costco, tasting room employees, and, yes, wine bloggers like me. Take advantage of their knowledge and willingness to help. Even with the first group, you will usually find if you ask a couple of clear questions and let them know what you like and what you are willing to pay, you will get what you desire.
2. BE AN EXPLORER. Try some unfamiliar wines. Even if after doing so, you become a drinker of one kind of wine, you will at least know that you aren’t missing something better for you. Again, wine retailers and restaurant employees can be helpful. Like Malbec? Try something close, like a Barbera or a Tempranillo. Traveling? Try the local wines. (LINK to my post WHAT KIND OF WINE DRINKER ARE YOU?)
3. AVOID REALLY CHEAP WINES. The issue here is not so much about price or quality as it is about additives. Most new world (that’s everyplace but Europe) wines under $10 to $15 are laced with additives of various kinds. There are no labeling requirements, so you don’t know which ones or how much of them are in your wine. Some additives are benign, some are not. Many people who eat only organic food buy cheap wines filled with chemical additives – unknowingly, of course. (LINK to my post on ADDITIVES)
There are three main reasons that cheaper wines have more additives than more expensive wines: One, consumers of cheaper wines tend to want their wine to taste the same every time. They are not interested in seasonal variation – the kind based on weather which affect wine grapes from just about everywhere. So, additives can mask changes – and in cheap wines, the issue is not seasonal variations; most are bulk wines, made from whatever grapes or juice are available at that moment from any location. Second – additives can make a rough product taste smoother, smell better, look better. In other words, mask problems. Third – there are economic reasons to use additives in some products, and your health is not one of them.
4. NEW TO WINE? TRY A STARTER CASE. I blogged about this a while back. If you are new to wine or have someone, like in my case, my daughter, who is new to wine, consider a starter case. This is a mixed case of wines for them to try to learn about. Then, when returning to the wine retailer, you or they can say what you liked and would like to get more of, or maybe explore a bit with something like what you enjoyed previously, but different. (LINK to my post on STARTER CASE)
5. LEARN HOW TO SHOP FOR WINE. I often go into wine shops without intending to make a purchase – just to look around, familiarize myself with the kinds of wines available, the labels, the price points. I may engage someone in the shop in a conversation about a specific wine, or a wine region that they feature. And, truth be told, much more often than not, I walk out with a bottle or three.
Many reputable wine writers and bloggers will tell you to ask questions when shopping for wine. Wine shop employees will generally enjoy helping you (with the possible exception of the Holiday rush). For example, you might ask for a wine in the $20 range to go with a lamb roast, or something to take as a special gift to a lover of Argentinian Malbec. (LINK to my post on SHOPPING FOR WINE)
6. LEARN HOW RESTAURANT WINE WORKS. There are a few things to be aware of when ordering wine in a restaurant. One is the pricing structure. The norm is to mark up a bottle two to two-and-a-half times retail cost. Many restaurants are offering wines at a lower mark-up (in Europe it is often the same as in a wine shop). Wine is a significant part of the profit structure at many restaurants. For others, it is an afterthought; the wines may not even go with the food offered.
There are myths about ordering wine in restaurants. Most are false or only partly true. The reality is that if wine is a serious consideration in a restaurant, the wine list will have been chosen with care based on what is important to that restaurant’s management. It might be by region – focusing on Italian wines in an Italian restaurant; or by type of food served – an emphasis on white and rosé wines in a seafood restaurant; or it may be wines selected for the specific items on the menu. Some say that the best buy is the 2nd cheapest wine on the list. This is almost never true. If it is good value you are seeking, a good choice is to order a bottle of one of the wines they are selling by the glass. These wines are usually a good value and they are sold by the glass because they are well-received.
Again, don’t be afraid to ask the waiter, wine steward, or sommelier for guidance – and DON’T forget to give him or her your budget! I have never had a negative experience with wine in a restaurant when I have been given guidance (I don’t always ask for it). (LINK to my post on ORDERING WINE IN A RESTAURANT)
7. REMEMBER CORKAGE. In many places, you can bring your own wine to a restaurant. Normally, a corkage fee will be charged, to cover the cost of using the glasses and having the wine open and served by the restaurant staff. This is a good option if you have a special bottle to share with family or friends that will go well with the restaurant meal. Some etiquette – if you don’t know, check in advance on the corkage policy of the restaurant; don’t bring a wine the restaurant has on its wine list; don’t pay $20 corkage on an $8 bottle of Yellow Tail to save money. And, if the wine is corked or otherwise bad, don’t try to send it back for another bottle! (LINK to my post about corkage)
8. LIFE IS TOO SHORT TO DRINK BAD WINE. I know you have a budget, which, like mine, is limited. And maybe you don’t have an educated palate to justify really expensive wine. However, as I noted above, just about all of the really cheap wines are filled with additives and are bad for you. So, think about how much wine you drink and what it would take to get the average cost per bottle up to $15 or more. At that price point, generally speaking you are drinking wine, not just a mixture of random grapes made in bulk. You will notice qualities like minerality, or terroir – the effect of the soil on the wine. You will begin to tell varietals apart ($7 Cabernet Sauvignon tastes surprisingly like $7 Merlot). And you will be drinking a more healthful beverage.
Also, if you buy a decent bottle and it’s bad (corked or chemical tasting for example), don’t drink it! Pour it down the sink, or if it’s not too bad, save it for cooking. If you get a bad bottle (meaning there is a flaw of some kind) at a restaurant, let the staff know. They should replace it. If they disagree with you, let them know that you may not be an expert, but you find the wine undrinkable. They should replace it with another bottle. If the first one was bad, you will taste the difference in the new bottle. It is bad form to ask for a different wine in this situation. Maybe you will get lucky and that will have been their last bottle of that kind in stock! (LINK to my post on EXPENSIVE WINES)
9. WINE ENJOYMENT IS SUBJECTIVE. No matter what the experts tell you, for 95% of wine consumers – the ones who haven’t trained their palates for years and taken rigorous certification classes – wine enjoyment is subjective. You either like a wine, have a “meh” reaction, or don’t like it at all. Robert Parker can’t tell you if you will like a wine. I try to look at tasting notes only after I have tasted a wine, to see if they got it right for me. There are things to know about specific wines, but, let’s be realistic, most who drink wine will never invest the time and energy to learn more than a few of them.
Wes Hagen, currently of Central California’s J. Wilkes Wines (LINK), shares his way to taste wine for most consumers:
Swirl the wine in the glass and look at the color; put your nose to the glass and sniff the bouquet; if it smells like something you want to put into your mouth, take a sip; if it tastes like something you want to swallow, swallow it; notice the finish.
If you begin from there and add some knowledge as you go, you will never get to a point where Wes’s advice doesn’t hold true.
10. HAVE FUN WITH WINE. Wine is both a beverage and, for some, a lifestyle. I love sharing a good bottle with friends and family, and almost never have an expensive (say over $30) bottle when alone. Dorianne and I used to have wine dinners, where we would ask our guests to bring a special bottle, like the one they’ve been saving for a special occasion for ten years, and a dish to accompany it. At the dinner, each guest will tell the story of their wine as everyone shares it. Or bring a bottle from a trip and share the story of the trip.
Go wine tasting when you travel near wine country – there are hundreds of “wine countries” these days. We have tasted in Mexico, Hungary, Poland, Ukraine, England, and in Michigan, Maryland, New York, Virginia, and Texas, to name a few outside of the normal wine destinations. You will meet some great people in the local wine industry, and fellow tasters are often interesting as well.
I am sure that there are other guidelines for enjoying wine. These are my top ten and I hope you find them of value!
Millennials (LINK) are in the process of redefining the wine industry, just as the Baby Boomer (LINK) generation has done over the past 40 years or so. But this post is less about large-scale trends than about individual decisions based on some experience and knowledge.
Summer Wines in Provence
The wine world contains a vast number of possible wines to drink, from many countries and many more wine regions. There are hundreds of varietals and tens of thousands of wine labels. These numbers are steadily increasing, along with total wine consumption (LINK). No one is going to know them all.
“Behold the rain which descends from heaven upon our vineyards; there it enters the roots of the vines, to be changed into wine, a constant proof that God loves us, and loves to see us happy.”
~ Benjamin Franklin
Few young wine drinkers have had any instruction or experience as they have come of age to drink wine. Most will grab something cheap off of the shelf in the grocery store and look for sweetness and fruit in the flavor. This is understandable when you combine a desire to spend as little as possible with an untrained palate.
But now you are in your twenties (or thirties), and it’s time to craft your drinking patterns and preferences (if you drink at all, that is, and I assume that if you are reading this, you do).
In other words, it’s time to evolve.
“A bottle of wine contains more philosophy than all the books”
~ Louis Pasteur
Here are my recommendations for Millennials or anyone new to wine:
UP YOUR GAME: Get some knowledge about what you are consuming. If you eat organic food and drink cheap wine, the additives(LINK) in the wine will likely more than offset the benefits of the organic food. Find good value wines that are organic or biodynamic which you like and support them.
DEVELOP RELATIONSHIPS: Connect with the employees at your local wine shop and let them know your preferences and budget. They will be able to direct you to what you want. Note – most supermarkets will not have knowledgeable staff in the wine department (there are exceptions to this).
EXPLORE: Try different varietals, different regions, different winemakers. Branch out a bit and see if there are more areas of the wine world that appeal to you. You can also include wine exploring in your travel. There are wonderful wine regions all over the world that you can visit and expand your experience with wine.
GO DEEP: Settled on a varietal or a region? Study it, explore the wines offered, and learn as much as you can.
ENJOY: The number one rule of wine appreciation is to enjoy what you drink. Find your own sweet spot (or spots) and make a nice glass or two of wine a part of a very good day.
Wine enjoyment should be just that – enjoyable. Whether it is researching what to purchase, purchasing, tasting, drinking, or pairing, it should first be something to enjoy. If you aim for that, you will not go far wrong.
“As I ate the oysters with their strong taste of the sea and their faint metallic taste that the cold white wine washed away, leaving only the sea taste and the succulent texture, and as I drank their cold liquid from each shell and washed it down with the crisp taste of wine, I lost the empty feeling and began to be happy and to make plans”
I was going to let 2016 end without a new post, but then I came across and excellent article at VinePair.com (LINK to Article).
The article by Keith Beavers, is entitled “The People Calling Expensive Wine a Rip-Off Are Lying to You.” It is a thoughtful look at a recent trend in the wine media world – the trend of attacking wine experts, the folks who are highly trained in all aspects of wine and who often recommend expensive wines to their readers. This would include people such as Robert Parker, Janis Robinson, and Eric Asimov.
Here is a sample from the article (I highly recommend that you read the entire article via the link above):
“The pleasure of “taking down” the wine industry is certainly understandable. There’s something devastating about knowing that other people are able to appreciate something that we can’t. It’s especially unsettling to know this about something we imbibe regularly, yet know we are not fully experiencing. There’s something mystical about wine – all those mouthfeels and blueberries and leather. What could be more delicious than to find out that those shamans, those mavens with their alienating knowledge, were nothing but charlatans, snake-oil peddlers whose knowledge was all a hoax?”
Now this blog is, if anything, a voice urging greater appreciation of wine without all the pretense. I have tried to simplify purchasing and enjoying wine, and generally removing the intimidation factor that many feel when confronted with a complex wine, a point system they do not understand, ridiculously mellifluous tasting notes, or a price tag in the hundreds of dollars.
But I have never said not to read the experts. I am self-taught in all things wine (meaning that I have never taken a wine course for certification; I have taken a few seminars) as is Keith Beavers, the author of the VinePair article. Like him, I learned, in part, by reading the experts. Unlike the experts, I am not doing regular tastings of dozens of Bordeaux or Burgundy wines. I have not tasted wines from dozens of other vintages to compare with what I am tasting now (although that is changing over time). So I count on the experts to be guides, although I am not a slave to their guidance.
A good point in the article is the difference between the typical European and American wine consumer:
“Then there’s the fact that there is just so much wine out there. It makes choosing and understanding each bottle that much more difficult. This is especially true here in the United States, because we are not a culture that grew up with wine. Wine in the U.S. is a relatively young culture, and though we want to understand wine, we’re very new at it.
“Compare us to Europe, where drinking wine is such an integral part of the lifestyle, a part of the attitude. In the rural wine regions of Europe, you don’t go to a wine store and choose a bottle from a selection of 10,000. You live in a specific region that grows one kind of grape best, and the wine that comes from that grape is what you drink, probably every night with dinner. The soil itself determines what wine people drink, and they grow up with a specific varietal like mother’s milk.”
Americans face a huge variety of regions, varietals, wine growing techniques, wine making styles, terroirs, additives, and more when deciding which wines to purchase. The advice of experts is one pathway to take toward greater understanding, but they are never a substitute for trying things yourself and discovering what you like and enjoying yourself along the way.
As to expensive versus inexpensive wines, there are reasons why some wines cost more. And there are reasons why many people prefer cheaper wines, even in taste tests with more expensive wines. Again from the article:
“. . . people with less experience drinking wine tend to enjoy cheaper wines. It’s not because wine is one big hoax. It’s rather because their first experiences with wine were probably with cheaper wines, and cheap wine is manipulated to taste the same every year. There’s no inconsistency, no terroir. It’s homogenized, for a very simple reason: We are a culture that likes sweet things. When you’re drinking a really cheap wine like Yellowtail or Trader Joe’s Two Buck Chuck, you’re drinking a wine that has added sugars and added coloring so it tastes the same every time you buy it. And it’s wine experts who teach us how to move past these wines, and how to enjoy the more expensive stuff.”
In my experience with expensive wines, which is somewhat limited I admit, once you get to about $50per bottle, you can expect an excellent wine and will often get it. I have drunk and tasted wines that cost $250, $500, even $1000 or more. At those price points, if the wine is old, every bottle is unique, and the more refined your palate (LINK), the greater your experience. There is also a certain mystique in knowing that you are drinking say, a 1982 Chateau Lafitte-Rothschild, which I have had the pleasure of drinking. What is that mystique like? Think of driving a Rolls Royce versus a Nissan – both will get you there, but the experience of the Rolls will be different. In fact, just knowing it’s a Rolls makes a difference.
For me, wine appreciation has been a slow but certain road toward wines that are well-crafted and which have different characteristics from year-to-year. I drink or taste from at least 500 bottles per year (considering that a day of wine tasting can mean 20 or so different wines). Maybe 40% of those are wines I have had before – at least the label is the same, although the vintage may not be. I would say that the average price per bottle of the wines I drink has gone from $10-$12 a dozen years ago to $25-$28 now. Over that time, my tastes have changed, my palatehas improved (intentionally), I have read and learned more about wine in general and have experienced a greater variety of wines.
So I recommend that you read Eric Asimov’sWine Columns in the New York Times (LINK), especially his wine school columns. Get yourself a copy of Janis Robinson’s Oxford Companion to Wine(LINK) or borrow it from the library. Read Hugh Johnson’s A Life Uncorked(LINK) or A Pocket Guide to Wine(LINK). Or, go through the Amazon listings of wine books (LINK) and find something that appeals to you. Read Wine Spectator or Wine Enthusiast Magazines. And, this blog!
If you are a wine lover, or aspire to be, my suggestion would be to enter 2017 with the intention of deepening your knowledge and expanding your experience with wine. Your life will be richer for it.