We’ve Got the Spirit

Tonight, I begin Unit 4 of the Diploma of Wine & Spirits. Unit 4 is comprised of Spirits of the World and will be presented over three Monday evenings, with a fourth devoted to a mock exam. The actual exam will be held on November 8, 2006.

This will be my third exposure to spirits, as this class of beverages was included in my two previous certificates. Interestingly, the Society of Wine Educators does not include spirits in any of its exams (at least, to date). I do think it is very useful to know and understand these liqueurs and other alcoholic beverages, as they do play an important role in the marketplace.

A large part of the exam is a blind tasting of three spirits. Accordingly, students are advised to taste beyond the samples provided in class. A group of us will meet directly after class tonight to begin our extra-curricular tasting and, after a flurry of e-mails, will have a fair number of spirits represented.

I look forward to continuing my exploration in the world of spirits.

Queen of Cork

In case you needed to add to your wine credentials, APCOR, a consortium representing the cork industry, has just launched its Cork Certification Course. As noted in their press release, APCOR is looking to improve its image with consumers and update them with regard to recent changes in technology.

The cork industry has really suffered lately, as faulty corks have continually been blamed for much, if not all, of the problems encountered with trichloroanisol (TCA). Wine contaminated with TCA gives off a musty odor and is considered faulty.  As noted previously, reports of cork failure have been as high as 12%, depending upon to whom you speak.

In an effort to assure consumers that cork still remains the single best wine stopper, APCOR has launched a series of advertisements and has enlisted Lisa Airey of the Society of Wine Educators to serve as a spokesperson. The new website and cork certification appear to be another component of their marketing efforts.

The site itself is fairly straightforward, highlighting the history of cork as well as recent advances in the manufacture of wine corks. The text lauds the naturalness of cork and attempts to tug at heartstrings in relating the ecological benefits of cork, namely serving as a habitat for the nearly extinct Iberian lynx, among other fauna.

To become certified, one must complete a set of twenty-five multiple choice questions, with a goal of scoring 80% or better. After reading through the website, I successfully scored a 96%, earning my new title as a Certified Cork Expert. Now, all I need is a larger business card to fit all of my credentials.

Tools of the Trade

If you browse through a catalog such as Wine Enthusiast’s retail arm, there is a dizzying array of wine accessories. While many of these are fun to look at, it is not necessary for the average wine consumer to stock up on all of them. Unless you are buying a gift for a friend, you can keep things simple.

For most people, a trusty corkscrew will suffice. Unless you only drink wines under screw cap or crown cap (although it is getting easier to do so), you will need a cork screw. There are various models available from fancy counter-top options to the very basic waiter style openers.  I find that I am very pleased with a heavy duty waiter style corkscrew with a serrated knife attached. The knife is helpful in cutting the foil from the bottle.

I have been less happy with the stand alone foil cutters I have purchased in the past. They have either cut through the foil insufficiently or have done so at too high a point on the neck (I prefer to remove the foil below the lip of the bottle so that the wine doesn’t come into contact with the metal) . Hence, I have stopped using them altogether. Also, in many cases, you can slide the foil off the neck in one piece, making it even simpler.

Once the wine is opened, you’ll need some wine glasses and here I would recommend making an investment in crystal. One doesn’t need to purchase a myriad of different size stemware, but the use of a crystal-grade wine glass can enhance your enjoyment of the wine. Both Spigelau and Riedel make glasses at the lower-end of the spectrum, priced at about $10 per stem. An all-purpose glass will hold you in good stead for nearly all wines, with the exception of sparkling wines.

Beyond the corkscrew and glasses, most people don’t really need anything else. So you can save your pennies for buying wine instead.

Sign of the Vines

This past weekend I had the good fortune to teach our From Vine to Wine class in the great outdoors, next to a beautiful vineyard at Vineyard 48. At the end of the class presentation, we were able to bring the participants into the vineyard to witness veraison.

Veraison is the point in the grape’s development when it begins to ripen and take on color. Prior to veraison, all of the grapes in the vineyard are green. Once veraison starts, the red varieties take on their various shades of red, while the white varieties turn more golden in color. This photo perfectly captures this process in action as the grapes shift from green to red and both colors are visible on the vine and, as shown here, even within the same bunch.

As the summer eeks out its last days and we move into fall, the ripening will continue. The sugar levels within the grapes will continue to increase as the acid levels fall. Moreover, the phenolic compounds — tannins and anthocyanins — will develop during this period. Both sugar level and phenolic ripeness are important in determining when the grapes will be ready to harvest.

When these two qualities are in proper alignment, as determined by the winemaker and vineyard manager, harvest will commence with the grapes brought in from the vineyard and into the winery where art and science combine to craft a wonderful wine. I can hardly wait.

What’s in a Name?

This past weekend, I attended the Champagne Classic at the Lenz Winery in Peconic (The North Fork of Long Island). First and foremost, it was a wonderful event. We had the opportunity to taste 12 different wines, several of which I really liked. However, the event’s name is a misnomer. While champagne was actually served (three non-vintage labels, including the widow herself), the majority of the wines served should correctly be called sparkling wines. Does it matter?

The Champenois would certainly say yes. They have fought long and hard to protect their name, which they have also successfully marketed as a luxury product. As a traditionalist and terroir-ist, I have to agree with them. Napa and the North Fork are not Champagne anymore than Saumur or St. Emilion are Champagne.

The U.S. wine industry seems to be mixed in its response. Most sparkling wine producers respect the distinction and label their wines accordingly. However, I recently read an account of the late Willy Frank of Vinifera Wine Cellars noting that if it walks like a duck and quacks like a duck… Not surprisingly, he called his sparkling wine "champagne."

Do we as Americans feel that calling a wine simply "sparkling wine " will reduce its value in the eyes of the consumer? I imagine that most consumers aren’t aware of the distinction. And, from time to time, even I have to catch myself from using "champagne" as a generic term.

In the end, if we call a sparkling wine of any origian other than Champagne "champagne" we do a disservice to non-Champagne. Rather, by referring to sparkling wines correctly, especially when they have specific names such as Prosecco or Moscati d’Asti, we honor these wines and their own unique qualities. They are not Champagne, but they can be appreciated for what they are.

Further, by expanding the consumer’s horizon, they might become acquainted with the many other exciting sparkling wines available to them, frequently at a more pocket-book-friendly price, and come to appreciate that a wine not called Champagne can certainly still be as dry (brut) or as sweet (demi-sec).

But can you dance to it?

Growing up, I recall watching Dick Clark’s American Bandstand. At some point in the show, two teens from the crowd would be selected and asked to rate a new piece of music. Regardless of the scores assigned, invariably one or both of them would note that the song "had a good beat and you could dance to it." And, frankly, when you are out on the dance floor, isn’t that all you really need?

But, when selecting a wine, as with music, it also depends on your mood in terms of the way you want to dance. You wouldn’t choose U2’s hard edge lyrics if you wanted to waltz, anymore than you would Beethoven’s Fifth to do the twist. Likewise, we should consider selecting wines that match our moods.

So, why choose a wine simply because someone said it was good. Shouldn’t it also matter whether it has a good beat? And, what mood are you in tonight? That cult California Cab may just be the equivalent of a rock band for all its subtlety while a lesser-known Pinot may provide a symphony of aromas and flavors. Or, what about an obscure wine from Spain — perhaps it is a tango in the glass waiting to happen?

With so many wines from which to choose, your dance card is sure to fill up fast, but don’t rush to book the same Tom, Dick & Harry’s (aka Chardonnay, Merlot & Cabernet Sauvignon). Dance with the grape less traveled. As long as it has a good beat, you’ll be sure to have a wonderful time.

Everyone’s a critic

As with a recent article in the New York Times, it seems that the media has finally woken up to the problem of the wine score game. While Robert Parker is attributed to having been the first to pioneer the use of the 100-point scale with wine, he is not to blame as the practice is certainly wide-spread.

What I do suggest is that wine afficionados take Parker and other critics in stride, the way we do with other products. When film critics rate a film, audiences read the review and make their own decisions about whether to see it. If they are familiar with a particular critic then they may have a better understanding as to whether their film preferences match or diverge with the critic’s. If Ebert & Roeper always like a certain kind of film and you’ve never been happy with their recommendations, you know to stay away next time and even possibly attend the film they pan.

If your tastes are aligned with Parker’s, then by all means follow his suggestions. But, if you aren’t sure you are in sync, why not read beyond the score? What did he find in the glass? Fresh fruit? Earth?  What are others saying about the same wine? A critic is just that, a critic. Yes, their palates are practiced from many years of tasting, but they are still human. They have their own set of preferences. Sure, keep reading the score cards, but remember that in your home, the only critic that matters is you!

Setting the Score Straight

At the Wine Styles Symposium, reported on previously, Mary Ewing-Mulligan addressed the issue of high scoring wines and the misguided assumption that a given score alone is an indication of quality. She noted that when asking Ed to select a wine to pair well with a given meal, she never once has requested a 92 point scoring wine (or other similarly scored wine for that matter). However, it is known that many consumers go into their local wine shop, using a minimum score among, or possibly as their only, selection criteria.

In listening to Mary speak, I was reminded of a similar discussion I had in graduate school. The key difference between the two was in the product — one being wine, the other being higher education. Whether one subscribes to Parker’s Wine Advocate, Wine Spectator, Wine Enthusiast, Decanter or any other wine publication, a numerical score will be connected with nearly every tasting note included within its pages. Not dissimilar to the rankings allocated to our institutions of higher learning as found within the annual issue of U.S. News & World Report.

Prospective students and their parents look to these scores when choosing where to pursue undergraduate and graduate study. In some cases, the decision of where to attend school for the next four years can rest on the particular ranking that a college received that year. Can the average consumer determine whether School A, ranked 11th nationally, is any better than School B, which was ranked 15th nationally, based upon those rankings? Probably no more so than he or she can judge whether a 90 point Sauvignon Blanc is of any lesser quality than a 91 point Sauvignon Blanc or a 93 point Bordeaux.

Mary and Ed’s answer to the wine problem is to categorize wines by their styles, which they define as a taste profile, which brings together a collection of characteristics. In this way, a consumer who discovers their personal preference for aromatic whites over earthy whites could be taught to identify which whites meet their preferred taste profile. Moreover, they would, we hope, feel confident to try a new wine within that category as well as feel that their preference is equally valid as someone else’s preference for some other taste profile. As a result, the consumer would be able to identify and select wines that met his/her preferences and needs.

In response to the ranking mania associated with colleges and universities, several academics have proposed new approaches to categorizing such institutions that move away from scores, which bear little correlation to student learning and student experiences. A highly-ranked college may be well regarded, but may not be suitable for all students based upon their learning styles, value preferences or other individual attributes. One such approach was developed at the University of Pennsylvania’s Institute for Research on Higher Education, culminating in the Collegiate Results Instrument (CRI). The CRI focused on the results produced by a given institution such as how its graduates measured their abilities and their value preferences. These measures could then be used by prospective students to see how a given institution’s graduates differed from its peer institutions.  In this way, a prospective student could decide which of the institutions would best meet his/her needs to develop a certain skill set or values upon graduation.

While, at the time, the CRI was adopted by Petersen’s Guides to College, I don’t believe that sales of the U.S. News’ annual college and university issue have declined as a result of its creation. Nor do I think that we will we see a shift away from wine scores anytime soon due to sales of the Wine Styles book. However, I do hope that conversations around new approaches will continue to illuminate this issue with rankings and help consumers see that there are other, more productive, ways to compare similar goods and services.

From a market perspective, given the weight that such publications carry in the respective industries, both wineries and colleges are hard pressed to ignore such rankings despite their protestations that such scores don’t really mean anything. Accordingly, until consumers trust that they can make their own, informed decisions about these selections, the rankings will continue to play an important role in which school is chosen and in which wines are purchased to toast the child’s college send-off.

Got Class & Style

Yesterday, I attended a symposium on Understanding Regional Identity through Wine Styles. Presented through the Cornell University Cooperative Extension of Suffolk County and sponsored by several local winery and industry organizations, the program centered around Mary Ewing-Mulligan, MW and Ed McCarthy’s new book, Wine Styles.  In addition to hosting these authors, the symposium featured Collin Alevas of The Tasting Room restaurant and Jean-Luc Le Du of Le Du’s Wines.

After a brief welcome and introduction by Larry Perrine of Channing Daughters, Mary kicked off the event with a discussion on the need to approach wines through a new lens. Previously, wine has been parsed by region, grape variety and score, but none of these options lends itself well to the average consumer. If, instead, we group wines by their overall style, such as fresh, unoaked whites or spicy reds, we can empower the consumer to trust his/her palate and encourage a diversity of wine tastes. Mary and Ed’s premise and fuller conversation bring up a number of important points, which will be examined further at another time. For now, it is sufficient to note the relevance of their remarks to promoting diversity in wine styles by giving people permission to like whatever style of wine their palate prefers, removing the element of judgement or a sense of right and wrong.

The program continued with a presentation by Collin on the selection of wines for his restaurant, which exclusively offers American wine. He provided the participants with an opportunity to taste two wines — a unique CA Pinot Noir, with a cloudy appearance and interesting story as well as a WA Nebbiolo. Overall, his message was that of the need to tell stories about wines to engage consumer interest and sell wine. After a lively interaction, the group broke for lunch, during which participants had the chance to taste through wines from Channing Daughters, Raphael and those poured during the earlier tasting exercises.

Resuming in the afternoon, Jean-Luc shared his experience in the wine trade, first in his role of sommelier at Daniel restaurant and now in the context of a wine shop owner. He spoke about the difference inherent in Collin’s life — the restaurant customer is a captive audience — compared to his, whereby the retail customer can comparison shop (moreso than ever with the Internet) and his inability to be there when they open the bottle.

As a final installment to the day, Ed led a roundtable discussion of the panel, with Collin replaced by Richard Olsen-Harbich of Raphael, given his early departure. The participants were eager to ask questions of all panel members and many interesting discussions took place regarding wine styles and other wine topics. Overall, it was a very productive conference, as the wine industry came together to both explore and share many ideas about the world of wine. All in all, a definite class act.

It’s Beer, I Fear

First it was our politics, now it is a recent Gallup poll of U.S. drinking habits. There are just too many reasons to feel less than proud to be an American these days. Wine Business Daily has reported that this year’s Gallup poll showed a decline in wine as the preferred alcoholic beverage, giving beer the winning spot at 41% to wine’s 33%.

What is America thinking? Granted, wine was only a winner for the single year of 2005 in the history of this particular poll, which has been tracked since 1939. However, I had hoped to see this as a positive trend, with wine steadily increasing over time, not just a statistical anomaly. Anyway, I suppose the good news is that there will be more wine for those of us that do prize it above all other alcoholic beverages.

But seriously, the poll does provide an interesting insight into Americans’ drinking habits. Wine sales are increasing, but they do not appear to be at the levels they could be. With the "wine lake" (surplus wine for which there is no market) as large as it is and new regions entering the global market, the ability to boost wine consumption is important. Moreover, European wine consumption is slowly declining (no more two-hour lunches), adding to the existing problem.

It begs the question as to whether more marketing is needed (I can’t recall seeing a wine commercial during the Super Bowl), more consumer education or both. It will also be interesting to see how this poll changes in time, with the Millennials (Generation Y) taking more to wine consumption than their previous generations. Only time will tell, but the opportunity does appear to exist for the savvy marketer.