Category Archives: Newspaper Column 2018

Help wine retailers help you

17 Sunday Jun 2018

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It can be intimidating for some to walk into a retail wine shop with hundreds of bottles and a price range of $7 to $300. Even a small shop may have 500 to 700 different labels of red and white wines.

grape-sense-logoYou may not know the technical terms or understand the strange wine-speak used by dedicated winos. You may not even know what you like or want to try. That’s all okay if you’re in a shop where retail consultants have a patient ear and ask good questions.

Be prepared to work with retail wine sales people and you’re much more likely to walk away with a bottle you’ll enjoy. There are things you can do to help that retail sales person find you a great bottle of wine at all price points.

IMG_1186First, think just a little about what you like. Do you like your reds big and bold or light on the palate? Do you prefer whites with a big mouthfeel, smooth and rich? Or do you prefer clean and crisp white wines and flavors?

Talking about flavors is a good start in any store. The other question you’re going to get is “what are you prepared to spend?” That is where you need to be honest and don’t inflate your answer, and spend more, than you are really prepared to pay for a bottle of wine.

Upselling is as common in a wine shop as a clothing retailer trying to sell you socks after buying a shirt or blouse. A retail shop is there to make money and upselling is quite common. Be firm if not convinced the more expensive bottle will really suit your tastes and pocketbook.

Now that I have personal retail experience I like to find a customer the price point they are looking for and then, more often than not, suggest another bottle at a lower price and a bottle which costs more than they were originally seeking. More expensive wines are better for lots of reasons. But one of the bigger stories, perhaps untold, is the increasing quality of inexpensive wine. Quality continues to improve as more people enjoy wine with dinner and recreationally.

Some wine people, retail and writers, get hung up on the ‘hints of cherry and underlying flavors of black currants” and other such descriptors. Ask the wine retailer is it bold or light in flavor? Would they describe the wine as acidic – which can be a good or bad thing.

Remember almost all shops will offer a discount for quantity purchases. A 10 percent discount is not uncommon for a six or 12 bottle purchase, which will of course vary from store to store.

Then obviously take advantage of tasting events. The more you taste wine the better chance you have of finding wines you will enjoy.

It’s summer time so get to your wine retailer and stock up on whites, rose’ and don’t forget the bubbles!

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Tips for smaller wineries to compete

24 Thursday May 2018

Posted by in Newspaper Column 2018, Oregon

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For the past two Grape Sense columns, the focus has been on a handful of small production Oregon wineries. This column wraps up the in-depth look at how they face marketing challenges against the big operations moving into the Willamette Valley. There are also some brief comments about their wine and how to buy their products.

grape-sense-logoCarl Giavanti is a winery publicist working in the valley with these ‘little guys’ assisting them in carving out a niche.

“I think the real story in Willamette Valley (and other small regions nationally) is that 85 percent of the wineries produce less than 5,000 cases,” Giavanti has written. “It’s micro production by any measure. They have only survived because of so called “Premiumization” and the recent fascination with the region. What will happen when the next economic downturn occurs, and as the distribution consolidation continues, or as vineyard and winery acquisitions accelerate (which is happening at a rapid pace right now)? Are there business parallels between what is happening in Willamette Valley and any other burgeoning American industry? Is large always destined to win? Is there a “Manifest Destiny” for these small craft producers?”

Carl_Headshot2Giavanti is a guy good at answering his own questions. There is no questioning its tough for these winemakers to clear their shelves at the end of each season. But smart marketing positioning and taking advantage of earned media seem to be the most direct route for the smaller winery’s success.

“It’s no secret there are generally lots of wineries in most wine regions,” Giavanti points out. “There are over 9,000 wineries in the U.S, and due to consolidation by the largest distributors, I estimate only 700 distribution companies, and they focus on large family or corporate winery groups, high profit margins and primarily order taking. The small production winery simply cannot compete.”

Boiling down Giavanti’s recommendations can be oversimplified to having a good story to tell and knowing your product niche. He tells the winery owners to: 1) build your own unique brand, have a strong authentic winery voice that clearly states how you are different, unique and what you promise to consumers 2) do media outreach, either direct or with a media relations consultant. Get your name, your stories and your wines out there! And 3) sell your wine direct to consumer. You’ll have the highest margins (even after marketing costs), enjoy the greatest loyalty and have the most fun!”

That’s pretty good advice for any small business.

The Wines

One of the remarkable things about the Willamette Valley is the overall quality of the wine and the five producers included in this story are no exception. Those making Chardonnay are learning quickly and producing Burgundian style – soft and rich – white wines. Ghost Hill makes a fabulous white Pinot Noir at an incredible low price.

Pinot Noir is the calling card for Alloro Vineyard, Lenne’ Estate, Ghost Hill, Vidon Vineyard and Youngberg Hill. The wines are slightly different in style which is one of the most interesting things about Oregon Pinot for real wine enthusiasts. All have varying levels of critical acclaim. Space does not allow for individual reviews but ordering six bottles of wine from any of the wineries will be well worth your Pinot investment. The wines average around $40-$50 a bottle. With price creep really taking hold in Oregon, these wines are a value buy. Contact the wineries directly through their easy-to-find website to place an order. And yes, they can ship to Indiana. For more specific recommendations, contact me at hewitthoward@gmail.com

And anytime you visit a wine region, remember the little guys!

For More

Go to the Grape Sense website at howardhewitt.net and look for a post with the headline “More from Boutique Oregon Wineries.” There are tips on aging Pinot, and background and philosophy on winemaking.

 

Investors not all bad for small wineries

05 Saturday May 2018

Posted by in Newspaper Column 2018, Oregon, Uncategorized, Videos

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Small Oregon wine producers have been leery of huge corporate investment in the Willamette Valley. But they also see a benefit for their strongest sales outlet.

grape-sense-logoThe investments from big producers like Kendall- Jackson and Louis Jadot makes competing for shelf space, distribution, and marketing opportunities difficult. But the big budgets also help bring more visitors to Oregon wineries. Real oenophiles love finding small, boutique producers when visiting any wine region.

“Being small and getting our wines out there in the market is our biggest hurdle,” said Mike Bayliss owner of Ghost Hill Cellars. “We’re seeing more competition from the bigger well-funded wineries, who make wine with volume and less expense and have more market dollars.”

Steve Lutz

Steve Lutz, Lenne Estate

Steve Lutz, owner at Lenne Estate, watched as Kendall-Jackson purchased Willikenzie Estate which is across the road from his small production winery. “I think that will bring more people to our location so I can’t complain,” Lutz said.

Wayne Bailey, who owns a beautiful inn and winery near McMinnville, Youngberg Hill, echoes the concept that big dollars bring more visitors. “It’s very exciting to have the big boys spending big marketing dollars on our region,” he said. “That awareness can only help all of us. Most wine tourists will tell you they prefer to discover small wineries that they are not familiar with (when visiting).”

Tom Fitzpatrick, winemaker and general manager at Alloro Vineyards, says the big producers have pushed Oregon Pinot Noir to the world stage. “This is tremendously beneficial for all of us,” he said. “This has created more crowding of Oregon wine in the sales pipeline. The hope is that the attention and the spotlight is widening the pipeline. In general, I look at it this way, the attention and dollars are coming because we have something truly great here. It was just a matter of time before this was discovered. Things that are truly great can’t remain a secret forever.”

Vidon Vineyards owner Don Hagge has struggled with distributors and selling all of his annual production. “I hope to get there in about a year or two,” Hagge said. “I have about two years of inventory counting unbottled wine.

“But I’m not concerned about big money much. There’s a market for wines from boutique operations that aren’t ‘factory wines.’ We have to exploit that big time, particularly with direct-to-consumer sales.”

Wineries realize the biggest margin, therefore profit, when distribution and retail sales are eliminated. A bottle of wine sold in the tasting room is all profit.

Mike & Drenda Baylis

Mike and Drenda Bayliss

The burgeoning success of all Oregon Pinot producers can lead to some of the smaller winery owners reconsidering their business model.

“Our production used to be much higher, around 1,500 cases,” Bayliss said. “Willamette Valley Pinot Noir fruit has become quite valuable so for the recent vintages we decided to sell the majority of our fruit.”

In 2017, Ghost Hill was down from 1,500 cases to 360 cases.

But there remains a strong market to explore the smaller wineries. Readers can google the wineries in this column and order directly from these small Oregon wine producers. There will be one more column focusing on the challenges and a bit about the wines.

Small guys face distribution squeeze

26 Thursday Apr 2018

Posted by in Newspaper Column 2018, Oregon, Uncategorized

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When big companies invade boutique wine country with much bigger marketing budgets and resources, the little guy can feel squeezed out. Or, creative marketing and a changed paradigm could lead to more success.

grape-sense-logoOregon’s Willamette Valley has seen explosive growth in recent years in small and large wineries. But big investment from major players has an impact on the smaller wineries distribution and maybe even production.

In recent years Kendall-Jackson has purchased Willamette Valley vineyards: Penner-Ash, Willakenzie, Gran Moraine and Zena Crown. French icon Louis Jardot has bought in along with Chateau St. Michelle from Washington and Foley Wines from California. There are quite a few others.

As the quality of Oregon Pinot Noir continues to gain critical and consumer accolades, more small wineries are disappearing, and others are strategizing to find and hold market share. The bigger brands eat up the shelf space and dominate distributor’s selling efforts.

“We primarily sell out of our tasting room though we do distribute a small amount of wine in Colorado, Maryland and Illinois,” said Steve Lutz, owner of Lenne Estate near Yamhill, OR. Lenne produces about 1,600 cases of wine annually. “It is becoming increasingly difficult to find any distribution for small producers and not a very effective way to sell anymore.”

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Don Hagge

Some winery owners have simply given up or cut back on efforts to lure a distributor.

“I’m resigned to finding and working with a couple of distributors in niche markets to sell about half of my wine,” said Don Hagge, Vidon Vineyards. Vidon also produces around 2,000 cases annually. “We’re rolling out a new online system (called VinAlliance) this year that might help us and a few other small wineries.”

Hagge hopes the new alliance will allow consumers to buy wines almost like a wine club but from several different wineries on a regular basis.zpat

These small wineries depend on direct to consumer (DTC) sales for their success. “We had distributors in more than 20 states but last year scaled back to six,” Alloro Winemaker and General Manager Tom Fitzpatrick said. “It’s not difficult finding a distributor but it is difficult finding a distributor who can generate adequate sales. But they have their own businesses to profitably run just like us. Building brand awareness and recognition for a small unrecognized producer, in a crowded space, is expensive. Most distributors don’t seem to be able to do this.”

Alloro is the biggest of this group of winemakers at a modest 2,550 cases.

Experience, Fitzpatrick said, has told him that direct to consumer sales will probably always be 80 percent of his business.

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Wayne Bailey

Everyone has a website, and some are exploring the partnering options like Vidon. The challenge is to get a brand in front of the consumer. “Most of our wine is sold through our tasting room, wine club, and events,” said Youngberg Hill winemaker Wayne Bailey.  “Online sales are a big opportunity, but the current challenge is figuring out how to best reach potential customers or let them know you even exist. Even though you can ship to consumers in most states now, it is a very expensive and time-consuming process to gain and maintain the ability to ship into each individual state; making it almost impossible for small wineries to justify.”

The smallest of this winery group is Ghost Hill Cellars which produces less than 400 cases. Marketing is complex for such a small operation. “We have distributors who work with small producers but still even that is difficult,” said Ghost Hill owner Mike Bayliss. “We do online sales and a seasonal tasting room (April to November). Although we sell a good amount of our annual production we’re moving toward selling more grapes and making less wine.”

The upside of the investment by the wine world’s bigger players is additional attention. We’ll look closer at that benefit and at these winery’s wines in future columns.

Note: The next Grape Sense column keeps the focus on wine marketing and these small wineries.

Time to start stocking up on Rose’

06 Friday Apr 2018

Posted by in France, Newspaper Column 2018, Uncategorized

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If it’s spring it must be a column about dry Rose’. If you are still shunning the wonderful dry – and yes, pink – Rose’ wines from around the world you are the fool fellow winos.

grape-sense-logoRose’ is beyond hot in the wine sales market – it’s a rocket ship. From mid-2016 to mid-2017, Rose sales in the U.S. increased by 53 percent in volume according to BeverageDaily.com and Nielsen sales data. Rose’ represents less than two percent of all US wine sales but the growth is unprecedented in any category.

While it is difficult to get up-to-date sales figures, the growth of French Provence Rose’ – the category leader – is stunning. In February of 2016, Nielsen reported an increase in sales over the previous 12 months of 54 percent on volume and 60 percent on value.

The growth rates for imported Rose, which comes from a number of countries but is dominated by the French, is crazy. Rose’ sales have outpaced the rest of the imported market for more than 10 years. In 2016, Provence Rose’ held 64 percent of all imported Rose’ sales.

IMG_1254 (1)More than 160 Provence wineries are exporting the salmon-colored wines to the US. For more than a dozen years exports of French Rose’ have grown every years at double digit rates.

Two of the biggest selling French Rose’ wines are Chateau d’Esclans Whispering Angel and Domaine Miraval’s short, stout bottle with the backing of Brad Pitt and Angelina Jolie. Even these two best sellers come in at the mid $20 price point. It’s not unusual to see Whispering Angel under $20 down to $15 come end of the summer clearance – if there is any left. Several producer make several price levels of Rose’ with d’Esclans Garrus at the top of the pack at an average of $80 a bottle.

But if you’re not a Francophile there are plenty of Rose choices at home where quality is skyrocketing in the last couple of years. Oregon and California producers, particular those who grow Pinot Noir, have jumped into the booming Rose’ market. After attending a recent Rose’ tasting presented by one of Indiana’s biggest wine distributors, it’s easy to see the vast improvement in Rose’ of Pinot over past years.

But look around your wine shop for Rose’ wine from Spain, many of Italy, and Rose’ of Cabernet Franc, Merlot, Malbec.

It’s not just a summer sipper. Rose’ owns the summer and has eyes on becoming more a year around part of your wine shopping habits.

NOTE: Would you like some specific Rose’ recommendations? You’ll find a long lists of Rose wines Howard has tasted and recommends listed in the following post.

 

Howard’s 2018 Rose’ wine picks

29 Thursday Mar 2018

Posted by in France, Newspaper Column 2018, Oregon, Uncategorized

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This post accompanies my every-other-week column which went out to newspapers and websites Mar. 29 about Rose. Here are some specifics wines to look for at your nearby wine shop and liquor stores. The full column will be posted on this site April 2.

whHoward’s Rose’ Picks: The Whispering Angel and Miraval are very good representations of Provence Rose’ but there are so many out there to choose from. I recently attended a distributor’s Rose’ tasting of more than 100 wines. Obviously, I could only taste a few but here are my picks and a couple of other recommendations.

I’m liking Oregon and California more with every passing vintage but the French are still the masters. When everyone started jumping into the Rose’ market a few years ago, there were some wines that lacked depth and structure. More recent offerings have been darn good Rose’. As any regular reader of my musings knows, I love Oregon.

The wines listed here may not all be easy to find but they are all sold in Indiana: Tablas Creek Patelin de Tablas, CA. – a blend of traditional Rhone grapes; Conundrum Rose, CA. – A well-known producer growing gamay; Mirabeau Pure, FR. – traditional Provence blend and probably my favorite of the entire tasting.; Lunda Nuda, IT. – an unusual blend of Sangiovese-Merlot from Multipulciano; Maison Louis Jadot Gamay Rose’, FR. – light bodied from one of Burgundy’s biggest names;

b_Miraval-Rose_zoom_7Cloud Chaser, FR. – lighter than many of the others but nice freshness; St. Andrieu, FR, – a nice choice if you prefer a bit more mouth feel; Esedune Cab Franc,- a bit above average but Cab Franc Rose’ continues to improve and take market share ; Canto Perdrix Tavel, FR. Tavel is often too big for my Rose’ palate but this one is more understated; Susan Balbo Malbec/Pinot, AR, – tasted this Argentinian winemaking rock star’s Rose’ several years ago and was underwhelmed. The 2017 version is quite enjoyable: Willakenzie Pinot Noir, OR.  – nice, well-balanced Rose’ … one of many from Oregon.

Of course this means I didn’t taste somewhere around 85. There were also several I tasted that I didn’t care for very much.

Cheers!

Stepping up your wine drinking

27 Tuesday Mar 2018

Posted by in California, France, Newspaper Column 2018, Uncategorized

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So how do you take the next step in your wine drinking? Let’s say you have an interest or desire to drink better wine. Perhaps you feel stuck drinking the same $15 Tuesday night red or white.

grape-sense-logoThe easy answer is to spend more money. You can go out and buy a $30 bottle instead of the $15 and odds are good you’ll drink better wine. But perhaps the approach should be more discerning.

If you want to improve your wine picks then get into a wine shop or a liquor store, big box store, that has a big selection. And yes, you’re going to pay more for better wine.

Perhaps one of the most frequently asked questions is what’s the difference between a $15 and $50 bottle of wine. The answer isn’t neat and simple but several factors will help you appreciate the higher price beyond the taste.

Higher-end wines are usually made in small batches. Would you rather drink wine made in a silo or one made in a small oaken barrel? Would you rather drink wine where grapes are indiscriminately yanked from the vines by machines or hand-picked before heading to the winery? Would you like to drink wines where the vineyards produce seven tons per acre with no pruning or wines grown in a vineyard where leaves are trimmed for ideal ripening and fruit is dropped during the growing season to increase the intensity of the fruit? Those things greatly increase labor costs.

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There are reasons – good and bad – that bottle costs more than $100.

The biggest material expense is oak. Cheaper wines are aged in used oak barrels or oak barrels from less prestigious regions. In recent years, the much-derided use of oak chips has proven a popular and cheap alternative for low cost wines. Top-end wines are aged in new French oak barrels which can cost $1,500-$2000, while most are $1000-$1,200. American oak barrels often cost half or a third of that amount.

Is there a difference in the golf club you buy at the local big chain discount store and the club you’d buy at a top-flight pro shop?

There has always been something pseudo glamorous about a $100 bottle of Napa Cab. Now it’s hard to find a Napa Winey with a top bottling that costs less than $100. Napa’s top vineyard To Kalon is in such high demand that the vineyard owner will only sell to producers who price their wines at certain levels above $100 a bottle.

But, as noted earlier, lets move beyond price. One approach to drinking better wine is taking a wine you like and go online to see if the winery produces a more refined, and higher-priced, similar bottle. If the winery has a $15 Cab there is a good chance it also produces a $30-$50 Cabernet.

Going to a wine shop should expose you to someone with expertise who can ask you questions about what you’re drinking and suggest the next logical step. Logic doesn’t dictate going from $15 to $100. If you’re sold that bill of goods leave and don’t return to that wine retailer.

If’ you’re drinking mostly $15 wine, your next step up the wine ladder should be in the $25-$50 range. Look for wines from a specific region. If you’re buying Napa Cab – and that’s all it says on the label – the grapes could come from 16 different sites in Napa. That’s good wine but there are probably no defining characteristics. Instead, buy a Napa Cab from Rutherford, Mt. Veeder or Howell Mountain for nuance in the flavors.

You need to get to about the $50-$75 price point to start drinking the really fine wines. In lesser regions, $30-$50 will get you a really good bottle.

If you’re drinking wine costing less than $20 simply ask for some advice and try something that costs 50 percent more or double the price. You’ll consume much better wine.

Tommasi introduces Amarone to many

08 Thursday Mar 2018

Posted by in Italy, Newspaper Column 2018, Uncategorized

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Amarone is an under-appreciated fine wine that may be new to many wine drinkers. Amarone comes from northern Italy and is made in a process requiring the grapes be dried before pressed for their juice.

grape-sense-logoThis column is another in a series of interviews with winemakers, owners, and families about their passion for winemaking. Pierangelo Tommasi is a member of the fourth generation of Italians making Amarone wines. The Tommasi family owns several Italian estates and makes a variety of Italian wines. Pierangelo is something of a family spokesman. He works to market the Tommasi wines.

When a family business is rooted with such history, the passion is easy to understand.

Tommasi Famiglia

The current generation of the Tommasi family. Pierangelo is second from right.

“The time, labor and materials that go into crafting each bottle of Amarone della Valpolicella Classico set Amarone apart from other Italian wines, as few are as distinctive or precious as Amarone,” Tommasi began. “Our Amarone is produced from indigenous grape varietals Corvina, Corvinone, Rondinella and Oseleta grapes, all of which have thick skins, allowing them to dry for 100 days on bamboo racks with constant air circulation.”

The process of aging is unique for Amarone. During that drying period the grapes lose about half of their weight but the juice is concentrating. The wine is fermented and gains the color from skin along with the tannins and structure needed for a great wine. After fermentation, the wine is aged for three years in large oak casks.

 

Amarone is known as a wine of great depth and richness. And, obviously, it’s wine made from grapes which most Americans have never heard of previously. It is unlike other wines.

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Pierangelo Tommasi

“Amarone is a complex wine, but it is one of the most historical and beautiful expressions of one of the most esteemed Italian wine regions,” Tommasi said.  “Consumers should not be intimidated by the blend of grapes that go into Amarone, they should instead focus on the long aging potential of the wine and the full-bodied yet smooth and elegant characteristics that make it a favorable wine to pair with food.”

“Amarone della Valpolicella Classico is a wine one can proudly serve for special occasions, paired with red meats and ripe cheeses,” Tommasi said. “It is also a fantastic stand-alone wine, with the perfect balance of intense berries and soft tannins to make it easy to sip on its own. An ideal companion to enjoyable conversation.”

What I’m drinking? More bubbles!

27 Tuesday Feb 2018

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In the early years of this column I’d do a semi-regular feature called, ‘What I’ve Been Drinking Lately.’  Let’s bring that back in 2018. We’ll recommend specific wines that, in a way, become generic recommendations for easy-to-find wine picks.

grape-sense-logoMore and more bubbles are turning up on my wine rack. It’s taken too much time but after awhile any wine drinker will learn sparking wines aren’t just for New Year’s Eve, Valentine’s Day, or a wedding reception.

Good sparkling wine is a marvelous aperitif. A cold sparkler is a phenomenal porch pounder. Bubbles pair well with salads, lighter style seafood, and even fresh fruit.

Sparkling wine sales are growing around the globe. Whether its Cava from Spain, Cremant from Burgundy or Loire, Italian Prosecco, American bubbles, or the grand daddy of them all – Champagne from Champagne, France, bubbles are hot.

If you’re not a big bubbles drinker now, let’s find an easy place to start. Prosecco might be the easiest entry point for most wine fans. Prosecco comes from Northern Italy, largely made from the glera grape, and is very affordable. Most Prosecco wines are made dry like a tart brut. But the typical pear, honeysuckle flavors trick the palate into thinking it’s a bit sweeter.

MionettoAn easy starting point is Mionetto Prosecco. It’s fresh mouthful of fruit with light bubbles. Mionetto can be found at the entry level of $13-$16 and is widely distributed. Other entry level Prosecco include Bisol and Rebuli, among others.

I prefer my bubbles with a good chill. It won’t take you long to figure out where you like the temperature of your sparklers.

Like any other grape in the wine world, you’ll notice new layers of flavor and satisfaction as you climb the price ladder. Prices are quite modest for Prosecco and Cava starting at under $10. Consumers can find outstanding sparking wine’s in the $30 range.

There’s nothing like French Champagne but you won’t find one for 13 bucks. Good champagne starts in the $40-$50 range.

Let’s add its not a bad time to stock up. Most fine wine shops and liquor stores pack the shelves for the holidays through Valentines day. Look for prices to be discounted in the next few weeks.

And a final note for today, most all sparkling wine producers produce a sparkling rose’. In a brut you get a dry, and sometimes yeast hint, that isn’t pleasant to all palates. Sparkling Rose is a personal favorite. Rose’ is still dry, bubbly, but with a bit more fruit.

You won’t regret keeping bubbles on your wine rack.

Winemaking is always about farming

09 Friday Feb 2018

Posted by in Food & Travel, Italy, Newspaper Column 2018, Uncategorized

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Whether it’s the hills of Southern Indiana, the lush valleys of California, or limestone soils in Bordeaux, winemaking is farming. Most any winemaker will quickly share that great wine comes from great vineyards.

grape-sense-logoAdditionally, the best winemakers say they only get involved in a tiny portion of the winemaking process.

“A vineyard is by God,” said Italian winemaker Chiara Boschis, in Indianapolis to promote her Piedmont wines. “Winemaking is an art, such a long process from the grape to the harvest and then vinification. What is important is to be a good farmer. We have learned to be better and better farmers.”

Boschis is a bit of an icon. She started in the late 80s with her first vintage in the early 1990s. Her ‘old farm of Barolo’ had been worked for nine generations. “But being a girl, I was not really involved. Ah, a lost resource.”

So off she went to university to earn a degree in economics, which she hated. When her father purchased a nearby small winery in 1980, she jumped at the opportunity. “I wanted in, I wanted to have my hands in the wine. At that time Barolo was not as important as it is today. I was attracted to all the new ideas.

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Boschis talking Italian wine.

Pira & Gigli winery has been her workshop ever since. She believes in minimal interference. As a matter of fact, she calls her wines 99 percent vineyard and 1 percent winemaking.

She almost immediately started reducing the crop in her 10 hectares (about 24 acres) to improve grape quality. She became diligent in keeping her winery spotless. She called the 1990s the years winemakers learned what they needed to do to make the Barolo grape, Nebbiolo, a world-class wine.

“Back then the winemakers were called the Barolo boys,” she said. “I was the only girl. Women have always been the column of society, taking care of the kids, the budget, and the household. Now a lot of girls are taking up winemaking.”

That emergence in the 1990s was crafting Piedmont wines to be food-friendly and a bit lighter than previous tradition. “We wanted to reduce the crop to reduce the alcohol and sugars,” she explained. “We wanted to make wines of elegance, wine for food.”

Piedmont wines are for serious wine drinkers. The first step into Piedmont wine is Dolcetto. You’ll often find it labeled as Dolcetto d’Alba or Dolcetto d’Asti – that’s simply a geographic designation. It’s an earthy grape with bright fruit and can be found for around $20.

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Boschis explaining Piedmont’s winemaking regions.

Barbera is a real workhorse in the area and maybe the best value. The best Barbera wines are silky on the palate with lots of spicy notes. Barbera can range from $25-$50.

Nebbiolo is the rock star in northwest Italy. Wines labeled Nebbiolo are essentially ‘second wines.’ The wines are dry and tannic with a distinctive flavor of terroir and region. Nebbiolo can be found at a wide range of prices from upper teens to $50.

The very best Nebbiolo, in specified Piedmont regions not far from Turin, becomes Barolo. Barolo is considered by many wine critics and wine drinkers one of, and in some case, the best wine of Italy and even the world. The wine is made for food and to age. They are rich wines perfect for big food and Barolos usually have a pronounced finish.

Good Barolo is hard to find at less than $50 or $60. Boschis’ Barolo wines are generally $100-$120. So, Barolo isn’t going to be for everyone, its not easy to find unless you are in a larger city wine shop, but Barolo is a dynamite wine. Try a Piedmont in your price range with Italian beef or hearty sauces.