This has been a busy couple of weeks for me at
The Wine Country. The biggest news is after a year and a half of planning, our new website is finally live at
www.thewinecountry.com .
Other things have been percolating, too, not the least of which was putting together our April newsletter, which should be posted online April 1, entertaining my business seminar classmates at a wrap party at the store Wednesday, making a powerpoint presentation on Friday introducing our store to the Tippers, a networking group I belong to, and squeezing in a visit to the Santa Ynez Valley wine country, something I haven't done in well over a decade. I'll tell you more about this short, but amazing trip at a later date.
Through it all are the day-to-day demands of running a large wine store, a loveable task that seems to consume more and more of my time, energy and creative thought. And along the way I get to see first hand evidence that we are right about wine and most of the wine press is full of it.
Exhibit A: The 100 Point System. This past week someone asked me what I thought of the "Point" system of evaluating wine. My answer: "I hate it. It's a fraud. Aside from the fact that there is nothing "systematic" about it, what does a 92 score really tell you about a wine? It tastes good with
osso bucco?"
Exhibit B: Tasting Notes. While pouring breakfast Prosecco and Bellini Mix at my Tippers event, a member pulled at my sleeve and asked a question I'd heard many times before. "I'll read a description of a wine that says 'cedar' and 'leather' and 'tar' and 'Asian pear', but it tastes like wine to me. What do you think? My reply: "It's mostly horseshit. Of
course it tastes like wine. Those descriptions are meaningful only to the guy writing it. Nobody else smells the same things, or tastes the same things. If anything, they only confuse people. They are weak attempts to describe the indescribable."
Exhibit C: Where the rubber hits the road. Nearly all wine evaluation is conducted in a laboratory-like setting: a row of glasses set up with wines in them, one-by-one swirled and sniffed and tasted, then notes jotted down on a pad, and on to the next flight of wines. As tannin cakes up in the mouth, or one's taste buds get numbed from acid and alcohol, the perception of the next wine is affected by the wine(s) that went before. We see it all the time, especially while we set up for every tasting, trying to determine the proper order in which to present our wines in their best light. Not only will one's evaluation be skewed toward bolder, more assertive wines as time goes by, balance and subtlety, two essential qualities in fine wine, go right out the window. And even in the most perfect tasting setting, the results only tell half the story of a wine.

The fact is some wines are made to blossom by themselves, but many more need the addition of the right foods to bring out the truth in a wine. European wines, for the most part, reflect the latter while the vast majority of California and other "New World" wines are created to be independent of food.
Three examples of wine changing people's minds occurred recently, and I always love to see the lightbulb going on when these wine-loving folks discover something they never experienced before.
The first involved Gunderloch's 2010 Jean Babtiste Riesling Kabinett, a wine currently selling for $5 less than the regular price. Someone came to me asking for a recommendation for Easter ham. When I suggested German Riesling there was an immediate negative reaction, a shudder in fact, at the thought of a "sweet" wine desecrating their dinner table. This was a personal challenge for me, because good German Riesling, like no other, has the capacity to take a person on a journey and back all in one sip. The first impression is fruity sweetness, of course, but the acidity in the wine makes itself known by the firmness in the wine's texture and in the tangy-tart finish, a taste not unlike a Loire Sauvignon Blanc like Sancerre. The next sip will be sweet and the circle begins anew.
"See, it doesn't just lay there, it performs the way you want fresh fruit to perform, combining fruit flavor with gentle sweetness and a tangy snap at the end," I said. Reward, tartness, then reward again. It's a genius varietal, really. And that's only half of the story. When drinking slightly sweet German Riesling with a salty dish like ham, much of the taste of the acidity will be absorbed by the dish and it opens the floodgates of fruitiness, amplified like nothing you can imagine by drinking the wine alone. It gives pleasure by itself, but it amazes when matched with the right food.
The second eye-opening event happened at my wrap party when a couple colleages sipped a south-of-France dry rose for the first time. I could sense both tasters were wary of the taste--it didn't have the pleasant fruitiness of the wine that went before, and there was a built-in rawness to the flavor that Languedoc and Provence roses often possess. I told both of them to nibble on a piece of salami, then taste the wine again. After doing so, their eyes went wide as each exclaimed, "It completely changes the wine! The fruit is amazing! It's delicious! I never would have known!" Tasting the wine alone was only half of the story. The wine was meant to be fruity, but it needed the right food to release its fruit.
THAT'S WHY THEY MAKE THIS WINE THE WAY THEY DO!
Finally, the third example occurred at dinner last night as Dale and I entertained Brian and Yolanda Flook. Brian, a thirty-year wine lover, had never set eyes on the rare 2011 Domaine Tempier Bandol Blanc, even though he was very familiar with the Provence estate's great red wines and their greatest-of-all roses. His first response, before he even tasted the wine, was pretty typical of American wine drinkers: "What's in it?"
"If I told you, would it matter one bit? If I said Clairette, or Ugni Blanc, or Bourboulenc or Marsanne would you appreciate this wine any more?
'Ah yes, I love a good Clairette in the springtime!' You don't need to know any of that shit. What you need to do is discover the flavor of white Bandol, and drink it with dinner."
Brian wasn't completely convinced...he really wanted to know what was in it, and I didn't know all the varieties for sure
("I think there's Ugni, Bourboulenc and Marsanne in there..."). But the question disappeared completely once he inhaled the pretty floral aroma and sipped the crisp, exotic wine.
"Wow! I can't believe how delicious this wine is! he exclaimed. Tempier is the king!"
I have to admit that just prior to extracting the Tempier cork, we were drinking south-of-France rose while eating flatbread arugula pizzas drizzled with olive oil. And now we were about to chow down on a green salad made with lemon juice, olive oil, garlic and shallots. The Bandol Blanc got even more delicious, its fruit transforming into a melon-like flavor, its acid nearly imperceptible. The Mediterranean-style food took an impressive wine and made it even more impressive.
Context is so important when dealing with wine. Food, other wines, your company, the seasonal temperature and air can change wine for the better
and for the worse. How do you put a numbered score on that? Since wine is not consumed in a lab setting, but in real life, with real people, in changing situations, a score is useless. Guesses about what to eat with a wine are
next to useless. Only experience and personal preference really matter.
With the emphasis on
experience.