My relentless desire to really get to the heart and soul of wine has led me to a new job here in Boulder. I've started working for a Denver based company called Vigneron Wine Consulting as a Hand Seller/Wine Consultant. The company is pretty tiny. We work for three small importers and distributors in Colorado. All the wines I help to sell are small production, family operated estates across Europe. My job is to help consumers to understand why it is important to support these small wineries. I have to try to nicely explain why the wine that small estate vineyards produce is more genuine than the bland or over-ripened fruit that gets auctioned off the the highest bidder, manipulated in the winery, and then thrown into bottles with big brand labels on the front and sold in every liquor store in the United States.
The wine bug first bit me at the wine bar I used to work at in Fort Worth. I was introduced to a whole new world of history, flavors and food pairings. I didn't realize that I would miss it so much until I moved to Boulder and soon realized I could no longer afford to drink any of the wines I really wanted to anymore. This new job is a way to get my foot in the industry door here in Colorado. I've been training pretty hard. Which, believe it or not, does not just mean I've been sitting on the front porch with a wine glass in hand. I've been up to my ears in wine books explaining the geeky eccentricities of terrior, the details of wine making and aging methods, and indigenous grape varietals. I've watched documentaries (Mondovino) highlighting the harsh impact of globalization and mass-production on the wine world. I've read books bashing Robert Parker and flying winemaker, Michel Rolland for their dominating standardization of the way all wines should taste, and books that hash out the arguments for the traditionalists and for respect of terrior. For anyone who has never explored this category of literature before, there are dozens of books and they can be somewhat overwhelming and intimidating if you allow them to be---not unlike the endless aisles of wines at your local liquor store, actually.
But the thing is, big companies rarely make interesting wines. They produce bulk wine in such large volumes that all they really care to do is create a style to appeal to the lowest common denominator. The result is that widely commercially available wines are beginning to taste very boring, and, all the same. They lack soul and expression and as more and more people buy them, the wines that actually have character have a harder and harder time getting sold.
There is an absolutely beautiful book that I would recommend to ANY reader who has a heart, whether wine is your thing or not. It is Terry Theise's Reading Between the Wines.
Terry Theise, for those of you that don't know, is a guy who has a huge passion for geeky wines, mostly German. Back in the 80's, turned that passion into a successful wine importing business. He is a champion of small producers. He also happens to be one of the best writers I've ever come across. A poet really. Among many other things, Theise advocates that,
"If you want to experience wine with your whole self-not just your basic senses- the wine has to be authentic. Authenticity is rooted in family, in soil, and in culture and the connectedness between them. You have to find a wine that is grounded to do this, wines that are more intimately scaled, humbler, and less likely to be blown about the ephemeral breezes of fashion."
Theise puts into words what I love about wine. I love wine for the same reasons I love art. Real, true, authentic wine IS art. For the same reasons you should learn to appreciate art produced by different artists in different time periods in starkly different style because of their uniqueness, you should also appreciate wine from famous wine makers or small, not so famous wine makers from specific historic regions, with different soils and indigenous grapes for their own distinct styles. Artists and great wines should be appreciated for what they teach you about history and how they make you feel. You may decided you like Pablo Picasso, Claude Monet, Robert Raushenberg, or Andy Warhol best, but a cultured individual should be able to respect and understand each of these artists for what they contributed to history, just like a true wine drinker should be able to at least have an appreciation for different wine styles from different established wine regions. The world would be quite boring indeed if all wines end up tasting the same...which is essentially what big market brands are pushing us towards. In fact, the big brands can't even be compared to the artists I've just mentioned. No, the big brand wines that most people pick up and drink can only be equated to the mass-produced artwork you can pick up at Bed, Bath, and Beyond. We would never take that kind of junk seriously, and yet we do it with wine all the time. People think Kendall Jackson and La Crema and DaVinci are important wineries. How can I tactfully tell them they are basically buying a reproduction print, when, for a few dollars more, they could buy the real thing.
I feel very good about the work I do at my new job. I get to be an advocate for the little guys--for the real wines made by husband and wife teams, wines that have been in family hands for 500+ years in vineyards that don't look like oil refineries, wines that are true to their soil and not grapes that are overly manipulated after they are harvested. Grapes have the unique ability to record EVERYTHING in their history if you let them. You should be able to taste the chalky-minerality in a Sauvignon Blanc from Sancerre in the Loire Valley; the barnyard, earthy quality unique to Burgundy Pinot Noir; and the finesse driven, mineral quality to wines from Italy's Northern Alto Adige region.
I love wine and the wonderful connections and communities that can be formed when wine drinking is a shared experience. True wines invite you to be a part of the conversation and they will meet you on whatever level you happen to be at. I hope that in doing what I do, I'll be able to help keep the little guys on the shelves. Branded wines are highly processed and lack any sort of character and connectedness to anything. Their growing dominance in the marketplace threatens the existence of genuine wine. If I can even convince just one person a day why it is important to seek out small, estate-vineyards, rather than buy a bottle that they can find in every liquor store in the USA, I'll feel like I am making a difference.
So that's my rant for the night. Cheers!
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| Loire Valley Vineyard, France |





