The continuing globalization of wine presents many challenges and opportunities. The opportunities are fresh in my mind because I recently attended the third Riesling Rendezvous conference – an international gathering of Riesling makers from around the world (Germany, Austria, France, Canada, Australian and New Zealand) and across the U.S. (Washington, Oregon, California, Michigan, New York and New Jersey).
It was a real love fest. Riesling is the fastest growing market segment in the United States right now and the rising tide raises all boats. There was a strong sense of good will and collective achievement.
International [Wine] Relations
The meeting was organized by Washington State’s Chateau Ste Michelle (CSM), the number one U.S. Riesling maker, and Dr. Loosen, a leading Mosel producer. Their partnership was really at the core of the event — you could see evidence of it everywhere. Loosen and CSM have collaborated for a dozen years on a number of projects, the most visible of which is Eroica, consistently one of America’s top Rieslings.
It was interesting to listen to Ernie Loosen and Bob Bertheau, CSM’s head winemaker, talk about their work together and how much they have learned from each other. There was a real sense of mutual respect and pride of accomplishment – part of the feel-good feeling.
Another of Washington’s best Rieslings is also the result of international collaboration. I’m thinking of Poet’s Leap, the wine that Germany’s Armin Diel makes with Gilles Nicault, the resident winemaker at Allen Shoup’s ambitious Long Shadows winery in Walla Walla. I got the same feeling about this collaboration from Gilles.
Eroica and Poet’s Leap are wines I recommend to my students – exceptional wines, widely distributed and priced at around $20. Loosen & CSM and Diel & Long Shadows have made their partnerships work very well.
The Ghost of Rieslings Past
But collaboration is difficult and partnerships don’t always work out so well. This was the case with the first attempt by an international winemaker to make Riesling in Washington State. I’m talking about the great failed (and now nearly forgotten) F.W. Langguth winery experiment.
The Langguth family has been making wine in the Mosel for over 200 years. F.W. Langguth is today best known mainly for its mass market wines – it purchased the Blue Nun global brand (see the Curse of the Blue Nun ) a few years ago and makes many of the low cost wines that fill German supermarket shelves.
Langguth became interested in international expansion in the early 1980s (two of its current brands, made in Tunisia of all places, were born in this period). The success of Washington Rieslings from Chateau Ste Michelle and other producers caught Langguth’s attention and soon plans were under way for a major investment.
Langguth and local partners developed Weinbau Vineyard (now part of Sagemoor Farms) on the Wahluke Slope and built a $5 million 35,000 square foot state of the art winery in Mattawa. The winery was the second largest in the state at the time, behind only Chateau Ste Michelle’s big Woodinville facility.
A Simple Idea
The idea was simple – make German-style Rieslings in Washington State and ride the rising U.S. market tide. The first vintage (220,000 gallons) was made in 1982 and released the next year. The wines sold for $4 to $6 per bottle, equivalent to the $8 to $12 price band today. There was a heady feeling of coming success, both at Langguth and within the Washington wine industry generally, which I think was flattered and encouraged by the international attention.
It did not last long. By 1986 the bankrupt Langguth winery was being sold to Snoqualmie Vineyards, where Mike Januik and Charlie Hoppes made wine. Snoqualmie was eventually absorbed by CSM’s parent company and the gleaming stainless steel of the Langguth facility disappeared. The big building was eventually used for storage.
What went wrong? Well, as I said, collaboration is difficult and it seems that there was a great failure to communicate in this one. The wine was made in Mattawa, of course, but I understand that all the decisions were made back in the Germany. The grapes were picked early at low brix and high acid, just like in Germany where climate and geography make this necessary, even though that combination didn’t make much sense in sunny Mattawa, where longer hang times are the current norm.
Remote Control Winemaking
The technicians back at the mother ship analyzed the data – wine by the numbers — but I guess they didn’t taste the grapes, as winemakers around the world always do. So they couldn’t tell that the resulting wines were soulless (as one critic concluded) and seemed over-processed. The market was under-whelmed by the wines when they were released.
Although Langguth wines improved in the following vintages, it was already too late. The market opportunity was gone. It is too harsh to say that Langguth was the Edsel of Washington Rieslings, but that’s the general idea I get from published accounts.
No one talked about Langguth at the Riesling Rendezvous – and I don’t blame them. Why dig up old skeletons?
But I think remembering the failed Langguth experiment usefully helps us appreciate how truly exceptional these recent successful partnerships really are. Here’s to Riesling’s rising tide!
Thanks to Chateau Ste Michelle for inviting me to participate in Riesling Rendezvous. Information for this report was drawn from Paul Gregutt’s Washington Wines & Wineries (2005), Ronald Irvine’s The Wine Project (1997) and Ronald and Glenda Holden’s Touring the Washington Wine Country (1983).
All these are what I would call German-American wines. More on these wines here http://www.schiller-wine.blogspot.com/2010/01/german-american-wines-i-pacific-rim-dry.html and here http://www.schiller-wine.blogspot.com/2010/02/german-american-wines-1-nv-two-worlds.html
Mike, interesting to think about what might have happened to Washington Riesling had Langguth stayed in the equation. Makes me wonder what CSMs Riesling production was at that time as well – how much they were competing with each other. Thanks for the post!
thx for the article–i had always wondered just what happenend to the washington langguth wines. i must have discovered the first year’s product, and supsequently bought a case, and then kept my eye out for their wines whenever i was in a different grocery with a wine section. i lover their wine–it was the only amercan grown reisling that ever caputured that wonderful mosel quality which i so love!! i eneded up finding their select harvest, the select cluster, and their ice wine, all of which i thought were delightful!! and no one(washington state) was even considering production of an ice wine that i ever saw while i lived there. not american grown anyways. i was very sorry that they disappeared from my reach, and i will always hold the wines i found with high regard. they tasted so different from all the other ameerican grown reislings. they just had that mosel quality or flavor or however you want to describe the taste of those wines from the mosel. j. prum and any other german label with bernkasteler were the flavors i always have preferred in a reisling and the langguth wines expressed this so well. thanks for the history, and i hope somone will re-establish that line of reislings. enjoy!!
I came across this article and happy to find another Mosel Riesling fan here, 5 years later… As far as I know, Langguth has a brand called Erben, which apparently is the most sold German wine brand in the German market. They do sell Mosel Riesling under this brand in the US, I am just not sure where exactly. Some of my friends told me they have encountered this brand in restaurants in Virginia. However, it looks like Langguth has changed and developed recently, because their websites all looked different now.