Book Reviews: Sacred Wine, Stikky Wine, Kinda Like Wine

A lot of the wine books we receive fall into a few familiar categories. Here are brief reviews of two “category buster” wine books (plus one about Sake) that give a new spin on tried, true formats.

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Emily Stimpson Chapman, Sacred Wine: The Holy History and Heritage of Catholic Vintners. Marian Press, 2025.

The history of wine and the history of the Catholic church are deeply intertwined. Sacred Wine wants you to understand and appreciate this history and learn a few lessons along the way.

The lure (if wine isn’t enough) is the collection of beautiful photographs that makes this a book that’s probably going to start off on the coffee table. But the stories, which are well told, are so interesting that it is likely to move to your nightstand or reading chair before too long.

Twelve wineries scattered over France, Italy, and Spain provide twelve opportunities to explore church and wine history. All of the wineries have been molded in some way by the Catholic faith, often starting as monasteries, but in other respects they are quite different. Some are famous (Burgundy’s Chateau de Vougeot). Some make wines that are nearly impossible to taste unless you visit the winery, but others (Abbazia di Novacella) are widely distributed. Some of the wineries are very old indeed while others are unexpecxtedly modern. All are beautiful, as these photos demonstrate. Each tells a different story about God, wine, and history.

The Marian Press is the imprint of the Marians of the Immaculate Conception and they intend with this book to inform about wine and the church and to encourage readers to perhaps visit these wineries and to sample their wines or ones like them.

It is kind of inspiring to think, as Sacred Wine encourages you to do, that the liquid in your glass means something more; that it connects you somehow to something altogether more important. Not your typical coffee table wine book.

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Andrea Reibel, Stikky Wine. Laurence Holt Books, 2025.

There are a lot of variations on the “introduction to wine” book genre, but Stikky Wine is a new twist. Or new to me, in any case.

The idea is not to teach novice wine drinkers everything they need to know about wine. It is to give them a few basic tools that they use to each themselves. It is part of a small series of “stikky” books on different topics that focus on information that “sticks” and not the stuff you read and forget.

The concept reminds me of Father Guido Sarducci’s famous Five Minute University, which promised to provide a complete college education in five minutes time. How? By only teaching the stuff that sticks; the things you still remember after five years.  As a recovering professor I have mixed emotions about the Five Minute University, but I find the idea of Stikky Wine very appealing.

Stikky Wine introduces the idea of wine tasting through wine’s aromas, initially focusing on fruit aromas that most readers will be familiar with. There are some aromas closely associated with white wines and other for red wines. These aroma ideas are then applied to three red wines (Pinot Noir, Merlot, Cabernet Sauvignon) and three white wines (Riesling, Sauvignon Blanc, Chardonnay).  The simple framework permits a number of variations and applications so that the reader has some idea of how wines differ and why. Significantly, readers are encouraged to set their book down and do wine instead of just thinking wine.

The second section builds on this by adding sensory concepts like body, acidity, tannins, and other types of aromas (including those associated with wine faults). Six aroma families, three sensory elements. Pretty basic tools, but important ones. An epilogue ties things together followed by Next Steps with more detailed information and references designed to propel the reader forward.

The format is user-friendly. It is almsot a flip book, with lots of illustrations, minimal text, quizzers, reviews, and so forth. It reminds me a bit of the sort of flash cards you might use to study a foreign language except the focus is on doing, not just memorizing.

Stikky Books says its products are tested thoroughly and really do help readers get from zero to sixty in wine understanding in about an hour. I can’t vouch for that because I’m not a beginner making new discoveries, but it seems like a plausible claim.

The thing to do would be to give the book to someone starting out and see what happens. It might be an excellent $12 investment, don’t  you think?

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Eric C. Rath, Kampai: The History of Sake. Reaktion Books, 2025.

Sake isn’t wine. It isn’t rice wine either, although I have heard it explained that way. Sake is Sake.

Sake is one thing, but it is also many things and that’s what makes it kinda like wine (as this article’s heading suggests). Some people are drawn to the complexity and variety. Others are turned off (or even freaked out) by the myriad variations. Wine is the same in many ways. How do we invite the intimidated into the tent without scaring them away? It’s a problem.

Eric C. Rath’s new book opens the door with history, told is an approachable way. Readers get drawn into the story and pretty soon the complications start to make sense. It doesn’t hurt that the heavy coated stocks makes the beautifuyl illustrations pop of the page.

Rath is a professor of premodern Japanese history of the University of Kansas. I’ll bet he is an excellent teacher because his book is clear and interesting and taught me a lot I didn’t know about Sake and about Japan. Rath uses history very effectively to teach about Sake and, I suppose, Sake to teach about history. Sacred Wine (see above) uses wine to teach about history and faith. Glad to welcome both these books to the wine (and kinda like wine) bookshelf.

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A Tale of Two Wine Guides

Margaret Rand, general editor. Hugh Johnson’s Pocket Wine Book 2026. Mitchel Beazley, 2025.

Rose Murray Brown MW. A Taste for Wine: a new tasting masterclass for wine lovers. Mitchel Beazley, 2025.

Two new wine guides arrived at the Wine Economist mailbox recently, both published by Mitchel Beazley. They both take a very broad view of the world of wine and address some of the same topics and questions, but do so in very different ways. “There are no one-liners in wine,” as Jon Fredrikson says, so there’s probably not a single clear path to guiding readers through the world of wine.

Herewith a brief comparison of the two new books to help you think about the different ways that guides can approach wine and, perhaps, to help you consider what you might want from a book like this.

Compare and Contrast

  • The first difference is obvious: the Hugh Johnson guide is small (about the size of two or three smartphones stacked on top of each other) and densely packed with information with very small but clearly readable text. A Taste for Wine’s format is about twice as large, the pages have a relaxed feel with lots of colorful illustrations. Hugh Johnson’s vibe is “dive deep,” while Taste for Wine feels more “take a look around.”
  • Taste for Wine is brand new this year. After initially wondering if the world really needed another wine book, she decided to write this one to put her own personal stamp on wine education. The Hugh Johnson guide, on the other hand, has been updated almost every year since it first appeared in 1977. It is now a team effort with Margaret Rand leading more than 30 area-specialist wine writer contributors.

  • Both books provide information about wine grape varieties and wine-food pairing suggestions. Both present surveys of global wine regions, too, but there is a big difference in depth of analysis. Taste of Wine provides two-page introductions to each region with illustrations, basic facts, and a brief list of suggested wines plus, in a separate section, a list of the author’s picks of the best wineries to visit. The list just gives names, not detailed explanations, but that might be enough to get the reader digging deeper on the internet.
  • The core of the Hugh Johnson book is in the chapters on the main wine-producing countries. France and the United States are divided into the main regions and states respectively. Other countries such as Italy have one long alphabetical list of thumbnail descriptions of wineries, regions, and grape varieties. Smaller countries and U.S. states have short descriptions. This organization allows the book to pack in lots of information, but I have never warmed up to the alphabetical approach since I tend to think of wine in regional terms, so I’d put all the wineries from Alto Adige together, for example.  I imagine that this organization evolved as the number of wineries and regions grew and grew over the years. I might be happier with fewer wineries in each list with more detail on each, but the depth vs. breadth trade-off is impossible to solve to everyone’s satisfaction.
  • A Taste for Wine’s largest sections are, naturally, devoted to wine tasting itself. Rose Murray Brown hopes that the book will make wine less complex and more approachable. Simplify without dumbing down. She illustrates many of her points through 10 wine tasting flights that readers are encouraged to replicate. Each element of wine tasting is indeed explained in easy-to-understand terms. It is not Brown’s fault that there are many elements to consider, so the complexity problem is difficult to overcome. I suspect her readers, seeing the “masterclass” reference in the subtitle, will be up for the challenge.
  • One thing I like about A Taste for Wine is the way it reminds me of Kevin Zraly’s classic Windows on the World wine course book, now in its 35th edition and still #1 in Amazon’s wine guide ratings. Both books are focused on providing readers with the practical knowledge they need to enjoy wine. I think that practical aspect explains why there is depth in the tasting sections, which apply every time you open a bottle of wine, versus the other sections that apply in specific situations. Give readers what they need to know to make a good beginning and then guide them to take the next steps.
  • The basic structure of the Hugh Johnson guides does not change much from year to year, so I always look forward to the two sections that vary considerably from year to year. The early section on “12 Wines to Try in 2026” gives readers a chance to think about what’s new and interesting in the wine world. Always interesting. And there is a themed section at the back that changes every year. For 2026 the topic is the price of wine, how it is set, what it means, is wine good value? Interesting reading.
  • So which book should you add to your bookshelf? I suppose the obvious answer (and the one that Mitchell Beazley probably hopes you will give) is both books since their strengths are so complementary. Personally, the opportunity to read both books makes me think about what a wine guide needs to be in 2026, especially given the many changes in the wine world today and the availability of so much information via the internet and apps. Thinking about your perfect wine guide is a useful project, but a dangerous one. Rose Murray Brown says it is what provoked her to write A Taste for Wine!

Wine Book Reviews: Luxury in Italy, Hunger & Thirst in Minneapolis

Reviews of two books that provide very different lessons about wine today.

Enrico Bernardo, Wine & Travel Italy (Assouline, 2024).

And now for something completely different. A couple of weeks ago I wrote about Pascaline Lepeltier’s new book, One Thousand Vines. It is a big, beautiful book that is really about thinking (and maybe sometimes almost overthinking) the idea of wine. It is challenging and exciting and I recommend it highly.

This week’s first book is almost but not completely different. It is, first of all, big and beautiful, too. In fact, it is even bigger and more beautiful than Lepeltier’s book. Full of gorgeous photos, the Amazon.com page describes it as a five-pound coffee table book with a list price north of $200. (The book is available for $120 on Assouline’s website: https://www.assouline.com/products/wine-travel-italy.)

Enrico Bernardo, like Lepeltier, is a famous sommelier. He made his name at the Four Season George V in Paris and was named Best Sommelier in the World in 2004. He is writing a series of wine and travel books for the publishing house Assouline. Italy and France have already been released, California is next in line.

This is a luxurious book, which is what Assouline specializes in. It is sort of the Birkin bag of wine books if you know what I mean. It is not too concerned about how you think about wine in Italy and much more interested in how Italy and wine make you feel.

Or at least that’s the conclusion you get from counting pages. The book’s 300 pages divide Italy into 12 wine regions, each of which gets just three pages of text. Beautiful photos fill the rest of the chapter’s pages and I have to admit that it is very pleasant to sit in a chair with this book on your lap and page through the beautiful scenes. I wish there were better captions, so that I knew for sure what I was looking at, but the armchair trip through Italian wine is otherwise very enjoyable.

This isn’t the sort of wine book that I usually read or review (I learned about it in a Financial Times article and couldn’t resist checking it out), but I think that it makes a point that is worth considering. This book is about feeling more than thinking; sometimes in life and in wine, feelings are what really matter. That may be obvious, but it is easy to forget.

We often try to draw people into wine by telling them facts and challenging them to break down the wine-drinking experience into a list of sensory characteristics. But sometimes the most important thing about wine is how it makes you feel, don’t you think? It’s that feeling that you remember and that draws you back.

If you’ve visited Italy and love wine, this book will help you remember and relive the feeling. If you haven’t, then it will rev up your imagination.

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George Sorensen, Hot Dish Confidential: That Year My Friends Taught Me How to Cook.

George Sorensen has written a charming memoir about how he and a bunch of friends and acquaintances taught themselves to cook and eat foods from around the world. Wine is part of the story, of course, but in more ways than I initially expected.

Living in an Analog World …

The story is set back in the analog world before TikTok, YouTube, and email.  Sorenson and his Minnesota neighbors seek culinary enlightenment. They want to learn to cook and appreciate “gourmet” cuisine, which means foods that are more or less foreign to the American midwest table in those days, which is a long list of the items we take for granted today. (I remember visiting a Mexican restaurant in Lafayette, Indiana, back in that era where the menu helpfully explained how to pronounce the very foreign word “tah-co.”)

Sorensen and his frieds go about their task in a very analog way. He calls them together about once a month to a communal meal, where everyone brings a dish on a designated theme and chips in for wine, about which everyone complains (of course).

Sorensen is a wonderful storyteller and he has good stories to tell, so Hot Dish Confidential is a pleasure to read. He even weaves in some of the recipes he learned to cook along the way. By the end of the book, Sorensen finds that he has become a confident cook and that he has met the love of his life, with whom he can share these and other adventures. A happy ending!

One particular thought haunted me as I read through the book. Is this how someone would go about learning to make gourmet cuisine today? In today’s digital world, the first place to look for knowledge is online sources like YouTube and TikTok. Getting a bunch of friends together (at the same time and in the same place) is very analog-world inconvenient compared with the digital alternative.

Learning still takes place in digital world, and sharing, too. But it is different, don’t you think? And it is kind of a shame that the conviviality of Sorensen’s hot dish gatherings are replaced to a certain extent by Instagram likes.

Analog Wine in a Digital World?

So this, like almost everything else in life, got me thinking about wine. Back in the analog days when I was learning about wine, one of the best and most popular ways to develop wine knowledge was for a group of friends to get together once a week or once a month and to share and talk about the wines they brought with them. Like Sorensen’s dinners, these wine clubs were both fun and informative communal experiences.

I wonder if young people peering into the wine world from outside still form ad hoc analog wine groups? Or do they look instead to formal classes or scroll through YouTube and TikTok videos? The digital world is very efficient if you want information or entertainment, but the experience (and I think the impact) just isn’t the same.

I do think there is a thirst for the analog wine world. Winery friends tell me that tasting room guests these days are looking for more than tastings; they want experiences of various kinds that they can share with others. This probably strains both the resources and creativity of tasting room operators, but opens up possibilities, too. Sue points out that the recently completed Come Over October movement is an exercise in highlighting the values and benefits of analog wine gatherings.

George Sorensen’s Hot Dish Confidential is a pleasure to read and a valuable tool to help us think about what has changed in our food and wine culture and what endures, too, and why. Highly recommended.

Wine Book Review: Breaking Down the Barriers to Understanding Wine

Pascaline Lepeltier, One Thousand Vines: A New Way to Understand Wine (Mitchel Beazley, 2024). Beautifully illustrated by Loan Nguyen Thanh Lan. First published in France in 2022 as Mille Vignes (Hachette Livre).

There are different ways to taste wine depending upon your purpose. There is tasting simply to enjoy the wine, which is different from tasting it for critical review, which is different from technical tasting in search of faults to be corrected.

In the same way, there are different ways of thinking about wine (and reading books about wine) depending on your purpose. If you are new to wine and seek a road map to guide selection, for example, you can’t go wrong with Kevin Zraly’s Windows on the World wine course. It is organized like a restaurant wine list with reds here, whites there, and sparkling and fortified wines, too. Zraly’s idea of wine has guided and inspired wine drinkers for years.

The next step for many wine lovers is to drill down into particular regions or types of wines. The goal here is the appreciation that comes with more knowledge as well as enjoyment of the wine itself. My bookshelf is filled with “The Wines of XYZ” sort of books if you know what I mean, and they tend to be organized in a fairly standard way. We learn the grape varieties, the geology and geography of the wine regions, and the wines themselves plus, depending upon the particular book, more or less about history, people, profiles of wineries, and recommended wines.

A Silo-Bashing Approach

It is in this context that Pascaline Lepeltier offers a “new way to understand wine” in her big, beautifully illustrated, comprehensive new book, One Thousand Vines. This is an interdisciplinary idea of wine. Whereas many other books try to facilitate the understanding of wine by sorting them into silos of knowledge, Lepeltier is all about blowing up silos and seeing how the bits and pieces come together. (The Financial Times editor Gillian Tett has written a book called The Silo Effect about silos and their discontents.)

How does silo-bashing work? Here are a couple of examples that feature wine economics, which does not usually show up in general-audience wine books. First, take the topic of terroir. Terroir is a foundational idea in wine and it is usually approached as a combination of geography, geology, climate, and grape varieties. Sometimes (and this is controversial) the people making the wine are included in the mix because they embody certain practices and traditions that can’t be easily explained in other ways.

Lepeltier adds consumers to her idea of terroir. Consumers? The people who drink the wine? Well, she argues, obviously wine doesn’t get made unless there are people who will buy and drink it. So their likes and dislikes clearly shape the region’s wine identity alongside the other factors. It is narrrow-minded (or manybe silo-minded) to think of wine apart from the people for whom it is made.

Wine & Water Revisited

And then, to pick a narrower topic, there is the relationship between water and wine. Grapevines like to look at water, we are often told, and vineyards benefit from proximity to rivers, lakes, and oceans in several important ways. Very true.

But there is also this, Lepeltier suggests: Transportation of wine has been a problem for most of history. Overland transportation was very difficult before railroads. Water was the best way to move wine: oceans, rivers, lakes. Winegrowing regions near water enjoyed natural market pathways that encouraged their wine industries to grow. Wine production was more limited, more localized, where waterborne commerce did not exist.

To be clear, Lepeltier’s purpose isn’t simply to weave economics into the wine narrative where it is important; it is to create a framework, a way of thinking, so that the reader can link everything relevant to everything important. That’s a big task, so the author outlines the process in a brief introduction called “Reading One Thousand Vines.” 

Lepeltier tells us that she was frustrated when she started studying wine because the standard approach seemed to simplify and to encourage rote memorization. She found herself drawing upon her practical knowledge as a sommelièr and her critical thinking training as a student of philosophy. Silos began to tumble and this ambitious and important book is the result.

Everything’s Connected

You might be a little disoriented when you start to read One Thousand Vines because other wine books are quite linear (grapes, regions, wines, etc.). This book is more like the internet. Since everything is connected to everything else in some way, you can start just about anywhere and it will take you on a journey (which won’t be exactly the same as if you started somewhere else). You can dive in and out as I have been doing, too, always ending up with more insights than expected and new questions to explore.

That said, a book like this needs structure. The chapters are organized around the ideas of Reading Vines, Reading Landscapes, and Reading Wines. The topics are familiar enough, but the approach is different from most other books. It is a fascinating way to re-imagine wine, driven by philosophy but rich in real-world examples. I’ve learned a lot so far and look forward to making more unexpected connections.

Wondering about Wine

“I hope that reading this book will be an opportunity for you to experience wonder,” Lepeltier writes at the end of the introduction. Tasting wine can be wonderful. Can thinking about it engage the senses in the same way? Here’s your chance to find out.

One Thousand Vines is an exceptional achievement worthy of a special place on your wine bookshelf.

Alcohol and the Idea of Wine

A brief rumination inspired by the Come Over October movement.

I was very fortunate to be appointed to an endowed university chair about 20 years ago, which afforded me great freedom in what I could teach, so long as the classes contributed to the college education goals. My first new class was called “The Idea of Wine” and it quickly became the school’s most popular course, with a waiting list longer than the class list itself, even though the students knew it wasn’t a wine-tasting course and certainly not a wine-drinking course.

That’s the Idea!

Why did I call the course “The Idea of Wine”? Because ideas are important and how we think about things affects how we act. Many people seem to think about wine in terms of its alcoholic content and it is true that alcohol is critical to wine production. Wine isn’t just grape juice with alcohol added. The process of fermentation transforms the grape juice into a very different product. That’s why non-alcoholic wines must first be fermented and then the alcohol removed. You can’t avoid that alcohol step if you want to have wine.

So alcohol is part of wine, but if your idea of wine is alcohol, then it distorts the situation. I noticed this when I wrote a column a few weeks ago questioning whether wine is a good value in today’s marketplace. A couple of readers wrote to me suggesting that I had missed the obvious point. If you think of wine as alcohol, then it can be an excellent value, with a cost per unit of alcohol lower than beer or spirits for inexpensive commercial wines. OK, that’s probably true. Many people probably think of wine as just cheap alcohol, and they are entitled to their opinion, but that’s not the way I see it.

Prohibition’s Long Shadow

You can see where thinking about wine as just an alcohol delivery system can lead if you look at the U.S. experience with Prohibition. Beverage alcohol in general was prohibited during the Great Experiment in sobriety (although illegal booze was available, of course). But one loophole in the law allowed for home production of up to 200 gallons of wine per year for “non-alcoholic” family use.

Home-made wine, therefore, became a ready source of alcohol and, it must be said, alcoholic content was often all it had in common with quality pre-Prohibition wine since it was produced by amateur vintners in make-shift facilities with grapes that often traveled long distances in trucks and rail cars before processing. The idea of wine for most people was pretty sorry indeed.

Wine changed when Prohibition was repealed, but the idea of wine as alcohol didn’t suddenly disappear. Alcoholic content was still very important (sales of cheap fortified wines soared). State-controlled and sometimes state-operated distribution systems treated wine as a dangerous substance. It has taken almost 100 years to change the idea of wine in America and now we confront the possibility that the pendulum has started swinging back again.

The Hunt for Grape October

The idea of wine as alcohol has gained primacy in recent years. It may be a bad idea whose time has come, as they say, but it behooves those of us who love wine to put forward altertnative visions.

And so I am glad that we are celebrating Come Over October (COO) this year because it is built on a bigger idea of wine. The idea of COO isn’t about what wine is or what it’s made of or what ten aromas and flavors you should try to pick out. The idea of COO is to focus on what wine does (bring us together) and how wine makes us feel when we share it with old friends and new ones, too.

Ideas are important. John Maynard Keynes wrote that ideas are powerful for good or evil. If alcohol is a dangerously bad idea of wine then COO is a dangerously good idea, don’t you think?

License to Steal 2024: Forging Best Practices in Wine Marketing

I will be in Syracuse, New York, next week to speak at License to Steal, a national wine marketing conference that is being held in conjunction with the Eastern Winery Exposition.

License to Steal? Well, it is all about wine industry people gathering to talk about their marketing experiences, encouraging each other to “steal” strategies that have worked as a way to grow the total market pie. This would be called “sharing best practices” in consultant-speak. It is a great idea whatever you call it and very important today when the wine industry faces many headwinds.

License to Steal is nearly 20 years old. It started when seven state association directors (Illinois, Indiana, Michigan, Missouri, New York, Ohio, and Pennsylvania) got together. It is a national conference today, providing an important grassroots forum for wine marketing information.

Donniella Winchell, Executive Director of the Ohio Wine Producers Association and Conference Chair, describes License to Steal as “a place where wineries, growers, and ancillary entities willingly share, collaborate, and contribute to the future strength of the grape and wine communities across the nation. Sessions are lively, interactive, and led by some of the most exciting marketing minds in the business.”

I am looking forward to seeing everyone in Syracuse, learning as much as I can, and contributing a few ideas of my own, Here is the program agenda. Lots to talk about, think about, and plenty to steal, too.

Wednesday, March 13
8:15 – 9:15
Mike Veseth, The Wine Economist
Secrets of the World’s Most Respected Wine Regions
Wine economist Mike Veseth probes the world’s most respected wine regions to uncover the
secrets of their success and reveals how these secrets can be applied to wine regions around the
world.

9:25 – 9:55
Karen Thornton, AVA Program Manager
Avoiding AVA Petition Pitfalls
This presentation will help applicants move through their application with a minimum of
mistakes and resulting subsequent delays in the approval process.

9:55 – 10:10
Jim Trezize, President, WineAmerica
How WineAmerica represents your interests in Washington
Learn how this dynamic organization serves as a sounding board, represents your interests and
helps to protect the industry’s future as we deal with the coming pressures from the neo
prohibitionists, shipping issues, including the coming Farm Bill as is crafted in Congress.

10:10 – 10:25
Michael Kaiser, Vice President, Wine America
Legislative and Regulatory updates from Washington
An update from Washington on issues of concern to the American Wine industry including
Ingredient and Nutrition Labeling, Interstate shipping issues, and music licensing.

10:25 – 10:40 Coffee break

10:45 – 11:25
Ankita Okate, Chief Growth Officer, Beverage Trade Network | USATT
Using AI to take your winery into the techno future PRE-RECORDED
This topic encompasses the current impact of AI on the business, future AI trends, and
opportunities, preparing for the AI revolution, personalized recommendations, predicting market
demand and consumer preferences, quality control, compliance with regulations, enhancing the
sensory experience, sustainability, inventory management, and the future of the industry.

11:25- noon
Steal Session – Identifying New “on-ramps” For Our Industry
As boomers age and the Z generation’s affinity for RTDs and bourbon is ever-growing, we need
to find new ways to build new ‘on ramps’ to maintain the vitality of our industry

Lunch and visit the trade show

2:30 – 3:15
Maureen Ballatori, 29 Design Studio
Algorithms Reward Accounts That Share Videos
As social media moves more and more toward entertainment, algorithms reward accounts that
share videos. Video content tends to receive more impressions and a wider reach. In this session,
we’ll go beyond the basics to look at what truly moves the needle on social media.

3:15 – 3:30
Roger Brooks – Destination International – video PRE-RECORDED
Words that work
As marketing programs are designed, using the ‘correct’ words will provide the foundation for
success.

3:40 – 4:20
Clint Bradley, the Bradley group
New Customer Experiences & Inter-Generational Connections
What’s Old is New will focus on opportunities for the wine industry to capitalize on current
societal and demographic trends. Hint: it’s about creating new customer experiences and
building intergenerational connections by introducing young people to wine in ways that touch all
the 5 senses.

4:20 – 4:40
Steal Session
Refreshing Events: Festivals, Trails, Dinners, Wine & Food Pairings
As wine festivals and events are experiencing diminishing attendance numbers, we will explore
new ideas and approaches to rebuild and re-imagine these marketing tools.

Thursday, March 14
8:20 – 9:20
Chris Puppione, Regional Account Manager for Coravin
Part 1 of a 2-part workshop
What I Talk About When I Talk About Tasting Rooms
Welcome to the modern world of hospitality, where customer loyalty is not good enough; we
must dedicate ourselves to transforming those we serve into passionate advocates. In an era when
the bar for hospitality in tasting rooms is set painfully low and satisfaction will not suffice, we
must redefine the game. We will discuss the power of listening, creating unforgettable moments that elevate experiences, and how to make it effortless for your customers to love your brand

9:30 – 10:30 –
Chris Puppione
Part 2 of a workshop
By mastering the art of influence, rapport-building, and storytelling, learn how to fulfill your
guests’ core needs while fostering a sense of belonging, status, and self-fulfillment. We will
discuss impactful ideas that help keep things fresh in developing exclusive experiences and will
make everyone want to be a part of your tribe. In this session, we will explore our current
hospitality economy and discuss how you can be the answer to building lasting cultures where
teams and customers stay for years, making it stunningly simple to get it right.

10:30 – 10:40 Coffee break

10:45 – 11:45 Bennett Caplan, FIVS and FIVAS Adbridge
What Does “No Safe Level” Or “NSL” View Of Alcohol Mean For The Wine Sector
There are those who are effectively reconceptualizing alcohol in terms of a view that any level of
alcohol consumption is associated with preventable diseases, such as cancer and heart disease.
What does this “no safe level” or “NSL” view of alcohol mean for the wine sector?

Lunch and visit the trade show

2:30 – 2:45
Steal Session: The WHO’s Wine as “Carcinogen” & the Neo-Prohibition Movement
Sharing ideas about the pressures from the re-emerging Neos: tactics, and potential action plans
to counter their efforts

2:45 – 3:30
Kathy Kelley, Penn State University, professor of Horticultural Marketing and Business
Management
Using Emotion to Engage and Build a Connection with Your Customers
Learn how to use emotion to enhance your customer relationship and improve your brand
commitment. Attendees will discover ways that positive feelings about a brand can significantly
impact consumer loyalty.

3:40 – 4:40
Roger Brooks
“Sell the Experience, not the Amenities” – video PRE-RECORDED
Research indicates that stories sharing engaging, interactive experiences will sell an attraction to
every generation while pretty, but mundane pictures of wine and tasting rooms will not sell them
effectively.

Wine Hits the Language Barrier

What do we talk about when we talk about wine? How does the way we talk about wine affect the way we think about it? Does the language of wine create a barrier to entry for consumers?

Last week’s Wine Economist focused on what we say about wine in terms of the information revealed on the label. The European Union is implemented new regulations that will require wine to be more like other consumer products with respect to ingredient lists and nutritional analysis.

Should the U.S. follow suit, either through regulation or via voluntary initiative? That’s a controversial question, for sure. Some worry that people will be less interested in wine if they know what’s really in the bottle. Others think it might work the other way.

Wine’s Language Barrier

But there is another concern that is in some ways even more basic — and might help account for the wine market malaise we all worry about. How does the way we talk about wine affect the way that we (and potential customers) think about it? This is the topic of a seminar that will take place in two weeks at the Unified Wine & Grape Symposium in Sacramento. Meg Maker will moderate a panel that includes Miguel de Leon, Erica Duecy, and Alicia Towns Franken on the topic of A New Lexicon for Wine. Here’s an excerpt from the description of the panel on the Unified’s program.

The best way to get to know a wine is to taste it. Another way is to talk about it. The wine industry relies on the ability of wine communicators to persuade consumers to taste, but today’s wine lexicon falls far short of its objectives.

What’s the problem with the way we talk about wine? The panel prompt outlines the problem.

For starters the vocabulary is heavily Eurocentric, reliant on metaphor and analogy unfamiliar to swaths of global wine lovers and curious newcomers. It also tends toward absolute pronouncements: “this wine is this” versus “this wine feels like this.” Formal wine education reinforces these protocols, perpetuating them for new generations of wine pros. The ever-popular numeric score says precisely zero about a wine’s aesthetic impact—even though that’s sometimes all you see. The net effect is both intimidating and gatekeeping to new wine drinkers, alienating them at a time when the industry tries to address its shrinking footprint.

Mastering the Dialect

There are of course several language of wine, not just one, as there are in most industries. There is the “inside”  language we use when talking with on- and off-premise accounts about price points and marketability. Then there is the “outside” voice we use when speaking to consumers directly along with the different dialects necessary to connect with different types of consumers such as investors, collectors, or relative beginners. One size does not fit all when it comes to the language of wine.

Language can be a plus or a minus when it comes to opening doors to wine.  Ironically, wine is not a very transparent product from the consumer point of view. It is difficult to know if what’s inside the bottle will make you happy until you taste it. But the idea of buying and opening that opaque multi-serving bottle can be intimidating, especially when prices are high relative to income and to other options.

Economists call wine an “experience good” — you won’t know if you’ll like it until you try it — hence the importance of tastings and the focus on tasting notes to simulate the tasting experience. This is why it is important to think clearly about how and what tasting notes say. Many wine consumers, I believe, are really interested in how the wine will make them feel. There are both intellectual and emotional responses, to be sure, but feeling trumps thinking for some of the people all of the time and for all of the people some of the time, don’t you think?

Tasting vs Feeling

If you ask people why they like Champagne, for example, they almost always talk about the way it makes them feel, not the details of the way it tastes. I did a tasting with some university students a few years ago and it taught me a lot. Champagne (or sparkling  wine generally) was something they all were familiar with from various family celebrations.  They knew it, liked it, and had good memories associated with it. But when they followed the usual protocols of formal tasting, they were surprised. It didn’t necessarily taste the way it had made them feel. Do you know what I mean?

Tasting notes that list a dozen or sometimes more flavors and aromas, many of them quite esoteric and requiring practice or training to detect, are only really useful to a few specialized consumers, but they are the lingua franca of wine. For a lot of people the lingo-equivalent of an emoji — expressing an emotion or feeling — would be more useful. Subjective descriptions of personality may communicate better than lists of seemingly objective properties.

Wine experts are expected to  master all the details (as this very clever video from Richard Hemming illustrates). Many wine consumers are more interested the harmonious melody than the many notes.

The Humpty Dumpty Problem

Deconstructing wine into its components (flavors and aromas in most cases) reflects a more general trend of thinking of products in terms of their parts rather than the whole. Hence the focus on lists of ingredients and nutritional elements rather than the qualities of the food or beverage itself. I call it the Humpty Dumpty problem. If we insist on breaking product experience into pieces, we can’t be sure that customers Ieven with help from the King’s horses and men) can put them together again.

For wine, as for many other products, it is actually the balance of forces and they way the whole comes together that is the key feature. In Humpty Dumpty terms, consumers are interested in the egg and we keep talking about the pieces as if they are what matters.

Given wine’s intimidating language, it is perhaps no surprise that retailers have adopted a sort of least-common denominator approach to talking about wine. I’m thinking about the “shelf talkers” that hang below wines on store shelves. Shelf talkers come in many forms, but the most common are the simplest. Many supply an expert’s numerical score (JamesSuckling.com 93, for example) while others simply announce a discounted price.

Shelf-talker language may or may not be better than nothing, but its wide use perhaps reflects the inability to speak to consumers in other ways with any consistent success.

And the Solution Is …

Wine, by its very nature, can get lost in translation and there is no simple solution to this problem. But there are steps to take to lower the barriers for current and potential wine enthusiasts. The Unified Wine & Grape Symposium’s session mentioned at the top of this column is a worthwhile beginning. We in the industry need to think critically about the languages of wine and resolve to be more effective.

And I think it is useful to consider the challenge of talking about the emotional impact of wine. In this regard I am inspired by the haiku tasting notes written by W. Blake Gray.  I find that they make me stop, think, and try to imagine the wine.

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Can it be true that the Unified Wine & Grape Symposium is only two weeks away? Hope to see you all there. I will be moderating the annual  “State of the Industry” panel on the morning of Wednesday, January 25.

Wine on the Nile: Wine Goes to the Movies (and TV)

One of my pet peeves is wine’s lack of impact in popular culture. Celebrity chefs get lots of traction — even fictional cartoon rodent chefs (have you seen the Disney film Ratatouille?). Celebrity winemakers? Not so much.

Wine shouldn’t try to simply imitate food, of course, Watching Michel Rolland micro-oxygenate a tank of Merlot will never be as much fun as watching Julia Child throw together a pot of Boeuf Bourguignon.  If we want to reach potential newbie wine drinkers, I think wine needs to go where they are and to connect in as many ways as possible.

Wine is so often an afterthought. I bemoaned the fact that wine had no particular pride of place in Stanley Tucci’s hit television series Searching for Italy, for example. A wasted opportunity for sure!

Bordeaux on the Nile?

So I am pleased to see the efforts that Bordeaux producer Chateau Malartic-Lagravière, which is working very hard to position its fine wine where it can be seen and appreciated by a diverse audience.  The white wine, for example, appears in the second season of the Netflix series Emily in Paris.  And the red wine is featured in the recently released big-budget 20th Century Studio version of Agatha Christie’s Death on the Nile.

Why Death on the Nile? A press release suggests that the Bonnie family that owns the Chateau connects with the film’s chief protagonist, fellow Belgian countryman Hercule Poirot. Perhaps. But I have to think the luxury setting in which the film’s action unfolds is an appealing frame for a luxury Bordeaux wine.

Consumers need a nudge to put wine on their minds and I congratulate Chateau Malartic-Lagravière for taking the initiative.  Product placement, however, is just one element of a potential initiative to connect wine culture with the interests and lifestyles of today’s consumers.

Wine First, Please!

Sue and I have been impressed for the early efforts of a group producing a public television series called Wine First, for example. The idea, I think, is that when most people go to a restaurant they pick their meals first and then choose a wine. But when YOU dine out, I’ll bet, at least some of you study the wine list first, choose the wine you want, and they pick food to go with it. Wine First.

The series format takes a wine first approach. The hosts visit a wine region (the Mosel, for example), stopping at three wineries to choose wines that captures the essence of each place — plus a regional food ingredient. A local restaurant chef is then challenged to prepare dishes that will highlight the wines — the wines are the star. The local wine producers evaluate the imaginative pairings that result and render a wine first verdict. Sue and I really enjoyed the programs and hope the multinational series comes back for a second season.

So far so good. But there is a lot more work to be done to get wine more clearly on the radar of the next consumer generation. In the meantime, remember that it is not telling the world how wine tastes (or is made) that will be the key to future growth. What’s important is how it makes you feel.

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I thought you might enjoy viewing the trailer for Death on the Nile.

Three Things I Learned About Wine Marketing from Kevin Zraly

Eric Asimov‘s recent “The Pour” New York Times column on Kevin Zraly and his career in wine is titled “The Accidental Wine Educator” and it is required reading for anyone interested in making or selling(or drinking”  wine. It is a fine tribute to Zraly, an iconic figure who has done (and is still doing) so much to shape the American wine market.

Zraly is forever linked to Windows on the World, the fantastic restaurant at the top of New York’s World Trade Center back in the days before 9/11. His work there produced the Windows on the World Wine School, and a popular and influential book, The Windows on the World Complete Wine Course.

My first experience of the Zraly magic happened many years ago. Sue and I had the pleasure to dine at Windows on the World just once — in the company of her parents, Mike and Gert. I can remember everything about the view (the Statue of Liberty seemed like a bright little jewel down in harbor far below us) and the company, but alas nothing in particular about the food. I’m pretty sure that the wine we drank was a modest cru Beaujolais — a choice that Zraly (who probably put the wine on the list) would approve because of its ability to pair with many meal choices.

I finally met Zraly and experienced his magic in person in 2015 when I spoke at an Italian wine conference in New York City. The weather outside was terrible — one of those frigid winter blasts — so we were all holed-up in the Waldorf-Astoria hotel — we pretended it was a cruise ship filled with Italian food and wine — best voyage ever!

Zraly was there to give a seminar on Italian sparkling wines and it was the hottest ticket on the program. A big crowd struggled to fit into the room and when I looked around the audience was a who’s who of wine. No one — me least of all! — wanted to miss whatever Kevin Zraly had to share with us.

But Zraly fooled us. He looked out at his audience and decided to “flip” the classroom, deftly orchestrating and organizing a terrific seminar where the audience took the stage, with Zraly as the wise stage manager and conductor. There was a ton of wine IQ in that room, but I think everyone came out knowing more than when they went in. And it was Zraly what did it. Amazing.

Asimov’s NYT column gave me a chance to remember and appreciate those moments and it also made me think about the secrets of Zraly’s success and how those secrets need to be constantly remembered and refreshed. Here are three things Zraly taught me.

Wine Won’t Sell Itself

I suspect that most people who came to the Windows on the World restaurant were interested in having a bottle or glass of wine with their meal. It was part of the experience. But that doesn’t mean that they didn’t need help. Zraly realized that the success of his wine program depended on his staff, their knowledge of wine in general and the restaurant’s wine list in particular, and their ability to answer questions and guide diners towards that three-star wine experience they were seeking.

And so he became a wine educator offering classes first to his own staff and then, eventually, to the public through the Windows on the World Wine School. Zraly’s evolution from wine expert to wine educator in order to sell wine reminds me of someone I met at the Walla Walla Saturday Market a few years ago. He was selling organic meat (goat and chicken, as I recall).  “I’m a redneck educator,” he said by way of introduction. His products sold for premium prices and he understood that consumers wouldn’t pay those prices unless they understood the benefits of his free-range organic goods. So he had to educate them before he could make the sale.

No one has to buy a particular wine or wine at all, but the more they understand about wine the more likely they are to be drawn into the world of wine. Zraly has probably helped sell millions of cases of wine over the years through his work as a strictly-not-redneck wine educator.

See Wine Through the Consumer’s Eyes

If you want to get a sense of Zraly’s wine class, simply pick up a copy of his best-selling Windows on the World Complete Wine Course. The book is based on the course and you can sometimes hear Kevin’s voice as you read it.

A lot of wine books are organized around geography: old world regions, new world regions, with sections on wine grape varieties and other topics. But people aren’t thinking about the world atlas when they sit down in a restaurant to order, so if you want to reach them you need to start from a different place.

Zraly’s book is organized around a restaurant wine list. Red wines, white wines, sparkling, Rosé, and so on. The goal isn’t to make the reader a wine expert, it is to make them comfortable choosing a wine from a wine list and knowledgeable enough to make pleasing choices.  Indeed, as Zraly reveals in the Asimov article, some of his first students signed up because they were intimidated by the wine list or were afraid to make poor choices.

This is a great example of meeting customers where they are, not where you might want them to be. If the problem is dealing with the wine list, then make the wine is list the focus of the effort. You don’t have to have advanced WSET credentials to enjoy wine with dinner (at least I hope not).

When Consumers Move, Follow Them

When the covid pandemic hit many wineries had to shut down their tasting rooms and find other ways to connect with customers. Some had more success than others and it will be interesting to see which of these practices and strategies endure as the world of in-person experiences re-opens.

Zraly has followed his customers, too, and in the process has entered a global arena. When wine consumers moved on-line during the pandemic — to Zoom meet-ups and web-retailers —  Zraly shifted gears to form a partnership with Wine.com for a series of one-hour classes that have run through the fall (the final class in December is on Pinot Noir).  Tuition for the Pinot class is $100 and the wines, purchased through Wine.com, are about $300 more. Not inexpensive, but not too costly, either, given the quality of the wines and the rare opportunity to have a Kevin Zraly experience, albeit virtually. I hope Zraly and Wine.com continue their partnership in the future.

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A thousand thanks to Kevin Zraly for all he has taught us about wine and how to sell it. And thanks, too, to Eric Asimov for his NYT profile of this great wine educator.

Wine Book Review: Invisible Pignolo Revealed

Ben Little, Pignolo: Cultivating the Invisible. 2021. Available exclusively from The Morning Claret Shop.

Pignolo: Cultivating the Invisible is quite a fantastic multi-media exploration of one of Italy’s (and the world’s) nearly forgotten grape varieties. My first impression of the book was fascination — so playful, so colorful. I just had to thumb through it to discover what was on the next page. Then there was puzzlement, because I would read short passages and it wasn’t really clear what was going on.

First fascination, then puzzlement, then — finally — enlightenment. Ok, that might be too strong, but I went back and read it from the start and it all made sense.

First comes the history of Pignolo in the context of the history of its native region, Friuli Venezia Giulia in Italy’s upper right-hand corner. A really interesting explanation of how Pignolo, wine, and the region evolved. Then the history shifts a bit to author Ben Little’s personal experience with Pignolo, which started only a few years ago (2016) but developed quickly and soon involved many others. There is much of a technical nature to learn through Little’s first person reports.

And then there are the lessons that Pignolo teaches us, inspirations, meditations, not sure what to call them. But by the time you get there you are ready to slow down, let the flow carry you, and absorb them, which might not have been the case at the start. Colorful graphics act as signposts along the way.

Little’s notion that Pignolo is an invisible grape variety works. It was always there all along, you just didn’t see it. That’s how it happened for him. At first he thought that there were just a few people in Friuli growing the grapes and making wine. But once word got out that there was interest, more and more plantings and producers began to appear until there were enough to fill a room (which Little did, with a little help from Pignolo’s friends).

Pignolo might be invisible to you, too. That’s how it was for us. Did we ever taste Pignolo during our trips to Friuli? I had to think and use the ample resources of Little’s big book. We might have tasted Pignolo when we visited the Cormons cooperative, but there were so many wines there it is hard to know. Possibly when we stayed at Il Roncal. Bastianich makes an IGT blend called Calabrone, which is includes a splash of Pignolo as a key ingredient. When we didn’t have time to taste it at the winery Wayne Young wrapped up a bottle for us to take home and I’m very glad he did. Amazing.

We staying in one of the rooms at Borgo San Daniele and I remember distinctly the tasting where Mauro Mauri poured his Arbis Ròs Pignolo from magnum. What an amazing wine. I tried to get him to sell me some bottles, but it was all gone. Only that magnum was left. And the memory, too.

Our final taste of Pignolo was at Paolo Rodaro and that’s when we met Ben Little. Little was nice enough to help with some difficult translations, but you could tell even then, not too long after his Pignolo journey had begun, that his focus was on the particular wine and Rodaro’s version was especially intense and interesting. There was another connection that I only learned about by reading this book — like me, Little is a recovering student of economics and can’t resist adding his insights to the blend.

Having read Little’s book, I want to go back to Friuli and visit the small region of Rosazzo, which seems to be Pignolo’s spiritual home. Pignolo was pretty much invisible to me a few days ago, now that I see that it has been there all along, I want to ask it a few questions.

In the meantime, I couldn’t resist trying to track down a bottle of Pignolo here in the U.S. and refresh my memory. I was able to find the 2005 La Viarte Pignolo Riserva at Kermit Lynch‘s online store. We pulled  the cork and paired the wine with Caesar salad and a prime-grade dry-aged steak — clearly this was a special meal. The wine lived up to the occasion. The first glass was a bit wild, but it settled down and developed along several axes over the next two hours. Sue said that the wine really pulled itself together when the food arrived just as it was meant to do, I think.

Some wine experiences are delicious but not especially interesting — you know what you are getting. Others are interesting, but not necessary delicious — you are happy to stop after the first glass. The Pignolo was both, so it is easy to understand Little’s fascinating with it.

Pignolo: Cultivating the Invisible is a highly personal memoir of and tribute to a very distinctive grape and the people who have nurtured it as it nurtured them. More than a book, it is an experience. Highly Recommended.