How Will We Know (When the Wine Market Finally Turns Around)?

September 16, 2025 By in economic crisis, popular culture, Supply and Demand, wine, wine markets 1 Comment

If only wine were as simple as love.

How Can You Tell?

How can you tell if someone really loves you? The answer is simple, according to Betty Everett’s 1964 hit tune “The Shoop Shoop Song.”

Does he love me, I want to know
How can I tell if he loves me so
Is it in his eyes, oh no you’ll be deceived
Is it in his eyes, oh no you’ll make believe
If you want to know, if he loves you so
It’s in his kiss
That’s where it is, oh yeah

The truth about love is not reliably revealed by objective observable indicators such as hugs, smiles, or longing looks. It is too easy to fool yourself into thinking these mean more than they do. No, it is the subjective emotional response that matters. I’s in his kiss.

The message must resonate with a lot of people because the song has been covered by many artists, including Cher, Aretha Franklin, and Linda Ronstadt and the Muppets.

Love and Wine: Both Mysterious

The Shoop Shoop Song comes to mind because a friend writes that he is trying to figure out how he will know when the U.S. wine market finally turns up. Turning points, where momentum shifts decisively from one direction to another, are devilishly difficult to call in the economy in general and financial markets in particular. Making even a single correct turning point call can be enough to make a fortune or a career.

Everyone is hoping for a turning point in the wine business. Bad news has dominated the industry landscape for the last several years to such an extent that we’ve had to invent a few creative new categories of “good news” to justify hope. For a while the good news was that wine sales weren’t falling in all categories (hey, Sauvignon Blanc is still selling OK). But now even Sauvignon Blanc is struggling a bit, so that kind of good news is harder to swallow.

This is Good News?

Last year at this time the good news was that the bad news was getting worse at a slower rate. (You might want to read that again slowly.) Wine sales were falling but at just, say, five percent instead of seven percent. Slower decline isn’t the same as an increase, but maybe it’s a step in that direction. That was the hope.

Now the focus for many is on hitting the bottom in the hope that what follows will be a bounce (because markets often overshoot and then rebound when they change direction), a turning point. It will be difficult to know when that happens because of the complicated nature of the wine business.

The turning point, when it comes, is likely to be different for wines at different price points and from different countries. And it will be different depending upon where we take the market’s pulse: retail sales, wholesale inventories, producer shipments, bulk wine balance, winegrape demand and  prices, or international trade flows. All of these indicators might never show a green light all at once. How will we know? And how can we avoid fooling ourselves as the Shoop Shoop Song warns?

Another Missed Turn!

Chances are that most of us will  zoom right past the turning point without realizing what we’ve done. The only thing harder than spotting a turning point in real time is realizing when it has already happened. Here are a couple of charts from the OIV’s April 2025 global wine market report that show what I mean.

When did global wine consumption make the turn toward fewer bottles sold? Not many of us realized that’s what was happening during the global financial crisis, but here (above) are the OIV data. Since then we have had ups and downs (and regional variations, of course) that disguised a worldwide downward trend that only became obvious in the wake of the COVID pandemic. I didn’t call it at the time. Did you?

The global wine production graph above shows a situation that is even harder to forecast just because the dips are often followed by peaks, so it is always dangerous to forecast further decline. The current dip looks bigger than most of the others. Will the peak be bigger, too? If so, when will it show up?

That’s Where It Is!

Which brings us back to The Shoop Shoop Song because it applies a version of the Sherlock Holmes method to the question of love. Holmes advised to systematically eliminate all the logical possibilities and whatever is left, no matter how unlikely, must be the answer.  It must be his kiss, the song explains, because nothing else is a sure-fire answer.

When it comes to calling the wine industry’s eventual turn, data won’t necessarily be the best guide (although I will sure be watching it closely). It may be that subjective, emotional factors (it’s in his kiss) will be the best we can do.  Will we know when our feelings for wine are reciprocated? Fingers crossed we don’t have to wait too much longer to find out.

Trading Places in Rioja? White Wines Rising in Red Wine Regions

September 9, 2025 By in wine, wine markets 2 Comments

Will white wines replace red as the defining wine of the Rioja region? No, probably not. A recent Decanter tasting of more than 700 wines included only about 150 white wines. That’s many fewer than the red wines, of course, but probably more than you expected, given the dominant identity of Rioja wine.

Look for more and more white wines from Rioja as well as other areas where red wines have previously taken center stage. Here’s the story.

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“Is White Wine the New Red?” That’s the question we asked here at the Wine Economist last fall. OIV data cited in that article suggested that white wine sales were overtaking red wine sales both globally and also in key markets. Why? micro-level data suggested that the global trend was playing out differently in different markets.

White Wine’s Rising Market Share

Recent U.S. wine market data (as reported in the current issue of Wine Business Monthly) suggests that a relative persistence in white wine’s momentum. Total U.S. wine sales (by value) declined 4.8 percent in the most recent 52 report weeks, for example, but white wine’s decline was just 2.5 percent versus a 6.4 percent fall for red wine and a 6.8 percent decline for pink wine.

The market pie has shrunk, but white’s share has increased by value. (Cold comfort for white wine producers, I know.)

Although Cabernet Sauvignon outsold Chardonnay by dollar value in the same reporting period because of its higher average price, Chardonnay’s 28.3 million case total sale was bigger that Cabernet Sauvignon’s 25.9 million, reversing a persistent trend. Overall white wine sold 72.9 million cases versus about 68 million for red.

Adjusting to the White Wine Trend

Sales data are backed up by anectdotal evidence from France (white wine now replacing rosé in supermarkets, which previously crowded out red wine sales) and even China, where white wine has long suffered from an overwhelming preference for red. Although people are buying less wine, more of what they do buy is white.

These trends have lots of implications. I suspect that many vineyard owners are thinking about grafting over their red wine vines to white wines, for example, and wineries are busy revising their product mix. Just makes sense. Sue and I know one winery that producing nothing but red wines for years, but now has a nice lineup of white wines, which sell out quickly.

At the regional level, the shift to white wines can conflict with existing signature wines or regional identities. Jancis Robinson, for example, recently asked if “Is it too late to save Sauternes?” More and more producers are switching from the lucious (but hard to sell) sweet wines to market-friendly dry blends of Sauvignon Blanc and Semillon.

The White Also Rises in Rioja

Times are hard in Spain’s Rioja region, as The Independent recently reported, burdened with a surplus of wine even before the implemention of U.S. tariffs. Rioja makes both red and white wine, but red has for decades been the defining color of Rioja. That historic strength is a liability in today’s marklet environment.

So some Rioja producers are giving more attention to their white wines, which are undiscovered territory to many wine drinkers but well worth exploring. The most-planted white grape variety in Rioja (and in Spain generally) is Viura, also known as Macabeo. You might know Macabeo from its role in Cava, the famous Spanish sparkling wine. It makes fine still wines in Rioja and could be a reason for white wine lovers to revisit this region.

Indeed, Rioja’s Viura wines are having a moment. White Rioja can be young and fresh, aged and oppulent, and even fashionably orange. If your idea of Spanish white wine was Verdejo from Rueda or Albarino from Rias Baixas, maybe it is time to  take a closer look.

Discovering Viura

It’s not your fault if you haven’t heard of Viura. I am not sure we tasted Viura even when we were in the Rioja region. Rueda white wines were more commonly served, as I recall.

The Rioja region has been so focused on its red wine identity that planting new white grape vines was forbidden between 1992 and 2003, except for Viura, which was banned until 2007! Much of the Viura made today comes from old pre-1992 vines.

We were fortunate to recveive two excellent examples of these white Rioja wines, both attractively priced in the $15 to $20 range. The CVNE Monopole Rioja Blanco Seco 2024 was fresh and flavorful, with some complexity developing as the wine warmed up in the glass. It wasn’t a copycat of anything else and went very well with Sue’s fresh cherry tomato and white bean ragu with fried haloumi cheese. Easy to enjoy and appreciate.

The Ontañón Viura 2021 was an example of the more oppulent style, showing the effect of lees contact and some time in American oak. A delicate balance of richness and freshness that showed the versatility of this type of wine. It was terrific paired with a salad of garden tomatoes and Dungeness crab. I wonder how Viura would respond to even more time on the lees?  We are looking forward to finding out!

As noted before, I think these were our first Viura wines but I don’t think they will be our last. The movement to white wines in red wine regions like Rioja is both a defensive move in the light of changing market conditions and a creative opportunity for producers who embrace the challenge. Congratulations to the creative producers of Rioja Blanca wines like these.

The rise of white wines in regions best knows for their reds will no doubt creaste some problems for producers but also opportunities as seen in Rioja. Adventurous consumers will discover (or rediscover) the declicious white wines that have been hiding in plain sight all along.

The Wine & S’mores Challenge 2025

August 26, 2025 By in The Next Big Thing, wine, wine research 5 Comments

Sue and I don’t really need an excuse to make s’mores. What could be better, especially on a warm summer evening, than Hershey’s milk chocolate and a toasted marshmallow wedged between crispy graham crackers? So when August 10 rolled around (National S’mores Day, but you probably already knew that), we were all set.

What Could Be Better?

What could be better than s’mores? Well, how about wine and s’mores? It is not a ridiculous idea and we are always on the lookout for unexploited wine-tasting occasions. So I asked my AI intern to scour the internet for wine and s’mores pairings and it turns out there are lots of interesting ideas.

Even better, my intern explained that there is more than one kind of s’mores. Yes, the Hershey’s milk chocolate bar is the classic, but you can make variations on the classic using other kinds of chocolate bars. The internet even suggested different wine pairings for different chocolate s’mores variants.

And so we established the Wine & S’mores Challenge 2025. Each night we would pit classic s’mores against a challenger made with chocolate bars from Alter Eco foods, which has been promoting National S’mores Day. We’d see if we liked the classic or the challenger better and try out wine pairings, too. A bit complicated (did anyone say “rabbit hole”?) but a lot of fun, too. Here are some preliminary results.

First Challenge: Inconclusive

Our first challenge test was a mixed success. We set the classic s’mores against a challenger made with Alter Eco Classic Blackout, which is 85 percent cacao (!). The internet suggested pairing this with an old vine Zinfandel. We chose the Husch Mendocino Old Vines Zin from the cellar.

The s’mores comparison was interesting. Milk vs dark chocolate was an interesting contrast. Sue preferred the classic Hershey’s, but was not mad at the Classic Blackout. But the wine pairing didn’t work. The Husch Zin was great with dinner, but got wiped out by the s’mores. Maybe that 85 percent dark chocolate was just too bitter? Or maybe the internet recommendation was based on one of those sweetish jammy supermarket  Zinfandels. (The Husch Zin is dry and elegant).  In any case, the result was interesting enough to justify further experimentation.

Second Challenge: Plausible Success

The second challenge was classic s’mores versus dark chocolate and raspberry paired with a Cabernet Franc. Interesting! Our challenger s’mores was made with Alter Eco Raspberry Creme (70 percent cacao chocolate). Our wine choice was a Paradise Springs Shenandoah Valley, Virginia, Cabernet Franc (a Virginia Governor’s Cup award-winning wine).

The Paradise Springs Cab Franc was a great choice for this. It was delicious with dinner and held up to the s’mores. I think it even enhanced the chocolate-raspberry s’mores. But, as Sue noted, the raspberry got lost a bit surrounded as it was by chocolate, marshmallow, etc.  So this was not completely successful, but very interesting because the result was unexpected by us.

Freewheeling Experiments

We decided to break away from the internet’s s’mores pairing list and see if we could come up with something spontaneously. Here are the wines and chocolates we mixed and matched for our experiments. Which combinations do  you think worked best? Which were doomed from the start?

Alter Eco chocolates: dark chocolate with burnt caramel, dark chocolate with brown butter, dark chocolate with creme brulee, dark chocolate raspberry,  and classic blackout 85 percent.

The wines: Lions de Suduiraut Sauternes (a Costco purchase), Valdespino Contrabandista Amontillado sherry, Kopke Ruby Port.

We don’t have final results to report because there are so many permutations to test (don’t you just love homework like this?). We need to consider the original Hershey’s s’mores versus each challenger plus the various possible wine pairings. So we don’t have conclusions as much as tentative observations. Here is what we think so far.

The OG is the OG. Sue enjoyed the experiments and kept coming up with new pairings to try. But she never found anything she liked better than the OG original Hershey’s s’mores. A classic. That milk chocolate taste nicely balances the other ingredients. And Hershey’s squares melt a lot better than more “serious” chocolate, which is a plus.

Fun to Experiment. But it is really interesting to experiment. The brown butter and burnt caramel s’mores were delicious, for example, sort of like more intense versions of the original. The classic blackout s’mores was challenging, but memorable.

Sweet Meets Sweet. We liked the sweeter wines for pairing. The old rule of thumb in pairing is that the wine needs to be sweeter than the dessert for pairing. The Zinfandel we started with was overwhelmed by the sweetness of the marshmallow. The Cab Franc just about held its own. The Sauternes was a good match for the brown butter and burnt caramel s’mores, although Sue thought that the wine might have been better on its own or with a cheese course.

And the Winner Is … What’s the most popular wine pairing so far? I would have to say it was the OG Hershey’s s’mores and the Alter Eco Brown Butter s’mores paired with the Valdespino Amontillado. The sherry is so opulent and both goes with and stands up to the s’mores, which are sort of variations on a luscious theme. Great together, but each is excellent on its own, too.

Endless Possibilities. There is a lot more work to do on this project because the chocolates, s’mores combinations, and wine pairings are nearly endless. Many thanks to the people at Alter Eco for putting us on this interesting wine pairing path.

Rediscovering the Diversity of Tuscany’s Wines with San Felice

August 19, 2025 By in Italian wine, wine, wine tourism 1 Comment

Sometimes it takes a special event to nudge you to take another look at a familiar winery or wine region. That’s what recently happened to us with the wines of Tuscany in general and San Felice in particular.

A Tuscan Wine Giro

Our old friend Peter and new friend Gina are newlyweds planning their first visit to Italy. They’ve booked a house near Montalcino for a week. Did we have any tips? Yes, of course, we love talking about Italy and Italian wine, so we met over Sunday lunch on the patio. Brianna, Peter’s daughter, also joined us.

We decided to feature San Felice wines because they have wineries in several Tuscan zones (San Felice in Chianti Classico, Belle’Aja in Bolgheri, and Campogiovanni in Montalcino) and so can represent the diversity of the region’s wines very well. As a bonus, the Campogiovanni winery would be easy for Peter and Gina to visit during their stay.

The lunch and wine pairings were great. We began with In Avane Chardonnay Toscano IGT just to show that even a familiar international grape variety can have a distinctive Tuscan twist. Then we moved on to the Bell’Aja Bolgheri Bianco, which is a white blend built around Vermentino, a grape variety our friends hadn’t tasted before. Although many people equate Tuscany with red wines, the white options are there and delicious.

The Red and the White

Red wines? It was time to compare and contrast two interestingly different styles: the Borgo Chianti Classico (a blend of Sangiovese and Pugnitello) and the Campogiovanni Brunello di Montalcino (Sangiovese all the way). The wines were very different and showed just how much there was to explore within the San Felice range and, by extension, within Tuscany, too.

The lunch was a success and we can’t wait for Peter and Gina to get back from their trip and tell us all about their new discoveries. In the meantime, Sue and I have rediscovered another of the San Felice wines. Our garden is producing eggplant and tomatoes right now, so our variation on pasta alla Norma was on the menu a few days after the lunch. The wine we picked was the San Felice Pugnitello Toscana IGT and it was a perfect match. Pugnitello is an ancient Tuscan grape variety that San Felice has worked hard to revive as a varietal wine and as part of the Chianti Classico mix. We really loved the depth and bright acidity of the single-varietal wine, which was perfect to cut through the richness of the pasta sauce.

You know, these San Felice wines are all really excellent, Sue noted as we were finishing the last of the Pugnitello. Delicious, distinctive, not a single false note. I’m glad we had an excuse to rediscover them and share them with special friends.

Generational Thinking at San Felice

The rediscovery of San Felice’s wine gave me an excuse to look more deeply into San Felice, the wine company. Like the famous Antinori winery, San Felice can trace its origins back hundreds of years. Unlike Antinori, however, it is not family-owned. For more than 50 years Società Agricola San Felice S.p.A. has been part of the Allianz Group, a multinational insurance and financial services company headquartered in Germany.

Many people (including me) agree with Piero Antinori that the wine business is well-suited to family ownership because long-term generational thinking has advantages over quarterly-statement thinking in the wine world.  This is perhaps why a disproportionate number of winery firms, including many of the largest and most famous, are in family hands.

But family ownership is neither necessary nor sufficient for success in wine. Sue and I have visited many cooperatives, for example, that seem to think in terms of generations (the generations of their grower family members), some after suffering the disastrous consequences of short-term strategies.

And there are some financial firms, like Allianz, that have married the generation thinking of their businesses (products like pensions and life insurance, for example) to the generational requirements of the wine game. Allianz is not the only firm of its type in global wine. The financial giant AXA Millésimes, for example, owns chateaux in Bordeaux and wineries in Portugal, Hungary, and the United States. TIAA, the company that administers my university retirement fund, is one of the largest vineyard owners in Napa Valley. The long-term thinking required for pension investment is remarkably consistent with the generational thinking that  is one key to success in wine.

Looking more deeply, I am impressed with how Allianz has invested in and developed San Felice both in terms of the vineyards and wines that impressed us so much, but also now the development of tourism and hospitality programs such as Borgo San Felice Resort.

Cheers to Peter and Gina. I hope they enjoyed their Tuscan adventure. I know they will enjoy the wines they discover there. Thanks for helping us rediscover the wines, too.

Italian Wine Innovators: Three Case Studies

August 12, 2025 By in Italian wine, wine 1 Comment

It is useful to step back for a minute and appreciate some of the ways that the wine industry is evolving under the influence of innovative producers. Sometimes innovation is so obvious you can’t miss it. That was the case for us, for example, when Sue and I participated in the big SIMEI wine technology program in Milan. But innovation takes many forms. Herewith three interesting Italian case studies.

Product Innovation: Pasqua Wines

Pasqua Wines, which celebrates its 100th birthday in 2025, was the first Italian winery to receive the Wine Enthusiast Innovator of the Year award in 2023. The Pasqua family determined in 2014 to take bold steps, exploring with the possibilities of their wines while not losing hold of their roots in the Veneto. The results have garnered much attention, as the Wine Enthusiast recognition shows.

Sue and I had the opportunity to get a first-hand sense of the  innovation earlier this year by comparing the classic Famiglia Pasqua Amarone della Valpolicella with ther Mai Dire Mai Amarone della Valpolicella. The classic Amarone was just that, classic. Powerful (15 percent abv) but elegant. Exactly what you would hope for it a fine Amarone wine.

Mai Dire Mai means “never say never,” and the wine really pushed the limits in terms of power (16.5 percent abv), wood treatment, and intensity generally. It made us stop and think about what Amarone is and what it can be. And this is just one example of the sort of new thinking behind the Pasqua family’s innovation program. We can’t wait to be “lab rats” in other Pasqua wine experiments in the future!

Process Innovation: Ca’d’Gal Wines.

Ca’d’Gal winery has a claim to product innovation, too, but that’s not why it is on this list. Ca’d’Gal makes the traditional wines of its region, Mostaco d’Asti and Barbera d’Asti, and IGT varieties including Sauvignon and Chardonnay, too.

What is different about them, from our home tastings, is their restraint. If you are used to having Moscato right in your face (if you know what I mean), you might have to search a little bit to find it here. These are wine for a new generation who do not necessarily appreciate the obvious.

But I am interested in Ca’d’Gal more for its process innovations, the way it has changed the way it makes some of its best wines to give a new idea of the region’s wines. The inspiration was sort of a Back to the Future concept. Winery owners Alessandro Varagnolo learned of an old tradition where bottles of wine were buried in caves for many years and then dug up when mature. This reminds me a bit of the recent practice of storing wine bottles in the ocean to mimic, in a way, the effect of wines trapped in sunken ships. A difference was that the ship wrecks were accidents and the buried wine was intentional.

With this idea in mind, Ca’d’Gal has been covering boxes of special old vine Moncato d’Asti wines in sand and leaving them in the dark and humidity for literally dozens of months. We were given a bottle of Moscato Vite Vecchia 2016, a very limited production of wine aged in the sand for 60 months. I am not sure if it was the old vine juice or the sand box ageing, but the resulting wine was extremely complex. A very different idea of Moscato. Perhaps it will stimulate a small movement to rediscover other forgotten wine processes and revive them for a new age.

Identity Innovation: Manzone Wines

Economists typically focus on product and process innovation when studying the industrial change, but I think it is possible to add a third category, identity innovation, to the mix. Sometimes something happens to simply change the way that everyone thinks about a particular product or firm. That’s how I think about what’s going on at Giovanni Manzone winery.

Like Ca’d’Gal, Manzone is celebrating its 100th anniversary in 2025. The family and its wine business has seen a lot of changes in those hundred years and have developed a deserved reputation as producer of fine Barolo wines. Sue and I have enjoyed their Langhe Nebbiolo and Barolo bottlings, but it is one particular wine that made us rethink everything.

The story of Manzone Barolo Reserva Cento Anni began in sixteen years ago 2009. There was something special about that vintage that inspired the Manzone family to give some of the best wines special attention. In order to develop the balance of power, intensity, and elegance, the wine was aged in neutral oak fior an incredible 84 months before going into concrete tanks for 60 months more.

Only about 3000 bottles of Barolo Cento Anni were made, so you are unlikely to randomly stumble across it at your local wine shop. Anyone lucky enough to taste it, however, will see both Barolo in general and the Manzone wines in particular in a different way. A bold innovation and fine tribute to one hundred years of a winemaking family.

If You Know, You Know: Discovering Virginia’s Wines One Case at a Time

August 5, 2025 By in wine, wine awards, Wine Competitions 2 Comments

If you know, you know. If you don’t, you probably don’t. That’s the way it is with the wines from Virginia.

Guess Again

How many wineries do you think there are in Virginia? Virginia is a more important wine-producing state than most people imagine. There are 386 wineries in Virginia, according to the Wine Business Monthly annual “Review of the Industry” issue. That places Virginia at #7 in the U.S. winery league table behind New York and Pennsylvania and ahead of Ohio and Missouri (two states with serious wine history). Virginia is a long way behind California (over 4700 wineries), but so is everyone else.

If you don’t live in Virginia or visit there frequently, like we do, Virginia probably never shows up on your wine radar screen. Indeed, there are Virginians who don’t appreciate the wines from their state. Most of the wineries are small, scaled to supply the amount of wine they can sell at the cellar door and through limited self-distribution channels.

Sometimes events and hospitality services take center stage from a business standpoint with the winery, vineyards, and the wine in a supporting role. There’s good money in hosting weddings, corporate retreats, and cooking classes, and good opportunities to sell wine. Pippin Hill Farm & Vineyards and Early Mountain Vineyards are two very successful destination wineries that follow this model.

Sue and I don’t see many Virginia wines on restaurant lists or store shelves when we visit Virginia. The Wegmans upscale supermarket near Richmond that we often visit has an impressive global wine selection and the best Virginia aisle that we have seen, but I don’t think more than a dozen or so of the 386 wineries are represented. It just wouldn’t make economic sense for either the store or the wineries to do much more, given the thousands of bottles from around the world already on the shelves.

The Governor’s Cup Case

How do you draw attention to a wine region like Virginia in today’s crowded marketplace? Well, there is no single silver-bullet answer to this question and from what we have seen the Virginia industry is taking a multi-prong approach starting with individual winery self-promotion and extending up through regional and state-wide initiatives.

The Virginia Governor’s Cup competition is organized by the Virginia Wineries Association in partnership with the Virginia Wine Board and the Virginia Vineyards Association. The competition showcases the depth, diversity, and quality of Virginia wines.  This year the judges considered 620 wines, ciders, and meads from across the state and awarded 155 gold medals (90 to 100 points) from 87 wineries.

Each year the top 12 wines from the competition are designated for the Governor’s Cup Case. That’s a large enough sample of the top wines to be representative but small enough to be manageable. Sue and I were fortunate to receive a case in 2024 and again this year. We reported on the 2024 experience in this Wine Economist column. Here are the wines in this year’s case.

2025 Governor’s Cup Case Winners

What have we learned about the state of Virginia wine from our limited winners cup case experience? Herewith a few observations.

Always something there to surprise us. Virginia wine is definitely not a clone of any other state or region. You can find Petit Verdot and Petit Manseng in other regions but they seem to be particularly suited to Virginia’s climate. Winemakers are experimenting with different styles and blends. Lots of good surprises to reward the adventurous drinker. To paraphrase Dr. Johnson, someone who is bored with Virginia wine is bored with life.

Virginia Classics. Cabernet Franc is the most-planted red grape in Virginia and the 2025 case shows why. The wines were interesting, different, and so well balanced! A classic grape for Virginia. There are also classic wineries. Barboursville Vineyards ignited the modern Virginia wine movement when it was founded (by Italy’s Zonin family) in 1976. The Barboursville Vermentino Reserve was the top wine in 2025 and the BDX blend Octagon was also featured. Barboursville planted the first Cabernet Franc vines in the state. We drink these wines whenever we find them. If you know, you know. King Family Vineyards and Michael Schaps, the Virginia Chardonnay master, are classics, too, and there are many more.

And Newcomers, Too. We’ve been impressed with the wines that newer and smaller wineries have contributed to the Governor’s Cup Case each year. We’ve been fortunate to sit in on virtual conversations with the winning winemakers moderated by the talented Frank Morgan, who organizes the competition each year. The winemakers and winery owners we have met via Zoom impress us as sophisticated in their technical knowledge and committed to the highest standards of quality.

The elephant in the room. You might have noticed that a Trump wine is included in the winner box and you might have wondered, because that’s the kind of world we live in, if this is some sort of political statement. It’s not. Trump wines have been featured in the winners box off and on for many years. The Trump family purchased the well-known Kluge Estate Winery in a foreclosure auction in 2011. The Kluge wines were well-regarded and the Trump wines, especially the sparklers, have a strong reputation. This wine made the winners case on merit. That said, I don’t know if consumers will choose to buy the wine (or visit the winery) because of the wines themselves or the Trump association (see this recent New York Times column by Eric Asimov).

Early Mountain update. This is a good opportunity to provide an update on Early Mountain Vineyards. Sue and I, along with her parents, visited Early Mountain back in 2013 and the project seemed like a work in progress. Jean and Steve Case had recently purchased the bankrupt Sweely Estate winery and were operating the renamed facility mainly as a hospitality and event venue (see above). They did not have any of their own wine to pour or sell in the tasting room! A winery without wine! That’s not quite true, however, because they served nice wines from some other Virginia wineries. Now the Early Mountain wine program is firing on all cylinders and we have enjoyed the opportunity to taste three of the wines: the Eluvium red blend (Merlot, Petit Verdot), Intention white blend (Petit Manseng and Sauvignon Blanc), and Quaker Run Chardonnay. It seemed like the 2020 Intention might have needed more aging to come together as intended, but taken together the wines tell the story of Virginia’s rapid rise very well.

If you know (about Virginia wine) you already know.

Castello di Amorosa & the NA Wine “Second Glass Test”

July 29, 2025 By in Uncategorized 2 Comments

Sue and I are still searching for non-alcoholic wines that pass our “Second Glass Test.” We think that NA wines should remind us of the types of wines they are based on and be tasty enough that we would ask for a second glass. It doesn’t hurt if the NA wines are priced in the same range as their alcoholic cousins, but that’s not a strict requirement.

Mionetto’s NA Italian Sparkling wine is a good example of what we are looking for. Mionetto is a famous maker of Prosecco wines, so their NA wine (packaged in the same style but a different color than their Prosecco wines) needed to remind us of Prosecco and be good enough for a second glass. It passed the test and we even found it for about the same price as Mionetto Prosecco at Total Wine. You can read about some of our other NA wine experiences here.

Castello di Amorosa

We were excited when the folks at Castello di Amorosa offered us a sample of their NA wine, a non-alcoholic “Libero” Moscato from the Dennison Road Vineyard north of Boonville in the Anderson Valley. The Anderson Valley designation instantly made the idea of the wine appealing and a tasting sealed the deal. The wine reminded us of slightly fizzy Moscato for sure, but with better balance than a lot of Moscato wines we’ve tasted, and with enough acidity to nicely balance the 27 g/l residual sugar. Sue especially noted the rich mouth-feel, which is often absent in NA wines. The $27 retail price is not out of line for NA wines.

It looks and tastes like the folks at Castello di Amorosa take their NA wines seriously. With this in mind, we peered deeper into the Castello di Amorosa catalogue and zeroed in on their non-alcoholic winegrape juice. This isn’t wine that has had the alcohol removed. It is winegrape juice that has never been fermented at all. Significantly, I believe, this isn’t just leftover juice put in bottles for kids to enjoy at the tasting room. I think it is carefully and intentionally made for seriously pleasurable consumption.

Sue and I tried the Muscat Canelli grape juice first and were impressed with the balance and mouth-feel. It reminded us of a good Muscat and was a pleasure to drink. Who knew that winegrape juice could be so satisfying? I don’t think it is an accident. I sense a serious effort to harvest the grapes at the right moment for balanced juice, which would be very different time  from the sweet spot for making wine. The $14 retail price is good value compared to most NA wines.

The winery’s tasting note captures the character of the wine:

Tasting Notes: Delicate geranium petals, orange blossom, and honeysuckle aromas give way to vibrant flavors of ripe pear, sun-kissed mandarin, and crisp green apple, balancing sweetness with Fresh Acidity.

The grape juice was good, so we took the next step and made a spritz with ice, the juice, some mint, and tonic water. It was great, with the Muscat character still there. A great NA summer quencher that we would be happy to serve guests as we might do with white port spritz.

A Juicy Red Blend

We haven’t tried many NA red wines that passed the Second Glass test, so we were excited to try Castello di Amorosa’s non-alcoholic red blend sparkling grape juice. My AI intern scoured the winery’s website and reported that the blend is

  •  90% Gamay – Known for its bright red fruit flavors and floral notes, often associated with Beaujolais wines.
  •  5% Grenache – Adds a touch of spice and ripe berry character.
  •  5% Cabernet Sauvignon – Contributes depth, structure, and a hint of tannic grip, even in juice form.

The juice is semi-sweet and well-balanced. That Beaujolais reference rings true. It was very pleasant to drink on its own and maybe even better as the base for a spritz. More juicy than winey. And we would welcome a second glass. Sue prefers the Muscat Canelli, but both are very good.

Finally, we sampled the Gewurtztraminer winegrape juice, which was Sue’s second favorite after the Moscato. It wasn’t as aromatic and floral as I was expecting. More delicate than the other juices. Balanced and tasty. Definitely worth a second glass.

Wine and Wine-ish

Winegrape juice obviously isn’t wine or even NA wine, so what should we call it? I am inspired by the drinks list at a wine-forward Portland, Oregon, restaurant, which has a category called “Wine-ish Things.” The Castello di Amorosa winegrape juices are indeed wine-ish. They look like wine, remind us of wine, drink like wine, and satisfy like wine. No alcohol is created and none is removed in the production of these juicy treats.

So what is the bottom line? First we commend Castello di Amorosa for their Anderson Valley Libero Moscato, which is one of the best NA wines we have tested. It shows what can be done when NA wine is taken seriously.

Second, we were impressed with the grape juice experiments, which also seemed to benefit from serious efforts to make juice to appeal to wine drinkers. The juices were actually more satisfying than many of the NA wines we have tried. Maybe we need to pay more attention to winegrape juice and other variations on the wine-ish theme.

Whatever Happened to Bargain Wine?

July 22, 2025 By in book reviews, wine, wine bargains 3 Comments

“Every time I open a bottle of wine, I thank my lucky stars that I am living in the golden age of wine. … There is a wine for every taste, from sweet to dry, and every wallet, from fat to lean.”

This is how George M. Taber (author of The Judgement of Paris) began his 2011 book, A Toast to Bargain Wines. Taber thought the bargain wines of that not-so-long-ago time were important for more than just their affordable prices. Indeed, the book’s subtitle promises to explain “how innovators, iconoclasts, and winemaking revolutionaries are changing the way the world drinks.” I’ll paste my 2011 review of A Toast to Bargain Wine below so you can see what it’s all about.

As you can tell from the title, A Toast to Bargain Wine is an uplifting tale although the economic environment in which it was written was more “glass half empty” for many people. The global financial crisis had knocked the air out of many parts of the economy and caused wine buyers to “trade down” to cheaper products. The consequences of vineyard over-planting were still being felt.

The book was written at a time when, much like today, grapes were in excess supply and tanks were full with harvest on the horizon. Too much wine chasing too few glasses. No wonder prices fell. As I note in the review below, Taber had no trouble finding good wines at good prices to fill his buying guide. His price limit for a bargain wine was $10, which would be about $14.50 today.

The result was what you might call the Bargain Wine Phenomenon (in my 2011 book Wine Wars I named it The Miracle of Two Buck Chuck). Lower prices for good quality wine drew buyers into the market who might otherwise have stayed on the sidelines or only purchased wine on special occasions. To a certain extent, the extravagant wine selection you will find at upscale supermarkets and specialized stores today owes something to the popularity of the bargain wines of a few years ago.

Taber is a great storyteller and his account of the Bargain Wine Phenomenon unfolds through a series of biographical sketches. We see the wine surplus situation, for example, through the eyes of legendary wine market analyst  Jon Fredrikson and iconic wine executive Fred Franzia (a.k.a. Mr. Two Buck Chuck). It was fascinating reading when Taber’s book first appeared and maybe even more interesting now, given our current situation.

Taber quotes Fredrikson defining the Bargain Wine Phenomenon.

“Intense competition from thousands of wineries both in America and around the world has created a dream market for American wine consumers at all price levels. Most Americans consume wine priced under $10, and today that huge segment, making up about four-fifths of wine sales, delivers better-quality wine than ever before. The widespread availability of good wines at reasonable prices bodes well for American consumers.”

A lot’s happened since 2011 and we find ourselves once again facing a surplus of wine and an overabundance of vineyards. The mood is different now, don’t you think? I don’t hear many people saying that we are in a golden age for wine consumers. And I guess I don’t understand whatever happened to that optimistic Bargain Wine Phenomenon?

Yes, I know there are lots of inexpensive wines on the market, and some good bargain wines, too. But the numbers tell us that bargain wines are no longer hot. There isn’t the interest, the buzz, the eenthusiasm, that motivated Taber to write his book.

NIQ data reported in the most recent issue of Wine Business Monthly tell a shocking story. Measured by value, total U.S. wine sales declined by 4.4  percent in the most recent 52 week period. There were losses at every price range of bottled wine, but lower price tiers were the biggest losers. Total value of measured sales fell for the 0-$3.99 category (-7.3 percent), the $4-$7.99 category (-6.5 percent), and the  $8-$10.99 category (-9.1 percent).

Should wineries invest more in the value segment of the market to try to recapture something of the Bargain Wine Phenomenon? I am not the only one to think it would be a good idea. But the largest wine companies, which are best equipped to take on this challenge, seem to be more interested in Mexican beer or RTD cocktails.

I thought the Bargain Wine Phenomenon was important, that it would help power the wine market for many years. One of the early test-readers of my Wine Wars draft manuscript told me I wasn’t paying enough attention to Two Buck Chuck and I have always been grateful for his advice.

But now I don’t know. Do you think it was all a dream?

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Bottoms Up: The Bargain Wine Revolution

Wine Economist / November 22, 2011

George M Taber, A Toast to Bargain Wines: How innovators, iconoclasts, and winemaking revolutionaries are changing the way the world drinks. Scribner, 2011.

George Taber knows something about how seemingly small events can sometimes turn the world of wine upside down. He was the Time magazine reporter who covered the famous 1976 “Judgment of Paris” tasting where top French wines were matched against California Cabs and Chardonnays in blind tastings evaluated by famous French critics. The New World wines held their own and even took the top prizes in both red and white categories. Thus was a fermenting revolution recognized and encouraged.

Now the issue isn’t so much Old versus New as it is Expensive versus Cheap and Elites versus Masses. Taber sides with a democratic vision of wine and this book is a celebration of the fact that there are more drinkable bargain (less than $10) wines in the world now than ever before. The glass is more than half full. Drink up!

What to Drink (for $10 or Less)

Taber’s celebration comes in two parts. The second half of the book is a bargain wine buyer’s guide. Taber provides top 10 lists of his favorite “$10 and less” wines and wine brands sorted by grape variety and region. He also recommends a couple of splurge wines in each category for good measure.

My, what a lot of inexpensive wine George Taber must consumed to write these recommendations. Bottoms up, indeed!

Here’s what I mean. The section on blush wines highlights 10 wines including a $3 Oak Leaf White Zinfandel (from Wal-Mart) and a $6 Riunite Strawberry White Merlot. I assume that Taber tasted the big selling Sutter Home White Zin and found it wanting since it does not appear on the list, but he doesn’t list all the wines he tried in each category, only the best ones, nor (and this would be particularly useful) the really really bad ones to steer clear of.

Revolution from Below

The first half of the book makes the case that maybe you should take bargain wines more seriously (and not just because of the current economic situation). Taber sets out to undermine the conventional wisdom about wine. Maybe wine judges are as confused as the rest of us. Maybe taste is so subjective that your opinion really is all that matters. Maybe (gasp!) bottles and corks are a pointless anachronism when it comes to everyday wines and you should reconsider your prejudice against “box wines,” which have changed a lot since you tried them in college.

My favorite chapters are the profiles of the iconoclasts who are leading the wine revolution. Taber’s reporting skills are put to good use in telling the tales of Fred Franzia (the godfather of Two Buck Chuck) and John Casella (the father of Yellow Tail wine).  Both wines changed the world in important ways and it is interesting to have their stories told so effectively and to be able to see these two phenomena side-by-side.

The final chapter (before the buyer’s guide) examines China. Will it too change the wine world? Maybe – that’s the answer here. China is still a work in progress and perhaps it is too soon to draw many conclusions. Taber does a good job pulling together different trends and facts.

What’s a Bargain?

One of the ironies of this book comes from the fact that Taber needs to define what he means by “bargain wine” and value (like taste) is pretty subjective. He draws the line at $10, which is a good thing I believe since this allows him room to include a lot of pretty good wines in his lists and not just focus on extreme values. Ironically, however, a $10 wine is classified as “premium” and sometimes “super-premium” here in America. The majority of American wine drinkers think of a $10 wine as a splurge.

I have friends who are afraid to try a $10 wine because they fear that they will be able to taste the difference and be forced to turn their backs on the $6 wines they’ve been enjoying for years.

I wonder if wine snobs will be annoyed by George Taber’s book? After all, with this book Taber seems to suggest that democratic wines deserve the same respect as those Judgment of Paris aristocrats. Me? I’m just grateful that he’s done the dirty work of tasting and sorting all those really inexpensive wines so that I don’t have to! Bottoms up!

Existential Threat? Anatomy of Italy’s Wine Crisis

July 15, 2025 By in economic crisis, Italian wine, wine, wine markets 1 Comment

It is cold comfort for U.S. winegrowers, producers, distributors, and retailers, but they are not alone in suffering a cascade of wine market woes. Recent reports from Italy, for example, paint an increasingly clear picture of a major wine-producing country in crisis.

UIV Analysis Focuses on Exports

The Unione Italiana Vini, which has more than 800 members and accounts for 85% of Italian wine exports, has been “the voice of Italian wine” since 1895. Recently that voice has sounded an alarm. A June 2025 press release focused on falling export demand for Italian wine. Italy’s domestic market for wine is large, of course, but production is very much larger, so many regions depend critically on export sales. Exports account for 63% of total sales in Piedmont, for example, 59.5% in  Tuscany, and 58.7% in  Abruzzo.

The U.S. is Italy’s biggest export market, so you can imagine that President Trump’s “Liberation Day” tariff announcements were not welcome news in Italy. As the UIV chart above shows, there was a surge of shipments to the U.S. in the first two months of 2025 as exports were accelerated in an attempt to build inventories before the tariffs went into force (Italy was not the only wine country to use this strategy). Then exports to the U.S. fell sharply in terms of both volume and value.

With substantial stocks in U.S. warehouses and unfavorable tariff and exchange rate conditions, the prospect of improved exports to the U.S. market for the rest of the year is not bright. And all this was driven by uncertainty about U.S. policy as the final tariff rate was not yet determined.

Trouble Beyond the U.S. Market

A second recent press release presented even more disturbing news.

The imbalance between potential output and market demand was highlighted in a report presented today by UIV’s Observatory, led by Carlo Flamini. Data from the first five months of 2025 show volume declines across Italy’s top four export markets: Italy (-1.8%), U.S. (-4.7%), UK (-3%), and Germany (-9.6%). These countries collectively account for 73% of Italian wine revenues. Overall retail sales are down 3.4%, with still and sparkling wines falling 5.3%. Only spumante bucked the trend, growing 4.9%. Despite the downturn, Italy remains the only major wine-producing country expanding its vineyard area – a growth that risks worsening oversupply.

Italy has been fortunate to experience several short harvests in recent years, which have masked the large structural wine surplus that is now impossible to ignore. What is to be done?

Internal and External Adjustment

One strategy is to focus on export markets by negotiating lower tariffs and reduced trade barriers generally. But, as the press release suggests, it would be all but impossible to replace lost U.S. sales by shifting focus to other markets. Some attractive non-EU export markets (think Brazil) have tariff barriers (27%) even higher than the 10% or 20% rates often discussed for the U.S.  Border adjustments won’t solve Italy’s problems. Internal reforms are needed.

Here is the UIV’s agenda.

  • UIV is urging immediate structural changes to balance supply and demand. Key proposals include:
    • Lowering grape yields per hectare, including ending exemptions for generic wines.
    • Aligning DOC (controlled designation of origin) production limits with actual 5-year averages.
    • Reducing or eliminating the 20% overproduction allowance for DOC wines.
    • Revising reclassification mechanisms and accelerating production management tools.
    • Freezing new planting authorizations for one year.
  • UIV is also calling for a major reorganization of Italy’s appellation system. Although 529 DOC/IGT labels are officially recognized, just 20 account for 80% of national production.

There are two things to note on this reform agenda. The first is that it sensibly addresses the market surplus from both supply and demand perspectives. Fewer grapes and less wine should be produced on the supply side. And changes should be made to make the wine easier to understand and more consumer-friendly on the demand side.

Too Many Cheeses?

I especially support the movement to reduce the kaleidoscopic blur of regional designations. Charles de Gaulle famously said that it is impossible to govern a nation with 246 different kinds of cheese. Strong local identity isn’t always easily aligned with national purpose.

Italy is learning that having 529 regional wine identities can be a problem, too. (A lesson that might apply here in the U.S. as well.)

The second thing I would like you to note is that the reform agenda focuses on regulation, which is the way that Old World wine sectors tend to view things.  Sometimes I think that the most important difference between Old World and New World is whether responsibility for change is located in the public or the private sector. (In this way of thinking many New World wine countries belong in the Old World.)

In any case, I agree that Italy’s current problems are due in part to the regulatory structure, which has sometimes aimed to protect producers from market forces rather than channeling those forces productively. So the UIV’s proposals for reform are appropriate. The question is, will they be implemented and then will they succeed?

Existential Threat?

The situation worsened last week when U.S. President Donald Trump threatened 30% tariffs on EU products including wine, an increase from the 20%, then 10%, then maybe 17% rates suggested earlier this year. The fact thast the dollar has fallen in value substantially against the euro this year magnifies the dilemma by increasing the cost of European wines to U.S. buyers regardless of the tariff rate.

The term “existential threat” is thrown around too casualy these days but it may perhaps apply to the Italian wine industry today. Here is the UIV response to the 30% tariff threat.

Rome, July 12, 2025 – “It took just one letter to write the darkest page in the history of relations between two long-standing Western allies. A 30% tariff on wine, if confirmed, would amount to a near-embargo on 80% of Italian wine exports. At this point, the fate of our industry – and hundreds of thousands of jobs – hangs on what could be considered extra time, which will prove crucial. It’s unrealistic to think such volumes can be redirected elsewhere in the short term. At the same time, an extraordinary intervention from the EU will be absolutely necessary.” This was the stark warning issued by Lamberto Frescobaldi, President of Unione Italiana Vini (UIV), following the Trump administration’s announcement – delivered in a formal letter – of additional 30% tariffs on European Union wine imports, set to take effect on August 1.

Italian Prime Minister Georgia Meloni is sometimes said to be a “Trump whisperer,” able to talk sense to the U.S. President. I am sure Italy’s wine sector is hoping she will succeed in her efforts so that they can move ahead with their necessary reforms.

Searching for Italy’s Wines: A Stanley Tucci Flashback

July 8, 2025 By in Italian wine, popular culture, wine 4 Comments

The first season of Stanley Tucci’s new travel and food series, “Tucci in Italy,” is running this summer on the National Geographic network. Click on the image above to view the series trailer.

Sue and I can’t get enough of Italy, so we’ve been tuning in regularly for this just as we did a few years ago for his CNN series “Searching for Italy.” We enjoy the shows (it is fun to count the number of times Tucci says “wow” in each episode) and the many memories they inspire, but we have a gripe.

Where’s the wine?

Italy is nothing if not a country of wine. Wine is everywhere, but different in each particular place. The land, the food, the wine, the people, it all goes together. You can even tell the history of Italy through its wines, as one celebrated author has done.

But wine rarely makes an appearance in Tucci’s reports. In Alto Adige, for example, he mentions the wine is very good (it is!) but not much more. We were watching the episode on Lazio a few weeks ago and just about melted down. At one point he visited the Frascati region (a good sign) and mentioned that they make wine  (go on, go on). But that was about it. Oh, there’s wine here, too. Sigh.

Toward the end of the same episode Tucci dined with a winemaking family in another part of the region and asked about how they came to make wine. A good start. And you could see that there was a different kind of wine in each glass. What about that? But that was all. If there was more discussion about wine at that lunch it was left on the cutting room floor. A missed opportunity for sure.

Not everyone sees the situation the way that I do. I was surprised to read a recent article accusing Tucci of over-hyping wine experiences in his shows and making wine tourism problems worse!  One of the issues seems to be his interest in the Florentine wine windows. Maybe I need to revisit Tucci’s old series because I think there needs to be more wine, not less.

Bringing Wine to the Table

Why does this matter? Well, the wine industry in general and Italian wine sales in the U.S. market in particular could use a little boost these days. It wouldn’t hurt if wine were highlighted a little bit in a popular television show, especially one about Italy. Wine is already on the table. Doesn’t it make sense to talk about it?

Stanley Tucci isn’t alone in missing obvious opportunities to bring wine into the food and travel frame, as we were reminded recently while watching the Croatia episode of the insanely popular Netflix series “Somebody Feed Phil.” There was wine on the table most of the time and Phil cven commented on how good it was at least twice. But the next step (to say something more specific and therefore useful) was never taken.

To be fair, Phil might  have gotten the message. The most recent season features a visit to Georgia (the country, not the U.S. state) and the episode begins with Phil in a vineyard harvesting grapes. He visits the  Teliani Valley winery, learns about Georgian wine history, and appreciates the famous Qvervi wines. I think he gets it! (Sue and I visited Teliani Valley in 2016 and had our own “ah ha!” moment as we reported in this Wine Economist column.)

This isn’t the first time I have complained about this situation. Here is a Wine Economist flashback column from 2021 that bemoans wine’s absence in Tucci’s earlier CNN series.

I think Tucci could do a lot with (and for) wine in his television series. Let’s hope the message gets through.

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Memo to CNN: Searching for Italian Wine?

The Wine Economist / March 9, 2021

Dear CNN,

Sue and I have been watching the CNN original series “Stanley Tucci: Searching for Italy.” Tucci visits six Italian regions, talks with the people, enjoys the food, and tells some stories. Maybe it is because of the pandemic, but there is something very satisfying about following Tucci on his journey. You might want to check it out.

Tucci starts his Giro d’Italia in Naples and then moves on to Rome, Bologna, Milan, Tuscany, and Sicily. The title suggests that he is “Searching for Italy.” Will he find it? Not if he thinks that Italy is a single thing with a single cuisine, because that Italy has never existed. But if he is willing to accept that Italy is its regions — and I am sure he is — then he’ll be fine and so will we.

Searching for Italian Wine

The chapter on Italy in my book Around the World in Eighty Wines is a Tucci-esque search for Italian wine. My quest to find one wine that can represent all of Italy’s wines comes tantalizingly close to success at one point, but ultimately I realize that Italian wine is impossible. There are only the wines of Italy’s regions. No wonder the Italian wine map is perhaps the most complicated in the world.

So it seems to me that Searching for Italian Wine would make a great series for the same reasons that Tucci’s program is so popular. But what would a program about Italy’s wines be like? Walking though beautiful vineyards is great and makes good video, but you can only do that so often before it gets a bit old. Ditto for visiting cellars, inspecting barrels and tanks, and wondering at the majesty of shiny new pneumatic presses and speedy bottling lines.

Watching wine being made isn’t as interesting as watching food being made for some reason (perhaps because it takes so long) and in any case Tucci’s producers seem to realize that there’s a limit to how many times they can show onions being diced or pasta being rolled and cut.  So instead they show the hustle and bustle of markets — that never gets old to me — and focus on real people, who they are, what they do, and how they define and are defined by the local products and food. That’s a model that works every time, if you don’t lose sight of your goal.

Searching for Italy and Its Wines

This leads me to my main point, which is that Tucci’s Searching for Italy could be the perfect Italian wine show if it just brought wine more fully into the frame (note: I write this before the Tuscany episode has been aired). Wine shows up all the time in Searching for Italy, but it is just something the people drink with the food, never an important element of the story. Wine in Italy is so much more.

The Bologna episode is a case in point. Yes, the Prosciutto, Mortadella, and Parmigiano Reggiano cheese are amazing. We were fortunate to enjoy them almost every day when I taught at the Johns Hopkins School of Advanced International Studies Bologna Center a few years ago. Our apartment was on a little alley called Via Pescherie Vecchie in the heart of the heart of the famous central market area. It is an inescapable element of the city’s life so naturally it was on Tucci’s Bologna itinerary. Here’s a video of a visit to this street to give you a sense of the place.

So what do  you drink with these intensely local products? Well, wine of course, but there is a particular local wine that we think is magical. It is called Pignoletto and it is so local that I doubt you will easily find it anywhere else. As I wrote ten years ago after a return visit to our old neighborhood …

Pignoletto is a dry white wine grown only in the hills outside of Bologna. “Lively, crisp, aromatic” is how Jancis Robinson describes it in her Guide to Wine Grapes. Pignoletto is distinctly Bolognese — grown there, made there and I think that every last drop of it is consumed there, too, since it goes so well with the rich local cuisine (almost as if they evolved together … which I guess they did).  It would be hard to beat the simple meal of salumi, cheese and bread that we had with a bottle of Pignoletto frizzante at Tamburini‘s wine bar in the Bologna central market.

The food and this wine evolved together in Bologna. No wonder they are such a perfect match. And they say something about the importance of place in a footloose world, don’t you think? It would have been easy to include this wine (and some others, too) in the Bologna episode, CNN,  and your viewers would have thanked you for opening this door to Italian wine, food, and culture.

Dear CNN: Who Ya Gonna Call?

So, CNN, you are probably wondering who can help you take Searching for Italy to the next level by adding the magic of wine to the mix? Well, our team here at The Wine Economist stands ready to lend a hand (and pull a few corks) and we have no end of ideas for season 2 in the Veneto, Friuli, Alto Adige, Piemonte, Liguria, Sardinia — and that’s just getting started! Let’s take that Italian map and search for Italy and Italian wine in every corner.

Italy is a mosaic of people, places, wine, food … and wine, too. Let’s work together to tell the story of Italian wine in context, one beautiful region at a time.

Sincerely,

The Wine Economist team