Tag Archives: wine education

Winebits 379: Big Wine, diet soda, regional wine


big wineBig and getting bigger: Wine sales in the U.S. were mostly flat last year, which makes the growth in E&J Gallo’s various brands. including Barefoot, all that much more impressive, reports Shanken News Daily. Total U.S. wine sales were 321.8 million cases in 2014, and 17 million of those were Barefoot — more than five percent of the total. Given the thousands of wine brands in the world, that one brand, and especially one that isn’t sold in many wine shops, accounts for that much wine is difficult to imagine. It speaks to Big Wine’s ability to put product on store shelves and to market it onces its there. It also illustrates the divide in the wine business between what we’re told we’re supposed to drink and what most of us do drink.

Is diet soda dead? Which matters to wine drinkers because the sales of diet Coke, Pepsi, and so forth appear to have started an irreversible slide, down 20 percent from their all-time high in 2009. The reasons are many, reports the Washington Post, but center on health, including the artificial nature of diet soda. So where will diet soda drinkers go next? It’s not soft drinks, which are also declining in sales, again for health reasons. The Wine Curmudgeon could offer wine as an alternative, pointing to the growth of Barefoot and what are considered wine’s heart health benefits. But that would mean the wine business is interested in attracting non-wine drinkers through education and outreach, something that we know isn’t true. Ah, missed opportunities.

The next Napa Valley: During my many years working with regional wine, the one thing that has always made me crazy is hearing someone from a U.S. region talk about how they wanted Texas or Colorado or Virginia (or wherever) to become the next Napa Valley. To which I always asked: Why do you need to do that? Why can’t you be the best Texas or Colorado or Virginia (or wherever)? Turns out I’m not the only who feels that way. Rob McMillan at Silicon Valley Bank writes that he sees the same thing all the time, and with California wine regions. “Do you really want to be like Napa?” he asks. The post is a little technical for consumers, but the point is well made. If you can’t make world-class cabernet sauvignon, why would you even think of being like Napa, let alone build a region behind that goal?

Four things college students taught me about wine

jeff unt1

wine educationFour things college students, including my El Centro viticulture and enology class and two University of North Texas classes, taught me about wine this semester. Call it Wine Education for Curmudgeons 101:

• Regional wine matters to people who didn’t help start a regional wine group. I don’t know why this always surprises me, but it does. Maybe because when I mention it to too many adults, they look at me as if I want them to drink castor oil? But when I talk about regional and Texas wine to students, they understand the idea of local wine and its relationship to local food, and they’re more than happy to try it. Enjoy it and buy it, even.

• The emperor isn’t wearing any clothes, and he doesn’t look too good naked. We did a Napa and Sonoma tasting in my El Centro class, five wines that cost at least $40 (that I brought from samples in the wine closet). The students were not impressed, noting how commercial they tasted, how overpriced they were, and how they expected a lot more for what the wines cost. Even more surprising: They came to these conclusions on their own, without any help from me. All I do in a tasting is pour the wines, talk about who made them, and ask the students what the wines taste like. We don’t even discuss price until the end.

• The world does not revolve around cabernet sauvignon, chardonnay, and merlot. As someone who never met a grape, no matter how odd, that he didn’t want to try, this always makes me feel better about the future of wine in the U.S. People my age, faced with a grape they don’t recognize, tend to glaze over. The North Texas students, on the other hand, were fascinated with a dry riesling.

• People like wine I don’t like. I know this is true, but it always helps to see it in action. We did a Washington state grocery store merlot, full of fake oak, gobs of sweet fruit, and winemaking sleight of hand at North Texas. When I asked who liked it, as I always do, almost everyone did. Which reinforces the most important (and only) rule about wine: If you like it, it’s a good wine, and it doesn’t matter what wine writers, even the one teaching the class, think. Just be willing to try different kinds of wine to see if there is something else you might like.

Slider photo courtesy of Leta Durrett

WC will teach wine class at El Centro College

wine classes

Damn, is that wine class with the guy with the hat next? Can’t we stay in this baking class?

What’s the best way to reach consumers and undermine all the foolishness that the wine business and its allies in the Winestream Media foist off on them? Get ’em while they’re young.

Which is what I’ll be doing in January, when I teach Viticulture and Enology at El Centro College (RSTO 1319, for those keeping score), part of the Dallas County Community College system. El Centro’s Food and Hospitality program is one of the best two-year degrees in the country, and I’m flattered that I was asked to teach.

So expect an occasional post about the classes and how well the students take to what I’m telling them. If I have half as much fun — and success — as the last time I taught, at Dallas’ Cordon Bleu, then it will be well worth it. I’m also told the class may be available for non-credit and adult education students; check it out if you’re in the Dallas area.


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