It’s Just Not True—Five Wine Myths
Very recently I’ve bumped up against a variety of statements and opinions that are presented as facts. Most have been circulating for some time and have recently raised their ugly head in one form or another. Others are relatively recently developed ideas. In every case, these statements and opinions are myths
Consolidation is Putting the Wine Industry in Corporate Hands
This is a huge myth that somehow keeps spreading and is almost always discussed whenever a winery of note changes hands. The fact is the percentage of wine brands that are privately owned, small operations is vastly larger in number than those owned by corporate overlords
Sustainable Grape Growing is Disappearing
I hear this on a regular basis. It was suggested once again in this article. But the fact is more and more growers are cultivating grapes in a sustainable way. See Sonoma County.
You Can Detect The Origin of the Wine From its Taste, Aroma and Texture
No, you can’t. Yes, the terroir of a vineyard or region has obvious impact on the character of the grapes grown there, but if you think you can identify the region it came from then I’ve got some serious cash to bet on your palate. Yes, if you are practiced, you can tell me the varietal (which is many times more discernible from tasting than is region. But tell me the region? One in 100,000 wine drinkers (maybe) have this talent.
Wineries’ Online Wine Sales Are Substantial
No, they aren’t. Winery shipments to consumers are substantial…to the tune of $2 Billion per year. This myth is a result of the misreading of the annual ShipCompliant DTC Shipping report that discloses how much wine is shipped from winery to consumer. Most direct shipped wine results from visits to a winery and wine club shipments, not online purchases.
Winemakers Are Artists
Degas was an artist. Rodin was an artist. Miles Davis was an artist. Francis Ford Coppola is an artist. Winemakers are, at best, craftsmen.