Wednesday, May 17, 2017

Overproof's whiskey cocktail food-pairing experience: a review

Overproof is beyond the swinging doors; ABV is downstairs
It's not quite dinner, but it's not just drinks: the high-concept Overproof bar-inside-a-bar is a new hybrid on the San Francisco food scene.

The idea is this: you buy a ticket (transferable but not refundable) for a 5-drink, 5-dish theme cocktail experience. The dishes are meant to be shared and are not huge, but we did not leave hungry. The cocktails are also a little smaller than the normal size, but we did not leave sober either. For fine-dining value it can't be beat: $60 a person, plus tax, ticket fees and tip.

Overproof is inside ABV, already one of the country's best cocktail bars, both for its fine cocktails and its elevated bar food. You can and should just walk into ABV and have a drink and some grilled octopus and fries. Overproof, on the other hand, is booked out weeks in advance. We were invited by a PR firm but they didn't have an opening for nearly two weeks, and we ended up with a 9 pm seating.

Pro tip: the 9 pm show has the advantage that you are not rushed to leave. Our tablemates had come to Overproof before at a 7 pm seating and mildly complained that they were hurried out the door. That said, they bought tickets for the second iteration of Overproof as soon as they went on sale.

The first iteration of Overproof offered rum-based drinks. Currently, it's all about whiskey, with 5 whiskey-based drinks and an interior theme that is meant to look like a cozy Tokyo izakaya. We sat under a samurai sword (real metal, but we didn't test the sharpness) and perhaps its implicit threat worked to keep anyone from chugging a shot of some of the Pappy Van Winkle on the library-like shelves.


Monday, May 15, 2017

Interesting views of the USA from an Italian vigneron

"In USA to sell a wine you have to tell a story. That has spread everywhere. Now everybody wants to tell a story about the wine. Why don't we just have the wine? Just let the wine speak for itself."

Lorenzo Marotti Campi runs a winery in Italy, Marotti Campi, with his father, but his hobby is taking pictures in the U.S. He likes landscapes, so he likes the west, especially the entire Rocky Mountain range from New Mexico to British Columbia in Canada.


I sat across from Marotti Campi randomly at a lunch held as part of Northern Lands, the terrific Canada-wide wine festival in Edmonton. This was very unlike most wine media lunches, where a PR person tries to keep the winemaker on point ("tell him about the exclusive sourcing of this Chardonnay"). We were just talking. Or rather, he was just talking, and showing some of his amazing photos, and I was learning what the rural U.S. looks like to an Italian these days. Spoiler alert: It is pretty, even when it isn't.


Wednesday, May 10, 2017

Making French-style Italian wine from France for a Dutchman

Dominique Génot on the Caiarossa estate
Is a French winemaker necessary for making elegant wines? Dominique Génot was hired for a Tuscan winery, Caiarossa, owned by a Dutch supermarket magnate for that express purpose, but he says that it may not be necessary anymore.

"That's something that's probably changed in the last 10 years," Génot told me. "When I first started in 2006, the idea was to look for elegance in the wine. Finesse. Not trying to make any blockbusters. They were a little bit afraid of working with someone more local. It was mainly this search for elegance and finesse that led them to choose a French winemaker. In the last 10 years, the style of a lot of Tuscan wines, they have been changing a lot. I'm not sure it's so important today to have  French winemaker."

That said, Génot has, if anything, become even more French. In 2015 he and his wife moved to Perpignan in the south of France, but he travels to Tuscany once a month to oversee Caiarossa.

Caiarossa is an interesting property.


Monday, May 1, 2017

"Reserve" marijuana shows weed is already using some wine-style marketing

The label was torn; sorry. But note the higher THC.
When marijuana is fully legal, how will it be marketed? For many years people assumed tobacco companies would swoop in, but so far that doesn't appear to be the case.

Instead, marijuana merchants are, for now, taking some cues from their neighbors in the wine industry.

Take a look at the labels to the right. First, there was Black Lime, the marketing name for a strain of marijuana. Now, there's Black Lime Reserve -- it costs more and is more powerful. That's right out of wine's marketing playbook.

This is an outlier. So far it seems that most legal marijuana merchants use marketing techniques more common with spirits than wine: brand recognition of names like OG Kush or Blue Dream.