The traditional view of how grapes ripen |
Here is a refreshingly different story: an enormous export-focused winery in Chile that has applied high technology so they can pick their grapes earlier -- at a different definition of ripeness.
It says something about today's wine market that lower alcohol can be an objective.
Errazuriz makes 16 million bottles of wine a year, most of which it sells in the northern hemisphere, so it cannot take a philosophical stance unless it's also commercially viable. In other words, sure, they can make wines that they like, but those wines have to be wines that sell.
Pedro Contreras |
"It was a little revolution for us," Contreras told me.
He said that in the past, the picking decision was difficult to make early because of commercial concerns. Again -- 16 million bottles they have to sell.
"You taste green notes and you think, 'One week more'," Contreras said. "Then one week later you taste no green notes and nice juicy fruit, and you think, 'One week more.' Then one week later the fruit is really ripe and the tannins are soft and you think, 'One week more.' You can keep doing this ad infinitum.
"This software allows us to make a different decision," Contreras said. "We can pick at a different type of ripeness."
I might be burying the lead. Contreras told me about a new view of ripeness in grapes. He drew a chart on a white board, which I copied, tentatively, in my notebook. I don't know how widespread this thinking is. But it is revolutionary, so I attempted to recreate the sketches online.
Errazuriz's new view of how grapes ripen |
Is this science? I don't know. Contreras gave me the name of the French company that makes the visual analysis software. I tried contacting them and nobody was interested in getting back to me; why I don't know. This would have been pretty much free advertising, but maybe it's a proprietary thing they don't want to share with the world. Or maybe it's all voodoo. Or maybe it's like biodynamics -- voodoo that also seems to work.
In any case, the very idea that a big export-focused company wants its wines to be lower in alcohol, with more freshness and red-fruit flavors, that's not voodoo. That's giving the market what it's asking for.
Take a look here at the Errazuriz wines for sale in the U.S. (Make mine Chadwick, thanks.)
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"Errazuriz makes 16 million bottles of wine a year, most of which it sells in the northern hemisphere, so it cannot take a philosophical stance unless it's also commercially viable. In other words, sure, they can make wines that they like, but those wines have to be wines that sell."
ReplyDeleteThe legendary British advertising agency executive David Ogilvy observed:
"In the modern world of business, it is useless to be a creative original thinker unless you can also sell what you create."