The wine industry is like no other. Is it farming? Is it Fine Art? Is it simply a luxury product? Before you answer, I must admit these are all rhetorical questions. It's all of the above and then some. It's uniqueness lies in the human taste buds. As I often told wine tourists: "If we all had the same taste buds, we'd make just one wine!"
Another truism in the wine industry is that you'll meet all kinds of personalities. Some are in it for the bottom line alone. Some feel a calling to create beautiful juice. And others are somewhere inbetween. But if a wine region is to move forward these folks have to work together.
I don't know of any wine enthusiast that drinks only one winery's wines. It is our mission to try them all and compare the final results of all the hard work that goes into producing wine. If wineries choose to be isolationists they will suffer the consequences. For this reason I never hesitated to recommend other wineries to the wine tourists I meet while pouring wine in California. Being anything but open and excited about ALL the choices in the Umpqua Valley is the only way to grow our little AVA into a Wine Destination.
Posts
0 comments:
Post a Comment