He Said...
The US has gone Sub-AVA crazy. We have long believed in the "specialness" of everything that we do (now more than ever), possibly motivated by over-protective parents trying to convince themselves that their progeny isn't a dud. We then believe that we are amazing and that-- despite the fact that we haven't learned to tie our own shoes by 10 years-old—we can do no wrong no matter what you say. If you don’t believe me, just ask Kanye West, he'll set you straight, because everything he does is the best, too. Shirley Bassey also sang, "Nobody Does it Like Me", but then a whole bunch of other people did it exactly like her including Valerie Harper on the Muppets. I actually like that version better. To be sure, nobody did it exactly like her, but c'mon. These days it’s pretty easy to put together a rag-tag bunch of homeless-looking bon vivants and assemble a pretty fair approximation of the Kings of Leon using ProTools, Antares Auto Tune, a Line-6 amp modeler, some clever airbrushing and 19th century beard management theories. A high school kid with a laptop can do this in a matter of minutes.
In the wine world, AVA identity and terroir have been largely eliminated by hoodwinker...
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She Said...
Marketing a wine region is tough business. There's all manner of back and forth regarding how to best go about this. For some, the best route seems to be yelling OREGON PINOT NOIR at whoever will listen. For others, the chosen route is to jump wildly ahead of the middle ground and onto the sub-AVA marketing train. Neither of these will market a successful wine region. Here's why:
"Oregon Pinot Noir" is vague. Although Pinot Noir is certainly grown in other places around Oregon, these other regions aren’t known for their Pinot Noir. Further, we’re doing them no favors by pigeonholing them into ONLY Pinot Noir, when they grow over 40 different varieties in Southern Oregon alone - Pinot Noir not even being the most notable. I've heard it argued that we're doing some sort of service to ALL the Oregon wine regions by marketing this way. (How magnanimous.) Let’s call a spade a spade: Oregon Pinot Noir means Willamette Valley Pinot Noir – at least for the time being. Let's leave it at that and let the rest of the state figure it out for themselves.
The opposite end of the spectrum, jumping right into sub-region marketing, is simply too much, too soon. If we’re struggling to make...
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