Sovereignty of the Senses: Drink Poor

It’s as if you were walking behind someone on the sidewalk only to see them toss a $100 bill on the pavement thinking it’s merely a useless scrap of paper. That $100 bill has so much potential, can do so much—and so too ignoring the wine critics during your formative years can bring you a big pleasure payoff later.

It is my plan to write a review on Hugh Johnson’s autobiography, A Life Uncorked, once I get done powering through it. I should say “ostensible autobiography” because Johnson seems to be incapable of avoiding just expositing on wine in general in a broad, somewhat disorganized, almost conversationally structured flow from topic to topic. Up to about the half way point we get this or that glimpse into his life, but usually as a sort of footnote to whatever topic he’s informing us on. His strong predisposition to teach, to inform, and more importantly just to talk about the drink he loves is why I in turn love him and his works and why I think all levels of wine drinker out there should seek out his books.

In his book, Johnson somewhat famously attacks the “absolutists”, most predominantly Robert Parker Jr. He says, “[Scores] have reinvented that bogeyman, the wine snob, as a more potent force. A wine snob used to be anyone who thought he knew more than you and found a way of rubbing it in. He was also, by extension, a wine bore. Your recourse was not difficult, though: it is all a question of taste. Introduce the illusion of absolutes and your tastes have to shape up.” This particular segment of his book brought it quite a bit of attention when it was first published and there were a number of salvos back and forth on this issue. His argument is an interesting one and should be noted, especially to the newly initiated. That being said, Johnson’s comments are really sermons to the devout choir—albeit funny and relevant sermons. The novitiates in this picture are still on the wrong side of the velvet curtain. They hear a scuffle, perhaps the curtain dances a bit as two bodies struggle on the other side, but they are left mystified as to the cause.  Allow me, fair reader, to part that curtain for a short period of time.

 

Mr. Parker’s good, if misplaced, intentions

Mr. Parker surely set out to offer more advanced readers a guide or a sort of shorthand to helpfully direct them towards wines of superior quality and craftsmanship. It was his success that ultimately put him under the bright light of criticism. If any real indictment can be made against him, it’s that he didn’t think of the ramifications of his actions if those with little to no savvy bought into his publications and his system. It should be noted, though, that there is really no indication that neophytes are Parker’s intended audience—quite the opposite, actually. His rating system, on the other hand, has done some serious harm to all levels of wine drinker, whether they are aware of it or not and whether or not Mr. Parker is aware of it.

If we look at what Mr. Parker did right or what he’s good at, we can more quickly get to the heart of the matter. I don’t think there are many that will doubt that his palate is exceptional and more importantly consistent. While his ratings system can hardly been seen as anything but absolute, if we read his ratings along with his reviews, we see a remarkable consistency of judgment.  With extended readings and tastings of our own in parallel, we quickly learn how to “read” Mr. Parker’s judgments. He has certain palate and texture preferences that we can count as constants. He will acknowledge qualities that are outside his set of preferences—a valiant, if foolish attempt at objectivity. However, for people that have not developed their own palates, these judgments can mean nothing.  In fact, Parker’s (and other absolutist wine critics’) judgments are often grafted into the neophyte’s sensibility with little to no grounding in their own real preferences. It seems a pitfall more dangerous to men than women, but I think it’s hard to overestimate its importance to a large and somewhat mystified burgeoning wine population.

There’s no room in the glass for critical dogma

The main problem here is that people think that it is a necessary part of the wine experience to be critical in the harshest sense of that word. Too often have I poured wine for people who know little to nothing only to hear back that the wine is “too dry” or “too fruity” or “too weak”. The problem here isn’t that they might be expressing their opinions. The problem is that they are scarcely aware of what having an opinion means. They have no palate experience to base their claims on. In other words they haven’t even earned the right to have an opinion. The unnecessary air of criticism around wine has caused even the very inexperienced to believe that you can’t properly taste anything without imposing a harsh and oftentimes baseless critique on the wine. This poor substitute for real personal judgment often blocks its more honest and introverted counterpart. It’s harder to have a valid and confident opinion of something than it is to simply graft a self-professed expert’s opinion onto your own.

More dangerous and exacerbating are the people (again, mainly men) who know enough to be dangerous, but who have supplanted 80% of a good wine education for a 200 word review and a pretty arbitrary number.  We have to forgive them their sins, I suppose, for they are sins of ignorance. What is more difficult to forgive is the sheer volume of pleasure that they are missing out on. Exploration, failure, and more than a little doubt are probably the healthiest things you can feed a new love of wine. These people aren’t doing anything morally wrong by supplanting their own experience for the experiences of others. They are just doing something that is so unbeneficial to themselves that one can’t help but be a bit perturbed. It’s as if you were walking behind someone on the sidewalk only to see them toss a $100 bill on the pavement thinking it’s merely a useless scrap of paper. That $100 bill has so much potential, can do so much—and so too ignoring the wine critics during your formative years can bring you a big pleasure payoff later.

A good buzz keeps the critics at bay

If you count yourself among those grasping for knowledge and a heightened and more informed quest for pleasure, there are some important exercises you really must go through before you can really learn to read these publications that make some pretty aggressive claims to objectivity. These exercises really all boil down to drinking more (there, I said it) and more importantly to paying attention to what you’re drinking, unclouded by the thoughts of others, whether they be established experts or otherwise.  I call this series “Sovereignty of the Senses” because I want readers to understand that there is never a wrong when it comes to wine drinking. There is only a right for you. It’s about the pleasure, stupid. So when exploring or trying something new, try first picking out what’s good in the wine, even if those attributes aren’t to your tastes. What’s wrong or what’s not to your tastes in a particular wine is just as important an evaluation, but you should always be trying to start out on the positive foot. Who knows, one day you may be judging the wine “too dry, but just dry enough for some” then the next you may be relishing its balance. The idea here is to try and close no doors that you may someday want to revisit.

I’ll be discussing some more concrete things you can do to keep your palate and your critical mind on an even keel in later issues, for now it’ll do for you to just keep tilting that glass. While yes, you should be critical of what you’re drinking, you should avoid at all costs becoming a critic.

First, before I continue any further, I should qualify that if you’re reading this article and if you are an avid wine buyer, you probably aren’t poor, regardless of what price tier you commonly buy your wines in.  I think first that you should be thankful that you can afford such a powerful elixir to banish care. Once we’ve paid our humble regards to good fortune, then we can get right down to tipping a glass. 

How not to drink rich

It is a common phenomenon that I have experienced in my extensive work in the industry to see a cost-no-object customer turning down a wine that might only be slightly below their target range thinking it to be inferior. The complex relationship between quality and price is perhaps a topic for another day, but sufficed to say costs incurred in making even the finest of wine is shockingly small compared to their final ticket on the retail shelves or price on a restaurant wine list. So, we can assume that the majority of what is being provided to the consumer is perceived quality. Quality is, of course, the most subjective of qualifications. Suppliers are charging for wines what they think they are worth and what they think they can get for them to maximize profit.  Since not everyone is a sage in these matters, we have to assume that there are undervalued and overvalued wines the market over.

What’s exasperating about a cost-no-object customer that only wants to “drink rich” is not the arrogance or the flaunting of cash (I suspect that in most cases neither of these are in play, but rather fear of drinking “bad” wine). What the real tragedy is the fact that many of these customers who refuse to dip below a certain line are depriving themselves of the real adventure of wine and denying intimate knowledge of it. There are those that obviously have means, but still like to engage in the great game of exploration, of course. It is to the others and to you, the merrily “poor”, that I address this article. 

How to drink poor and love it

All good wine enthusiasts allow themselves to get a little over-excited about the drink they love from time to time. Excitement about wine can have many different causes, but a seemingly constant multiplier to this excitement is value. Sure, an amazing meal topped off with a bottle of a forty year old  d’Yquem  is sure to get anyone’s engine revving, but a wine that provides half the experience at a quarter of the price is bound to illicit a different and more energetic kind of excitement.

Inviting some friends over and watching a $20 cab go toe-to-toe with a resting-on-its-laurels $60 cab from the same appellation is excitement personified. If you ever want to witness this energy second-hand, just go into your neighborhood mom and pop wine store and ask, “Hey, what’s killer for $10 these days?” You won’t always get an enthusiastic answer because those wines don’t come around every day. But when you see the shop owner or salesperson’s face light up as they walk straight to a bottle, you know you’ve found it. These people weigh value on a day to day, hour to hour basis to an excruciating degree that often goes underappreciated by simple penny pinchers (a category we want to avoid). When they come across these great values among the sea of wine they taste every day there’s a Eureka moment that tends to stick with them. It’s that moment we want to recreate in our everyday lives.

When embarking on a new journey of discovery, there are a few helpful things to keep in mind. First, no one is saying that you need to drink a wine only once or abandon your old favorites. In fact, it’s probably helpful to buy a good mix of stuff you know, stuff you’ve heard of, and stuff you know nothing about. Staying grounded in your favorites will help keep your spirits buoyed in case you run into a streak of plonk—and that’s almost an inevitability, which leads me to my second point. You should absolutely destroy all fear you might have of drinking bad wine. I think this is a fear that most people don’t even know they have, but it’s an understandable one. People just want to experience pleasure when they’re drinking their wine. But they fail to see the potential positives in a bottle of junk. Flawed (corked, madirized, oxygenated, etc) bottles aside, analyzing a wine and what particular components you find distasteful before dumping it down the drain or your throat is a very healthy exercise. Not only are you honing your palate, but you could be giving flavor components a chance to grow on you and thus expand your palate horizons. Most importantly, bad wine just points the way to good wine.

Finding value

It’s not easy to find value in a vast marketplace. And it’s not becoming any easier these days with the over-consolidation of the wine industry and the introduction of wines that are specifically engineered to look like something else and to play on the psyche of an oftentimes overwhelmed wine drinking public. I’m not advocating blind trial and error in most cases (though occasional random purchases can sometimes pay off big). Get all the help you can. Read the wine rags; talk to your wino friends; become the local wine bar’s bartender’s best friend; most importantly, talk to the staff at the local mom and pop retailer.

The most effective tool to finding new gems in the sooty earth of plonk is your own palate. If you believe what I believe, then your tastes are never wrong, because ultimately the wine has to pass your tongue on the way to your stomach. And if it passes someone else’s tongue before yours, it’s a private matter. Pay close attention again to duds, but also the hits. Don’t just “like” or “dislike”, know why. Identify why you like it and then note the place and the vintage because there are almost always commonalities among places both value-wise and flavor-wise.

Don’t be a penny pincher

There’s an important distinction between a value-conscious consumer and a cheap one. Cheap consumers are often extremely brand loyal—a death knell in the amorphous world of high production wine. Because of this brand loyalty everyone down the line is trying to compete on price on these labels. This flows all the way up to the winery that will slash costs and degrade fruit sources to make more and more cheaply. Pay attention to brands and labels that you see stacked out in all your local retailers that seem to be trying to one-up the other by a few nickels or dimes here or there. 90% of these wines devolve into a conduit to claim the penny-pincher’s pennies. I’m not advocating that you simply spend more to get quality, but spend more widely, into lesser-trafficked areas and labels. This is the rich earth with the most gems.

Some good places to start

As an expeditionary wine traveler and speculator myself, allow me to share some starting points where you might start. First, Dr. Debs at Good Wine Under $20 runs a great wine blog specific to commenting on good wines under $20 which I highly recommend. Her approach is a humble and refreshing one. Even though she’s obviously very knowledgeable, she speaks with the voice of an every day wine enthusiast who doesn’t want or need to get dizzy in the stratosphere of wine connoisseurship. There are also many great wine blogs that I have frequented myself that often approach wine with a humble and refreshing view that speaks very well to the wine adventurer.

There are many areas around the world that provide great values and would be a good place to start in my mind. If you haven’t noticed, many wine people are moaning about the strong euro and the weak dollar and how that’s inflating European wines in the US. There are many non-European regions that are known for value. Here are some that I recommend and some varietals that seem to be of the most consistent quality.

  • Chile. (Sauvingon Blanc, Cabernet Sauvignon, and Carmenere)
  • Argentina. (Malbec, Bonarda Chardonnay)
  • South Africa. (Sauvignon Blanc, Syrah/Shiraz, Malbec) I have to strongly recommend you stay away from Pinotage.
  • Some Californian. This one is tough. The dominant paradigm for great cult value wines in California is that some small producer gets some nice fruit for a good price and makes a great value wine. Then, they get bought out by some mega-glom and the fruit source totally changes to the usual plonk the mega-glom pumps out on a daily basis, but the old label remains the same. In fact, in many cases, the only thing that gets bought is the label. However, it's not uncommon for other winemakers to go back to that original source and package it under their own label. These are tough to find, but usually even a better value than the first iteration.

It should also be noted that the money market is a game of percentage points. Since you don’t pay for you wine in percentage points but hard currency, the more value-promising European wines shouldn’t be overlooked. After all, 5% of a small number is still a pretty small number. The following are European appellations that are known for consistency of value and quality.

  • Languedoc. (Minervois, Corbieres, Cotes du Rousillon, Coteaux du Languedoc, Vin de Pays D’Oc) Some of the cheapest wines in France come from this region. It can be hit or miss, but the misses will rarely cost you much money.
  • Rhone. (Cotes-du-Rhone, Nimes, St. Joseph, Crozes-Hermitage) Cotes-du-Rhone continues to be some of the most reliable values out of France in both red and the oft-overlooked white. Nimes is much like the Languedoc for spotty quality, though it’s a bit more reliable. St. Joseph and Crozes-Hermitage are northern Rhone’s Syrahs and it can be a bit harder to find something under $20 from these regions, but there are a lot of great values if you look and if you like thicker, smokier style Syrahs.
  • Bordeaux. (Premiere Cotes du Bordeaux, Bordeaux AOC, Bordeaux Superiore, Cotes du Blaye, Entre-du-Mers, St.-Emilion)  Yes, Bordeaux can be a great source for amazing values. People often get blinded by the luminance and price of the super-premium first growths and other luxury Chateaux to see that Bordeaux makes more wine than any other appellation in France. The quality can be spotty and the wines can be hard to American palates, but there’s literally a sea of $12 Chateaux with almost identical labels out there that can represent some of the finest values a consumer can get out of France.
  • Spain. (Ribero del Duero, Navarre, Bierzo, Rias Biaxes, La Mancha) The pace at which Spanish winemaking changes is dizzying even to the most astute observer. It’s important not to get too bogged down with the impossible details because Spanish wines can represent utterly amazing values. Quality can be spurious due to shrewd Spanish winemakers looking to cash in on the fad with over-produced wines, but again the costs of coming across a watery plonky wine are low. Tempranillo dominates most of Spain and most of the aforementioned regions produce it. Grenache or Garnacha is also spreading widely which makes for great drinkable reds for a great price. Albarino out of Rias Biaxes can have some serious price pitfalls, so choose wisely. Rueda is a great crisp white from Spain and usually a great value and underappreciated in the US.
  • Italy. (Umbria, Chianti, Puglia, Campagnia, Veneto, Abruzzo, Sicily, some Piemonte wines) By far, Italy can be the most confusing wine country in the world. Also by far it produces the broadest range of wines. In all the confusion, many amazing values fall through the cracks. While finding good values in Italy will always be hard due to a confused appellational authority and oftentimes over-confident Italian winemakers, the rewards can be immense. I personally love the Gambero Rosso guide to Italian wines, though it’s a bit monolithic.