"Sideways" ... it keeps on ticking!

 Who would have thought that this quirky little comedy would create such interest in both the movie itself as well as in the wines that it features. Now with the release of the DVD the wave is starting to roll all over again.

  Here is an excellent link updating some of the interest around the story.

http://www.washingtonpost.com/wp-dyn/articles/A39163-2005Apr9.html

  It seems that Pinot is finally getting the recognition it deserves, while Merlot is taking a beating. Well, Merlot certainly does NOT deserve to be dumped into the trash can wholesale (no pun intended).

  The problem with Merlot is rooted in the US wine drinker's psyche. We are led like sheep by every 'fad' that comes along. At some point a marketing genius said that Merlot is a great transition for white wine drinkers. This was at a time when white wines were more popular than reds in a ratio of 2 to 1. They capitalized on its lush and soft character contrasted with the tannin and strong flavors of Cabernet. This approach sells both wines short, but it does appeal to uninitiated wine drinkers who are looking to play it safe.

   So what did we end up with? In short, a flood of "Merlot" in all of its guises, but mostly poor examples of a soft, flabby red wine with little character at all. There are some great ones being made - just as Bordeaux has managed in the Right Bank with Pomerol and St. Emilion - but it seemed that everyone, everywhere rushed to jump on the Merlot bandwagon. One day people will realize that grapes only yield great wines when planted in the proper place and grown by the proper procedures. Pinot is a great example of this. It produces wines that are transcendant in the hands of the right winemaker, but absolutely miserable (worse than the worst Merlot) when 'mass production' is attempted.

   The moral of the story is "all things in moderation" ... we have superb Merlot ... superb Pinot noir ... superb Cabernet ... etc. And since price is also a factor, we also have simpler versions of these varietals, but also wines that we have chosen for their positive characteristics.

  If you haven't seen "Sideways" or mentioned it in discussions with your customers, then you are missing the boat ... BUT this boat seems to have new 'sailings' daily, so get with the flow and use it as a springboard for increased sales. The rest of the Wine Industry is certainly doing it!

Ed Jack - April, 2005