In the wine business, we all talk about O-N-D (October-November-December). Success or failure, the fourth quarter is a deciding factor, as we move wine fast. Yet like grape growing, business begins at the start of the New Year. Last week I participated in one of the largest wine competitions in the world- the San Francisco Chronicle Wine Competition. With over 6,300 wines entered and more than 50 judges, divided into 19 panels, this event officially rang the bell for the beginning of the wine judging season. In the United States there are around 30 significant competitions and internationally there are at least half as much. Yet there is much confusion about wine competitions and if they really have an effect on the fortunes of wineries.
Over the last two decades, publications like Wine Spectator, Wine Enthusiast, the Wine Advocate and Steven Tanzer’s International Wine Cellar (now Vinous), have become the gold standard. Consumers have become confident and accustomed to these publications, and rightly so; those magazines have done an excellent job in representing their genre. But what about wine competitions, do they offering anything to the consumer? Gold, Silver and Bronze Medals – what do those all mean?
Since the mid-1980’s I have judged in as many as 15 competitions in a year. I even ran one (Executive Director of the San Francisco Fair National Wine Competition 1987-1989). As a judge, we often taste as many as 200 wines in a given day and at the conclusion of all competitions, we anoint winners (typically with medals). In the marketplace, this sometimes plays very big and the winning wines see more sales.
This year, when I sat in my chair on panel #4 on the first work day of 2015, I was thinking, wow, we are already here judging wines. Welcome to 2015. I was joined by long time professionals Dr. Richard Peterson and John Schumacher. We had a blast judging together as we agreed to disagree. Our panel was nicely balanced with a wide variety of wine experiences between the three of us.
What is it with wine competitions anyway?
The industry recognizes the value of wine competitions on many fronts, the most important being that hundreds of thousands of wines get tasted blind by qualified wine professionals and that those awards get entered a the large pool called: Wine Marketing. For me, blind tastings keep my palate fresh and honest. Additionally, tasting with other professionals and networking with even more allows me to keep up to speed in the world of wine. Yes, wine competitions are important to all of us who love wine. I’ll be sharing some of my favorite finds through our facebook and twitter pages, so stay tuned!