Wine Consumer

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Let's Hear it for Emerging Wine Regions

SteveHeimoff.com, Steve Heimoff
10/04/2013

It’s gratifying to see such a well-written and informative article about Sonoma County written for a Chinese audience (albeit an English-speaking one?).

While there are some technical inaccuracies, writer Euan McKirdy largely got the details correct in her story, which was published yesterday in the South China Morning Post. (It’s funny that, there as well as here in the States, wine articles are relegated to the Lifestyle section. What’s that all about?)

We hear often about a certain naivete when it comes to Chinese comprehension of California wine; they are supposed to know the Big Names, and Napa Valley, of course, but in the conventional wisdom, the Chinese are woefully ignorant of the rest of California.

That may have been true in the past, and may still be the case among millions of Chinese emerging into the upper-middle classes. But McKirdy’s article proves that the level of journalism provided to Chinese wine lovers is on a rapid upward trajectory. If you’re reading this blog, chances are you know that Sonoma is not exactly an “emerging” premium wine region; it emerged some time ago. But these things are relative; it depends on your knowledge base. One person’s local wines are another’s emerging discoveries.

I Googled “emerging wine regions” and got interesting hits. From askmen, which seems to be an online pub for all things guy, I got this list: England, Brazil, Canada, Greece, Romania, Ukraine and Switzerland. A few years ago, another online pub, Food Republic, published this list of emerging wine regions: Istria (Croatia), Guerouanne (Morocco), Virginia, Montevideo (Uruguay) and Sopron (Hungary). I like the regional specificity. The International Business Times wrote an article called “Beyond Napa: The Best Emerging Wine Regions in America,” and on their list are Walla Walla, the Texas Hill Country, Traverse City (Michigan), Loudoun County (Virginia) and the North Fork of Long Island. That also is a very interesting list. I’d love to do comprehensive tastings of these regions, if only I had the time!

Are there any emerging wine regions in California? I don’t think so. We know which appellations do the best, which provide good value, etc. I don’t see anything out there just waiting to be discovered. Anyway, it’s wonderful that so many countries in the world are tinkering with wine. It’s also wonderful that consumers are getting interested in them, and writers are writing about them. The world is rapidly shrinking, which is good news and scary news: scary for wineries, because competition, already fierce, is only getting fiercer.

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