Musical chairs but in the end, Marqués de Arienzo finds a perfect fit


Marques de Arienzo’s new label

From time to time, the Rioja wine business experiences a period of upheaval as companies are bought and sold, often as a means for the majority shareholders to raise much-needed capital and sometimes to win market share.  Examples of the first case were Mapfre’s (a Spanish insurance company) taking a stake in Muga (since bought back by the Mugas) and Banco Santander’s stake in Bodegas Riojanas (Riojanas later went public).  More often, though, the reason for winery purchases is to consolidate empires.  One of the most recent instances in Rioja was the buying and selling of the Domecq Wine group.

It all started with Savin, a company founded in the mid 1950s that became Spain’s largest winery group with wineries all over the country that at first specialized in selling bulk wine to Europe and the Iron Curtain countries.  In the mid 1960s, Savin built a winery in Logroño and created Campo Viejo, quickly developing it as an attractively priced Rioja positioned toward the growing supermarket business in Spain and abroad.

The Bank of Bilbao took a larger and larger share in the company and in 1989, renamed the company Bodegas & Bebidas.  Its first major acquisition was its biggest competitor AGE in the mid 1990s.

The bank decided to divest itself of its wine and food businesses and the wineries were sold to Allied-Domecq, a UK-based multinational drinks company, itself the union of Allied Breweries and the wineries owned by Pedro Domecq, the sherry company.

The wine brand Marqués de Arienzo was created in the mid-1980s after Pedro Domecq decided to build a winery in Rioja.  The winery was actually built in the early 1970s but the first Rioja brand, Domecq Domain, didn’t fly.  Arienzo was the second effort by the company to launch a Rioja brand and this time, it was a success.  The brand was positioned as a premium range of crianza and reserva, sold mainly to restaurants in Spain and  abroad.

The name of the consolidation game was spirits, with the wine brands dragged along for the ride. Domecq was purchased in 2005 by the French group Pernod-Ricard (the merger of Pernod and Ricard), that included the Domecq Bodegas wineries in Rioja.  In 2010, PR began a process of selling off non-strategic assets to finance the purchase of the vodka brand Absolut.

Our story really begins here.

Most wineries are bought and sold lock, stock and barrel.  But the sale of Bodegas Domecq was different, illustrating how the bust-up of the winery’s assets made great sense to the buyers of the separate parts.

The assets were split up and sold to two companies.  Bodegas Muriel bought the winery itself, some of the vineyards and the brand Viña Eguía.  Other vineyards and the brand Marqués de Arienzo were acquired by Herederos del Marqués de Riscal.


Marques de Arienzo’s old label

Muriel needed a bigger winery to carry out its plans to move into the high volume supermarket business around the world. Viña Eguía is a popular young Rioja that gives Muriel a foothold into this segment of the market, especially in Spain.

For Marqués de Riscal, this purchase made great strategic sense, too.  The vineyards, located on some of the best sites in Rioja Alavesa, allow Riscal to decrease its dependence on outside suppliers of grapes and therefore exercise greater control over the quality of its fruit.  Secondly,  Marqués de Arienzo, a brand with good distribution in restaurants in Spain, is a perfect complement to Marqués de Riscal.  In addition, Riscal has taken over the ‘Aula Marqués de Arienzo’, renaming it ‘Aula Marqués de Riscal’.  This well-liked seminar has trained hotel and restaurant staff about wine tasting and service for many years.

Riscal’s influence on Marqués de Arienzo is evident, with a redesign of the label and a more modern feel to the wine while maintaining its image as a wine to be enjoyed with food.

I tasted several bottles over the recent Christmas holidays.  My tasting note for Marqués de Arienzo crianza 2008:

Tempranillo, graciano and mazuelo.  Brilliant, medium-intensity ruby.  Red fruit – strawberries and maraschino cherry giving it a little sweetness. Quite a dollop of oak. Great balance, good acidity –  a little tart on the palate.

I thought it went very well with our New Year’s Eve dinner when we had roast baby lamb.

Gerry Dawes: “The 1947 Bosconia is the best red wine I have ever drunk.”

After several attempts I’ve finally gotten my interview with good friend, eating, drinking and bullfighting buddy Gerry Dawes, who I’ve said many times is one of the two guys with the most comprehensive knowledge of Rioja.

Here are my questions and his answers, which I have copied verbatim. Hold on to your hats.  This is vintage Gerry, once again pulling no punches.

When did you first taste a Rioja? Do you remember what brand and vintage it was? What were your impressions?

Back in the late 1960s, like everyone else who visited (or in my case lived in) Spain, I drank Federico Paternina Banda Azul. Rioja wines were Spain’s best red wines and I developed a taste for them over a period of several years. I thought many Rioja were great. Marqués de Riscal was a bit of a luxury and so was Cune Imperial and Cune Viña Real, but once in awhile I got to drink them. I still remember finding Cune Imperial Gran Reserva 1959 on the shelf of a Costa del Sol shop for 225 pesetas a bottle when I lived in Mijas overlooking the Costa del Sol. I grabbed all three bottles.

Believe it or not, I still have a bottle of Imperial Gran Reserva 1959 left, a bottle of Cune Viña Real Gran Reserva Oro 1962, a Marqués de Murrieta Castillo de Igay 1942, a Viña Tondonia 1947 and a few other assorted treasures. Early this year I opened a bottle of Marqués de Riscal 1922 that was still magnificent.

During the early 1970s, when I was living in Mijas, through a wealthy acquaintance, I got to drink the R. López de Heredia Viña Bosconia 1942 and 1947. I had the 1942 two or three times, but I have drunk about six bottles of the 1947 Bosconia and I am still convinced that it is the best red wine I have ever drunk. I don’t say this lightly, since from 1975 to 1996 I sold great Burgundy, Loire Valley and Rhone Valley red wines and the top wines of California (Duckhorn, Ridge, Caymus, Shafer, Pine Ridge, etc.) to the best restaurants in New York.

I have a reputation among some writers and wine aficionados in Spain as being a “Taliban,” as a couple have called me in print. They think because I have defended the classic wines of La Rioja that I have an old-fashioned franquista palate. They are full of shit. Few of them have traveled the wine roads of Spain tasting wines in bodega after bodega like I have.  And I have done it, not from a base in Spain, but from the United States.  Between 2000 and 2010, there was a four year stretch when I averaged EIGHT trips to Spain a year and another four years when I averaged six trips per year. I have been in at least 600 bodegas in Spain, some of them multiple times, re-visiting some of them as many as a dozen times or more.  Has anyone else in Spain–besides the owner Juan Gil, the Marqués de Figueroa, been in vertical tastings of Palacio de Fefiñanes Albariños six times?

My experience is not based on tasting wines by the dozens in sit-down or walk around tastings in Madrid, in Barcelona or in New York, it based on winery visits and long lunches, dinners and private tastings with the likes of such bodegueros as Mariano García, Basilio Izquierdo, Isaacin Muga, Javier Hidalgo, Miguel Torres, Carlos Falcó, the Chivite brothers (before they split), the Pérez Pascuas family, Raul Pérez, Ricardo Pérez, Gregory Pérez, Carles Pastrana, Agustí Torelló, Juan Gil of Palacio de Fefiñanes, Gerardo Méndez and with hundreds of other bodegueros, from bodegas both big and tiny.

For the last several years, I have focused on Galicia, where I have visited and tasted in literally scores of bodegas, say 30 in Rías Baixas, a dozen in Ribeiro, 20-25 in Ribeira Sacra, perhaps 20 in Valdeorras and a couple in Monterrei. And just outside the gates of

Galicia, I have visited and tasted in some 20 bodegas in Bierzo. I have returned to a number of these bodegas as many as 5-10 times!!

And I have worn out many pairs of road warrior shoes walking in the vineyards of Spain with the viticulturists and winemakers. One Spanish wine figure accused me of not knowing anything about Spanish vineyards. I had albariza dust on my shoes before that pompous jerk was born.

Pepe Peñin likes to characterize me as “a wine romantic.”  He has told me that on a few occasions. When it comes to Spain, I still confess after all these years to still being somewhat of a passionate, enthusiastic romantic about certain aspects of the country and its people and I hope I never lose that, but I am out there in the trenches with the real artisan winemakers on most trips and I am just not into wineries so commercial that they could just as well be making athletic shoes. In fact, some of them would better serve the world if they did make shoes instead of the type of wines they are making, as I have heard so often, “wines the market is asking for.” 

I can’t wait to see what kind of wines some of these bodegas are going to make for what the Chinese market is going to be asking for.  I once had a misguided American lawyer ask me to taste a wine blind at his home.  It was awful.  He delighted in showing me a Chinese wine that had a serpent in the bottle.  This could augur well for Extremadura, because there is a wine or liqueur from there with a snake in the bottle. 

When was your first visit to Rioja?

During the 1970s when I lived in the south of Spain, La Rioja came to represent an oasis to me during the hot, rainless summers of Andalucia, my adopted home.

By early July, as you know, the heat settles in over a large portion of Spain.  The sun bears down relentlessly, driving millions of Spaniards to the beaches and cool mountain resorts.  Coinciding with this time of year is the annual trek to Pamplona, where Hemingway’s lost souls come from all over the world to see the sun rise on yet another Fiesta de San Fermin.  Since my former wife Diana and I counted ourselves among the admirers of the venerable Ernest’s fiesta, we too joined the migration each year.

We always set out at least a week before the commencement of festivities at Pamplona, so we could explore the Spanish countryside along the way.  On one of these trips, we discovered the Rioja and it became our favorite place to pass some quiet time before surrendering to the wild, weeklong San Fermífestivities at Pamplona, where peace, tranquillity, and sleep are rare commodities, and not even particularly desirable ones at that.  We looked forward to La Rioja, where we could taste fine wines in cool bodegas, sample superb country cuisine, and enjoy the scenery, history, and milder climate of this high mountain valley.

To avoid some of the scorching road heat of summertime Spain, we would leave Mijas, our pueblo on a mountain over-looking the Costa del Sol, in late afternoon.  We would usually drive into the wee hours of morning to escape the steady daytime flow of maniacal North African drivers hellbent on reaching the beaches and homeward-bound ferries of the southern coast. This was before the construction of Spain’s system of autopistas, so we were driving on two-lane roads.  Apart from diminishing one’s chances of being maimed by a Peugeot, the night offered some relief from being stuck behind the long queues of slow, laboring Spanish trucks belching noxious black exhaust.

After stopping for a brief sleep at a Valdepeñas pensión, we would drive on through Madrid in the early morning hours to reach the ancient Castilian capital of Burgos – the terrain of El Cid – by midday.  From there we headed East towards the Rioja.  In less than an hour, as the road climbed, the vegetation became increasingly verdant, the air fresher and cooler.  The greener landscape, now showing some vineyards, soothes the soul as well as the body as the heavy layers of oppressive road heat peel away.  The promise of a thundershower bringing the cool, night breezes of the Rioja would soon put the dust of the southern summer behind us.

On one occasion, we had written the venerable firm of R. López de Heredia in Haro, letting them know that we again wished to visit their bodega.  The reply had come in the charming, graceful Spanish of a more genteel age.  It went something like, “…We cannot tell you what joy the news of your imminent visit has produced in our bodega.  It would be our great pleasure to receive you.”

We had arranged for two old friends, the late Alice Hall, the dowager empress of American bullfight aficionados, from Milledgeville, Georgia and Carolyn Moyer of Davis, California to join us in a tour of the Rioja on our way to Pamplona.  By 10:00 on the morning of our visit, after a breakfast of rolls and café con leche in the Café Suizo in La Plaza de la Paz in Haro, the four of us were down in the centenarian bodegas of R. Lopez de Heredia for our “second breakfast”– a wine tasting.  Here, in surroundings as incredible as any I have known in the world of wine, Sr. Anastasio Gútierrez Angulo, the firm’s export manager, let us taste some of the firm’s twenty-year old reservas–wines made in the style of a different era–wines of yesterday.

The bodega had all the trappings of a nineteeth-century operation patterned on the chais of Bordeaux– the winery workers even wear blue coveralls as many of the staff at French chateaux still do.  In time-honored fashion, barrels were (and still are today) crafted in the winery’s own cooperage.  We saw workers cracking eggs from the bodega’s chicken farm to get fresh egg whites for fining the wines.  Other employees laboriously filled bottles with reserva wines by hand and corked them with a hand-operated corking device.

Anastasio led us through a man-made maze of cool, barrel-filled limestone caves to the deepest part of the bodega – – the room known at R. López de Heredia as the cementerio–the cemetery.  The cementerio is the resting place of the old vintage reservas dating from the founding of the firm in 1877.  This cellar gets its name from the storage bins lining its walls, which very much resemble the burial niches in the Roman-plan cemeteries of Spain.  Bin after bin was filled with dusty bottles from the greatest vintages of the past.  At one end of the room, a large round wooden table’s centerpiece was a huge, gnarled, cobweb-covered old grapevine surrounded by bottles of wine.

Our host, Anastasio, had selected two gran reservas from the fine 1954 vintage for us to taste.  The first was Viña Tondonia Gran Reserva, a lovely, elegant Bordeaux-style wine of breed and complexity.  The second wine was a more intense, dark ruby wine in a burgundy bottle, Viña Bosconia Gran Reserva, which was showing signs of evolving into a big, warm, rich wine – – aterciopelado (velvety).  The Viña Bosconia had a particularly beautiful nose, one which reminded me of a wonderful phrase that Michael Wigram, an English banker a bullfight aficionado, had used to describe another 1954 reserva at a luncheon during the Feria de Sevilla in 1973, “Gets a nice bloom on it after nineteen years, don’t you think?”

These wines did indeed have “a nice bloom” on them.  They were wines to be enjoyed, not merely tasted and spit on the floor of the bodega, so we sipped them while Anastasio gave us the most charming description of Rioja winemaking that I have ever heard.

 First he described the normal processes of vinification, barrel aging, bottling, and so forth for the bodega’s “bread and butter” – the table wines made to sell in the fourth, fifth, and sixth years after the vintage.  Then, when he came to the subject of gran reservas, the classic Rioja reservas from exceptional vintages, he began to speak of the wine as a living thing.

In this place called the cemetery, he brought his wines to life.  Speaking softly, but with passion in his beautifully enunciated Castilian Spanish, he described the wine’s “education.”

“You see,” he began, “in the beginning, a gran reserva is like a young man.  He gets a proper `education’ here in the bodega, then is bottled and becomes a young caballero.  At about 25 years he reaches the peak of his youth, then he mellows out to about the age of, say, 35-40, when he gradually begins to tail off.  However, some of these fellows do well even after fifty.  A few years ago the owners allowed three bottles of the 1914s to be opened for a celebration.  The second bottle was in fine condition.”

It would be a day to remember – Anastasio’s wonderful analogy and his beautiful wines were just the beginning.  We were four good friends glowing with wine and in the mood for fiesta.  At Merendero Toni in San Vicente de la Sonsierra, we lingered over one of those wonderful Spanish lunches: a simple salad of garden-ripened tomatoes, lettuce, and onions at the peak of their flavor, succulent baby lamb chops al sarmiento (grilled over grapevine prunings), crisp fried potatoes, and lots of Rioja tinto. 

After lunch, with a tape playing the wonderful jotas of the Basque country, we took the breathtaking drive up to the Balcon de la Rioja for the splendid view of the entire Rioja valley.  Diana and Alice, euphoric from the wine, the food, and the splendor of the day, danced the jota on the mountain as a Spanish family stared incredulously at two foreigners – Alice a septuagenarian at that  – performing the regional dance of northern Spain in their own private fiesta.

What was Rioja like back then and how has it changed?

I think my previous answer describes a little of what it was like back then, but one can still have those kinds of experiences since many of them are so often people based.  Corrida days in Haro, the Battle of Wine outside Haro, Logroño’s San Mateo fiesta and numerous experiences that can be had in La Rioja–in Ezcaray and the southern mountains, Santo Domingo and in wine towns such as Briones, San Vicente de la Sonsierra and many other places–still make the region a magical place for those who know the area, its history, its bodegas and its wonderful restaurants and tapas bars. 

Some people see the changes that modernity has wrought and lament the days of the past, but I have seen Spain grow and modernize over a period of more than forty years and I have come to realize that the question should not be about whether traditional or modern is best, it should be about what is really good.   For too long, the priority of modern Spaniards was to throw off the shackles of the Franco era and plant both feet in the modern era.  This caused the criteria to be skewed.  There was a general feeling that anything new, modern, innovative had to be good by definition and therefore most relics of the past must not be so good, when the real criteria should be: What is based on quality is good, what is not, is not.  Just being new, modern and innovative is not all necessarily good.  Some innovation turns out to be quite bad and sometimes it is in bad taste. 

The same goes for some traditions, which often are used to keep people anchored in the past–the status quo is more to the point–though the best of customs, which were at sometime in history, new, modern and innovative, tend to survive and for good reason.

In wine and gastronomy, I have long maintained that it is not tradition nor innovation that is the question.  The question is: Is it good?  For instance, I believe that Spanish modernized traditional cuisine is some of the best food on the planet.  There are great traditional cuisine restaurants in Spain and also some very bad ones.  And as we know, there are a number of exceptional Spanish, Basque and Catalan cocina de vanguardia restaurants, many inspired by elBulli, but I think it is telling that many of the vanguardia maestros are opening tapas bars and restaurants with modernized and evolved traditional dishes on the menu.

As far as modern Rioja wines go, it is the same.  There are great tradition-based, evolved wines in la Rioja and there are good modern wines, but too many of the modern wines seem to be imitating wines from such places as Napa Valley or even nearby Ribera del Duero, making a style of wines that they think the market is asking for.  Now wine drinkers in droves are turning against overripe, overly alcoholic, overoaked and over-manipulated wines, which for the last decade or so have bordered on religion for most modern wine writers.  Now, that change is in the air and Parkerismo is on the wane, it will be interesting to see how all those who have steadfastly been proselytizing for such wines will change their deeply held beliefs about how such manipulated wines are actually superior to honest wines that taste like the place from which they come and that drink very well with the food of that region. 

Wines with a true sense of place–it can be terroir or it can be a style of wine like Sherry or Champagne or like La Rioja wines used to be–are unique, not copies.  And when unique wines find a successful place in markets outside their regions, their long-term success is dependent on that uniqueness that sets them apart, not a sameness which makes them as generic as Brand X and thus much more sensitive to price competition.

You have always said that your favorite Riojas are from the ‘Barrio de la Estación’ in Haro. What do you like about them?

The great gran reservas like Cune Imperial, Cune Viña Real, Viña Tondonia, Viña Bosconia, Muga Prado Enea, La Rioja Alta’s Viña Ardanza, ‘904′ and ‘890′ and, outside the Barrio de la Estación, Bodegas Riojanas Viña Albina and the great Monte Real, Marqués de Riscal and Marqués de Murrieta Castillo de Igay were fabulous wines, each distinctly different from one another, but all long-lived (I have had many that were from 40-70 years of age and still vibrant and delicious).  These were remarkable wines by any discerning wine lover’s standards.  And as recently as October 7th, at Arzak, Mariano, Arzak’s sommelier found a wonderful Bodegas Bilbainas Viña Pomal 1962, which he served us in honor of the birth year of American Iron Chef Michael Chiarello (Bottega, Napa Valley).

Do you think it’s been a mistake for Rioja winemakers to follow the new world trends of high alcohol and a meaty structure? Have they dialed this back or are a lot of wines still too modern?

Now that we are in very tough economic times both in Europe and the United States, this approach to winemaking can be disastrous for all but a few who can pull it off.  And anyone who wants to sell such wines in the future had better brush up on their Chinese, because Western markets are turning against such excesses big time.  The market is also   turning against wines in heavy bottles, which are very expensive to make and transport,  ecologically unwise,  and, more often than not, have been shown to hold wines that are not only expensive, they are usually not very much fun to drink and are often the opposite of what a wine with charm, grace, harmony and balance should be. 

In my estimation, it is not the time-honored wines of La Rioja that the Barrio de la Estacion, Riscal, Bodegas Riojanas and Murrieta were once known for that will be considered the greatest dinosaurs in the near future, it will be the overwrought, Parkerized, monster wines that never really existed a decade or so ago.  (By the way, what do the makers of such wines not understand about the value of second glass and second bottle sales, which are much more likely to happen–by multiples of multiples–with wines that have 12% – 13%, are not fat and overripe or overoaked?)

Most of the garnacha here has been grubbed up and replaced with tempranillo. What has garnacha contributed historically to our wines and can Rioja reds make it as single varietal tempranillos?

More to the point, “Most of the garnacha here has been grubbed up and replaced with a clone of tempranillo that is prolific and produces insipid wines that need over-ripeness and new oak flavors to make their point, are getting less and less palatable by the day to the broad market out there and for which a lot of marketing dollars have to be spend to sell such wines.

Garnacha was an essential component in a number of great Rioja wines such as Cune Viña Real.  Garnacha and mazuelo added to Tempranillo made many Rioja wines great, complex, multi-faceted and delicious.  Who decided that monovarietalism was a virtue?  The press, who are not winemakers, nor the real consumers of wines?  Oh, well, as Navarra has realized since they ripped out a lot of their exceptional garnacha vines, Aragón, now dubbing itself as the Kingdom of Garnacha, is not that far away.  And should Rioja’s bodegueros change their minds about blending other grapes into the increasingly uninterested tempranillo clone now planted in so much of the region, perhaps a pipeline to Campo de Borja, Cariñena or Calatayud should be considered.

Is there any hope for white Rioja?

The future for Rioja white wines, which I view as extremely dim, will probably have to have its roots in the past.  Viura is an insipid grape.  Among the many wines that I have sampled that were made from that grape from across Spain (counting those that go under the name Macabeo, Macabeu), I have yet to encounter a great one.  (I don’t count the aged R. López de Heredia Viña Tondonia Blancos, which owe as much to winemaking technique and to the blend of other grapes as to Viura itself.) 

Basilio Izquierdo’s B. de Basilio Blancos are the best white wines that I have tasted in La Rioja, but the true base for those wines is Garnacha Blanca.   Any future hope for white wines in La Rioja should be based on the blends prevalent in the past: Viura with Garnacha Blanca and Malvasia. 

And rather than planting Chardonnay and trying to make more insipid, copy-cat white wine that has to be manipulated in the cellars to have any interest at all, I would strongly consider planting good clones of Godello in the higher elevations.  Now, there, in my humble opinion, is a grape with a future.

The Marquis who salvaged Rioja wine

I’m reading a fascinating book (originally a doctoral dissertation) about the founding of the Marqués de Riscal winery in the mid-19th century, titled El Marqués que reflotó el Rioja (The Marquis who salvaged Rioja wine).

One of the most interesting chapters discusses the marquis’ role in the Médoc Alavés project.  For those of you who don’t know what that is, it was an experiment sponsored by the government of Álava from 1862 to 1868 to attempt to make wine in Rioja using vineyard management techniques and winemaking processes from the Médoc.

I was surprised to read that the marquis, Camilo Hurtado de Amézaga, was only responsible for hiring the Bordeaux winemaker – Jean Pineau from Château Lanessan – and arranging for the shipment of a number of 225-liter oak casks from Bordeaux as well as 9.000 vine shoots of different varietals for the nine wineries that participated in the project.  Hurtado de Amézaga did not participate in the experiment himself.

Even more interesting was the choice of varietals:  johannisberg riesling, semillion, purmint (furmint?), pinot gris, pinot blanc, pinot noir, cabernet sauvignon and two totally unknown varietals, at least to me:  moissac and pieponille.  A quick look at Jancis Robinson’s Vines, Grapes and Wines revealed that moissac is a synonym of mauzac blanc, a white variety planted in southwestern France, especially in Gaillac, while pieponille is likely a misspelling of picpouille, a minor red variety in Châteauneuf-du-Pape.

Therefore, the Médoc Alavés project seemed to favor white varieties over red and more emphasis on varieties from eastern, southern and northern France than on those associated nowadays with the Médoc.

In any case, the Marquis of Riscal hired Jean Pineau for his own project after the Médoc Alavés project was judged a failure due to higher production costs and poor harvests which failed to enthuse the rest of the wineries from Álava.  As a matter of fact, the varietals planted in Riscal’s vineyards in the period immediately before the onset of phylloxera at the very beginning of the 20th century were:

  •  tempranillo 76,37%
  • graciano 7,38%
  • calagraña 4,94%
  • mazuelo 4,57%
  • jaén 4,38%
  • garnacha 1,81%
  • morisco 0,55%

Four of the seven varietals (tempranillo, garnacha, mazuelo and graciano) are official varieties in Rioja today, while calagraña is still present in Rioja, although today included in ‘other varietals’ by the Rioja Regulatory Council.

It seems pretty clear to me that Riscal’s project had more to do with vinifying red varieties and aging in oak casks than producing white and red wines from French varietals like his neighbors.

If anyone is interested in reading this fascinating book (sadly only available in Spanish), it can be found in the gift shop at Marqués de Riscal or through the publishing house LID Editorial Empresarial, S.L.

We review the Wine Future Rioja 09 conference

The Wine Future Rioja 09 conference was held here on November 12 and 13.  Organized by Pancho Campo, Spain’s first Master of Wine, the event was touted as the most important gathering of luminaries in the wine business.  The cost was steep, about $1,500 for the two-day event, including a megatasting given by Robert Parker, arguably the world’s most influential wine writer.

Initially I was going to pass because of the price but finally I was able to attend, thanks to a complimentary invitation from one of the sponsors, Marqués de Riscal, whose finance director Fernando Salamero was my boss for 15 years while I was the director of the Rioja Exporters’ Association.

When I saw the list of speakers I was a little disappointed, because most of them were my age or older, which didn’t seem to jive with the idea of the future of our industry.

 Having said that, I especially enjoyed the presentations about social media (Ryan Opaz, Gary Vaynerchuk and Jeremy Benson), Miguel Torres’ talk about climate change and what Torres is doing about it, Robert Joseph’s thought-provoking talk about making wine easier to understand, Tim Hanni’s presentation about taste perceptions and Nicola Jenkin’s talk about packaging.

I personally feel that an important issue for the future of wine is overcoming the major hurdles small and many medium-sized wineries have to overcome just to find a route to market.  We can talk about empowering consumers all day but if consumers can’t buy certain products because of

  • the increasing concentration of distributors (USA)
  • the increased power of supermarkets and the demise of traditional retailers (UK)
  • the impossibility to sell wine through the internet between countries in the European Union
  • the difficulties small US wineries face to sell directly to consumers in different states (although this is improving)

these brands are handicapped.

In Europe, traditional wine producing countries face decreasing per capita consumption of wine and a lack of interest on the part of young consumers. There was a lot of talk about being able to connect with consumers but nothing was said about strategies to interest young consumers from Spain, France and Italy to wine.

I think there should have been more emphasis on these real issues facing our industry.

Parker tasting:

We tasted 20 wines (18 garnachas and two Riojas).  When the wines were announced in the program,there was a big fuss in Rioja about the absence of any Riojas and consequently, two were included at the last minute.  Parker defended himself by saying that he wanted to focus on the widespread international use of garnacha rather than on tempranillo, mainly used in Spain.  In addition, he stated emphatically that he didn’t want to give the impression that he was sacrificing his independence by promoting the wines in the region hosting the conference.  Fair enough,  but this explanation wasn’t well received by the locals because of the increasing range of garnachas from Rioja available here.  They weren’t, however, known by Mr. Parker, leading me to believe that their international distribution is weak (Garnacha producers from Rioja take note!).

Before the tasting, I, like most people, expected a symphony of overripe, overoaked, high alcohol fruit bombs, but was very pleasantly surprised, especially by the seven Châteauneuf-du-Papes, none of which had seen any oak at all.  All of them were really elegant and showed both the place they were from and the characteristics of the garnacha grape.  The 1945 Marqués de Riscal was superb.  I also liked the Clos Erasmus from Priorat (not at all inky and inscrutable), Espectacle from Montsant, the Clarendon Hills Old Vines and the Killakanoon from Australia.  On the down side, I didn’t think the Contador (from Benjamín Romeo in Rioja) was ready to drink yet and the Aquilón and Atteca Armas (both from the neighboring region of Aragón and sold by the Spanish specialist importer Jorge Ordóñez) had too much new oak , obliterating the fruit, for my taste.

 I was also fortunate to help a local journalist with his interview with Parker. In the interview he defended himself from his detractors by saying that he had an eclectic palate and that he was displeased with two of the wines in the tasting because they were overoaked!

He came across as a passionate, sincere, fiercely independent guy , which I liked.

I enjoyed the event because of the social media presentations, the networking oportunities it gave me and chatting the other speakers, most of them old friends.

However, next time, I hope distribution and social networks are at the top of the agenda!