Dry Who?

I have some pretty good excuses why I haven't written in a while. Hmm, let's see...

No time? Too tired? More pressing projects? You get the picture. My plate is very full these days. But I love my new role and feel invigorated despite the long hours and constant frustrations of the wine business.

I know what you're thinking..."yea right, what frustrations?" Isn't it all about the bucolic, wine country lifestyle? On the outside, it might look like that. But the truth is despite the many wonderful aspects of the wine industry, it can be frustrating as hell.

Let me give you some examples. I just returned from Los Angeles where I participated in the Sonoma County Vintners "Sonoma in the City" events. These are a series of trade and consumer tastings intended to showcase the many wonderful wines of Sonoma County. As the flagship winery of the Dry Creek Valley, it was important for us to be there.

It felt a bit like Groundhog Day as I looked around the room and recognized vintners who have been doing this for just as long as me: Julie Pedroncelli, Michael Deloach, Joy Sterling, to name a few. We are the hard working descendents of pioneering family owned wineries that helped shape the California wine industry.  So here's where the frustrating part comes in. I can't tell you how many people came up to my tasting table and said they had never heard of Dry Creek Vineyard. Furthermore, they didn't know where we are located. Ahem, doesn't the name Dry Creek give any clue? With SO MANY new wineries in the county today, (let alone the world) it's easy to get lost in the shuffle if you aren't careful. And apparently, it doesn't much matter that we've been at it for 40 years.

Twenty four hours later the converse occurred.  Fussy wine buyers are fixated on the obscure and unknown. Suddenly, it can work against you if your winery actually has a reputation and a loyal brand following. I experienced this first hand as I made a presentation to a very important buyer for a series of popular LA restaurants. While he was very impressed with the quality of our wines, the fact that our wines are distributed nationally, have decades of successful vintages under their belt, and a trusted brand reputation, in his mind's eye--these are a deterrent for adding our wines to his wine list. We are simply too well known.

Go figure. One minute no one has heard of us, the next we're too popular. Talk about frustrating!

Happily I returned to my office with a big surprise on my desk. A 2 page spread in Wine Spectator featuring our Fume Blanc and Heritage Zinfandel in their "Best of the West Under $25" story. 

Oh yea baby, that sure feels good!

"Dry Who" my arse...