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In Memoriam: Pio Boffa by Tom Maresca

May 1, 2021 by Tom Maresca

Below is an article on the passing of Pio Boffa of Pio Cesare wines by Tom Maresca. Like Tom, I knew Pio for almost 40 years and on a number of occasions Tom and I would visit him in Alba or see him in NYC. I remember Pio telling me that he enjoyed visiting New York because he was able to get more business done over breakfast here than in a month in Italy.  Michele and I will always remember having dinner at his home in Piedmont outside of Alba.  Many of the dishes were topped with white truffles, which we savored.  But Pio said that he was sorry we could not stay longer because the truffles would be even better in a week or two.  We were, too.

Here is my friend Tom Maresca’s tribute to Pio Cesare.  I could not express me feelings better.  

Tom’s Wine Line.  http://www.Ubriaco.wordpress.com 

Another melancholy post, another great loss to the Italian wine world.  Just a few weeks ago, Pio Boffa, the owner and driving force of the Pio Cesare winery, died of Covid. He was a very young and lively 66, and his totally unexpected death came as a great shock to everyone who knew him.

Some of my colleagues have already posted fine memorials of Pio, notably Alfonso Cevola and Tom Hyland, but I needed a little time to adjust to his departure. I will keep this contribution short and personal.

Pio was one of those people you couldn’t imagine ill, much less deathly ill. It had never occurred to me that I might outlive him.  He seemed to have inexhaustible founts of energy. He ran the winery with constant attention to seemingly everything. He travelled frequently (some of us thought continuously) non-stop to all parts of the world, creating or strengthening markets for Piedmont wines wherever he went. He would step off a plane from Hong Kong one evening, return to Alba in the morning, and host a tasting dinner for journalists and retailers that day, all with apparently undiminished energy and a genuine and infectious enthusiasm.
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I’ve known Pio for more than 40 years. We regarded each other as friends – but then, almost everyone who dealt with Pio for more than ten minutes regarded him as a friend: he was simply that kind of guy.  He was deeply Piedmontese in character, so much so that, for instance, the Pio Cesare winery remained faithful to some no-longer-fashionable wines, like Grignolino, of which it must be the last important producer. (If you don’t know Grignolino, you should: It’s a whole other face of the Piedmont, and Pio’s version of it is lovely.)

For all that, I thought of Pio as one of the most Americanized of all the Italian producers I knew. He had a kind of directness that isn’t all that common among winemakers (or anyone else with a product to sell). I loved to interview him about vintages and cellar techniques and the sorts of things that the Consorzio and other winemakers usually gave you very careful, very guarded answers to. Pio just told you the truth as he saw it: he was a no-bullshit guy. Whether that’s typically American, typically Piedmontese, or atypical of both, I’m not sure.

Some early, formative years in California – I believe working with Robert Mondavi – influenced him importantly. He retained from that experience a life-long love of oak, which shows most clearly, I think, in his cru Barolo Ornato, of which he was very proud. For me, with my aversion for wood flavors in wine, it was a subject of frequent disagreement with Pio. He would listen to my objections patiently, and equally patiently explain to me why I was wrong. He knew exactly what he was doing with Ornato, and he believed in it passionately, and I usually saw reason (as he phrased it) enough to grant that, except for the oak notes, Ornato was indeed a superb Barolo.

For all his pride in Ornato, Pio was traditionally Piedmontese enough that the wine he probably lavished the most attention on was his classic Barolo – what others were starting to refer to as their base wine, the traditional blending of Nebbiolos from different vineyards and different communes. Not Pio, though: If you click on the label image to enlarge it, you’ll see the bottom line says e non chiamatelo “base” – and don’t call it “base.” He always insisted that it was a classic – as was he.

Addio, Pio.

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Pizza Margherita Variations and More at Ribalta

One of the first restaurants we went to this month for Pizza was Ribalta. In fact we went twice. This post is about both visits and we sat indoors both times.

Starters

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Eggplant Parmesan — A classic version

unnamed (2)BonPanzerotti — Neapolitan potato croquettes, crisp on the outside and filled with melting mozzarella and bits of prosciutto

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The panzerotti are irresistible

THE PIZZA — We had three variations on Pizza Margherita

IMG_4864Pizza Pala — Light and airy crust with tomato, basil and mozzarella, baked in a slab.

unnamed (2)Mag PizzaPizza Margarita — Regular Neapolitan style pie

unnamed (2)Pizza meatPizza Margherita with prosciutto and arugula

IMG_4877Monte di Grazie Rosso 2011 The wine is made from 90% Tintore di Tramonti from very old ungrafted vines and 10% Piedirosso. The Tintore di Tramonti grows almost exclusively in the Monte Lattari Valley. The grape is harvested at the end of September, which makes it an early ripener for this area. This indigenous red grape variety belongs to the Tienturier family. Tienturier means dyed or stained in French. The flesh and the juice of these grapes are red in color. The anthocyanin pigments accumulate in the grape berry itself. The free run juice is therefore red.
This is a complex wine with earthly aromas, red fruit and a slight hint of black pepper and spice with good acidity that makes it a very good food wine. It was the perfect combination wth the food.

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Pizza: Tradition and Innovation

All through last winter and spring we rarely ventured out of the house.  The one food we missed the most was Neapolitan-style pizza fresh from a smoking hot oven with a crisp and blistered crust while the center remains soft.  So when our friend Ernie suggested we come to his home for pizza made in a Roccbox pizza oven, we were happy to oblige.


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The Roccbox oven is very small and portable and bakes one pizza at a time. It uses propane gas and reaches a temperature of 900 degrees, so hot that the pizzas can cook in just a minute or two.  Ernie’s son Jason and his wife Deborah were the pizzaioli that day and their pies were excellent.

Last Sunday, Jason invited us to his house for an afternoon of pizza and wine.  With fond memories of the summer’s pizza party in mind, we accepted.  He uses the same type of pizza oven.

IMG_4860We started with Roses de Jeanne Champagne–100% Pinot Noir from the 1.5-hectare lieu-dit of Val Vilaine. The production is very limited. Cedric Bouchard. This is a single-vineyard, single varietal, and single-vintage, zero dosage Champagne, organic farming, low yields and harvesting at the right moment. Only free run juice is used and fermentation is in stainless steel with indigenous yeast. There is no filtering, fining or cold stabilization. The wines are bottled with no dosage under less pressure. This is full-bodied Champagne with hints of fruit, spice, lively acidity a touch of pear, a note of dried flowers and a long and lingering finish.

IMG_4833Deborah made the pizza dough according to her special recipe

IMG_4845Bramaterra 1979 made from 70% Nebbiolo, 20% Croatina and 10% Vespolina. Tenuta Agricola Sella. The production area is in Northern Piedmont. The vines are 48 years old, the exposure is Southwest, the vineyard is at 300 to 350 meters the training system is guyot and the soil is volcanic in origin and reddish brown in color. Harvest takes place between September 22 and October 12. After the grapes are crushed, fermentation takes place in stainless steel tanks with pumping over and delestage. There is 30 days maceration for the Nebbiolo and 16 for the Croatina. The wine is aged in 10 hl Slavonian oak casks for 28 months. There were hints of faded roses, leather, blackberries and a hint of spice.

IMG_4834Foccacia — We started with a white pizza sprinkled with sliced garlic and a drizzle of extra virgin olive oil.  It was delicious plain, and possibly even better with thin slices of mortadella or prosciutto on top.

IMG_4835Pizza Margarita — The classic pie and just perfect

IMG_4837Pizza with Pistacchios — After a couple of traditional pizzas, we moved on to some innovative ones, including this one topped with chopped pistachios, shallots and herbs.

IMG_4841Pizza with pastrami, sauteed shallots and cheese.  It reminded me of an Alsatian Tarte Flambe’.  Some guests added a dab of mustard, but I liked it without.

IMG_4840Chateaneuf-du-Pape 1995 Domaine Du Pegau made from 80% Grenache, 6% Syrah, 4% Mourvèdre and 10% other varieties. The soil is mostly covered with pebbles, clay and limestone mixture tends to iron and sand. There is a manual harvest with no destemming. Natural yeast causes spontaneous fermentation which takes place in concrete tanks. maceration is for 12 days in 50hl old oak casks for 2 years. This is a big complex wine with black ripe fruit,  hints of cherries and plums, black pepper, leather and a touch of meat. It was the wine of the afternoon and will last for many more years.

IMG_4850 2Pizza with salmon.  Lightly smoked salmon topped this pie, one of our favorites of the day.

IMG_4846Pizza with sausage and mozzarella — always a crowd pleaser.

IMG_4853Pizza Margarita with bufala mozzarella.  Instead of cow’s milk mozzarella, this Margarita was made with bufala cheese.

IMG_4843Barolo Riserva 1964 Giacomo Borgogno and Figli 100% Nebbiolo. The grapes come from three different cru vineyards: Cannubi, Liste and Fossati. The winery is located in the center of the town of Barolo. The wine is aged at least five years in large oak barrels. This is a wine produced with traditional and natural wine making methods. Long fermentation and pumping over by hand takes place. Today the Farinetti family that also owns Eataly owns the winery. I have always had very good luck with older vintages of Borgogno. This is a classic traditional Barolo with hints of red fruit, tar, tobacco, violets, cedar and a touch of balsam.

IMG_4856Banana Cream Pie by Deborah.  For dessert, we moved on to another type of pie altogether, an all-American Banana Cream Pie with a graham cracker crust and fresh whipped cream topping.

IMG_4859The pie did not cooperate when cut, so we ate it from bowls with a spoon.  Is deconstructed Banana Cream Pie going to be the next big thing?  I highly recommend it!

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SLA Thai-Something Complete Different

A few weeks ago, our friend Ernie took Michele and I to SLA, a Thai restaurant near his home in Montclair, New Jersey. Ernie often speaks about this restaurant as one of his favorites and told us that it was very special because the owner and founder, Meiji Pattamasinghchai was taught to cook by a Thai food expert, her own mother who is a well known restaurateur in northern Thailand. In fact, the King of Thailand visits her restaurant whenever he is in the North of the country.

Today, Meiji’s brother Yanin and husband Paul, who are both trained chefs work together in the kitchen and devise their menu and daily special dishes. They pride themselves on sourcing the finest and freshest ingredients in the market every day.

SLA, which stands for Simple,Love, Authentic first opened in a nearby location about 6 years ago,

We started with some appetizers.

Gai Tod–Thai chicken wings with sweet chili sauce. The wings were irresistible coated in a sweet and spicy sauce.

Kanom jeeb–Thai steamed chicken and shrimp dumplings served with soy sauce

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Gui Chai–Asian chive pancakes served with soy vinaigrette

Next, we moved on to some main courses.

One Nam Thok Pla Tod–Crispy fried whole fish (or fillet) with issan dressing, bell pepper, herbs, diced scallion, lemongrass and roasted rice powder

IMG_4810Duck with Green Noodles

Pad See Ew-Flat noodles with chicken, black sweet sauce, and Asian broccoli

Ernie suggested we drink the Falanghina from Donnachiara. He always has a case or two on hand. It was the perfect combination with the food.

Beneventano Falanghina IGT Donnachiara made from 100% Falanghina The vineyard is the Torre Cuso, the best location for Falanghina. The soil is volcanic, chalky clay, the vines are 16 years old, the training system is guyot and there are 2,500 vines per hectare. The grapes are not destemmed or crushed before pressing. Cold fermentation is in stainless steel and there is extended maceration. This is a crisp white wine with citrus fruit aromas and flavors, nice acidity and good minerality.

Dessert was beautiful, and something I had never tried before.

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Home made Purple Sweet Potato Ice Cream, topped with coconut sauce and fruits. Not only was it good to look at, it was also delicious.

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The Return of Our Pizza Group to Keste

 

It has been over one year since our pizza group has gotten together. Ed Mc Carthy sent out emails to see who was interested in going out again. He reminded everyone that our theme would be the same — Champagne and Italian red wine with the pizza. Five of us gathered at Keste Wall Street.

IMG_4773 Roberto Caporuscio, now the sole owner of Keste Wall Street, was expecting us and made a number of special appetizers to welcome us before we had the pizza.  He told us that he had been working on some new dishes during the long months on lockdown.  

IMG_4774We began with Meatballs.  Roberto told us this was his mother’s recipe and they were very good, firm textured and meaty.  

 

IMG_4778Panzerotto, a large fried pocket of dough filled with mozzarella and tomato.

 

IMG_4780At first I thought this was an arancini or rice ball, but Roberto told us it was a large burrata cheese, rolled in a batter and deep fried.  When we cut it open, small balls of mozzarella in cream tumbled out.  

 

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A small timbale of lasagna came next.

IMG_4788Roberto’s Roman style pizza was crispy and light.

IMG_4781Champagne J. Lassalle Brut Premier Cru 2008 made from 60% Chardonnay and 40% Pinot Noir The average age of the vines is 50 years and the soil is clay and limestone. Grapes are crushed in a traditional wooden press. The must rests for 12 to 24 hours to allow the juice to settle. Alcoholic fermentation lasts for 8 to 10 days. Malolactic fermentation takes place to soften the acidity. The blend of grapes changes every year. Secondary fermentation is in bottle for 6 to 8 weeks. Bottles are riddled in pupîtres and adjusted a quarter turn at a time for 6 weeks. The wine is aged 10 to 11 years on the lees. It is only made in great years, current vintages are 2007 and 2008. Disgorgement: December 2017 and the dosage is 8g/l. This is an elegant silky, concentrated complex wine with subtle citrus fruit and a long finish and very pleasing after taste. It was drinking very nicely.

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Pizza Margherita — a classic and my favorite.

 

IMG_4797The Padrino — Pizza with spicy  soppressata, tomatoes and smoked cheese.

IMG_4799Pizza Montanara — the dough for this pizza is fried first, the toppings are added and then it is baked.  The result is a light and crispy pie.

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Krug Rose NV it is a blend of 22 wines from 7 different years, the youngest is from 2012 and the oldest from 2006. Made from 40% Pinot Noir, 32% Meunier and 28% Chardonnay. The wine was completed with 11% traditional macerated Pinot Noir of the year from a special plot in Aÿ to add color and structure. Reserve wines made up 71% of the final blend. It is aged for 7 years. Ed Mc Carthy, the author of “Wine for Dummies” and “Champagne for Dummies” said this is one of his two favorite Rose Champagnes. There is elegant fruit, a note of spice, hints of fig, orange peel and a touch of gingerbread. I have to agree with Ed this is very impressive Rosé Champagne.

 

IMG_4800La Pastiera, a traditional Springtime dessert from Napoli.  This is a ricotta cheesecake made with wheat berries and orange peel. 

 

IMG_4801Pistachio Gelato — rich and nutty.

IMG_4802Caprese Chocolate cake and ice cream.

There were problems with the red wine but it did not really matter. We were all very happy to be out at Keste drinking Champagne at eating the Pizza made by Roberto

 

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Dinner in the Garden at I Trulli

Now that we have had our second vaccinations, Michele and I are starting to go to restaurants again.  This week, we went to I Trulli, which is a short walk from where we live. It has one of the best gardens in the city and with the heaters on, we decided to sit outside where we were very comfortable.

IMG_4526Nonna Dora’s homemade focaccia and creamy ricotta arrived at the table.

IMG_4542We drank Chianti Classico Vigna Vecchia Gran Selezione 2016 DOCG Montefili made from 100% Sangiovese from a single vineyard called Vigna Vecchia planted in 1981. The training system is spurred cordon and fermentation is in stainless steel tanks with indigenous yeasts. The wine is rotated between 30HL and 10HL oak barrels for 26 months and 8 months in bottle before release.  This is an elegant wine with red and black fruit aromas and hints of blueberries and cherries and a hint of violets. I visited the winery in 2019 and was very impressed by the wines. They also have half bottles.

IMG_4528We also had homemade panzerotti, like miniature calzones, one was stuffed with mozzarella and tomatoes and the other with scallions and anchovies.

IMG_4527I had a soup of lentils and sausages, which was excellent.

IMG_4531Michele had the fritto misto with artichokes, calamari and shrimp that she really likes.

IMG_4535I had the malloreddus, a Sardinian pasta served with sausage ragu.

Dora Marzovilla, known as Nonna Dora, makes all of the pasta and is the mother of the owner, Nicola.

IMG_4538Michele had the cavatelli with broccoli rabe and chopped toasted almonds.

IMG_4540A drizzle of the new season extra virgin olive oil completed the dish.

IMG_4546A delicious lemon tart with raspberry sorbet was the finishing touch.

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Hermitage and Quail

We have been eating all of our meals at home for months now, and Michele tries to make a variety of dishes. This can be a problem because we usually order the ingredients on line.  Sometimes the item she has in mind is not available, or worse, when the order comes it is missing. Recently Michele ordered some quail, which she knows I enjoy.  Luckily, they came and we planned a meal around it. What to drink was not a problem.  I chose Hermitage.

IMG_4280We started with a simple version of Croque Monsieur, a grilled prosciutto and cheese sandwich.

IMG_4287Hermitage 1999 “La Chapelle” Paul Jaboulet Aine made from 100% Syrah planted in a diversity of terroir. The age of the vines is 40 to 60 years. The grapes come down from the slopes of l’Hermitage on small sledges and then are sorted manually and vinified traditionally in the cellars. The final assembly is made during aging in the cellars in wood for 15 to 18 months. During this time the wines are also racked. This is a complex and elegant wine showing no signs of age. It has hints of black fruit, black cherries, spice and leather. It has a long finish and very pleasing aftertaste and is a very impressive wine.  It was the perfect companion to the meal because of the depth of the aromas and flavors.

IMG_4282Quail in the pan.  Michele braised them with prosciutto, sage and white wine.  They were meltingly tender.

IMG_4283Quail in the dish, with roasted Brussels sprouts and mashed potatoes.

IMG_4288Dessert was pears poached in white wine with lemon and cinnamon.  Topped with a few raspberries.

IMG_4291Café and my favorite red wine and fennel taralli cookies, which always remind me of Rome.

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Daniele Cernilli on Bruno Giacosa

The great wines of Bruno Giacosa

by Daniele Cernilli 02/08/21 | 
I grandi vini di Bruno Giacosa DoctorWine

Giacosa’s wines, like all the world’s great wines, express elegance more than boldness and structure and they have a very great propensity to age.

I met Bruno Giacosa in February 1980 at one of first editions of the Nonino Risit d’Aur prize. I was with Gino Veronelli with whom I was working and I was just 25 years old. During the luncheon they served a wine that, even if I was still a novice, I thought was fantastic. I then told Veronelli: “Not bad, this Nebbiolo”. His reply was: “You, cretin! This is not a simple Nebbiolo, this is a 1971 Barbaresco Santo Stefano Castello di Neive”.

Sitting in front of me was a man wearing glasses who smiled at the scene he just witnessed. It was Bruno Giacosa. I apologized, voiced my appreciation of his wine and we began to talk using the formal third person “lei” distinction, which we did for as long as I had the pleasure of knowing him.

As many of you know, Giacosa was one of the key figures in the world of Langhe winemaking. For many years not only did he select the grapes for the wines of his estate – Barbaresco (the winery is in Neive) and Barolo, as well as Arneis (of which he was one of the first producers) and a Spumante Metodo Classico made with Pinot Noir acquired in Oltrepò Pavese – but he also worked as a consultant, especially for Fontanafredda, for whom is acquired massive quantities of Nebbiolo grapes from the Langhe.

Up until 1996, when he acquired the Falletto di Serralunga estate, he got his grapes from historic suppliers who cultivated their vineyards under his close supervision. Thus he had a unique experience with and knowledge of the vineyards in the Langhe that few could match.

I could go on forever with anecdotes about his wines. One involves a wine that is no longer produced, Barolo Riserva Collina Rionda, and in particular the legendary vintage 1982. It took place during the finals for the Tre Biccheri (Three Glasses) award and we were in Bra, at the Boccondivino restaurant, the historic headquarters of Arcigola first and then Slow Food, before they moved to Agenzia di Pollenzo. Aside from yours truly, those present included Gigi Piumatti, Piero Sardi and Carlo Petrini and at the time we were proud supporters of the Barolo Boys and their new winemaking approach. This did not mean that we underappreciated the “traditional” producers but we thought the “new” producers, who were then young as were we, were more interesting because they sought to make Langhe wines in a different way.

During the tasting, which was rigorously “blind”, one wine split the jury. I liked it, others did not as much. But at a certain point, Petrini said: “Hold on, this is a very great wine. Either we choose it for the award or I’ll chain myself to the table until you agree with me”. Fortunately, we gave the prize to this wine and it was, in fact, Collina Rionda 1982.

The reason why this wine was subject to such discussion was that, as I tried to explain in my editorial dedicated to blind tastings, certain wines take time to reveal themselves. They have extraordinary elegance and a great propensity to age, while their structure is less imposing, they are more austere and, in a blind tasting, they risk not being fully understood if the proper amount of attention is not paid to them. This was an emblematic example but it is also true for many of Giacosa’s wines as well as those of other great traditional Langhe producers.

I, personally, adore Giacosa’s Barolo and Barbaresco, especially those that have the red label, which Bruno reserves for the wines he thinks are particularly good, and consider them to be among the best in the world. And like all of the world’s great wines, those of Rousseau to the great reserves of Biondi Santi, they express elegance more than boldness and great structure. They are marathoners, not middle-distance runners, and with aging they reach levels of complexity unreachable for other wines. This is the result of something one learns over time, listening to this wines with attention and respect, with the awareness that if you do not understand them this will place a limit for those who taste them.

FROM CHARLES:

Thank you, Daniele(aka Doctor Wine), for this enlightening article.  In the spring of 1985 Sheldon Wasserman published his book “Italy’s Noble Red Wines.” Sheldon invited his publisher and  Dominic Nocerino, of Vinifera Imports to my home to celebrate the occasion. Dominic had just moved from Chicago to NY and was the importer and distributor of the wines of Bruno Giacosa. Giacosa was already one of the top producers in the Langhe and I really liked his wines. Dominic brought the 1964 Barbaresco Santo Stefano Castello di Neive. I still remember the wine and it might be the best Barbaresco I ever had the pleasure to drink.  I felt that I had to go and visit the winery.  In the summer of 1985 I travelled to Piedmont and visited the Giacosa winery with Ed Mc Carthy and Mary Ewing Mulligan, MW.  It was a wonderful visit, and only the first of many that followed over the years.


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Lunch with a Friend

We invited a good friend to join us for lunch the other day.  He brought a bottle of Notarpanaro, a wine that I used to drink frequently a number of years ago. Somehow, I had lost track of the wine so I was glad to see it again and we all enjoyed it.  

IMG_4220For starters, Michele made crostini with toasted ciabatta bread topped with marinated roasted peppers and shavings of Parmigiano-Reggiano.

“Notarpanaro” 2011 Negroamaro Salento IGP Rosso Cosimo Taurino made from 100% Negroamaro from a 40 hectare plot located on a plain of 40 year old vines. The exposure is north/south and the soil is of medium consistency. There are 5,500 plants per hectare and the training system is small tree spurred. Harvest takes place the end of September. Automatic winemaking in temperature-controlled stainless steel tanks. Fermentation lasts for 10 to 15 days and maceration lasts for 7 to 10 days. The wine is aged in 2.25 hl French oak barrels of second, third and fourth passage for 6 to 8 months. This is a wine with hints of prune and other dry dark fruit aromas and flavors, a touch of spice and a note of licorice.  It was a perfect combination with the pasta.

IMG_4263Pasta ready to serve

IMG_4266Mezze Maniche with cherry tomato sauce and fresh bufala ricotta.

IMG_4262Peppers, onions and potatoes ready for the oven.  When partially cooked, Michele add sausages to the pan.

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Sauteed broccoli rabe with garlic

Sausages, peppers, potatoes and onions out of the oven

IMG_4007Irpinia Aglianico 2016 “Memini” Az. Ag. Guastaferro made from 100% Aglianico. The wine bursts with sweet ripe fruit flavors of cherry, raspberry, strawberry and pomegranate. It has a wonderful fruit filled finish and a very long aftertaste. It was a very interesting Aglianico and I have never tasted one like this before. Daniele Cernilli (aka Doctor Wine) in his book The Essential Guide to Italian Wine 2020 states: … In 2002 Raffaele Guastaferro inherited 10 hectares from his grandfather with over 100 year old vines trained using the old starseto (pergola Avellinese) method…creating a very interesting style for the wines that were also based on tradition. I liked this wine so much when I had it for Christmas at the home of Tom Maresca and Diana Darrow that I wanted to serve it to my guest.

IMG_4272On the plate

IMG_4274Dessert was simple.  Red Wine Cookies and espresso.

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Tom Maresca on Places or Grapes

What’s in a Name: Places or Grapes?

Tom’s Wine Line

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Europeans say Bordeaux and Burgundy, Americans say Cabernet sauvignon and Pinot noir. That difference isn’t merely cultural – though no cultural difference is really mere – but in a sense ideological. It points to two different orientations to wine and the wine world.

I was reminded of this recently by an online article of Daniele Cernilli’s called “Beyond the Varietal.” This was not another rehash of stories about the meaning of terroir, but a reasoned argument about what matters in a wine besides its grape variety. Essentially, Cernilli argues that to speak of, say, Richebourg, as Pinot noir is to completely miss what is distinctive about that wine; and to talk only about, say, Nebbiolo, is to fail to understand what makes Barolo Cannubi great. Here, I’m less interested in that than in why the US makes so much of varietals.

There are complex reasons why Americans think of variety first, many of them deeply rooted in the brevity of our history with wine. As a nation, we have no tradition of wine drinking, save for a few exceptional individuals like Thomas Jefferson, who championed it. But such examples only tended to push wine drinking and wine knowledge further out of the mainstream and to isolate it as an aristocratic interest of the landed and wealthy.

This of course was intensified by the whole area of wine being so completely dominated, for so long, in the consciousness of English speakers, by French wines, all of which bore place names that conveyed no information, in a language that many Americans continue to find impenetrable and unpronounceable.

I think it is safe to say that wine in the US did not begin to take hold among the general population until non-aristocratic Italians and other southern Europeans began arriving here in significant numbers. We Americans who now love wine owe a huge debt to those once-looked-down-upon spaghetti joints, with their checkered tablecloths and candles stuck in wicker-wrapped Chianti bottles. Those were probably the first wine bottles many Americans had ever seen. And drinking what had been in those flasks to accompany their “exotic” spaghetti and meatballs was probably the first experience of wine many of them had ever had. It’s important to remember that that world doesn’t lie very far in our past: It’s still relatively recent history.

The biggest part of American wine history of course belongs to California. How many of us remember when California produced Chablis, Chianti, Burgundy, and Rhine Wine – even Champagne? For a good many years, California marketed wines that way, until the fledgling European Union made ending that commercial appropriation of historic and important place names one of its chief goals.

That was when naming wines for the grape varieties that made them started to be the norm in America. It succeeded not just because it was the ethical thing to do, but largely because for a tyro wine drinking nation it was easier to learn and remember the names of a few grape varieties than all those European regional and town names. Varietal naming told you something about what was in the bottle that, unless you already knew a fair amount about wine, names like St. Julien or Chambolle-Musigny didn’t. And popular wisdom had it that connoisseur claptrap didn’t matter. Who cared who made the wine or where it was made? It was all Cabernet sauvignon or Pinot noir or Chardonnay, wasn’t it? (No prizes will be given for the correct answer to that question.)

That simplicity also greatly aided marketing, and it’s safe to say that marketing is king in America. You could order a glass of Chardonnay with your dinner, and for most people that was the end of it. You didn’t think about it, you had no opinion of it: It was safe and you hadn’t embarrassed yourself. Why complicate things by considering whether the wine was a good example of Chardonnay or not? What does that mean anyway? Besides, those who worried about whether they had gotten a good Chardonnay needed only to check its 100-point-scale score: Over 90 and you were gold.

You certainly didn’t want to complicate things further by worrying about where your Chardonnay was made: Napa? Sonoma? Paso Robles? Mendocino? North Fork? Finger Lakes? Where are those places? Who cares? My wine got 92 points from the Spectator and a whole paragraph of soft-core palatal porn from Parker:  I’m good. So what if it’s from a plot of land that until a few years ago grew scrub oaks and mesquite, and from a producer who until a few years ago was a roofing contractor? This is a brave new world, that has such markets in it.

And that of course is the point: Marketing is what it’s all about. Americans are not challenged to go beyond varietal in evaluating a wine because varietal is marketable, and knowledge and taste and judgement are not – unless you can articulate them numerically. How do you assign numerical value for 800 years of continuous grape cultivation in a single spot, dating back to Cistercian monks, or for generations of family winemaking? How many points is it worth for an Emperor to have had his troops salute a vineyard as they marched by? (There will be no prizes for the correct answers to these questions either.)

I know this sounds snobbish, but the inescapable fact is that anything that involves knowledge, let alone knowledge and taste, is snobbish. Oh, it’s true that in this country, some kinds of snobbery aren’t snobbish: We’ve all been bored to tears by a baseball or football super-statistician, or a micro-brewery maven, or by the person who knows everything that can be known about the Grateful Dead. Those lore lodes don’t involve too many foreign names, so they sound comfortably American – and they certainly don’t seem to imply that “you think you’re better than me,” which is what wine snobbery is considered to imply.

At bottom, I think it is that implicit non-egalitarian threat that has kept Americans wedded to grape varieties as their passport to wine, despite all the limitations of that approach. This may be changing, as more Americans do become more seriously engaged with wine, and as Europe, despite the best efforts of the EU, succumbs more and more to the attractions of mass marketing. Small European cheese makers have already felt the chilling effects of this process. Can wine makers be far behind? Probably not, so be a snob and enjoy it, while you still can. We may live to see the day when, to be sold in the US, St. Julien and Chambolle-Musigny and Barolo Cannubi will all have to be pasteurized. Absit omen.

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