The wine dilemma

Excellent piece in the NYT today by wine writer Eric Asimov about the motivations behind the choices of wine drinkers. He delves into recent research and soon-to-be-released books, some of which asserts that American wine drinkers are a big manipulative herd and, if tasting blindly, will often prefer the cheap plonk over the expensive bottle.

I've thought a lot about this too. I've wondered if I were given a glass of a $150 St-Emilion Grand Cru and one of my usual $7 cheapie Italians, would I be able to taste the difference? Well, I goddamn hope so. I've always assumed I could because St-Emilions have, in the few times I've drunk them, typically blown my mind. They're so elegant while my cheap Italian is so, well, servicable, amusing but ultimately, the work of a hack. It would be like comparing any nuanced performance by Juliette Binoche to Al Pacino from Scent of a Woman. Question is, could I notice the difference between, say, a $50 Cab from California and a big-tasting red from Argentina that was one-fifth the price? Dude, I only scored something like a 5/20 on guessing the Asian ethnicities of people in photos on alllooksame.com. I doubt I could be more discerning with wine.

This is the kind of taste test that Asimov is describing that is the basis of a book that's coming out later this month called The Wine Trials, which apparently concludes, among other things, that Americans can't tell the difference between expensive and cheap wines. Fair enough. The next real question is this: Who the fuck cares? I agree with the general public that wine marketing is manipulative, that the perceptions we have about price and quality are often out of whack with what we're served, and that we all are afraid of ordering the cheapest wine on the menu. But it's time the consumers take back control and books like The Wine Trials should form a wakeup call to us casual low-knowledge drinkers. In the past 15 years, wine consumption in the U.S. has grown more than 50% and still, despite the fact that we've become way more familiar with the stuff, Americans (and I think we in Canada fall in the same lot) are still really insecure about their own preferences. This is the conclusion that Asimov comes to and I totally agree.

Rather than call ourselves dupes, we consumers should take the high road unabashedly embrace what we do and don't like. If you're a fan of 4L jugs of Carlo Rossi, go ahead and lap it up. If you like $150 Burgandy from Beaune over the half-as-expensive Barone, good for you. It's books and articles like this that get me riled up in thinking that, for some reason, when it comes to wine, we never trust what our tongues tell us. It's about time we do. Only then can we force the wine press to start talking in a way that we all can understand and in a way that will encourage casual discussion. Talking about wine should be no different than how 15 year-olds debate the differences between a Big Mac and a Whopper. (For the record, I was a Quarter-Pounder-with-bacon-and-cheese man myself.)