It’s funny (as in “refreshingly interesting,” and not as in “ha-ha, I almost peed my pants!” or “ewww, well… that’s weird) how success in the wine business keeps getting redefined and reinvented.
To wit: by now, we shouldn’t be surprised that we’re seeing wine lovers migrate from the online wine world into viable writing and winemaking careers, but for whatever reason the Hardy-Wallace-type stories still seem oddly out of place in the wine biz. Oh, wait, it’s for “whatever” reason; the reason is that the wine world is still woefully behind on understanding that the online world is populated by actual human beings with actual passions, talents, and funding. Okay, whatever.
We can add another online-wine-wonk-to-promising-offline-wine-producer story to that growing lineup: that of Ed Thralls, who recently sent me samples of his personal project, Thralls Family Cellars.
A refugee from the east-coast (Atlanta) financial tech industry, Thralls was blogging and tweeting at the handle @WineTonite for some time, all the while building up real-world wine chops through an internship at Holdredge Wines, a stint in the Viticulture & Enology program at UC-Davis, and completion of the Certified Specialist of Wine qualification.
The result of Ed’s foray into personal wine branding is tiny quantities of Pinot Noir juice crafted from grapes purchased from interesting spots in Northern California, with an eye towards clonal selection, light use of new French oak, dollops of whole cluster and unfiltered processing, and generally trying to get the results under 14% abv. It’s Pinot that is promising – and elegant – enough that Thralls’ efforts probably ought to be considered for a seat at the “cool kids” table of In Pursuit Of Balance (and similar modern temples to the anti-largeness Pinot crowd; hey, I’m not complaining, I dig both styles)…
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It’s that time of month again, when we get all wrapped-up in the wrap-ups. This month over at Wine.Answers.com, I dealt in the rare (and long-overdue), the weird (two kinds, actually), and the wonderful:
- The Weird also comes to us by way of reviewing a sample of what I found to be rather odd wine accessory, CulVino’s Air Carafe. I just didn’t quite “get” this one, though I could appreciate where some (primarily those dealing with a lot of fruit flies buzzing around) might find it useful. I’m quite happy to be convinced of the Air Carafe’s usefulness, but I struggled to find a reason to pick one up unless you spend a lot of time drinking vino outside.
As if we needed any more evidence that consumer perception of wine isn’t all that materially different than how they interact with every other produce available in the market today, the results of a study titled In Vino Veritas? Social Influence on ‘Private’ Wine Evaluations at a Wine Social Networking Site published by Wine-Economics.org provides more proof that wine is not immune from the same type of crowd-sourced review influences that have become the norm of on-line product searching.
The study was conducted by staff from Seton Hall, Oxford and the University of Exeter, from their departments of Diplomacy and International Relation, Experimental Psychology, and Psychology departments, respectively (if you want to go up against their level of smarties, be my guest; I know when I see a battle not worth fighting). Their subject was an analysis of Cellertracker.com reviews, which makes sense since it’s currently the largest such repository on planet Earth.
To the tape (emphasis mine):
“We conducted analyses based on 6,157 notes about 106 wines posted by wine drinkers at a wine social networking site. Our findings suggest that social influence on private wine evaluations occurred by communicating a descriptive norm via written information. We provide empirical evidence that there is social influence on private wine evaluations that is greater than the effect of experts’ ratings and prices combined. This influence comes mainly from the first few group members, and increases as a function of source uniformity. “
Hmmmm. Science and data deal uninformed, incumbent opinions a blow yet again…
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