To Everything (Turn, Turn, Turn)
There is a season (Turn, Turn, Turn)
And a time to every purpose, under Heaven
– The Byrds
Let’s play a little game of word association. I say “Carneros” and you say… ___________.
Budding wine geeks and geekettes out there would likely answer “Pinot Noir” or “Chardonnay” or “Sparklers” or “Unimpressive-In-Recent-Vintages.”
But the answer we’re looking for today is… wait for it…
Our story today not only involves Carneros, it also involves turns, banks, and several groan-worthy, near-pun plays-on-words. Oh, yeah, and some very good wine as well (you didn’t think I leave that part out, did you?).
A couple of weeks back, I dragged my worn-out and slightly-hungover bones over to the fine Farmstead restaurant in St. Helena to meet up with former investment-banker turned wine brand owner (and first-class personality dynamo) Emily Richer. Over a “light” lunch of amazingly fresh garden produce made into phenomenal but artery-clogging, buttery delights, Emily and I chatted (and chatted, and chatted – we’re both talkers) about her new wine venture, Virage Napa Valley. Emily had come with a preview, label-less bottle of Virage’s inaugural release.
It’s from Carneros. But it’s not a Chard, a Pinot, or a sparkler.
It’s a blend made primarily from Cabernet Franc. And it’s pretty damn good.
Is Emily nuts for trying to establish a new brand in today’s hostile market – especially when she’s banking on a variety that still isn’t relatively well-known to most wine consumers (and even to some wine store employees)? Her backers don’t seem to think so…