Affordable-wine crusader making lot of cents
Jon Bonnéunday, May 17, 2009
Silly me, suggesting to Fred Franzia - lord of Two Buck Chuck - that his wines are low priced.
"Who says we're lower priced? We're the best price. The others, I think, are overpriced," he retorts. "Maybe we're the ones who are right and everyone else is wrong because they're overcharging."
At a moment when expensive wines are fully in the doldrums, when high-priced Cabernets gather dust in warehouses, Franzia is sounding pretty logical.
After all, wine drinkers are trading down. Two Buck Chuck may have resonated in a sound economy, but these should be salad days for Franzia's Bronco Wine Co. in Ceres (Stanislaus County), which produces not only Charles Shaw but also Crane Lake, Napa Ridge and dozens more inexpensive (surely that term would fly) labels.
They are. Bronco's sales by volume are as much as 25 percent ahead of last year, Charles Shaw is currently running at about 6 million cases annually and no less a publication than the New Yorker profiles Franzia this week about his quest toward 100 million cases a year. Franzia says markets like China want to take Chuck global; next month he plans to unveil an Australian Chardonnay, Down Under, at half the price of Yellow Tail. His only worry seems to be that he might run out of wine - even though he controls reportedly 40,000 acres and buys far more in bulk. "We'll probably have to allocate. Imagine that."
After his endless battles with the wine elite - notably his unsuccessful court fight with the Napa Valley Vintners - irony drips off those words when Franzia says them. This is the year, after all, when cult-wine allocations are being busted, when retailers can cherry-pick the finest wines. And yet many wineries still won't flinch on pricing. Suddenly, Franzia's crusade against high prices - he still believes no wine should cost more than 10 bucks - has an eerie resonance.
Granted, the wisdom should be considered in context. Franzia still despises talk of terroir and insists appellations smaller than plain old California are "the worst thing to happen to this industry"; he shrugs off concerns about water supplies to his San Joaquin Valley grapes. He's also still facing blowback after a pregnant 17-year-old worker died last year while working a vineyard controlled by a company tied to Bronco.
But at a time when logic is a precious commodity in the wine industry, Franzia is working smart - reducing weights of most bottles by about 4 ounces. When you're Bronco, with an estimated 20 million cases per year, that's a lot less weight to be hauling around.
He's not the only one ready to capitalize on a down market. A handful of high-end labels are starting to trim prices, like Chappellet, which lowered the price of its 2006 Signature Cabernet to $42 from $51. But the pain felt around Napa Valley - Franzia's longtime foil - seems to fill him with glee.
Two Buck Chuck taps into a fundamental, inconvenient fact: At some point, most people want basic, drinkable and cheap. Yet it should feel respectable, which is why Franzia won't switch to plastic from the corks he uses in Charles Shaw (more an assemblage of small cork bits than a single piece of bark), despite an estimated $3 million savings. Chuck looks, basically, like a real bottle of wine.
And California's wine market bolsters Franzia's stance. Bulk wine - either a winery's excess or juice that didn't make the cut - is the engine of all those cheap labels. (Bronco has mastered the art of blending endless lots into something drinkable.)
Despite two slight vintages in 2007 and 2008, Napa and Sonoma wines face falling prices on the bulk market, while buyers increasingly seek cheaper Central Valley fruit. Chris Welch, a partner in the Ciatti Co. wine brokerage, is suddenly hearing from "higher-end guys" wanting to make under-$10 wines for the first time. In other words, to tangle in Franzia's world.
So Franzia is waiting for August, when top producers with wine still in tanks are forced to sell cheap before the 2009 vintage. If that wine ends up in Bronco's bottles, well, that's how Two Buck Chuck got started. "There's plenty of prestige, in my opinion, in being able to afford consumers wine at a price they can they can drink every day," he concludes.
A sage bit of advice for gentleman farmers out there, tending fields of attempted glory.
Jon Bonnés The Chronicle's wine editor. E-mail him at jbonne(a)sfchronicle.com or find him at sfgate.com/blogs/thecellarist.
http://sfgate.com/cgi-bin/article.cgi?f=/c/a/2009/05/17/FDFN17IDUL.DTL
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* Dr. James Ellingson, jellings(a)me.umn.edu *
* University of Minnesota, mobile : 651/645-0753 *
* Great Lakes Brewing News, 1569 Laurel Ave., St. Paul, MN 55104 *
Mmmmm. Champagne.
but $89 a year is a bit stiff. That's 3 bottles of
Champagne!
An in-depth guide to Champagne
Craig Lee/The Chronicle
It takes a steady hand ...
For as much as Champagne is beloved, there's a gaping void in advice about it once you move beyond the same few obvious names.
Part of this is intentional: Champagne more than most places is dominated by its largest brands (in turn run by large corporations with more than bubbles on their minds), and despite the endless enthusiasm of we writer types for many smaller houses, most have neither the money nor werewithal to compete. So Champagne remains wrapped in a well-woven mystique.
It has been a pleasure, then, to road-test the newly launched ChampagneGuide.net, created by Peter Liem, a writer and senior correspondent for Wine & Spirits who moved to the Champagne village of Dizy in 2006 from the United States. (Liem is also a contributor to The Chronicle.)
Liem is one of the keenest Champagne tasters around. After nearly three years of filling notebooks, he has turned his collected wisdom into one of the most comprehensive efforts yet on the subject, writing with an informed on-the-ground perspective that's virtually unmatched.
Profiles of more than 100 houses are already available -- a mix of famous names like Krug and obscure gems like Ulysse Collin. Liem plans to add more regularly; Champagne has thousands of producers, so he has no shortage of source material, but as readers of his blog know, he has a precise radar for newsworthy and talented vignerons, regardless of size.
The profiles are perhaps the most detailed anywhere, expanding on works like Richard Juhlin's "4000 Champagnes" and Tom Stevenson's "Champagne." Liem elevates them above the usual frothy prose, as he offers a sense of each house's philosophy, style and methods of working. (Example: Larmandier-Bernier finds spraying with a helicopter beneficial for its biodynamic regimes.)
Tasting notes -- with about a half-dozen for each producer, there's already more than 600 -- are equally thoughtful, with Liem's precise palate extending well beyond the usual mix of fruit. The Gatinois Brut Rosérand Cru is "a vividly aromatic wine, showing brambly notes of crushed red fruit with the peculiar sense of concentrated berries typical of (the Champagne town of) Ay."
Added bonus: A Google mashup map locates each producer, providing a valuable geographic anchor often missing from discussion of Champagne.
At $89/year, it is priced for the connoisseur. I asked Liem about the pricing last week, and he said he wanted to price competitively but felt that amount was the least he could justify for his years of work. (At a time when it's fashionable to give away your collected wisdom online, that's a laudable stance.) He intends to expand to other formats including, potentially, the dead-tree sort.
Of course, the price is about two bottles worth of good Champagne. If you drink more than that in a year, Champagneguide.net should prove a valuable guide through a region where quality is often obscured by endless layers of marketing fizz.
More at Champagneguide.net. (See a sample profile here.)
Y mucho mas: If you haven't yet checked out the 30/30 project by Chronicle contributor Paul Clarke to commemorate the fourth anniversary of his Cocktail Chronicles site, do so. Like so many bloggers (say it, brother) Paul found his original momentum for writing about new cocktails had flagged. This is his revival effort (currently on No. 27) with everything from the Tchoupitoulas Street Guzzle to more au courant picks like the Wibble. The only thing better than a week of cocktails is a full month; 30/30 is like cocktail grad school on overdrive.
Posted By: Jon BonnéEmail) | May 14 2009 at 01:50 PM
Listed Under: Champagne, Cocktails, France, Sparkling Wine, Spirits, Web
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* Dr. James Ellingson, jellings(a)me.umn.edu *
* University of Minnesota, mobile : 651/645-0753 *
* Great Lakes Brewing News, 1569 Laurel Ave., St. Paul, MN 55104 *
Zinfandel and Barbecue for Memorial DayA rib recipe from New York's Blue Smoke restaurant, plus nine great Zinfandels to pour alongsideLaurie WooleverPosted: Friday, May 15, 2009Memorial Day marks, in many parts of the United States, the start of outdoor grilling season, and the long holiday weekend affords you the time to do some proper barbecuing. Kenny Callaghan, executive chef and partner at New York's Blue Smoke, provided this flavorful recipe for baby back ribs that are seasoned with a savory spice rub, then started in the oven and finished on the grill. We've also included an excellent barbecue sauce recipe. And because barbecue and Zinfandel have a natural affinity, we've put together a selection of 9 recently rated Zinfandels to pour at the pincic table.BABY BACK RIBS
Rib recipe by chef Kenny Callaghan of Blue Smoke; sauce recipe adapted from Steven Raichlen's How to Grill (Workman 2001).For the rub:
• 1/2 teaspoon cayenne pepper
• 1/2 teaspoon Spanish paprika
• 1/2 teaspoon granulated onion
• 1/2 teaspoon ground black pepper
• 1/2 teaspoon ground white pepper
• 1/2 teaspoon kosher salt
• 1 teaspoon granulated garlic
• 1 teaspoon ancho chile powder
• 1 teaspoon chile powder
• 1 teaspoon ground cumin
• 1 teaspoon celery salt
• 2 teaspoons sugar
• 1 teaspoon dark brown sugarFor the meat:
• 2 full racks baby back ribs, skin removedFor the barbecue sauce: (you may also use your favorite recipe or prepared sauce):
• 2 cups ketchup
• 1/4 cup cider vinegar
• 1/4 cup Worcestershire sauce
• 1/4 cup firmly packed brown sugar
• 2 tablespoons molasses
• 2 tablespoons Dijon mustard
• 1 1/2 tablespoons Tabasco
• 1 tablespoon chili powder
• 2 teaspoons liquid smoke
• 1/2 teaspoon freshly ground black pepper1. In a large bowl, combine all the rub ingredients and mix well. Place both racks of ribs on a cutting board or wood slab. Gently massage the rub mixture into the ribs, making sure to coat well. Cover and refrigerate for 12 to 24 hours.2. Pre-heat oven to 300°. Place ribs on baking sheet in pre-heated oven. Ribs should cook for two hours, or until tender.3. While the pork cooks, make the barbecue sauce. Combine the ketchup, vinegar, Worcestershire sauce, sugar, molasses, mustard, Tabasco, chili powder, liquid smoke and black pepper in a nonreactive saucepan. Bring to a boil over medium-high heat. Reduce heat to medium and simmer 10 to 15 minutes or until sauce is dark, thick and rich. Adjust sweetness, sourness and hot pepper to taste.4. Heat your outdoor grill to high heat. In a small saucepan, warm the barbecue sauce over low heat. Remove the ribs from the oven and transfer to the grill. Cook for 5 minutes,
then turn and cook for an additional 5 minutes. Brush the warmed barbecue sauce over the meat and cook the ribs for 2 minutes more on each side. Remove from the grill and let sit 5 minutes.5. Using a sharp knife, cut ribs in between bones. Serve immediately. For saucier ribs, apply a second coat of warmed sauce just before serving. Serves 6 to 8.ZINFANDELS FOR MEMORIAL DAYORIN SWIFT The Prisoner Napa Valley 2007 Score: 92 | $35Offers both style and structure, with lively aromas of black raspberry, cracked pepper and mocha that lead to plush, layered flavors of wild berry, fresh sage and licorice. Ripe tannins sneak in on the finish. Zinfandel, Cabernet Sauvignon, Syrah, Petite Sirah, Charbono and Grenache. Drink now through 2014. 39,000 cases made. —T.F.SEGHESIO Zinfandel Sonoma County Old Vine 2006 Score: 92 | $36This is what great Zinfandel is all about. Ripe but balanced with lively acidity, jammy but concentrated and well-structured. Offers
fresh wild berry, raspberry, vanilla and cracked pepper notes, but with layers of intriguing sage, lively mineral and smoke accents. Drink now through 2014. 8,600 cases made. —T.F.RIDGE Geyserville Sonoma County 2006 Score: 90 | $35Just like the tasty Sonoma field-style blends of yore, with distinct toasty dill and berry cobbler aromas and zesty raspberry, cracked pepper and earthy sage flavors that end with slightly rustic tannins. Zinfandel, Carignane, Petite Sirah and Mataro. Drink now through 2015. 12,000 cases made. —T.F.MURPHY-GOODE Zinfandel Sonoma County Liar's Dice 2006 Score: 89 | $21A vibrant and jammy wine, with lively raspberry and pepper aromas and soft, supple black cherry and toasty vanilla flavors. Drink now through 2013. 11,000 cases made. —T.F.RIDGE Three Valleys Sonoma County 2006 Score: 89 | $22A ripe bruiser, yet with an underlying sense of structure and finesse. Shows aromas of blueberry pie and toasty dill, with
concentrated plum, licorice and smoky pepper flavors that are wrapped in muscular tannins. Zinfandel, Petite Sirah, Carignane and Grenache. Best from 2010 through 2015. 26,000 cases made. —T.F.RAVENSWOOD Zinfandel Napa Valley Old Vine 2006 Score: 88 | $18Offers smoky plum aromas and stout, deep blueberry, sage and licorice flavors that finish with burly tannins. Best from 2010 through 2014. 22,000 cases made. —T.F.BEAULIEU VINEYARD Zinfandel Napa Valley 2006 Score: 87 | $13Appealing smoky wild berry aromas lead to dense huckleberry, white pepper and herb notes that build toward big but ripe tannins. Drink now through 2012. 7,000 cases made. —T.F.ARTEZIN Zinfandel Mendocino County 2007 Score: 86 | $18Distinctive aromas of fresh basil, thyme and plum lead to modest but spicy blackberry and herb flavors. Drink now through 2013. 15,000 cases made. —T.F.NAPA CELLARS Zinfandel Napa Valley 2005 Score: 86 | $22Briary but appealing for its smoky
plum aromas and boysenberry, roasted sage and loam flavors. Drink now through 2012. 5,200 cases made. —T.F.