Authenticity - a Critical Worldview for Winemakers

Authenticity – a critical worldview for winemakers

More than ever, wine drinkers want to know where grapes are grown and a little about the winemaker and his team.  The key is “authenticity.”

One of my favorite classic books is one by Jim Gilmore [who hails from the Cleveland area] and Joe Pine called Authenticity, What Consumers Really Want.

While it was written more than a decade ago, it still resonates, especially with the coming generations. What do their perspectives have to do with winemaking in Northeast Ohio?  Lots and lots.  They talked, even back then, about creating real experiences, ones that are the kinds of things that consumers will both seek – and for which they will pay a premium. The book is an amazing and complex read.  But a couple of points, very applicable to our region, emerged.

One: as winemakers in northeast Ohio, we need to know who we are, be true to ourselves, and portray that image in all that we do.  We need to fulfill the promise of our “brand.”  We are not producers of Napa Floor Cabernets.  We are not producers of great white Burgundies. However, we are producers of some very exceptional, locally grown cool climate varietals like Riesling, Pinot Gris, Pinot Noir, and Chardonnay but also several others.  We are also producers of some very well-made sweet labruscas that delight the palates of thousands of our visitors. We need to identify our “core values,” and then develop promotions and programs to celebrate what makes us original and unique.  Then we need to focus on what we do best and do it better.

Two: we have the opportunity to introduce our visitors to some very

“authentic” experiences. Some can be simple: We can offer some wonderful and memorable wine country experiences: dinner under the stars, and a quiet picnic overlooking rolling vineyards. We have many knowledgeable wine authorities who offer behind-the-scenes and in-the-cellars food and wine pairings or walks through vineyards and any of the 4 seasons. Some much more complex: Like the efforts some make around their ice wine harvests:  being rustled out of hotel beds at 2 a.m. on a freezing December morning; then loading a waiting van to drive to a vineyard site. Just as the hardy crews arrive, truck and tractor lights simultaneously turn on to illuminate the frozen landscape. Hand-picking the frozen berries and help with the pressing of the fruit into a viscous, sweet juice.  Finally returning to a hotel for a hearty breakfast, luxurious spa services, and a long nap. The memories will be rekindled when, several months later, a personalized bottle of that same ice wine is delivered to our doorstep.

As society moves farther and farther away  from real things in our AI-techno-dominated world and as our lifestyles become ever more hectic, Gilmore  and Pine believe we will seek – and be willing to pay for – things that are truly “authentic.” 

So as our winery owners, tourism organizations, lodgers, antique shops, restaurants, and everyone else who is interested in our community moves forward, we need to be sure to remain true to who we are – and then take full advantage of the opportunities provided by our own unique and AUTHENTIC version of ‘Wine Country.’

For more information:  dwinchell@ohiowines.org