A Comment: “5 Ways to improve California Wine” – Jon Bonne – Article –

I read Jon Bonne’s article “5 Ways to improve California Wine” and was thinking it was going to be more technical wish list.

Number one of five was “Take white wine seriously” It seemed to be just a statement about taking white wine seriously– wasn’t certain what audience it was intended?

I then went on to the second point and stayed stuck “Stop the AVAs.” I wasn’t sure who Bonne was addressing?  It seemed like the wine consumer.  And all I could take away was that there are too many AVAs?  I think his point might be the AVA speak before the wines?

There is a lot of slippery slope in point two.  I am not sure how stopping the AVA improves California’s wines–that wasn’t spelled out.

I think like all things and wine included is that AVA doesn’t take the place of quality and it never has–you can have the most revered AVAs but not so good vintage or producer.  AVAs are essential in helping the wine consuming public to have a closer relationship of what they are drinking.  I attended many wine events annually and I am not only there to taste but to take note.  I do a lot of listening and some of the best questions are where is the AVA they are currently consuming.

Wine enthusiast:  “Where is Potter Valley?”

Wine maker: “Great question…. let me tell you…”


Without an AVA and with a large state as California the bottle at hand may remain a mystery.  And isn’t demystifying wine in everyone’s best interest?

The AVA will help hone in on regional difference and do ultimately and more importantly will figure in to what the wine buying public will look towards for characteristics that match what they seek in wine.

I quickly went through the other items he listed and didn’t find that they were necessarily were quality improvement measures.

Here is the article.

5 ways to improve California wine   



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About James Melendez

I love wine and have had the privilege of working in the wine trade as a senior national wine marketing manager for a wine, food and home goods retailer in 30+ US States. I executed into making wine experiential and made 'wines of the world' programme work in a highly regulated framework for a successful business proposition. My "wine" site also incorporates those categories intimately involved with wine such as food, travel and lifestyle. This site incorporates my many dimensions of interest. I love to review and also talk about many aspects of wine. I have been privileged to visit many wine countries and find them enthralling no matter how many times I visit. I love all aspects of wine: viticulture, history, winemaking, brand development, wine regions and many more aspects. This is a living tradition that needs documentation, education, reporting and reviewing. Do I have favourite varieties and styles? I love so many varieties and often it is situational and yet there are time honoured wines that I anticipate and I am passionate about. I like all colours of wine and all styles. I have had a mad passionate affair with sparkling wines and they are always top of mind. Wine nourishes our soul and is the key to connecting with other people at our dinner table. Salute, James © 2014, 2017 James Meléndez / James the Wine Guy— All Rights Reserved – for my original Content, logo, brand name, rating, rating graphic and award and designs of James the Wine Guy. James the Wine Guy also on Facebook, Twitter, Instagram, LinkedIn, and other social medias.
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