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I really have disdain for that accepted custom of scoring. If it’s so successful, then why is the owner of Poggio Argenteria having to double schlep through the U.S. while his grapes bubble back at home in the Maremma? Wine at one-third the cost of Ornellaia and with a higher score, yet he is beating the street. Hmm….
OK. So what’s really causing my heartbeat to go irregular? Go through the wholesale warehouses, and you can find a plethora of highly rated wines, sitting on racks waiting for their day. Some of those wines even come up on reports that are titled “Potential Discontinue” or “Heavy Inventory.” So scores aren’t the savior of this situation.
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It does take something more real than a sound bite or a slogan. And it takes people who want more than a simple explanation or a quick answer. Funny, because most people who write me or call me asking for tips on who to see and where to go, will go to the most out-of-the-way places to experience that particular Tuscan (and Italian) charm that the countryside and its people have to offer.
So why is it people still think of Chianti as that caricature in a fiasco bottle? Is it the retro appeal? Is it that simple explanation? Is it the success of a campaign long ago forgotten?
Maybe it is the simplicity reflected in the Tuscan life that draws folks to something like the fiasco archetype. But the fiasco is the furthest thing from that. Often made in an industrial plant to a recipe, even the wicker for the fiasco now comes from places like the Philippines, where labor is much cheaper.
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Next month, and next year, I’m going to make it a mission to work on this in my world. I’m serious about this. My last trip to Bordeaux punctuated the need for Tuscan wines, and specifically Chianti, to elevate the perception of who and what it is to the world. We can’t rely solely on the glossy photos and high scores. That isn’t working anymore.
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