
In this month's issue we discuss the creative and marketing merits of wine labels WINE BY DESIGN Musings on the creative process in winemaking By Michael Ott and Joanne Duffy
Vol. 15 No. 2 Feb 28-Mar 31 2010 Article 7
Haven’t we all at some point bought a bottle of wine because of the label? Is there any correlation between the quality of the wine label and the wine inside? What makes a well designed label anyway? And is it art? Our first thought is that if a winery strives to make a good wine, why wouldn’t they also strive to craft a label that resonates with the wine inside the bottle? After all, our feelings about what will be in the bottle are linked to the label we see on the bottle. Shoppers view the image on the label as having a direct connection to the quality of the wine. Lance Cutler, winemaker and author, has said that a wine label’s job is “telling a story and creating memories. Wine labels have a sense of place and time and tradition”. Wine labels now come in all shapes and sizes, colors and features. Some have cartoons, fuzzy animals, traditional family crests, abstract art and bucolic scenes. Wineries are constantly attempting to create something fresh so their wine doesn’t look like it is in yesterday’s package. Dave Osmundson has worked for large and small printing companies specializing in wine labels for over 25 years. On how important is a label, Dave states that “the label is the first contact you have with the product. So much effort goes into getting that initial attraction to the bottle. As label makers, our job is to get the first sale. After that, it’s up to the product.” Bob Johnson is an illustrator and designer, having designed his first label in 1975. In discussing how a label is developed, Johnson
| | commented “Ezra Pound said, ‘the artist is always beginning’. If you are doing it right, the label is really new each time. There is a trend in label design now that I think is going to grow, and that is narratives that tell a story – not just the name, varietal and vintage, but more entertainment – back label copy that says, for example, ‘to be continued on the Zinfandel’.” When it comes to lower end, value wines, where the difference in the wine’s taste is small, the label plays an even larger role. Osmundson says “when you are making millions of cases of wine, it’s hard to make that wine taste unique. The package makes the difference - the identification with those colors, that design.” Should the wine label be viewed as art? Osmundson comments that “wine labels are really the most creative form of printing and art out there. I can’t think of anything that is more beautiful or more talked about than a wine label”. Chuck House, one of the most sought-after label designers in the world, says that “because I am not an artist, I think of [the label having] more of a literate quality. Typography is more what I watch. It’s sort of like a spoken voice. Every letter form is a work of art. And the key to this whole matter of balance between the art, the type, the paper and the bottle is that somebody thought about this. Somebody planned it for your enjoyment. Just relax and have a good time.” Cheers!
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In this month's issue we reminisce over some of our happiest wine experiences WINE BY DESIGN Musings on the creative process in winemaking By Michael Ott and Joanne Duffy
Vol. 15 No. 1 Jan 31-Feb 28 2010 Article 6
Christopher Kimball, in his latest editorial for Cook’s Illustrated Magazine, compiled a “Bliss List”, a list of happiest moments in his life. These memories were both simple and profound. This got us to thinking about our wine bliss list - happy moments in our lives where wine played a part. We will share a few of these moments, and hope that you will reminisce among family and friends about yours as well. We bought our first house together in Marin County in 1993. Furnishings were spare – a card table and two folding chairs. We decorated the open beams with colorful crepe paper and balloons and opened a celebratory bottle of Roederer sparkling wine. Over the years we celebrated each house anniversary - 16 in all - with champagne and still have each cork saved with the year of the anniversary labeled. For one of our first birthday celebrations together Mike wanted a special bottle of wine to share with Joanne. He wandered into the John Walker wine shop in San Francisco and sought out help. The salesman pointed to a Mouton Rothschild 1984. “It’s not a great vintage but it is still a Mouton.” It was in our price range and was a thoroughly enjoyable wine... and our first real taste of French wine history. Mike received a subscription to Wine Spectator in 1991 as a gift from Joanne. In the magazine, Harvey Steiman periodically wrote articles featuring food and wine pairings. This particular article matched salmon in a sauce of stock, shallots and wine with a Murphy Goode Sauvignon Blanc. It was our first attempt at a real food-with-wine pairing and it was a hit. We still make that recipe from time to time and always try to recreate the excitement of finding the right wine pairing. (You can find the recipe on our website - today we'd recommend a Sbragia 2008 Dry Creek Valley Sauvignon Blanc as a worthy pairing). On a trip to Munich with a dear friend in November 1999, Mike spent an evening, and much of the night, at a favorite restaurant with another friend named Michael who made his money in real estate in East Germany after the fall of the wall. After Michael treated us to a
| | multi-course dinner, several wines, dessert and cigars, he ordered a bottle of 1990 Krug Champagne – very expensive and totally inappropriate after the cigars. Even the waiter attempted to talk him out of ordering the wine. Still it was ordered and opened, and we drank it. It may have been the best wine we ever had but with our diminished capacity to appreciate it, we’ll never know. Still, in it's sheer decadence it was a most memorable occasion! We made a President’s Day Weekend trip north to the Avenue of the Giants in the early 1990’s. On our way home we stopped for a picnic in a redwood grove. It started to rain hard but we still hiked along the path awhile, found a small stream and threw a blanket down under the protection of a redwood tree. We had our lunch with a recently purchased Navarro Gewurztraminer, watching and listening to the rain dance on the rolling stream while staying warm and dry. A truly unexpected, serene and magical experience. Mike's good friend Curt introduced him to fine Sonoma County wine 30 years ago while they both lived at The Sea Ranch. Curt got married and moved to Santa Rosa while Mike found his way to Marin. For too many years they lost touch except for the occasional Christmas card. Now that we live in Sonoma County and have become closer to the world of wine than we ever imagined, we took the opportunity of a recent open house at Dehlinger Winery to invite Curt to join us. It was a wonderful reunion, catching up over delicious Dehlinger wine. Last week we had Curt and his wife over for dinner to celebrate reconnecting, and opened a bottle of Dehlinger Pinot Noir to mark the occasion. The renewing of a friendship over great wine was a wonderful experience. For us, the memories aren’t just about great wines but about wonderful moments in which good wine contributes its cheerful attributes to special times in our lives. We'd love to hear about your happiest wine moments. Write us at wine@winetastingofsonoma.com and we'll add our favorites to our website! Cheers!
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Oops, last month's article got reprinted in this edition! WINE BY DESIGN Musings on the creative process in winemaking By Michael Ott and Joanne Duffy
Vol. 14 No. 12 Dec 31 2009-Jan 31 2010 Article 5
No article this month

In this month's issue we draw on a few literary sources for more musings on winemaking as art WINE BY DESIGN Musings on the creative process in winemaking By Michael Ott and Joanne Duffy
Vol. 14 No. 11 Nov 30-Dec 31 2009 Article 4
| We recently came across interesting quotes from three writers expressing their thoughts about wine as art. The first quote is from H. Warner Allen, the 20th century British mystery writer who wove his stories around wine-based themes. He enthused that "great wine is a work of art, producing a harmony of pleasing sensations, which appeal directly to the aesthetic sense, and at the same time sharpens the wit, gladdens the heart, and stimulates all that is most generous in human nature". We believe that Mr. Allen may be confusing art with romance. One can certainly be witty with tongue and stimulated to happiness from the affects of wine - but also from moonshine or Grandma's rum cake - hardly works of art. Wonderful company close by the fireplace on a frosty night can induce the same generosity of spirit that Allen assigns to the wine. Although wine may contribute to the atmosphere, Allen is not convincing with his proclamation of wine as a work of art. H. William (Bill) Harlan broaches wine as art in his foreword to Steve Heimoff's book New Classic Winemakers of California. "In California . . .a fortunate combination of terrain, climate, and geology endows the earth here with the capacity for great bounty. It provides the potential for great art, made from the fruit of the vine, coaxed by man - subject to nature". Harlan comes closer to the truth about how wine could be described as art. The making of wine is about taking raw materials - earth, vine, sunlight - and creating an alchemy of sorts - gold from juice. Great wine is born when proportion, balance, scale, color, contrast, and a story to tell - all characteristics of art - come together once and only once to create a substance that can never be made the same again. | | But wine is also mass-produced, like a chair or a vase. In that sense, should wine more properly be defined as craft? Tim Crane, in his essay "Wine as an Aesthetic Object", makes some interesting points on the subject. "Things can be appreciated aesthetically without being works of art. A landscape can be appreciated as beautiful; so can a man or a woman. Wine certainly admits of aesthetic evaluation. Wines are praised as elegant, refined, balanced; they are criticized for being crude, brash or unbalanced. But wines are not works of art, and winemakers are not artists. The winemaker is doing something else: practicing a craft, engaging in high-end agriculture, making a beautiful drink - but not making a work of art." Then Crane softens a bit: "It is not necessary to insist that wine is a work of art in order to claim many of the privileges of works of art. Wine is an aesthetic object rather than an art object. Art objects may matter to us partly because of their aesthetic qualities; but mere aesthetic objects can matter to us for exactly the same kinds of reasons, and wine might be like this." Art itself is impossible to define beyond agreeing that it is made with deliberation and that it is meant to appeal to the senses or emotions. Wine's ephemeral nature does not exclude it from being viewed as an art form. Whether or not wine is seen as art, or as an aesthetic object, or craft, or simply a wonderful agricultural product, we can all agree that it can be a pretty astounding drink.
Cheers!
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In this month's issue we try our hand at picking grapes with Kenny Likitprakong, Lynn Wheeler and crew. WINE BY DESIGN Musings on the creative process in winemaking By Michael Ott and Joanne Duffy Vol. 14 No. 10 Oct 31-Nov 30 2009 Article 3 This October Sunday was harvest day. We left West County before dawn, driving through fog and drizzle to Healdsburg and Domaine St. George winery. Kenny Likitprakong and his wife Lynn Wheeler have chosen three rows of Cabernet Sauvignon from his family's vineyard for their Hobo Russian River Cabernet Sauvignon. Their daughter Ida now runs through the same vineyards Kenny played in when he was a child. We waited at the end of the road by the metal gate watching dawn arrive with slate blue light, the overcast sky slow to be revealed, the light not coming so much from the east as from a vague somewhere. Kenny drove up to the gate with his father, who as a young college graduate traveled from New York in 1973 to spend a summer assisting his uncle who purchased Domaine St. George that year. He never left, and is integral to the business still. Only three rows but the terrain is steep, and we grab the sharp secateurs, ready to go. "Cut the whole clusters from the stem, away from the fruit so your blades won't get sticky from the juice. Leave the small grape clumps on the lateral stems for second crop". Smart enough not to trust us too much with the work, Kenny made sure that four of his best vineyard workers, led by Renaldo and Rachel, joined us. They chose small sickle-like knives as tools to harvest, and the fruit quickly drops in the small white bins, practically pouring off the vines. We move much slower, but soon fall into a steady rhythm. The air is cool with just a hint of mist. The grape leaves vary in color from green to gold to variegated red as we move up the hill. It is so quiet in the vineyard this morning, only a mix of English and Spanish spoken as we all get to know each other. | | Looking south, we see a wild landscape of manzanita and scrub oak just beyond the vineyard's reach - we look for signs of fox or deer. To the north stands the old metal bridge over the Russian River and Healdsburg beyond. Less than two hours and we have almost a ton of fruit - ripe, sweet Cabernet, a dusty, dark blueberry color, small berries for such a noble grape. An excellent crop and Kenny is pleased. "That's 55 cases of wine right there". We pause and reflect on our efforts over coffee and pastries. But more grapes are waiting to be picked in Mendocino County in the afternoon and Kenny is already on the cell phone making arrangements - the task made more difficult when Ida wants to play hide and seek among the wine barrels. Some of the fruit to be picked includes not so common varietals such as Valdigue. Asked why the interest in that fruit, Lynn says "We want to keep winemaking fun." Kenny and Lynn generously hand out bottles of Hobo Cabernet from the 2006 and 2007 vintages - from these very vines! - as thank you for our help. We couldn't keep from decanting and drinking the 2006 vintage with dinner and enjoyed its cassis and blueberry fruit with a wonderful pepper accent. We loved the wine found in the bottle, but getting our boots dusty and hands juice-sticky, living for just a very short time the life of a winemaker and vineyard worker, makes us appreciate wine and the joy it brings even more.
Cheers!
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In this month's issue we interview Bob Appleby of Atascadero Creek Wines to discuss his talents as a winemaker and beyond.
WINE BY DESIGN Musings on the creative process in winemaking By Michael Ott and Joanne Duffy
Vol. 14 No. 9 Sep 30-Oct 31 2009 Article 2
We have met few winemakers with as much creative talent as Bob Appleby, owner and winemaker of Atascadero Creek Winery. Bob spent 25 years designing and building custom cabinetwork and furniture, and during this time started making hobby wines. After winning “a boxful of medals” with the results, Bob launched Atascadero Creek Winery in 1999.
Bob was digging surf music as a teenager in LA with a band of his own making money playing at local high schools. Then one night he discovered Wolfman Jack on the radio and was “blown away” by the R&B tunes Wolfman was spinning – music Bob “didn’t even know existed”. This epiphany led to a new band, “playing the bars in Pasadena”, and turning music into a life-long pursuit. Bob is still performing - now with a West County band named BottleShock – Americana music with original tunes that Bob composes, plays and sings.
Appleby’s creative bent extends to vintage cars and cycles, including several restored English and Japanese bikes and a 1949 Ford Woody meets 1989 Ford LTD – the Woody body on the LTD chassis.
We asked Bob why so many varied creative interests. “Basically I have no fear of anything and will try something that looks cool to do”. About winemaking, Bob claims to be a minimalist. “Don’t turn winemaking into a big
| | manipulation. You’d be astounded by the amount of junk people throw into their wines, buckets and buckets of rubbish. They beat the crap out of their wine – for example by pumping the wine and forcing it through filters”.
Atascadero Creek wines tend to be Burgundian in nature, nicely balanced with spicy and earthy notes. Plenty of fruit but not fruit bombs. “I have inoculated with yeast for years, just de-stem and place into the fermentors. I don’t filter or fine my red wines, and the wines are carefully racked, corked and labeled by hand. We asked about style. “The great thing about being an independent winemaker is that I can make my own palate”. Appleby’s wines don’t need to taste the same year after year, so Bob can respond creatively to each year’s vineyard expression. We recommend trying a couple of Bob’s offerings – they are featured in a good many West County restaurants by the glass and bottle. Wine can be maddening in its elusiveness to description. Wine notes are awash with similes as reviewers try to nail down in words the ephemeral yet many layered nature of how a wine tastes. Edward Hopper said “If I could say it in words there would be no reason to paint.” We wonder how many winemakers feel the same about their art when they see the critics distill their wine to words. Cheers! |

We have started writing an informative and fun monthly wine and art article for the Russian River Times! Here's our first effort, we hope you like it and we'd love to hear your comments! WINE BY DESIGN Musings on the creative process in winemaking By Michael Ott and Joanne Duffy Vol. 14 No. 8 August 31-Sep 30 2009 Article 1
We recently came to wine from professional careers in architecture and interior design. Although the design field requires its share of science and technology - after all, buildings need to stay put and function as intended - the central kernel or core of design is the creative impulse. We know that winemaking is also governed to a great degree by science and technology. But we have met so many winemakers with amazing talent in music, art, food and athletics we have to wonder if those with innate creative abilities make better, more interesting wine. For it could be argued that as the winemaker's work moves nearer science, it moves further from humanity. From time to time in this column we will introduce you to these creative people and hear their take on wine and design. An ongoing debate throughout the history of design is simplicity versus complexity. Curnonsky, the famous French gastronome, said that "in cooking, like all other arts, simplicity and sincerity are the two principle elements of perfection". We like to substitute wine for cooking in this quote, for winemaking is also an art. This column in the future will explore whether simplicity in winemaking is critical or dare we say essential to great wine, or whether complexity wins the day. Like many of you, we are not wine experts, but have always enjoyed drinking it and learning
| | about it. We will undoubtedly ask some naive questions of the wine gurus and expect to receive some interesting answers back. We will pass these on hoping to amuse as well as educate. Speaking about education - we should have asked more questions about trellising for our vines in front of the shop. We winged it a bit instead, and it isn't pretty - too complex as a matter of fact. Fortunately there's always next year to improve. While reading an essay on art appreciation in The Book of Tea by Kakuzo, we found a quote (substituting the word wine for art here) that made us stop and think - "In my young days I praised the winemaker whose wines I liked, but as my judgment matured I praised myself for liking what the winemaker had chosen to have me like". Let's give ourselves credit for trusting our taste and not relying on someone else's taste. The accepted method of scoring wine is the number rating system. If a wine magazine rates a wine 90 or higher, it sends people flocking to buy. So math governs purchase. However, one wise customer this week told us their unique way of rating wine - the happiness scale; not so happy up to very, very happy. Maybe not mathematic or scientific, but more human don't you think? Cheers!
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