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Shiraz cheap °Malbec arrived at right time Slightly more expensive Hand made Hand bottled°Taste difference from machine to humans °Merlot, shiraz, to malbec °°HistoryMalbec oPlanted in franceCahorsoNot in bourdeaux anymoreoMade the reputation oReplaced by cabernet sauvignonoPhylloxeria oPerfect terroir is in argentina °DuriguttioItalian descent oSouth of venice oArgentina 1840sMalbec was bad, now white is bad, malbec is queen Volume was more important than quality at one point Giol largest winery in world o1988 they were told they couldn’t produce any more wine othings fell apartointernal market crashed°
°the boom begins they had to travel to sell their wines basso oin wine for many generationso1922 with small wineryo1935Santana wineryoMoving to smaller thing isn’t normal Natural wineoEstate bottled oThey make the wine and bottle it, in houseoOpposite of south American malbecWine culture Malbec=MendozaoSpecialty not a common thing Most wine in Bordeaux don’t use malbec anymoreoWent to Argentina Argentinians created the demand for malbecChile doesn’t drink the wine it makes, but Argentina does oAbout 60%OpportunityOwners in November 06Harvested in april 07Cheaper in argentina oLand oUpkeep etc. Weeds were taller than the grape vinesYou cant really be an absentee owner
Most initial estates were a failure Rutinio100 hectaresplanning 150 more next doorMendoza is collaborativePeople ask for cuttingsoIt’s a sign of respect really Plant is docile oNot like semmilllon or chardonnay oNeed more work Vivid aroma of violets oVelvet texture oTannins are very present oSoft tanninsMalbec is very responsive to terroir Took malbec off the front label oSo different based on terroirs°°Tipping Point 2005 omedia backed them up oarticles about their wine Americans judge wine for what it is odrink wine, not politics sweet taste very young college age generation osocial level onot impressed by old reputations it’s like a bug ocontagious
oincurableodoes damage to checking account wine linked to food and cuisine just beginning to discover wines reasonably pricedomore than one dimensional malbec is mispositionedhas high end potential five minutes of hail = 1 million dollars in sales lost 25-30% loss°°inflationa person’s point of view of the future keep raising price until they get to the same price of the great winesonew to wine world oentry level malbecs $15new labelsoevery new ones that come in, push others outshe hates malbeco“spicy” otastes like red fruit othey’re cheap, and high yields°°malbec day educating people on the grape biggest event is in NYC have events all over the world diversity the future carmelos scored a 93 veseth published 12thbook Derek gaining bachelors in Argentina is more than malbecFashion comes and goes Booms end Malbec triumphed wearing an argentina jersey
01/23/20171) maceration and must manipulation
°2) beastly yeastly choices for primary fermentation°