This week’s edition of Vintages is dedicated to 90+ wines. The ones that someone, who has made a living off wine, considered outstanding enough to grant the equivalent of an A. Do you pay attention to wine ratings? Whether it is the nod of approval from Wine Spectator, Natalie MacLean, or Jancis Robinson to name a few, the numbers certainly make a difference to sales.
Then there is the influence of Uber-critic Robert Parker who started The Wine Advocate. His seal of approval in the form of a 90+ rating, can mean as much as $5 million dollars in additional world sales.
Parker of the Wine Advocate bases his ratings on a 100-point scale graded like this:
- 96-100 being extraordinary
- 90-95 considered outstanding
- 80-89 very good to above average
- 70-79 average
And really, if you rate below 70 – you aren’t flaunting it. Many others followed Parker’s lead, including Wine Spectator and Canadian Natalie MacLean. British wine writer Jancis Robinson opted for a 20-point scale because she believes it is more precise..
The debate over whether ratings actually matter will never end. It’s been called pretentious manipulation aimed at getting people to pay more for wine. But there is no question that they have an influence.
With that much at stake, many wineries go to great lengths to get a good rating. The Parkerization of wine refers to wineries that tailor their techniques to Parker’s preferred style of wine. Then there are the legendary stories (or gross exaggerations – one involving two Chateau owners who allegedly (that’s my news lingo for unsubstantiated claims) offered up their daughters in exchange for a better review. The best story involves the manager of a French winery who was so incensed with the less than glowing review, he invited Parker back to re-test the wine. When Parker arrived he was attacked by the manager’s dog. Bleeding, Parker asked for a bandage.The manager handed over a copy of the newsletter featuring the bad review..
I have taken a few wine courses, which have only confirmed to me how much I do NOT know, and while I am starting to recognize a few favourite producers, and a few favourite regions, I admit, the ratings do make a difference to me when it is a wine I have not tried before. Though I am not so precious as to refuse a wine under 90 points.As I mentioned, there are some great affordable wines that score in the 80’s.
The ideal way to choose your wine is to try before you buy. The tasting rooms in some LCBOs and SAQs are the perfect places to do that. Samples cost anywhere between 50 cents – $2.00 – the only problem – there aren’t nearly enough tasting rooms.
They are much more common in Italy. Even better, the tastings there are often free. You can also go into a wine bar (like the most spectacular wine bar in Montepulciano, Tuscany – E Lucevan le Stella, which means the stars were shining brightly) and often taste before you buy a bottle. That’s why you never see a sticker crowing about an award, or a label on the shelf that boasts the number of stars or ratings in Italy, unless it caters to tourists, of course.
Piero Antinori, the patriarch of a family that has been producing wines for 27 generations, said picking a good wine is a badge of honour for an Italian. They would never drink a wine strictly based on a rating. So I asked Lucia, the young woman who took us on a tour of Tenuta Valdipiatta how she picks her wines. Word of mouth, a friend’s recommendation, but most important, try before you buy. How civilized.
It’s another of the many reasons to visit Niagara-On-The-Lake. While VQA wines may not always be my first stop at the LCBO, every single time I have visited the wineries, I have come home with a special find which has sent me out to find it again. And I have often been pleasantly surprised by the sample – usually very affordable, offered in many LCBO’s and SAQ’s on a Friday evening or Saturday afternoon.
The tasting principle works at Costco and it sure works in Italy. Is it good business? How often do you seen people leaving empty handed?.
Still, I am not at all embarrassed that I do pay attention to the ratings. It’s not the only way I make my picks – you would be losing out on so many opportunities if you only bought based on ratings. It is no guarantee of greatness, perhaps more of an indication of quality or simply an idea that plants the perception of greatness on your taste buds. Maybe one day I won’t feel the need to pay attention to the ratings at all. But for now, a little advice and a little knowledge does go a long way.