California Zinfandels a Success Story Oral History Transcript

Cover California Zinfandels a Success Story Oral History Transcript
California Zinfandels a Success Story Oral History Transcript
Louis Bob Ive Trinchero
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I remember years ago --oh, twenty -five years ago- -I was with my wife, a friend, and his wife. We went to dinner in San Francisco to a nice restaurant. He kind of whispered to me, "Bob, let me order the wine. " I said, "Oh, okay, fine. " He told the wine steward, "I will have a bottle of So-and-So's Cabernet Sauvignon. " The steward said, "Fine, " and walked off. Then my friend leaned over and said to me, "You know, I practiced that for six months, to get down 'Cabernet Sauvignon' properly. "
...I started to laugh, but you know what it did? I said, "Why do we use French terms? Why do we make a product that's so difficult and intimidating?" I have talked to more people who say they tighten up and get so tense when they are faced with the necessity of saying "Pinot Noir, " or "Cabernet Sauvignon. " It's just condescending.
The people who are into wine and what have you have spent the time, done the study to learn the wine language, and they think it adds to their lifestyle, which it probably does, but how many people want to go to that length?


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