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Wines of America: From Prohibition to Prominence

Explore the history and current trends of wine production and consumption in North America, from the Prohibition era to the growing prominence of the wine industry. Learn about labeling, wine laws, and key AVAs in regions like New York, Washington, and Oregon.

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Wines of America: From Prohibition to Prominence

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  1. Wines of North America Prof. Karen Goodlad Spring 2012

  2. Introduction: Prohibition

  3. Introduction: Prohibition

  4. Introduction: Prohibition • Alcohol production and distribution was illegal in the United States from 1920-1933 • Exception • home production and use • Prescriptions • Affect on the wine industry • Vineyards changed grape varieties and shipped to end user • Wineries closed • Not until the 1970’s did wine consumption reach pre-prohibition levels • ~1.5 gallons per capita

  5. Introduction: Current Trends • The Prominence and Quality of Wine in North America Has grown Significantly in the Last Three Decades • According to Adams Beverage the rise is attributed to: • Per Capital, Americans Drank 2.5 Gallons of Wine in 2009 • US is the #1 wine market in the world with 211.9 million cases sold in 2011, up 5.6% (Wine Institute Trends Article) • We are eating out more and ordering wine more as a result • "Critter" labels made wine seem more accessible in the early to mid 2000’s, those people have stayed loyal to wine • The impact of positive health news related to wine has had a continuing impact • We are entertaining at home more

  6. Wine Production & Consumption • America is the worlds 4th largest wine Producing Nation • 1, Italy; 2, France; 3, Spain; 4, USA; 5, Argentina • Within the US: 1, California; 2, Washington ; 3, NY; 4, Oregon • America is Ranked 56thin World Wine Consumption • 90% of Wine in America is Consumed by 10% of the Population

  7. Top Five Wine Companies in the US Source: Wine Business Monthly

  8. Labeling/Naming Wines • Proprietary Labels • Trademarked/Copy Write Opus One, Dominus, Thunderbird • Winery Name • Stags Leap, Robert Mondavi Winery, Cakebread • Varietals • Chardonnay, Merlot… • Generic Labels • Meritage, Chablis, Burgundy… • Other • Estate Bottled, Reserve, Late Harvest, Botrytis For More Info: US Government Guide & Professional Friends of Wine

  9. Wine Laws • Alcohol and Tobacco Tax and Trade Bureau (TTB) • Formerly known as the Bureau of Alcohol, Tobacco and Firearms (BATF) • American Viticultural Area (AVA) • Geographically defined growing area • Petition BATF • Describe what makes the region different • Soil, climate, microclimate, history, watertable, elevation… • 1st AVA Augusta, Missouri, 1980 • As of October 2010 197 AVAs recorded in 35 different states

  10. Wine Laws • Varietal Name • Wine must be 75% from the named variety • In Oregon it is 90% (Cabernet Sauvignon is 75%) • Place Name • State 75% • Exception: CA, WA, OR = 100% • County 75% • AVA 85% (Washington State 100%) • Vintage • 95% from that harvest • Health Warning • Sulfite Warning

  11. New York State • 3rd Largest Wine Producing State • 9 AVAs, 230 Wineries as of 10/10 • Climate • Cool, Danger of Frost in Spring & Fall • Moderating Effects of Large Bodies of Water Create Micro Climates • Dominant Grape Varieites • 80% Vitis Labrusca: 33%Concord, Catawba, Niagara • ~15% Vitis Vinifera of mostly Bordeaux Varieties • Low Yields For More Info: Uncork New York

  12. NYS AVAs • Lake Erie AVA • Niagara Escarpment AVA • Finger Lakes AVA • Cayuga Lake AVA • Seneca Lake AVA • Hudson River AVA • North Fork, Long Island AVA • Hamptons, Long Island AVA • Long Island AVA

  13. Washington • Washington Wine Commission • 100% from AVA, 100% variety on label • No additives to change color, flavor, aroma • Reserve: 3000 cases or 10% of total wine production • No generic labeling • 11 AVAs • Stimson Lane = ~2/3 of WA state production: • Chateau St. Michelle (important sparkling wine producer), Columbia Crest • Partnership with Antinori (famous for Super Tuscans) growing Sangiovese and Cabernet for blending

  14. Washington • Cascade Mountains • West significant Rainfall, more moderate temperatures • East less rainfall, warmer days, cooler nights • 100º days  40º nights • irrigation is necessary • Long daylight hours • Dominant Grape Varieties • Chardonnay, Cabernet Sauvignon, Merlot, Riesling, Syrah

  15. Selection of Washington AVAs • Columbia Valley AVA (W & O) • 6 Sub Appellations as of 10/10 • Walla Walla Valley AVA (W & O) • Sub Appellation of Columbia Valley AVA • Less than ½ % of total vineyards • Yakima Valley AVA • Sub Appellation of Columbia Valley AVA • 40% of Washington’s vineyards • Red Mountain AVA • Sub Appellation of Columbia Valley AVA • One of the Smallest Appellation • Horse Heaven Hills AVA

  16. Oregon • Think Pinot Noir • Most Farm Using Sustainable & Environmentally Friendly Practices • Climate • Maritime • Dominant Grape Varieties • Pinot Noir, Pinot Gris, Chardonnay

  17. Oregon’s AVAs • Columbia Valley AVA (W & O) • Walla Walla Valley AVA (W & O) • Willamette Valley AVA • largest, 75% of production • Chehalem Mountains • Umpqua Valley AVA • Dundee Hills AVA • Rogue Valley AVA • Applegate AVA

  18. Comparison of Washington & Oregon

  19. Terms to Know • Prohibition • TTB • AVA • Labeling Laws

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