Giggling All the Way to the Wine Convention

Ryan and I are done with our tour in Dusseldorf, Germany. From the start, this country has made me giggle. Crossing the Belgium/Germany border, I smile at a road sign pointing to “Ausfart”. Who names a town Ausfart? As we drove, I noticed another sign pointing to Ausfart. And then another one. And another one. I said, “Wow! Ausfart must be a really large town!”. Finally everyone else in the car started to giggle too. Ausfart means “exit” in German.

Ryan and I (with my brother in tow) spent the majority of our time at the large ProWein convention. Intended for European wine buyers, this event showcased thousands of wineries and spirits from around the world in a loud tasting frenzy. Sounds fun? It was.

The sheer size was overwhelming. In two days we were only able to cover the Portugal and Argentina sections …and that’s it. We didn’t have time to explore anything else…France, Italy, Austria…nothing. Well, we did enjoy the free cocktails and absinth flying around the “spirits” section at the end of each day.

While a lot of fun and helpful in learning the broad strokes of wine trends, it is a real challenge for importers to find their gems in such an environment. While many small winemakers had a presence by sharing booths, the majority of those represented were the large mega producers and wine marketers. We were sad to see so many booths populated by agents who get paid steep commissions because wineries don’t know how to market on their own. And sadly most agents don’t promote what makes the wine unique.

In such an environment, you simply cannot learn enough about the wine to sell it in the way we believe wine should be sold. We think importers should go to each and every winery they represent. They should meet the winemakers and the workers, see their equipment, meet the staff, touch the soil, smell the air, and feel the sun. When you have these experiences, the wine doesn’t simply smell of sage and taste of honey, you smile with delight when you connect the smell to the herb garden, and the taste to the beehives located close to the grapes. Only then can you know the wine and be able to tell the stories of why it’s special. Wine is not just a commodity.

However, we did find some great leads, but it took a keen eye to look past the flashy signs and cool freebies. So now it is our duty as your wine importers to go to Portugal and visit the wineries and meet the people. It’s a tough job, but someone has to do it.

Why Friends and Family Are Imperative to Developing Your Wine and Beer Palate

Ryan and I are home from Europe. During our trip I diligently blogged …in my journal. Internet access, while available, was challenging to find among the grapevines and port tastings. So over the next few weeks I will be blogging as if I were in Europe because I did blog in Europe…it just didn’t make it online until now. Believe me. I know the ending. This
is an adventure you’ll not want to miss.

Ryan and I have been in Europe for three glorious days now, and I have discovered what is now rule number one in Ashley’s Palate Development Mantra:

You Develop Your Best Palate When You Drink with Friends and Family

This doesn’t mean that every time you drink with friends you are expanding your understanding of what makes wine unique. I’ve had plenty of nights where the Carlo Rossi went down far too fast to learn anything about good wine. What I am saying is that when you evaluate wine (or beer) in a sterile environment you may learn a lot about its flavors, textures, and smells, but you do not learn about the soul of the wine. You don’t understand its unquantifiable pizzazz until you drink it with a group of your favorite people.

Ryan and I are in Germany now, but we spent the first few days of our trip in Brussels, Belgium. We were met at the airport by my brother, Adrien, who is living in Germany, and our great friend, Hilbren, who is living in Brussels. We walked off the plane, into Hilbren’s car, and directly into a Brussels pub scene. In a jetlegged haze I learned:

• Belgium beer is as complex and interesting as a great wine.
• Somehow the smell of cigarette smoke in a Belgium bar adds to the enjoyment of its beer.
• Belgium beers are strong. After only a few you find yourself seeing the Grand Place through a delirious fog.
• Belgium beer is very happy. Life isn’t so serious after all.
• My understanding of the depths and flavors of this remarkable beverage sky-rocketed that evening -- not just because I drank it, but because I drank too much of it with three of my favorite men in all the world (my Husband, my brother, and my dear friend) in the city where it was made to be drunk.

Am I saying you must dedicate three bottles of an expensive French wine to a night of drunken fun to understand its greatness? No. Not at all. But would you understand the soul of French wine if you got to partake with great friends in Burgundy – and therefore be a better judge of fine French wine? Absolutely.