Section III: Wine Regions of North America

1. Section III: Wine Regions of North America Chapter 11: California

2. Introduction • California is unquestionably the most important wine-producing region in North America. • Known for both its mild Mediterranean climate as well as its beautiful landscape • This cycle of wet and dry seasons makes it an ideal region to grow grapes. • California is also important from the perspective of wine consumption. • One of the highest per capita consumption of wine • Leads the US’ wine market • Home to many businesses that support the wine industry

3. Introduction (cont.) European immigrants from different countries with diverse methods of viticulture and winemaking brought their knowledge and experience to the industry. These Old World techniques flourished and were adapted in new ways that were best suited to the conditions in California. This blend of cultures began in the 1800s when the state was first being settled and continues to this day with large multinational wine companies investing in California.

4. California Wine—Historical Perspective • Winemaking came to California with the Spanish missionaries. • Due to the difficulty and cost of obtaining wine from Mexico, the missionaries began producing their own wine. • Friars imported vinifera cuttings to grow their own grapes to make wine. • Most historians believe the first vineyard was in San Juan Capistrano in 1778 and the first vintage 4 years later in 1782. • The first grapes grown for winemaking were the vinifera variety called Mission grape. • The friars used it to make a variety of wine styles, including white, red, dessert, and brandy.

5. Commercialization • The first large-scale commercial vintner was Jean-Luis Vignes in Los Angeles. • Had extensive knowledge of winemaking practices • Imported more premium varieties from France • Eventually produced 1000 barrels a year • In Northern California, Mariano G. Vallejo established a military barracks and began laying out a town. • Gold Rush of 1849 brought more settlers. • Grape growing and wine-making had a classic boom and bust cycle during this time. • The California Wine Association established in 1894

6. Commercialization (cont.) In an effort to control production and to stabilize the wine market, some of the state’s largest wineries joined together in 1894 to form the California Wine Association (CWA).

7. Prohibition • The Eighteenth Amendment established national Prohibition in the United States and outlawed the manufacture and sale of alcoholic beverages from January 16, 1920, until December 5, 1933. • Prohibition devastated the winemaking industry in California. • During their long closure, wineries had fallen into disrepair, and there were few skilled winemakers available. • Prohibition ended in the middle of the Depression with little demand for wine and few resources available for rebuilding. • People’s had gotten used to poor quality homemade wine.

8. After Prohibition • Wine Institute formed in 1934. • Promoted California wines and to lobbied for regulations that were more favorable for wineries • Pilot winery built at UC Davis. • Categorized grape-growing regions by their climates and determined which varieties grew best in a given region • The quality of California wine improved, and consequently, sales increased.

9. American Viticultural Areas • The Bureau of Alcohol, Tobacco & Firearms created AVAs in 1980. • Vintners and growers petitioned BATF to form an AVA in a specific geographical area with a common climate, soil type and history of winemaking. • A “California” wine must be made with grapes grown entirely within the boundaries of the state. • If wines are blended from several areas of the state that do not have a common political boundary or AVA, they are labeled as California.

10. American Viticultural Areas (cont.) American Viticultural Areas only govern the geographical origin of the grapes. They do not dictate what varieties can be grown or winemaking techniques within the area. AVA makes no endorsement of quality of the grapes and wine that it produces. Wines made from grape varieties that the appellation is renowned for do benefit from its reputation.

11. Complaints Against the American System of Viticultural Areas To avoid litigation, the government has been too free in allowing the establishment of new AVAs in areas that do not have a history of grape growing or a common terroir. Large AVAs often include a number of climates and soil types that make many different types of grapes and wine. When the output of an AVA is too diverse, consumers have trouble knowing what to expect from the wine it produces.

12. The Wine Revolution • The late 1960s began a period of great expansion in the California wine business. • Winemakers invested in obtaining better grapes and improved their methods of production. • Sales of wine increased dramatically during this time, particularly for the premium end of the market. • Consumer taste was changing: • Table wines out sold dessert wines for the 1st time in 1968. • White wines out sold red for the 1st time in 1976.

13. The Wine Revolution (cont.) 1976 California wines took top honors for both red and white against French wines in a blind tasting. Market for premium wines stayed strong in 80s-90s. “Drinking less, but drinking better” Industry affected by recession and globalization in the second decade of the new millennium. Global competition puts extra pressure on California winemakers to make high quality, affordable wine.

14. The Wine Regions of California The Napa Valley Sonoma County Lake and Mendocino Counties The Central Coast The Central Valley Other Grape Growing Regions of California

15. The Napa Valley Producing wine since the 1830s By the 1880s, had built a reputation for fine wine Industry decimated during Prohibition Became the epicenter for the wine boom of the 60s and 70s. The most widely recognized of California’s AVAs Considered to be the premier wine-producing region

16. Regions of the Napa Valley The Los Carneros AVA The Oak Knoll, Yountville, and Stags Leap AVAs The Oakville, Rutherford, St. Helena, and Calistoga AVAs The Mount Veeder, Spring Mountain, Diamond Mountain, and Howell Mountain AVAs

17. Sonoma County Sonoma leads all other coastal counties in production of premium wine grapes. Its history goes back to the time of the missions, and its early successes helped to establish the wine industry in Northern California. A number of small, quality wineries were founded in Sonoma in the 60s and 70s. In terms of tourism, Sonoma is less crowded and more rustic than Napa.

18. Wine Regions of Sonoma County The Sonoma Valley, Sonoma Mountain, and Bennett Valley AVAs The Russian River, Chalk Hill, and Sonoma Green Valley AVAs The Dry Creek Valley and Rockpile AVAs The Alexander Valley and Knights Valley AVAs

19. Lake and Mendocino Counties Long history of agriculture with production of hops, tree fruits and nuts These crops gave way to grapes because of their greater market value. Smaller population than Napa and Sonoma Home to 15 AVAs spread throughout the region

20. Wine Regions of Lake County Clear Lake AVA High Valley AVA and Red Hills AVA The Guernoc Valley AVA and the Benmore Valley AVA

21. Wine Regions of Mendocino County Anderson Valley AVA Yorkville Highlands AVA Mendocino Ridge AVA Redwood Valley AVA and Potter Valley AVA Ukiah Valley AVA and Sanel Valley AVA Mendocino AVA Cole Ranch AVA, McDowell Valley AVA, Dos Rios AVA, Covelo AVA

22. The Central Coast Wines from the Central Coast are frequently bottled using the county of origin as designation instead of using an AVA classification. The winemaking history of the district dates back to the time of the missions that stretched in a chain along the California coast. The region has seen much new development in recent decades.

23. Wine Regions of the Central Coast The San Francisco Bay Area and Santa Cruz County AVAs Monterey and San Benito County AVAs San Luis Obispo County AVA Paso Robles AVA Santa Barbara County AVA

24. The Central Valley • The state’s most productive region for grapes • Many large vineyards and wineries • Conditions allow for much higher croploads • Generally produce wines with more neutral flavors • Quality is also reflected by lower prices • Regions of the Central Valley • Clarksburg AVA • Lodi AVA