Wine, though the most intimate of pleasures, lends itself to the most expansive of texts. We drink wine most often – tastings aside – in pairings of two, or in lonesome but agreeable solitude, and, its narcotic pleasure being felt internally, we feel its effects as we feel a fever: almost secretly, in shivers. Though wine is like sex in its intimacy, unlike sex, the form in which we fetishise wine – our vine erotica – is not hushed and illicit but encyclopedic. On the shelves of any wine drinker, there are likely to be catalogues, dictionaries organised by region, old Parker buying guides some 600 pages long that somehow, though dated, can’t be discarded.  Wine seems singular among human pleasures in this. We don’t, as a rule, rush from reading a poem to great anthologies of poetry, or add to the savour of seeing a play by reading a big atlas of dramatic literature – not, at least, after we graduate from school. Sports fans, it’s true, like big books of statistics, but then sports-watching is a social act in the first instance – the more people in the stands, the merrier the occasion. With wine, we like the macro with our micro: with a solitary glass in hand, we look, in print, over the next hill, or the current vintage, at the vineyard across the way, or the vintage yet to come. It’s part of the pleasure the glass provides. The reasons for this micro and macro turn are, on reflection, commercial and artisanal as much as aesthetic. The business of wine needs a big picture of its domain, its resources, and its potential market – scale sets the stage for commerce. The makers of wine like to place themselves on a broader map of where wine is and what it’s made with. The great Bordeaux classification of 1855 is not just the noblest public monument to a beverage ever attempted, but a model of market-making and even market price-fixing. Once a hierarchy of growths has been established, it is easy to slot in the price tags. But there is a truth of taste beneath the ordering of value. With wine, we know that what we are experiencing is, however singular, still an intersection of opposed forces – as the peerless wine writer Jancis Robinson MW says of her first glass of Chambolle-Musigny 1959; “I knew at once that there was something in the glass that was sensually delicious but that it was also made, produced, and therefore suggested a history of intellect and discernment.” The pleasure of wine is the crossing of a place, a grape and a people; and so, we turn to the big books to frame the small pleasures.  What distinguishes wine from even a good glass of ale or a local brew is the specificity of the pleasure set against the scale of the system that made it – one that historically embraces the planet. It’s a First Growth, or a domaine Burgundy, or a Ridge Zinfandel or a New Zealand Pinot Noir made to a Burgundy model by American wine makers … the more we know, the more we’re free to feel. Most sensory pleasures are specific to the point of being illicit – aside from the bemused fetishist, romance is a spontaneous pleasure, often aided, to be sure, by a systematic wine. Wine is premeditated; we choose a bottle, let it ripen, and break it open. Even casual table drinking has a tale to tell, a journey to trace on a map. These thoughts are brought to mind in contemplation of Wine Grapes, the monosyllabically titled but unprecedentedly expansive dictionary of grape varieties grown to be crushed and fermented on this green planet. Authored by Robinson, along with Julia Harding MW and the geneticist Dr José Vouillamoz, it marks an epoch – several epochs – in our understanding of wine, from both a professional planet-straddling and an amateur glass-in-hand perspective. A book of its time (published in 2012), it was made possible, in part, by a revolution in the DNA analysis of wine grapes to help discover their origins and histories.  The DNA profiling of wine grapes only began in 1993, and the first ‘paternity test’ successfully concluded in 1997 – a mere few days ago by historical perspective – with specialists, Dr Vouillamoz among them, drawing astonishing Darwinian lines among seemingly unrelated grapes. Zinfandel, it has been discovered in the last 40 years, is not only the Siamese twin of Primitivo, but its Croatian Siamese twin. In proper Darwinian fashion, the book tells us, “It looks increasingly as though an enormous proportion of the grapes we know today are members of a few key families.”  The leading families of wine, Pinot and Nebbiolo and the rest, like the leading houses of Westeros, jostle and engage in incestuous inter-breeding as they move towards dominance. As Jancis Robinson admits, the quest for the origins of grapes can become surprisingly emotional. “The Zin quest is so … heated. There was a Zinfandel conference in Croatia, with all the great Zin makers, even Joel ‘King of Zin’ Peterson from Ravenswood, and we all had to present our various things about Zinfandel. There was a small cohort of people from Montenegro who reckoned that their variety – whose name is unpronounceable – was the true progenitor of modern Zinfandel, not the Croatian one. It became so … Balkan! And you know what? They may be right!” Wine Grapes is of its time in another sense as well, marking the moment when we have started to think of wine not solely in terms of region, but much more in terms of variety, with the semi-mystical term ‘terroir’ acting as a kind of Holy Spirit between them. Thinking ‘grape’ more than ‘place’ releases our imaginations. The wholesome instructive pleasures of the book, to which we’ll come, shrink beside the unwholesome, guilty pleasures of turning the pages to meet the failures among grapes – the near-misses, the long-forgotten and forlorn lost toys – which please more than the patterns of primacy. The pleasure of reading about the grapes whose juice we do drink is nothing compared to reading about those we don’t. In dictionaries, oddities and parentheses fascinate us more than the major entries. No one turns to the dictionary to study ‘and’; we go to study ‘antediluvian’. So, turning these pages, flipping through the P’s on our way to encounter the great Pinot families, we come upon the lesser gods, even the little misshapen gnomes and dwarves of the wine world, and we delight in meeting them. (A fascination added to by the forthright sub-heads the editors provide.) On our way to Burgundy and Pinot Noir, we also meet Pinotin, a ‘recent obscure Swiss hybrid’ which edges into Pionnier, ‘a minor but complex, cold-hardy American hybrid used in blends in Québec’, and, of course, Pinotage ‘South Africa’s very own cross, both loved and despised’, which leads us on to Pugnitello and even Pukhliakovsky (a Russian variety ‘with erratic yields producing light wines’) and even unto Pules – ‘a minor Albanian white’. Radiating out from five pages on the major Merlot, we bump into Merseguera, ‘an uninspiring variety’ from Spain, and Merzifon Karasi, and Merzling, dismissed as a ‘very minor disease-resistant German hybrid’. Why these lost or obscure kinds of grapes bring so much delight with them is a fascinating question. It has in part to do with our general appetite for oddities and obscurities, which once produced ‘freak shows’ and still makes us fascinated with archaic musical instruments: we are curious to hear the sackbut because we want to know what led to the trombone. It is also the virtuous case that variety is the safeguard of continuity. In an age of ever-decreasing biodiversity with just a few varieties taking the place of many possibilities, one Quixotic California winemaker, driving through the fields of Cabernet and Chardonnay, dismissed them all – with a wave of the hand – as “chocolate and vanilla, chocolate and vanilla”.  The health of the planet is safeguarded by the persistence of so many kinds. It is also because the existence of these minor yet still thriving varieties gives us a satisfying picture of adaptation, the central biological act. Each of these grapes has found a home in the world. It may not be much of a home, but then neither, face the facts, is ours. We identify with the unknown grape. We are all more like a very minor disease-resistant German, or a cold-hardy Québec hybrid, than we are something noble and complicated. Few of us are bottles of Burgundy; we can all identify as minor Albanian whites. In conversation, Jancis Robinson, sheltering at home near Kings Cross in London, a home with a view of a graveyard (though a cheerful one she assures an interviewer) – talks of the wine almanac with the blunt enthusiasm that marks her writing. Robinson, in addition to her obvious honours and credentials, is a rare thing in the wine world, or any world: a writer who writes with equal parts brio and expertise. She explains the origins of Wine Grapes. “What happened was that one of the co-authors, Dr José Vouillamoz, who had been at University of California, Davis, felt that he needed to earn more of a living, and came back to Switzerland and got a job working on Alpine botanicals. But he didn’t want to lose his relationship with wine, and he came to me and said that he’d like to collaborate on a book about grape varieties. I’d already written one in 1986, based on our very fractional knowledge then.  Over lunch, I took along Julia Harding, a wine writer who works on my website. She’s extremely punctilious.” (Robinson, punctilious herself, says this with such emphasis that the listener feels that, with Harding, we must be talking about new frontiers, not to say dimensions, in punctiliousness.) “She had exactly the right sort of brain for a project like this. José suggested that we focus on the 10 or 12 most planted grape varieties to help simplify it. I thought that that book didn’t sound interesting enough. I waited until we were quite far down a bottle of Valpolicella and said, ‘I think our book should be about every single grape variety we can find.’ He gulped and said, ‘Then that’s what we shall do!’” The idea of creating a ‘perfect map’ of a subject is one of the itches that govern modern life. John James Audubon set out to describe not the major but every bird and beast in North America, and that’s what he did. Similar ‘almanacs of everything’ fill our botanical and anthropological shelves. It is an ambition so tied to modernity that in the mid-19th century, Lewis Carroll perfectly satirised it in his novel, Sylvie & Bruno, where two mad professors talk about their dream of making a map that would be on a one-to-one relation to the actual world – utterly perfect, if impossible to unroll. “I loved the scale of the thing,” Robinson says of her perfect map. “So, we carved things up: José did all the DNA stuff and history because he had good access to it, Julia, bless her, did the footwork – how much of each grape is planted where – while trying to taste as many as possible, too! And I wrote the entries on the best-known varieties, and the introduction and read every single word.  As with any dictionary, we used what came before: we went through appellation lists, with all of the varieties allowed, some of them almost extinct. A nice little detail of the book is that we persuaded the publisher that it should have some colour plates, and we were particularly keen to include the plates from the world’s first oenological book, L’Ampélographie: Traité Général de Viticulture, of 1901 … just out of copyright!” She pauses. “Of course,” she adds reflectively, “it was José, naturally, who discovered that Pinot and Syrah are related.” The offhand nature of her mention can’t conceal the significance of the remark. Of all the discoveries offered in the book, this is perhaps, for the amateur wine drinker, the most exemplary and astonishing. Painstakingly tracing the DNA heritage of the varieties, these two noble houses, Syrah and Pinot – the grapes of the Rhône Valley and those of Burgundy, the heart of Côte-Rôtie and the soul of Chambertin – are unified as cousins. This happened not through willed cultivation but in the natural evolutionary way: through variation and adaptation. Initially, the elegance of Pinot Noir was transformed through the usual evolutionary pressures of place and mutations, into the earthy pleasures of Syrah.  Chance mutation and lucky planting turned one grape into its near opposite. (‘Cross-fertilisation’, we’re told, ‘was common until the early 20th century because several grape varieties were often intermixed in the vineyards, facilitating natural crossings between distinct grape varieties’.) The phylloxera epidemic in France from the 1860s on – though it did not destroy as much as is sometimes thought – acted as a kind of sieve or filter of grape varieties, a sort of extinction event in large-scale natural history, forcing hard choices and making obscure varieties less desirable to save by root grafting with New World vines.   One virtue of the book is to propose, in effect, a new order of wines by celebrating ‘secondary’ grape varieties. “For me, among the obscure wines, something about as well-known as Cinsault stands out – it can make such lovely wines,” Robinson says. “There’s been such a sea change as the century turned. Everybody once wanted to make fruit bombs to one of three standard recipes. Then in this century, higher acidity, lighter wines are finally revaluing, and so Cinsault comes into its own. “Sometimes I come across a grape that isn’t well known but that’s so obviously superior. There’s Aglianico – the name suggests it’s Greek, though no Greek variety has ever been found and you only get it in Southern Italy. Perfect for late ripeness, and not for cool climates – and now it has travelled to Australia, where they’re desperate for hot weather varieties.  The whole array of Portuguese and Greek grape varieties are so fantastic! And so individual. And I love that after a dalliance with international varieties, both countries are now celebrating their own. There’s another white grape, an Iberian variety that’s stunning, and, again, I’m not sure it’s yet been planted much: Godello! It’s a bit crass to say it makes wines that taste like Montrachet, if a little more terroir-y and mineral … but it does. I could drink Cinsault for red and Godello for white into the next century. “There’s such a gap nowadays,” Robinson goes on, “between the Napa Cab thing, and these young people who are buying unknown grape varieties that sell for a fraction of the price, that are really good. Such a lot has happened in the field of recuperating old vines, some so obscure that they don’t even have a name. Miguel Torres, the scion of that great company in northeast Spain became very interested in grapes.  At first, he said, ‘Hey Dad, we need the posh varieties, Cabernet and Chardonnay’ – and made all these wines which did well in the Judgement of Paris. But, with time, he realised that it made more sense to concentrate on the indigenous varieties. He’s been engaged for 30 years, putting classified ads in the local press – ‘If you know of a wine grape that you can’t identify, let us know of it, and – if we think we can propagate out – we’ll do micro-vinification.’ He’s actually rescued Catalan varieties that were on the brink of disappearing; I think he found 30 varieties, and recuperated eight for micro-vinification with sufficient character to give them a new lease of life. And much the same thing has been happening all over Italy. If we published the book today, we’d be up to at least 1,500 kinds of grapes.” The great sorting question of our time, of course, is the question of climate change and its effects on wine cultivation. Robinson is cautiously hopeful about Burgundy. “I was lucky enough to go there and spend some time. The 2020 harvest is the earliest ever, at least since the 14th century. But, whereas the 2003 vintage, that legendary hot summer in France, produced wines that were pretty bizarre, the 2019s seem as fresh as a daisy, with pure fruit. I’m no plant biologist, but the vines seem to be getting used to the conditions … or the winemakers are. They’re not extracting as heavily, but, given that, there’s no sign of added acidity (it’s routinely added in the southern hemisphere), the acidity is coming from the grapes as well. Even some real old Burgundy hands, when you ask why the wines are so fresh, say, ‘I really don’t know.’” About the Southern Rhône, though, she is more pessimistic. “They’re not helping themselves in the Southern Rhône: too many are trying to make concentrated, high alcohol, 16% wines. And maybe consultants are too powerful down there – one consultant can be responsible for 20 or 30 labels, and so you’re going to have 20 or 30 wines that reflect that.” It’s here, though, that the knowledge of grapes, and our possession of this specialist dictionary, seems particularly valuable. If wine is to save itself from the vagaries of climate change, it will probably be through the introduction and new use of ‘marginal’ or forgotten ‘heirloom’ grapes. Only recently, France’s Institut National de l’Origine et de la Qualité (INAO) officially approved six new varieties: four red grapes – Arinarnoa, Castes, Marselan, and Touriga Nacional; and two whites – Alvarinho and Liliorila – all described as ‘well-adapted to alleviate hydric stress associated with temperature increases and shorter growing cycles’, potential saviours of the region against the villain of global warming. All of them, of course, are charted and explicated in Wine Grapes.

In the end, the great strange truth of wine is the truth of life: a thousand vectors press down on us at once – place, history, time, temperature, luck and breeding – and somehow in the intersection we find, or make, our pleasures. The question of type and variation was very different before Darwin who wrote, oddly (or perhaps not so oddly) almost simultaneously with the great classification of Bordeaux, publishing On the Origin of Species in 1859.  (Oddly because his theory would have been true in any other time; not so oddly because the urge to map the world, for the ‘almanac of everything’, was typical of mid-19th century confidence, as Carroll’s satire suggests.) Before Darwin, who loved wine, the fundamental view of the world was that the superintending categories, species and varieties, were the fixed things in the world. Everyone took it for granted that the ‘kind’ the ‘essence’, was the real thing and all the little variants merely particular shades away from it. A grape was a better or worse instance of its variety. Grapes, like apes, were of one fixed sort. Darwin’s great overriding insight was that only particulars exist, and that species and superintending categories are the labile and ever-changing kinds. Every kind of living thing came from somewhere weird and is on its way to somewhere weirder, with a brief stopover at being the thing it is now. The elegance of Pinot Noir is a close cousin of the earthiness of Syrah, one state is simply a moment in the life of the other, and each are moments in the life of the surging, unfixable whole. Wine, braiding through the planet and only coming to rest on a name for a moment in one place, is a bit of scientific epistemology in your glass, the truth of the particular made potable. It’s a fine destiny for a simple pleasure. This article was originally published in FONDATA, Issue One Photography by Gavin Bond; floral set design by Studio Lupine

Essayist and author Adam Gopnik takes a look at the world of wine through the lens of seminal wine-lover’s bible, Wine Grapes, and talks to one of its three co-authors, Jancis Robinson MW about the joy of discovering long-forgotten indigenous grape varieties

Adam Gopnik talks to Wine Grapes co-author Jancis Robinson MW about the joy of discovering long-forgotten indigenous grape varieties

FONDATA: Pleasure in the detail

Pleasure in the detail

 When the UK entered the first coronavirus lockdown in March 2020, there was a sense that the end of long, thoughtful, funny and serious conversations was dangerously close. Over a Zoom call, sat at our respective kitchen tables, F+R’s Patrick O’Connor, creative director Alan Aboud and myself, a journalist and editor, started to wonder if we could work together in some way to explore topics usually explored at the communal tables that were sadly empty.  The first project we worked on together marked the 90th birthday of iconic Lebanese winemaker Chateau Musar and the simultaneous publishing of a book celebrating the winery by Académie du Vin Library. Working together with music consultant Leo Walton, we conceived a package of content for FINE+RARE’s website to coincide with F+R’s exclusive release of various mixed cases of Chateau Musar vintages going back to the 1960s.  As part of the content package, I wrote three articles for the F+R website, and worked with Leo to create four Spotify playlists featuring Lebanese music from the relevant decades of the Musar vintages being released: the 1960s, 1970s, 2000s and 2010s. Leo and I also suggested the potential to add more cultural context to both the wine and our selection of music by producing a podcast in which we interviewed a Lebanese musician about musical culture and heritage in the region. We explored various ideas before interviewing two members of the Beirut Groove Collective – a group of DJs with a reputation for unearthing records from the 1960s, 70s and 80s and giving them a new audience. We asked the DJs to give us the low down on their legendary all-night vinyl-only parties in Lebanon’s capital, and about Beirut’s surprisingly vibrant music scene throughout the Civil War (1975-1990). We also asked Ernesto about his new reissue project with BBE Records and the first release in the series: Ihsan Al-Munzer’s 1979 synth-led Belly Dance Disco album.  This idea – of creating original editorial content that proactively ventured into topics in and adjacent to the worlds of fine wine and spirits in order to enrich the FINE+RARE experience – immediately appealed to all involved. Between us, we started to flesh out the idea for a new content platform that could explore and commission stories that took advantage of our combined knowledge, skillsets and networks, plus FINE+RARE’s access to the best producers and most interesting personalities driving quality in the worlds of fine wine and exceptional spirits.  While the concept was always for FONDATA to be a multi-media platform whereby we would produce content in whatever medium seemed most relevant to a given subject matter – podcast, video, blog or print – we focused our initial efforts on producing a large-format, print journal. It would provide a brilliant canvas for us to commission the best writers, photographers and illustrators, and it would also be the perfect format to function as a physical mission statement, something we could send to F+R customers. Doing this in 2020, when we were in lockdown, seemed like a great way to maintain connection and morale in an unprecedented moment in living memory. We formed a small ‘bubble’ to sit, appropriately distanced, in Patrick’s back garden in Hackney to brainstorm the idea and start mapping out what stories we could potentially commission for our first FONDATA journal. For the inaugural issue, one story in particular was pivotal to realising our ambition: commissioning American essayist, author and regular contributor to The New Yorker, Adam Gopnik to write a piece for us. In his book, Paris to the Moon (Quercus, 2000), Gopnik likens Jean-Philippe Derenne’s L’Amateur de Cuisine book (Éditions Stock, 1996) to “a medieval almanac, offering a timeless, secure, benevolent universe of food.” In our initial conversations, we’d identified Wine Grapes, A complete guide to 1,368 vine varieties, including their origins and flavours (Allen Lane, 2012) – the weighty 1,240-page tome authored by Jancis Robinson MW, Julia Harding MW and Dr José Vouillamoz – as a book we’d love to celebrate in some way. We wondered if Gopnik would be as enamoured with the book as much as Derenne’s and if he’d write something for us about it and its value to wine lovers and gastronomes alike. We duly sent him a copy of Wine Grapes (clothbound and slipcased) and a note introducing ourselves and outlining FONDATA’s ambition. He loved the book and the idea for the piece, so we contacted Jancis to ask if she would be happy to be interviewed by Adam. It turned out they were both fans of each other’s work. Our first feature was underway. But how would we present the piece? What would FONDATA look like? Alan asked Jancis if she would agree to be our cover star for our first issue. When she agreed, we had to work out how to bring the inaugural cover to life. “Gavin Bond popped into my head,” Alan, recalls, of the task at hand, “as he has become the ‘go-to’ photographer for celebrity portraits, especially in the film and fashion business. I felt Jancis deserved that status and reverence. Of course, the wine world reveres her, but no wine journal seems to be able to look beyond a shoot involving wine bottles and grapes.”   With Gavin Bond on board, the next step was to think about the shoot itself. “We enlisted the help of a wonderful floral design company, Studio Lupine,” Alan explains of his art direction. “We briefed Raggie Furuseth, the designer, to create a wildly original space in which Jancis could be photographed. The resulting portrait is a stunning and sensitive study of one of the world’s most learned and charming wine writers in her prime.” Another crucial part of our first issue planning was around design concepting and setting out our production values. As a kind of guiding light, Alan and I had adopted a mantra: “This isn’t a magazine”, as FONDATA would have none of the concerns of a regular magazine. We didn’t want to print on flimsy paper. We didn’t want to create something predictable or ephemeral, but rather an object that felt it had more permanence, more lasting value. FONDATA, we were all very clear, would strive from the outset to be a joyous, opulent celebration of cerebral, long-form editorial content.  Alan began working with his studio designer, Haley Austin, exploring different oversized formats, experimenting with page layouts and type treatments to realise his vision for how FONDATA would look. At the same time, he commissioned Rick Banks of Foundry 37 to create a bespoke logotype for FONDATA’s masthead based on his F37 Caslon typeface. We also adopted F37 as our core typeface for body copy, and to use at large scale for feature headlines and beautiful, full-page pull quotes.  In terms of our editorial direction, we were keen from the offset to commission editorial that explored evergreen (and ever-fascinating) topics. What does it mean to collect? How has the pandemic affected our lifestyles, and how much of that is positive? How do ideas germinate, and how does genius emerge? How important is history and tradition to innovation and revolution? What are the most significant drivers and the biggest hurdles for excellence? Once the Gopnik feature was in the proverbial bag, we set to work commissioning an issue full of features that we hoped would appeal to a wine-loving audience but not feel like we were trying to sell them something.  We approached Jancis Robinson’s co-authors of Wine Grapes, Julia Harding MW and Dr José Vouillamoz, to call out five relatively obscure grape varieties from around the world to champion them and the producers making remarkable wines with them. We also commissioned botanical artist Sarah Jane Humphrey to illustrate each variety.  We asked the former director of London’s Design Museum, Deyan Sudjic OBE, to contemplate the history of social spaces. To accompany his feature, we asked him to approach a number of highly regarded architects and interior designers to illustrate their visions of social spaces of the near future. As a result, we soon added John Pawson, AB Rogers, Paloma Strelitz, and Jon Marshall to our list of contributors. We tasked journalist and author Dylan Jones OBE with critiquing wine’s critical landscape, connecting him with some of the world’s leading wine writers and critics to discover how the pandemic had reshaped their work lives and lifestyles.  Author and historian (and one of the most elegantly dressed gentlemen about town) Nicholas Foulkes very literally wrote the book on cigars. His son, Max, is a Master of Havana and works at Davidoff in Mayfair. And it was Nicholas’ father-in-law who first introduced him to the pleasures of cigar smoking. Especially for our first issue, Nicholas pondered the joy of his relationship with his sons and the idea of passing cultural knowledge and enthusiasms from one generation to the next. We commissioned Julian Broad to shoot a portrait of Nicholas with his sons.  I spent time talking with restaurateur-turned winegrower Alex Xu and wrote a piece about how he’d come to completely reshape his future by planting three hectares of Pinot Noir and Chardonnay vines in the foothills of the Jade Dragon Snow Mountain in China’s most idyllic province. I also interviewed Waterford distillery owner Mark Reynier to find out how (and why) he’s bringing notions of terroir, traceability and transparency to the fore in the world of single malt whisky.   Meanwhile, British chef and food writer Thom Eagle contemplated the value of spending more, rather than less, time in the kitchen, and artist Stewart Walton illustrated the piece.  We commissioned educator and business guru Germana Di Falco to interview fashion designer Brunello Cucinelli about his philosophy to business and life itself, and we engaged British-born, LA-based writer and critic Geoff Dyer to chart the slow journey towards appreciation of and reverence for well-chosen wine. The issue signs off with a Letter from California penned by winemaker Maya Dalla Valle, who reflects on her 11-year journey to become the winemaker at her family’s celebrated vineyard in Napa. The resulting inaugural issue is everything we hoped it would be. As Patrick says in his publisher’s letter on its very first page, it is a celebration. One that delivers rich, engaging editorial content in a format that feels lavish and collectable in and of itself. “It is also a collective,” he continues. “The best minds brought together to tackle the subjects that captivate, so arresting in their absence – experience, space, people and family. [This issue] became a journey into the sound of the things that matter to the soul of the collector, the reasons things exist, the FONDATA.”

FONDATA Editor Gavin Lucas on the content platform’s journey from ideation to realisation

Exploring how the FINE+RARE Group created FONDATA, a unique wine and spirits content platform

The FONDATA genesis story

FONDATA: The genesis story

It’s easy to make assumptions about William Kelley. In some ways, he seems like a caricature of the stereotypical wine writer: an excruciatingly RP English drawl, a doctorate in 19th century history from Oxford, a childhood divided between London’s Belsize Park and more rural Suffolk, and a cellar of seemingly endless depths (or so his Instagram suggests). And yet, there’s much more to the Wine Advocate’s Editor-in-Chief than meets the eye. Kelley sprung from anonymity rapidly. His mentor was Hugo Dunn-Meynell, a family friend who had been a protégé of André Simon and managed the Wine & Food Society for 15 years; organising Dunn-Meynell’s cellar formed Kelley’s early vinous education. He joined Oxford’s famous Wine Circle, acting as President for three years during his studies, which concluded with a PhD. “Education in the humanities is the only form of institutionalised punishment where you get extra time for good behaviour,” Kelley says with a chuckle. Academia wasn’t for him, but, as he tells me, with a casual shrug: “I kept getting scholarships and things, so I kept on doing it.” Wine, meanwhile, played an ever-growing role in his life – from pillaging his college’s cellars, helping the staff decant old vintage Ports, increasing involvement in the Wine Circle, and trips to visit producers. Kelley penned his first feature for Noble Rot in 2015, a spotlight on the late, elusive Henri Bonneau. He was published in Decanter the following year, where he soon secured the North American beat. He covered Burgundy’s 2015 and 2016 vintages for the magazine, before joining the Wine Advocate team in 2017 – just two years after he’d first started writing about wine. In March of this year (2024), he took over as Editor-in-Chief – arguably the biggest job in wine writing. That’s quite the trajectory for someone who fell into the job. “I always wanted to make wine,” Kelley says. “Writing about it sounded like a good idea to make some money, you know? I found the meaning afterwards.” And that meaning is what makes Kelley so interesting, both as a writer and an editor – one that is quietly leading a revolution at the Wine Advocate. I always wanted to make wine,” Kelley says. “Writing about it sounded like a good idea to make some money, you know?  “What we do can be amazingly useful in disrupting hierarchies and forcing critical reflection,” Kelley tells me. “I don’t think we do enough of those things currently – but this is something we’re going to do more of.” In his mind, the Wine Advocate’s purpose is “to keep everybody honest”. The publication was purchased by the Michelin Guide in 2019 (having held 40% since 2017), and Kelley’s been talking to the Michelin team – about how they choose which restaurants get reviewed, and the criteria on which they’re judged, looking for possible synergies. The difference between two and three stars, for example, is more subjective than whether or not an establishment makes it into the guide – and it’s similar with wine. Although there will always be an element of subjectivity, especially when it comes to the two- or three-star equivalents, Kelley is trying to bring more consistency to the way wines are scored. He’s brought in technical training for the entire reviewing team – looking at perceptive thresholds for faults such as brettanomyces and mouse, while also ensuring that they’re all using the same lexicon – that one person’s cinnamon isn’t another’s clove. He cites the world of perfume, where training is intensively scientific and perfumers have to pinpoint hundreds, if not thousands, of specific scents – strikingly different to the world of wine, where tasting is often just “free association”. The team even sends samples off to a laboratory for analysis. This is all part of how Kelley hopes to tackle the inflation, and compression, of scores (“a huge problem” he confesses) – which in turn is devaluing both ratings and the role of those that give them. Kelley is unusual in the critical sphere, for both making wine and reviewing it. He’s received criticism for this duality, although openly declares any interests in reviews (such as for Domaine Felettig, an estate from which he buys fruit). His experience in the vineyard and winery, however, gives him a unique perspective and allows him to engage with producers on a deeper level – something he wants to see more of across the team. What we do can be amazingly useful in disrupting hierarchies and forcing critical reflection When I ask how the publication determines what gets reviewed, Kelley explains how, for a long time, writers at the Wine Advocate had KPIs for the number of reviews published – trying to tackle as much as possible of the increasingly diverse world of fine wine in a bid for relevance. But he’s clear that needs to change: “We need to embrace the idea of reviewing fewer wines in more depth and following them more closely, because that reflects how people consume today,” he says. Part of that, for him, involves getting into vineyards and wineries to see how people are working, and spending enough time to fully understand it. He wants to put an end to gathering samples in anonymous tasting spaces; for him, the supposed neutrality of that experience is limiting. “How do you invest in the stock market if you know nothing about a company’s performance?” he says. “How do you define authenticity? For me, it’s about taking risks. It’s about exposure to negative consequences in pursuit of a goal, a conviction,” Kelley tells me – and it’s authenticity that he wants the Wine Advocate to be championing. “We’re in a period when winemaking conditions are more extreme, where traditional hierarchies of sites are being upended, and for the industry to digest all of that, we can be immensely useful voices.” He's clear that wine remains old-fashioned in many ways with an “aura of tradition” that consumers like, whether the family pedigree of certain estates (“We don’t want seventh-generation politicians, but suddenly we like nothing better than to buy a seventh-generation wine.”) or antiquated classifications (“Having a great classification is very nice – but it shouldn’t be a licence to print money. It should be an obligation to do better.”). The Wine Advocate, however, has the ability to champion young producers, shine a light on new names and question the current state of the industry. It can – in short – disrupt the status quo. One of the challenges with wine is that critics and writers are often dependent on producers for access, especially when it comes to the rarest and most sought-after wines. Truly impartial judgement is difficult when a low score or negative review risks not being invited back. (Kelley himself has been banned from estates – and sometimes later un-banned.) The industry is riddled with such conflicts of interest. But, for Kelley: “It’s not actually about avoiding [conflicts of interest], because you can’t… our business is about managing them; it’s about being very transparent.” We’re in a period when winemaking conditions are more extreme, where traditional hierarchies of sites are being upended While there are of course strict rules in place regarding hospitality and producers, the Wine Advocate’s expenses policy is generous enough, Kelley assures me, to allow writers to “engage with [producers] as an equal” – and ensure there’s no pay-to-play. Wine criticism isn’t renowned for its generous salaries, yet Kelley notes how important it is for reviewers “to be paid enough to buy the wines and have an independent relationship with [them]”. He highlights how it’s the bottles that he might have misjudged that have shaped him most professionally – lingering long in the memory as he tries to unravel how and why he might have misread a wine. Inevitably, Kelley is having to take a step back from reviewing to allow him to steer the ship. He’s expanding the team and plans to keep writing about Burgundy for now, but is keen to avoid “sitting on” any particular region (“I want to actually try to create new voices,” he says). When we talk, he hasn’t even hit six months in his role as Editor-in-Chief, and there is clearly more he wants to tackle, bringing further nuance to the way the Wine Advocate rates and reports on wines and producers. Wine writing was never the goal, however, and as he approaches a decade in his accidental career, his feet are getting itchy. He’s juggling his small project in the US (Beau Rivage) and his Burgundy label (largely négociant with two tiny parcels of his own, Beaune Premier Cru Les Chouacheaux and Côte de Beaune) alongside the job – and that’s where he wants to be. Once he’s finished his work reforming the Wine Advocate, he’ll be found among the vines in Burgundy. Wine is – and always will be – his life. “If it’s not an obsession, you’re not doing it right,” he says. It is this almost manic focus – a combination of true passion and intellectual curiosity – that is likely to define his work, both at the Wine Advocate and beyond.  Explore more Editorial

Earlier this year, William Kelley was named Editor-in-Chief of the Wine Advocate, taking over from his colleague Joe Czerwinski. We sat down with him to find out more about how he stumbled into writing, the role of critics today and why – for him – wine is much more than just a job    

The Wine Advocate’s new Editor-in-Chief, William Kelley, on stumbling into wine writing, the role of critics and why wine is much more than a job

Talking to the Wine Advocate’s William Kelley

Advocating for change: William Kelley

Barolo remains the most important region in the world for Nebbiolo. This variety is one of the world’s most sensitive and difficult to grow, rarely found outside Piedmont. While there are a handful of other high-quality enclaves across Piedmont including Valmaggiore (24km north of Barolo) and the cooler sites of Gattinara and Ghemme – collectively known as Alto Piedmont (or Alto Piemonte), nowhere else matches Barolo and neighbouring Barbaresco for complexity and ageing potential.  The wines are typically pale ruby in colour with grippy tannins, high acidity and a flavour profile of red cherry, mulberry, camphor and rose petal. The grape’s almost transparent character (similar to Pinot Noir) makes it a great transmitter of terroir – producing many nuanced styles, flavours and aromas – from the most delicate and floral to the most structured and mineral, and everywhere in between. It is this complex variety within such a small region that makes the grape, and the varying communes of Barolo, so interesting. Barolo has a cooler microclimate compared to nearby Barbaresco, resulting in a longer ripening season. While this means it is more sensitive to vintage variation, in the best years the wines reach highs unmatched anywhere else. Dry Barolo has been produced in the region since the mid-1800s. A wine that was a favourite amongst the aristocratic families of the Savoy dynasty, it is thought to have been first produced in this style by King Carlo Alberto’s estate in nearby Pollenzo. The aristocracy bankrolled wine production in Barolo, helping the pioneering winemakers at the time – such as Staglieno and the French oenologist Oudart – improve the quality and reputation of the wines. Their aristocratic link earned Barolo the nickname “the king of wines and the wine of kings”. Understanding the variety of styles of Barolo to a large extent depends upon where the grapes are grown. The landscape of Barolo is made up of many small undulating hillsides where exposition, topography and altitude all play important roles in the final character of a wine made in a specific part of the region or vineyard. Historically the sub-regions were not so important, largely due to the fact that Barolo wines existed exclusively as blends of fruit from across the region (often including grapes from the vineyards of Barbaresco). The 1961 vintage, however, represents a significant turning point when both Prunotto and Vietti released single-vineyard Barolos from Barolo Bussia and Rocche di Castiglione. While it was common knowledge amongst the local grape brokers which parts of the valley produced the best Nebbiolo, it wasn’t until the 1970s when these place names first came to print in Luigi Veronelli’s map. At the most basic level Barolo is divided into two valleys: the Central Valley and the Serralunga Valley. The Central Valley – including sub-regions of La Morra, Barolo and Novello – produce a more approachable style, noted for their fragrance and elegance, thought to be due to the distinct blue-grey marl content in the Tortonian soils found in these vineyards. The Serralunga Valley – with its sub-regions of Serralunga d’Alba and Monforte d’Alba – tend to create more powerful, tannic, concentrated wines due to the higher content of clay, limestone and sandstone found in the Serravalian soils. In Castiglione Falletto there is a richer concentration of sandstone and this is generally thought to produce a middle ground between the more structured character of the Serravalian soils and the elegance brought about by the Tortonian soils.  While these variations in soil throughout the sub-regions play some part in the differences in the structure and flavour profile of different Barolos, this is just one factor and should be understood as broad generalisations. The complex terroirs are defined not just by the soils, but by the varying expositions, altitudes, viticutural techniques, clones, pruning and winemaking methods which vary from estate to estate – making it impossible to provide a completely definitive profile of each area.    
A guide to Barolo's communes  There are 11 village communes within the Barolo DOCG: La Morra, Barolo, Castiglione Falletto, Serralunga d’Alba, Cherasco, Diano d’Alba, Grinzane Cavour, Monforte d’Alba, Novello, Roddi and Verduno. Below you’ll find a guide to the distinctive style of the main communes, as well as the best growers from each.  La Morra Wines from La Morra can be some of the most perfumed Barolo, typically with soft, smooth tannins. It is believed that the fine sandy soil of the region is behind the wines’ elegance. As the largest Barolo subregion, however, La Morra is the most diverse both in style and quality. Typically, these wines can be much more approachable in youth and tend to fair better in cooler vintages. Top producers in the region include Roberto Voerzio – who makes a unique style for the region, with strict pruning leading to miniscule yields and austere, tannic wines with long ageing potential. Poderi Oddero is more typical for the commune, producing bright, fruity Barolos with distinctly elegant tannins. Elio Altare is known for more modern-style Barolos which are matured both in traditional large barrels, as well as smaller barriques, and some new oak for their single-vineyard wines. Top vineyards: Brunate, Cerequio, Rocche dell’Annunziata Barolo Similar to La Morra, the Barolo sub-region produces broad, open, velvety Barolo but often with a bit more structure and concentration than those from La Morra. The region is home to some of the most historic sites, including Cannubi – a Cru that was singled out as an exceptional site even before the creation of the Barolo appellation (with the earliest bottled example of this site dating back to 1752). It is also home to some of the most respected producers in the region, who make markedly different styles of Barolo – further confirming that location is only part of the puzzle. Fierce traditionalists Bartolo Mascarello famously don’t make single-vineyard wines but their blended Barolo remains one of the region’s finest. Guiseppe Rinaldi’s winery is also staunchly traditional in their winemaking, seeing cross-commune blends as the ultimate expression of Barolo. winery is also staunchly traditional both in their winemaking, and blending of vineyards, seeing cross-commune blends as the ultimate expression of Barolo. Luciano Sandrone is more modern in style, the wines made in an elegant style that is more approachable in youth but also offers fantastic ageing potential – making them some of the region’s most collectable. Top vineyards: Cannubi, Ravera, Bricco delle Viole Castiglione Falletto  Although situated in the Serralunga valley, Castiglione Falletto falls somewhere in the middle between the elegant and fragrant qualities of La Morra and Barolo, and the boldness and concentration of Serralunga and Monforte. This is due to the aspect of the best slopes here, where the vines have maximum exposure to the sun, meaning riper fruit and added concentration. Giuseppe Mascarello produces one of Barolo’s most famous single-vineyard wines from the Monprivato Cru. Traditional in style, the wine is fermented in tank and aged in large oak. Vietti – a true pioneer of single-Cru Barolos – is also based here, as it has been since the 1800s. This estate has not only some of the best label designs in the world, but access to some of the finest Crus in Barolo, including Ravera, Rocche di Castiglione and Brunate. Top vineyards: Rocche di Castiglione, Fiasco, Villero Serralunga d’Alba  Serralunga is defined by its high concentration of Sant’Agata soils. Growers here talk about the vines feeling pain, as the harder soils put more stress on the vine, producing wines of great depth and power – as well as some of the highest tannin levels and the most full-bodied Barolos of any region. The wines can often have a distinctive bitter orange aroma. The wines are solid and typically austere, but can also be incredibly elegant and expressive, some of the most terroir-driven and long-lasting Barolo. By far the most famous and revered wine from Serralunga is Giacomo Conterno’s Monfortino. Monfortino was in fact the first ever producer-named Barolo made in the Riserva style, with the first vintage made in the 1920s (today it comes from the Cascina Francia Cru). Although based in Barbaresco, Bruno Giacosa produces two of Barolo’s most revered wines from the Serralunga Cru of Falletto, released only in top vintages. These are two of the most consistent expressions of top single-vineyard Nebbiolo in Barolo. Top vineyards: Cascina Francia, Falletto, Ornato Monforte d’Alba Defined by concentration and structure, the soils in Monforte d’Alba contain more clay than limestone – the opposite of Serralunga. The resulting wines tend to have more volume on the palate and boldness, making them the most concentrated Barolos. The wines exhibit classic rose petal, clay pot, clove, camphor and cardamom aromas, and particularly bold tannins. Look out for bottlings from Elio Grasso whose Case Matè Barolo comes from Ginestra. Bussia is one of the most famous, but also largest Crus, producing many different styles. The best part of the vineyard is Upper Bussia; a natural amphitheatre with varying expositions, when combined it produces wines of fantastic complexity. For the ultimate insight into the vineyard, try the wines of Aldo Conterno – who makes five separate bottlings all from the Bussia Cru. Top vineyards: Bussia, Ginestra, Mosconi Browse all Barolo or read more Editorial 

Age-worthy yet terroir transparent, Barolo is a fascinating region. Its complex, varied terroir often draws comparisons with Burgundy. Here we delve into “the king of wines and wine of kings” – from its aristocratic beginnings to the villages, vineyards and producers to look out for.


Your guide to “the king of wines and wine of kings” – Barolo: from its aristocratic beginnings to the villages, vineyards and producers to look out for.

Your definitive guide to Barolo 

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