Wednesday, April 2, 2008
An Introduction to Wine
What is wine?
Wine has been made for centuries from just a two simple ingredients: yeast and grape juice. Actually, just about any fruit juice can be used, but by far the majority of all wine is made from the juice of the grape.
How is wine made?
Yeast is the magical ingredient that turns grape juice into wine. Interestingly enough, there is actually wild yeast spores in the air and all that is really needed to make wine is an open container of grape juice and time. The result however, would probably not be the most palatable of beverages.
There are numerous strains of yeasts and the types used to make wine have been cultured just for this purpose. Well anyway, yeast is a living organism that feeds off of sugars in the grape juice in a process called fermentation.
During fermentation, yeast spores will reproduce exponentially until all of the fermentable sugars have been consumed. During this fermentation process, the sugars are converted into alcohol and carbon dioxide.
The yeast will also impart a taste to the finished wine depending on various factors such as the strain of yeast used, the temperature during fermentation and other factors.
Once all of the fermentable sugars have been consumed, the yeast will fall to the bottom of the container. The wine is removed from the container, leaving the yeast, and is trasferred to another container to mature while waiting to be bottled.
Of course, this whole process has been extremely simplified for a general understanding.
How does wine get its color?
You probably know that there are green grapes and black grapes and different grapes are used to make different wines.
What you might not know is that almost all grape juice (even from the black grapes) is basically colorless to golden in color.
The way a wine gets its color is by letting the skins soak in the juice during fermentation. You can actually make white wine from black grapes by not letting the skins stay in contact with the juice. Champagne is one of the most famous examples.
If the skins are left in the wine for only a short amount of time, a rose (or blush) will be made. If they are left for an extended amount of time, a dark red wine will be the result.
What gives each wine its taste?
Even though there are very few ingredients, there are many things which influence the taste of wine. First of all, there are many varieties of grapes. Each grape variety will produce different flavors, aromas, and even textures.
In addition, the soil and climate where the grapes are grown drastically affect these variables.
Not only that, but the wine maker can control various things by the technique, temperature and yeast used during fermentation. Other variables such as fermenting or storing in oak barrels will also affect the taste.
Never fear, with all of these factors considered even the most avid wine drinker would ever be able to experience all of the different varieties of wine on the market today. Let the treasure hunting begin!
What is tannin?
Tannin is a substance in wine that causes a firm, mouth-drying feeling in your mouth. It is extracted from the skins, seeds and stems of the grapes so red wines will contain more tannin than whites.
White wines will get a degree of tannin when oak barrels are used for fermentation or aging. Eat just the skins of grapes or drink strongly brewed, unsweetened tea for a good idea of what tannin feels like in your mouth.
What are sulfites?
By law, almost all wine made in the United States will have 긅ontains Sulfites� on the label. This is because about very small percentage of asthma sufferers can be extremely sensitive to sulfites.
Sulfites or sulfur dioxide is a compound occurring naturally during the fermentation process. Sometimes, though a wine maker will add a little more because of its antibacterial and preservative qualities. White wines have more sulfites than red wines because they need more protection.
Marketing wine on the Internet
The Australian Wine industry is experiencing a tough time as oversupply of product is creating downward pressure on prices. Large producers have had their well publicised problems, leading to merger and takeover activity. Small and medium producers are feeling the pinch.
Over the past twelve months I have discussed internet marketing with quite a number of smaller winery operators. The overwhelming experience seems to be "We have a web site but it doesn't generate any sales."
This experience mirrors that of other small business where the overwhelming majority fail to get significant benefit from their Internet presence. During the research I conducted as background to developing my own website I have visited several hundred wine related sites. It is not hard to see why they are not succeeding in generating sales.
Despite this gloomy record I feel that the Internet has lots to offer small to medium wineries in their marketing efforts. Some people are making sales through the internet: the challenge for the others is to get their sites going.
Small and medium wineries have several advantages that they can exploit to enhance their sales. Many are growing alternative varieties, and thus have a natural point of difference to build their marketing around.
Tourism is a booming industry and wine is an integral part of the tourist experience in most regions. An intelligent and integrated approach can exploit powerful marketing synergies.
For several reasons the Australian wine industry stands to reap great benefits from the internet, at least for those who are able to use it effectively.
My optimism is based on several emerging trends
1. There is obviously a much greater volume of wine being produced, both by the big wineries and the plethora of small and medium producers, new and old. The success the export trade has thus far kept problems of oversupply to a minimum, but the environment for marketing Australian wine is certainly becoming much more competitive.
2. There is increased diversity in the wine produced in Australia. New varieties have been introduced into emerging regions, the Rhone varieties into the Nagambie Lakes region and the Italian varieties into the King Valley, to name just the more prominent.
3. A growing number of consumers are looking for something new. There is a limit to how many marginally different chardonnays or shirazes they can drink and still remain interested.
4. Wine consumers are faced with more choice which is driving a thirst for knowledge about new wine experiences.
5. The Internet is primarily an information distributing medium, and consumers seek information about wine more than most other products
6. E-commerce is growing as more consumers are becoming comfortable with the internet. Warning! There is much more to e-commerce than having a website with attractive graphics. Too many businesses are overspending and underacheiving on the internet.
7. There is still a wide gap between those are producing something new and those who want to find something new.
Like any transforming technology the effects of the internet will take many years to unfold. There are hundreds of lessons still to be learnt. But with persistence, some Australian wineries will gain great benefits from marketing their wine on the web.
Over the past twelve months I have discussed internet marketing with quite a number of smaller winery operators. The overwhelming experience seems to be "We have a web site but it doesn't generate any sales."
This experience mirrors that of other small business where the overwhelming majority fail to get significant benefit from their Internet presence. During the research I conducted as background to developing my own website I have visited several hundred wine related sites. It is not hard to see why they are not succeeding in generating sales.
Despite this gloomy record I feel that the Internet has lots to offer small to medium wineries in their marketing efforts. Some people are making sales through the internet: the challenge for the others is to get their sites going.
Small and medium wineries have several advantages that they can exploit to enhance their sales. Many are growing alternative varieties, and thus have a natural point of difference to build their marketing around.
Tourism is a booming industry and wine is an integral part of the tourist experience in most regions. An intelligent and integrated approach can exploit powerful marketing synergies.
For several reasons the Australian wine industry stands to reap great benefits from the internet, at least for those who are able to use it effectively.
My optimism is based on several emerging trends
1. There is obviously a much greater volume of wine being produced, both by the big wineries and the plethora of small and medium producers, new and old. The success the export trade has thus far kept problems of oversupply to a minimum, but the environment for marketing Australian wine is certainly becoming much more competitive.
2. There is increased diversity in the wine produced in Australia. New varieties have been introduced into emerging regions, the Rhone varieties into the Nagambie Lakes region and the Italian varieties into the King Valley, to name just the more prominent.
3. A growing number of consumers are looking for something new. There is a limit to how many marginally different chardonnays or shirazes they can drink and still remain interested.
4. Wine consumers are faced with more choice which is driving a thirst for knowledge about new wine experiences.
5. The Internet is primarily an information distributing medium, and consumers seek information about wine more than most other products
6. E-commerce is growing as more consumers are becoming comfortable with the internet. Warning! There is much more to e-commerce than having a website with attractive graphics. Too many businesses are overspending and underacheiving on the internet.
7. There is still a wide gap between those are producing something new and those who want to find something new.
Like any transforming technology the effects of the internet will take many years to unfold. There are hundreds of lessons still to be learnt. But with persistence, some Australian wineries will gain great benefits from marketing their wine on the web.
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