Email Question: AVA

Welcome to Vine to Wine this is your host Linda Moran. A listener wrote to ask about American Viticultural Areas. He writes “You have in the past stated that AVA’s are identifying a unique location or place where wine is grown, and it is not a quality rating of the wines that come from that place. If that isn’t the point, then why does it seem those wines cost so much?”

It is true the wines from some American Viticulture Areas or AVA’s do cost more than others, likely due in part to great marketing by those with a vested interest in that particular AVA. All of which can drive the price of the grapes way up. Are the grapes so very unique or are it the winemakers really good at their craft? At some point could the winemaking trump the terroir which is what the AVA is about? Remember AVA is recognizing the area as a unique place to grow grapes, and identifying differences from other places. Perhaps the promotion of the AVA is what gets consumers all hyped up about it. The AVA recognition and subsequent marketing could be confusing us consumers into believing it is recognition of quality rather than of difference. I am interested in the variety of places where grapes are grown and the differences in the resulting wines.  And there are times when the hype gets to be a bit tiring I know – but you have the choice - you can buy wine based upon its merit and your attraction to it rather than the grape’s origins. Remember to send your wine questions to Linda at vine to wine dot net and thank you for joining me on today’s Vine to Wine.