The Value of Wine Competitions

Brad Post

Before this weekend I must confess to being a bit skeptical about the judging process at wine competitions and the value of their results.  Science is on my side too (Journal of Wine Economics, Volume 3, Issue 2, Fall 2008, Pages 105–113).  This study found only about 10% of judges were able to replicate their scores, that is, if they judged a wine as a bronze award, later they might judge it as a silver or no award.

One of the hallmarks in the scientific method is reliability of findings, in other words can we be confident of our results, and in wine judging that would amount to being able to reproduce similar judging scores on different days or on different flights of wines on the same day.  My reference study suggests fairly convincingly that competitions might be unreliable.

So, if the results are unreliable and the judges are unable to replicate their own findings why would a winery submit a wine to a competition?

My firsthand account of a large, multi-state wine competition suggests there is great value in submitting a wine to a well-organized and run wine competition.  Of course the “value” comes with an important caveat – what do you, the vintner/winery, expect or desire from the experience? 

Create a Buzz.   Some wineries may submit wine(s) in an effort to increase their medal count as a means to convey to the public the value of their wines.  Award winning wineries proudly and deservingly display their awards and trophies to an adoring public.  The public, in turn, frequently defers to the judgment of experts when determining a wine pick. 

PR Value.  Great wines get attention!  Wine competitions provide an opportunity to get a second or third opinion on the quality of our wines.  High award winning wines (silver and gold awards, in particular) are very good wines.  Having the gravitas of skilled wine panelists whose expertise aligns with a winery’s desire for recognition is a public relations opportunity waiting to happen.  When properly managed wine competition awards can get a winery a tremendous amount of free-media exposure.

Disconnect?  It’s rumored that wine judges prefer big, bold, dry traditionally made red wines so their opinions and expertise are disconnected to the reality of our tasting rooms and regular folks.  While personal tasting preferences may lean in this direction it is also true that good wine is good wine and well-trained judges easily distinguish the difference between good and not so good wine.  

Opportunity Knocks!   The best wines were well-balanced wines.  Midwestern grapes are typically high in acidity, much like German Rieslings, and as a consequence many these competition wines were better suited with some residual sugar.  And the best ones, over and again, possessed varying degrees of sweetness.  Best varietals were consistently identified, stylistic patterns developed, and if I were making wine I would take a hard look at what the judges loved and what our consumers love and notice this one thing – they are very similar.

Final Thoughts

After tasting hundreds of wines, as an observer during this competition, my perspective about wine competitions were significantly altered.  Having a highly skilled panel of experts tasting my wine, even if the result wasn’t what I had hoped for can be informative.  Winery’s whose entries did not earn a medal could simply dismiss the findings as evidence of poor judging.  To me that would be missing a BIG opportunity.  If my wines didn’t earn a medal in a competition where I thought it was medal-worthy, then I’d reevaluate my wines and ask for advice and critique from other winemakers.

A region/state can learn a lot from a competition, such as what grape varietals/cultivars are winning.  Like I mentioned, good wine is good wine, and many of the new hybrids are making excellent wine; although, many of us may need to adjust to the reality and limitations of these grapes.  Just like winemakers in Germany aren’t making Cabernet Sauvignon but instead concentrate on grapes that grow well and make the best possible wines, in a style that enhances their varietal character, so too should we (the Midwest) focus on making wines from our best vines in a suitable style.

My experience at the competition completely shifted my perspective and now my appreciation for the judging process is radically improved.  We frequently turn to science to lend strength to our point of view and in our empirical world-view wine judging does not live up to this high standard; however, despite this fact, I am encouraged by the professionalism of the expert panel and how closely their results likely mirror consumer preferences.

Cheers!

Brad

Ego at Work!

Brad Post:

Every once in a while when the stars line up there is magic under the cork. A harmonious balance of sunshine, rainfall and the perfect little piece of earth and under the gentle guidance of a patient vintner may yield something amazing. Art and science. That’s what they say winemaking is all about and for the most part I agree, but I suggest we might add these terms: ego and competition.

Although I am reticent to admit it there is a bit of ego tied up in my wine and I must confess my competitive side too. Maybe that’s why winemakers send their wines off to distant locales, to be judged by the “experts”, in the hope of a little ego-boost.

Interestingly enough, I have experience on both sides of the tasting table, as a wine competition organizer and a wine judge. Our wine club (Eastern Iowa Wine Club) organizes a regional competition and this year more than 113 wines were judged by our table of experts. And they are really experts too! Two of our judges were professional winemakers and two others are experienced, wine critics. For the most part they are tough and fair – some are tougher than others. One judge, in particular, for whom I have the greatest respect, is most persnickety. Of course, when my wines are scored highly by him I am rewarded with an inflated sense of self, but then again, when he scores my wine low or indicates the presence of a fault; my emotional yo-yo is brought back to earth. Such is the life of wine competition.

Competition is not perfect. Judges are influenced by each other and there are varying levels of expertise and knowledge of winemaking practices giving one judge an advantage occasionally. But this is not always the case. Sometimes advanced knowledge of winemaking may lead to a faulty judgment. Case in point: Traminette is a hybrid grape, a cousin to Gewürztraminer, with a fragrant floral and spicy aroma. There is a fault in winemaking that occurs when Malolactic Bacteria act on Potassium Sorbate (yeast inhibitor) that results in a Geranium flower smell (not what you want in a wine). There is a floral quality, which is characteristic of the Traminette varietal, which is desirable and not indicative of a winemaking problem.

As I observe the wine judging and overhear the panel of experts discussing the Geranium fault in all the Traminette wines, I must push back the ego (yes, one of the Traminette were mine) and let them judge without interference. The ego is an interesting phenomenon. We love it when it boosts us but we’ll go to extraordinary lengths to protect our ego when threatened – even making excuses for our Traminette wine.

Is there a fault in my wine? I don’t want to think there is…but probably. If my ego allows, I think I will learn from this competition and take the judges criticism in the way they were intended – to help me become a better winemaker. Maybe next vintage I will find some magic under the cork!

Damn judges! Sorry, that was my ego! :)

Happy Tastings,
~Brad

Battle Wine!

Brad Post:

It is county fair time and that can mean only one thing: competition!

In the Midwest, during fair season, you are sure to find deep fried foods whose odoriferous melodies tease us like the Sirens ancient mariners once wrote about. These vendors fight to rise to top of their greasy, pseudo-food world to claim high honors. Indeed, around every corner you'll find a competition: hog farmers strutting their little piggies in front of knowledgeable pig-judgers; while in the horticultural building you are likely to spy a local grower putting up his best green tomato silently wishing for a blue ribbon; and if you are lucky enough you are sure to observe a neighbor kid squawking out an olde-timey song confident of her skills and nervously holding her breath as the results come in.

Yes, we are competitive by nature and during this time of year everyone can get into the game, including amateur winemakers!

Unlike more organized competitions, such as baseball, with incremental contests to weed-out the lesser skilled teams, those of us who compete in amateur wine competitions can start off by entering a local, regional, state or international wine competition right from scratch. That means there are some very, very good wines and some very, very poor wines. Unlike more organized competitions, with highly skilled referees, many wine competitions judging process is...shall we say, less than rigorous.


Some of us compete in hopes of a little ego-boost, while others compete to support the local competition, some pray to win a ribbon or trophy, and others to improve their winemaking skills. The fact is, as with many competitions, its not the award that really matters, because you're as likely to win this competition and not even place in the other (with the same wine). What matters is we engage, have fun, and hopefully learn something new from the experience.

Of course at our Eastern Iowa Amateur Wine Competition, like my wine making friends, I hope to win a ribbon or two and maybe...just maybe win the battle for a Double Gold medal!

If you want to see a wine competition in action, visit us on Thursday, July 23 (1-5 pm) at the Benton County Fairgrounds in beautiful Vinton, Iowa. Better yet, stop by the same night at 6:30pm to taste and judge the wines for yourself!

Happy Tastings!
~Brad

Eastern Iowa Amateur Wine Competition

Brad Post:

In my last posting I discussed and criticized the reliability of wine judging and went on to lend my support to the process, realizing and accepting the the limitations. However, just last night I was pleased to hear about the wine judge selection process of one of the nations rising and innovative professional wine competitions, the Mid-American Wine Competition.

As part of the selection process, the judges evaluated several wines (e.g., sauvignon blanc), identifying varietal characteristics, flavor profiles, and other judging criteria. In addition to the ability to distinguish the subtle characteristics of several varietals the judges were also required to replicate their evaluations. That is, after an initial evaluation the wines were taken away and later returned to be reevaluated! The best judges were able to replicate and show consistency across wines and time. Most excellent!

This year, my wine club, the Eastern Iowa Wine Club will host the 2nd annual Eastern Iowa Amateur Wine Competition in Vinton, Iowa (July 23-26). One of our goals for the competition is to make it a learning opportunity for the winemakers who receive their score sheet and comments from the judges (e.g., strengths, flaws/faults identified, and suggestions); and for the visitors who attend. In addition to ribbons for the top 3 finishers in each category, the judges will select the best 5 to receive gold medals, and one will be chosen as Best of Show. Additionally, after the judging, visitors receive their own evaluation form and are allowed to sample wines and pick their favorite "Peoples Choice Award". (Below is a list of the 2009 categories).

A new feature for this years competition/event will be Mini-Workshops designed to teach basic winemaking skills for beginners. Please join us at the Benton County Fairgrounds on July 23rd (6pm) for the public tasting and evaluation!

The 2009 Eastern Iowa Amateur Wine Competition Categories:

Class 1 – Grape Wine
1. Dry Red (Vinifera)
2. Dry White (Vinifera)
3. Sweet Red (Vinifera)
4. Sweet White (Vinifera)
5. Sparkling (grape)
6. Dry Red (Native/Hybrid)

7. Dry White (Native/Hybrid)
8. Sweet Red (Native/Hybrid)

9. Sweet White (Native/Hybrid)
10. Special Category: Marechal Foch - “Fochy Award”

Class 2 – Non-Grape Wines
1. Dry Fruit
2. Sweet Fruit
3. Dry Berry
4. Sweet Berry
5. Rhubarb
6. Dry Vegetable or Flower
7. Sweet Vegetable or Flower
8. Sparkling (non-grape)

Class 3 – Meads and Ciders
1. Dry Mead
2. Sweet Mead
3. Cider