The term “dinosaur” is rarely a good word when used to describe something. Recently, at a winery I was visiting this term was used, and is widely broadcasted on one of their wine bottles. The fact that a dinosaur – though very artistically done – was on the wine label is what made me enquire about the story of the wine.
I am currently living and working in the Okanagan Valley. As many are well aware, the Okanagan Valley is very young in terms of the world wine market. However, just as in all wine regions there are those wineries that help to initiate the growth of the wine industry of that particular region. The story I was told stunned me – this new winery on the scene was using this label and wine as a direct attack on the wineries that helped to forge the Okanagan Valley and the Canadian wine industry on a world wide scale.
Each wine region in the world has those wineries that created an image and start to the wine world. For example, Chateau Montelena in Napa forced people to take notice of Napa Valley and recognize that it offers something as special as various soils that determine the regions of France. Would Chateau Montelena be considered a dinosaur to Napa Valley? What about Chateau Petrus in France? Another New World example is Concha y Toro in Chile. These examples are iconic wineries for their respective regions, and have helped shape the history of wine in the world. To me, they deserve the utmost respect for what they helped to create and produce in Napa, Bordeaux and Chile.
So after hearing this story, and thinking about all of these iconic wineries I wonder what this new winery (which has a lot of buzz right now) is thinking. I understand the need of a young winery to make a stand in the market, to stand out, to make a voice for themselves. I do strongly believe that this winery is going down this path the wrong way, and is going to make a bad name for themselves throughout the valley.