The Sonoma Brand
The wheel turns and turns. One of the criticisms that Sonoma has suffered from is the fragmenting of their brand into too many factions. Russian River, Dry Creek, Alexander Valley, Bennett Valley, Coastal Sonoma, Sonoma Valley, Carneros, Chalk Hill, Rock Pile, Knights Valley and Green Mountain and I’ve probably left somebody out. So Sonoma, who’s Sonoma?
The reality is the divisions between the Sonoma’s AVA (Approved Viticulture Areas) is right in the money most of the time. Each one of the areas is quite distinct, and even in the cases where you wonder if the difference between neighbors is enough to justify a separate AVA, the topography usually carries the day.
For example, separating Green Mountain as a subsection of Russian River seems like a stretch, until you compare it with the rocky hillsides of Westside Road, or the flats of Olivet.
While Napa has been better at smacking people between the eyes with their brand, they have the advantage of a big, broad valley that produces the majority of their grapes with a consistent flavor signature. Sonoma is twice as big as Napa and produces more grapes, but in a very wide variety.
In branding it is always easier when you become well known for one signature product. Think of the biggest brand names and one product comes to mind. Think of Napa and the Cabernet comes to mind. Think of Sonoma and Chardonnay and Pinot Noir come to mind, but Alexander Valley produces very little of that, and Dry Creek produces none that I know of, it’s their Zinfandel that makes their reputation. Bennett Valley has gained fame for its Syrah, and Chalk Hill approaches grapes with a similar style to Napa at its best.
This branding disparity has meant that Sonoma wines are less expensive than Napa’s. Even their grapes sell for less at the crush pad door. Sometimes there is an advantage to being a little under-valued, such as when the economy takes a dive and people rekindle a sense of frugality. For a long time savvy wine buyers visiting the area knew that for better prices for comparable quality touring Sonoma made more sense than Napa.
Now on restaurant wine lists and store shelves Napa on the label is a sign for ‘expensive, not thrifty’. There are wineries in Napa that produce less expensive wines, but rarely with grapes from Napa; the land price is just too high. Because Sonoma is such a big producer, and their conditions are very good, and they don’t go so crazy with intense cropping and other expensive approaches, they are producing very popular, high quality wines in the price point that more and more people are looking for.
The difference between a jug or box wine and a premium and ultra-premium wine is not just the marketing; it is the health-promoting value. For years now the wine industry has trumpeted every announcement of wine’s health benefits, which are substantial, and this is another area where Sonoma’s reputation has it winning out.
There is some justification in saying that the organic movement in America started in Sonoma and Mendocino, and Sonoma’s relaxed, life style conscious approach is part of that. When you live next to the vineyards, which is common in Sonoma, you become very conscious of the need for an organic strategy that keeps both vines and people healthy.
Last year Sonoma’s agricultural product’s value increased substantially, and many of the wineries of moderately priced wines have reported wonderful sales. Being totally authentic has its benefits.
Ralph & Lahni de Amicis are authors of the Amicis Winery Guides (Find them on Amazon), and owners of Amicis Tours. They are authors of over twenty books on health, design, business and travel. Their iPhone Apps, The Napa Valley Wine Tour, and The Sonoma Winery Tour are a tour guides approach to these beautiful area, complete with 1000’s of photos and insights. Their articles and products can be found on the sites http://www.amicistours.com and http://www.spaceandtime.com
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