One of my pet peeves is the use of the term “appellation” in reference to American viticultural areas (AVA’s).
Whenever I’ve traveled in Europe, I’ve always been impressed by the way the connection between place and culture has been preserved; and the appellation system is the most formal expression of this conservatism. Take Italy as an example. You can get pesto in northern Italy, but in Rome, it’s as if it never existed. It’s simply not on the menu. You also won’t find anything but Italian restaurants. Even in as large and cosmopolitan of a city as Rome, you will struggle to find a hamburger or Chinese food (not that I’m saying I looked – in fact, the main thing I looked for was a pizza place called “Il Brillo Parlante”). The cuisine is a direct expression of the people who live there, and it’s not negotiable – not even so much as to include the only very slightly different dishes of a region a stone’s throw from your own.
The appellation system is the same way. It’s an emphatic statement that wine from a specific region is a certain thing and is made a certain way, period. If it’s not up to the standard of that region, it isn’t given the name associated with that region. The French are so adamant about this that if you don’t know the place names, you’re completely stumped as to what you’re drinking.
Nothing could be more at odds with the way we approach winemaking in the US. Here, we encourage innovation. People are constantly trying out new varietals and new blends. The same winery that produced only merlot and cabernet sauvignon last season might turn around and start producing mourvedre and grenache or a late harvest riesling the next season. A winery like Hedges that fancies itself to be so much like a French winery that it’s now housed in a faux chateau sits across the road from a winery like Blackwood Canyon, which goes crazy on experiments with vinegar and botrytis and can’t seem to be bothered to produce the same wine two years in a row. A high-end winery like JM Cellars can be just up the road from a mass-market powerhouse like Chateau Ste. Michelle. Where the wine is from says almost nothing about what’s in the bottle.
Really, this is the same attitude we have about everything in the US – cuisine, architecture, shopping, you name it. We’ll eat anything. Heck, we don’t like eating the same thing twice in the same week. It’s why we eat everything from steak and potatoes to pizza to Indian food to phad thai to tacos. When it comes to houses, we tear stuff down, we move around, we don’t like any centralized planning (there’s a good article in the Seattle P-I about this: http://seattlepi.nwsource.com/local/304253_teardown19.html). Drive outside of most major US cities and you get a cookie-cutter set of options for shopping and dining: Pizza Hut, Taco Bell, Red Lobster, Olive Garden, Wal-Mart, Target, Best Buy, etc. As a result of all this, where you grew up says almost nothing about who you are or what you might do on any given day. Our culture is up for grabs, all the time.
I’m not saying one system is better than the other. Strictly in relation to wine, the American approach is more accessible. It’s easier to try new things. But the two systems are totally different, and recognizing that is important not only to understanding wine, but to understanding the cultures that produce them.