Why the Wine Business Is Italian

 
Wednesday, January 30th, 2008 at 8:09:03 PM
by Jim Gordon

Italian-Americans seemed to dominate the program Monday night in New York City when Wine Enthusiast honored its 2007 Wine Star Award winners at a well-orchestrated reception and dinner for more than 300. Ray Chadwick, the CEO of multinational wine company Diageo Chateau & Estate was Man of the Year, and I doubt if he’s Italian, but many of the other award winners were.

It got me thinking about the powerful influence Italians have exerted on the world of wine, and especially in the US.

First, I was seated at a table full of East Coast distributor executives, several of whom were Italian-American, including one who is a cousin of the folks who own the famous Pio Cesare winery in Alba. After a couple of generations in the US, Bart Pio said his family still keeps in touch with the family back home in the land of Barolo and white truffles. I believe everyone at the table except my wife and I owed their living to the Italian-American Gallo family, since they distribute tons of Gallo-produced and imported wines.

Joe Gallo was honored as the importer of the year, for the Gallos’ growing portfolio of imports from Italy, Spain, France, Australia, New Zealand and South Africa. He’s the son of Ernest, the co-founder of the E & J Gallo empire based in Modesto, Calif., who died just last year. Adam Strum, who is not Italian-American, but who is the publisher and editor of the Wine Enthusiast, paid a tribute to Ernest that generated applause even from the tables of Gallo competitors.

John Mariani, the long-time chief of Banfi Vinters, won the Lifetime Achievement Award. He’s the son of Italian immigrants, and built a wine merchant business that his father founded into the biggest US wine importing firm of its day, as well as helping transform winemaking in Tuscany through its ownership of Castello Banfi.

The Indelicato family of California won American Winery of the Year, for their DFV wines. Chris, Jay and Cheryl Indelicato are the third generation of the family making wine in California. They have recently launched a collection of good to excellent wines with memorable names like Irony Chardonnay (because the three thought they weren’t going to work for the winery), Gnarly Head Zinfandel (because the vines in Lodi are like, totally gnarly) and 337 (because it’s a Cabernet Sauvignon made from clone 337 vines).

Another Italian, whose family actually stayed in Italy, Carlo Ferrini, was honored as the Winemaker of the Year, for his work in Tuscany and consulting all up and down the boot.

The Italian influence in wine in America seems remarkably strong for a country as diverse as ours, and one in which industries tend to be dominated by Anglo-Saxon Americans, but the Italian dominance makes sense when you think about it. Italy has probably the longest history of winemaking of any country that still produces much of it. Probably only Greece has a longer history of wine production, if you rule out the real home of wine in the region of Iraq, Iran or Georgia.

When the big wave of Italian immigration hit the US in the 1890s through 1920s, these people found a country with good vineyard land but with hardly any vineyards. They found a country with a big, increasingly affluent population that mostly loved to drink alcohol, but had barely ever had the chance to try wine, the oldest and best alcoholic beverage.

Coming from a country where everyone either grew grapes and made wine or had a relative or neighbor who did, the Italian immigrants did what they knew how. They started growing, making, selling and distributing wine. The French and the Spanish would have done the same, but they never immigrated in significant numbers, because conditions at home weren’t as bad as they were in Italy.

The Italian-Americans also knew how to cook. They brought more interesting food than the meat and potatoes of early 20th century American cuisine, so they started thousands of restaurants which became logical outlets for Italian and Italian-American wines.

It’s been more than 100 years since the Italians came, but we still taste their influence every day. If it weren’t for them, we’d only be drinking wine three or four times a year, and then only at French restaurants. As much as I like the beer of my German ancestors and the whisky of my Scottish forefathers, I’m quite glad the Italians came.

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6 Responses to “Why the Wine Business Is Italian”

  1. I found your site on technorati and read a few of your other posts. Keep up the good work. I just added your RSS feed to my Google News Reader. Looking forward to reading more from you.

    Eric Hundin

  2. Great story, Jim.

    Working with the Foppiano family for the last six years, their influence on my thinking about the wine industry has been profound. I’ve worked with many others of other ethnic backgrounds, and most of them viewed wine as a commodity product, not a way of life.

    My greatest learning (with 17 years now invested in studying the wine business) is how the Italian Americans solar plexus is one of being a humble farmer; and, this position remains in a world of wine marketing sophistication that’s a flurry all around them. There’s a deep down-to-earth element that bespeaks “this is the way it is,” not this is the way it needs to be. By that I mean, food and wine is like saying, “food.” Wine isn’t a life-style that Italians want to integrate into their lives for the civilizing, health, or glamor aspects. Wine is, however, a habit… It’s just part of their landscape. Being an east coaster, I was raised with those Anglo-Saxon influences (i.e., wine was for special occasions, only). It wasn’t until I moved to the west coast that I really came to learn about wine, because I became part of the vineyard process. It’s one thing to sniff and swirl. It’s another to get one’s hands dirty. When wine’s taken away from white table cloths and it goes right into the vineyard, that’s where the true understanding becomes a reality… I’m so thankful for the Italian Americans who brought their culture to this country, even though it’s taken us hundreds of years to begin to begin to understand it.

  3. Wine has been a way of life for Italians for generations. My family has made wine for generations back into the centuries. I started drinking family wine at 5 years old, it is our life’s blood we had our food and our wine, if we had nothing else. During the depression of the 1930′s my family could not afford to buy wine so they made it, not to sell, but for the meal. The great wine makers of Italian decent did not make it for money though recently many have profited because of Americans drinking wine, but because it was their family tradition to do so! Now the rest of the world has come to the party and it is a surprise those that were here from the beginning are Italians? For many years Italians endured being called winos drinking dago red and laughed at and ridiculed for drinking wine. Wine is to Italians like the Casinos are to the Indians, it about time we got some pay back!

  4. Nice post Mr. Gordoni!

    It’s a natural thing, this food and wine and love and life thing, that the Italians are blessed with and welcome any and all in to share, at the family table…

    Fellow Wine Blogger, Alfonso Cevola – On The Wine Trail in Italy

  5. Mr. Cevola: I don’t know if you meant to type my name as Gordoni, but I love it. On my home wine, that I have made since 1989 with a varying cast of friends, my label is Gordone Cellars. I FEEL Italian when I am harvesting, stomping, pressing, racking and bottling my wine, so thanks for the salute.

  6. Hi Jim:

    I added the vowel at the end…Welcome aboard, glad to have you in the tribù.

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