It was majestic, breathtaking. It cost tens of millions of dollars. It was the most beautiful factory I'd ever seen. Such are the temples of wine in the Napa Valley. Shrines to people rather than agriculture. The days of Bottle Shock have long passed to be replaced by sticker shock. The Napa Valley is no longer the place a farmer can bring his winemaking dream to reality.
Today in the Napa Valley people build pyramids to their own memories just as the pharaohs did in ancient Egypt - and for the same reason. Immortality is expensive. Making wine is farming and it's hard to think of anything less glamorous. The choice for the ages is obvious - temples last longer than wines.
I was visiting one of Napa's new pyramids a few weeks ago and it was perfection. Majestic floor to ceiling windows filled with vineyard views, a winemaking facility loaded with the cutting edge technology and, of course, it was all integrated with equally cutting edge modern art. There was only one thing missing. There was no soul, no soul of the wine and no tie to the land. The connection to the land was lost as everything about the place was about people - nothing was about nature and dirt, which was nowhere to be seen except through perfectly clean, massive windows. It was there to see, but there was nothing to touch or that could touch you.
You can buy the land, the equipment, the art and the media, but in the end the wines will have no soul, no soil, unless it is really inside of you. Without that soul, no matter how much you spend, you just end up with a beautiful factory and like all factories you pump out an industrial product. Designer wines designed for points not people.
The marketing employed to sell these wines is as cold as the facility they're made in. Data points replace people and social media becomes a strategy not a conversation. You don't want to get your hands dirty.
On Route 29 in the heart of the Napa Valley is a plain gray barn where the wine, and only the wine, tells the story. There Cathy Corison has endured the pointless point-ridden decades for wine when only points mattered and pH did not. Today she has been magically rediscovered without changing a thing. It seems actually having a vision and a passion, not simply an ego and a bottomless checking account, have become fashionable again. This, at least, is something we can be thankful for in the Napa Valley
There are real wine temples, like that plain gray barn, out there in the the Napa Valley and across California, but as in Indiana Jones, you'd better choose wisely. Most people choose poorly forgetting that it's in the cup of a carpenter that you're more likely to find real wine.