California Pinot Noir Wine Tasting

Gary Vaynerchuk sits down with Michelle Turnbull from David Family Wines and tastes through these Pinots, including 2 barrel samples.

California Pinot Noir Wine Tasting Gary Vaynerchuk: Hello everybody. Welcome to Wine Library TV, I’m your host Gary Vaynerchuk and this, my friends is the thunder show aka the internet’s most passionate wine program. As you can see we have a lovely guest today. We’re going to be doing some interesting stuff. Why don’t you tell the Vayner nation who you are and what is this all about. Michelle Turnbull: My name is Michelle Turnbull. I am from David Family wines. I think my—is probably a little more unusual than most people in the wine world over here. I’m from Australia originally, from a very small family in an even smaller town. And my background was actually in the corporate world or more specifically in the sports world. So in so many years in Australia—you’ve got friends all over the place. Gary Vaynerchuk: That’s right. This was signed by bunch of top wine makers; Michael Hill-Smith and master in wine and bunch of people. We play a little footy. So what did you in the sports world in Australia? Michelle Turnbull: I worked for global sports properties like the Olympic Games, the Australian Tennis Open, Rugby World Cup and I’m mostly working on the corporate side of those sports industries and businesses. And with that company, I was with like it then came to the US. Did the same thing and while I was enjoying that day job, I feel like I was still interested in the wine and food world. And so I worked on the side for this fantastic family owned wine company in San Francisco. I was so fortunate they taught me everything about the business of wine. I got to stand along the side, learning from and taste wine with some top professionals and suddenly I end some. People like Steven Tanzer and that—broadband and all the time I keep thinking, I’m just like this little girl from the middle of nowhere and here I am with these wine Gods. And overtime just developed this sense my palate was about and hoped one day that I could make this part time job my full time job. Actually it wasn’t until I met Greg Brown from Tea Vine wines. Very inspirational man, as you know. Five years ago, I started David Family and I want to create a wine portfolio that actually highlights the wonders of Pinot Noir. And so we exclusively focused on making very interesting Pinots, I think that I grew up certainly drinking a lot of French wine to Australia or it’s about bureaucrats about Australia. We think a little bit California wines there. And I think that California is producing grapes that showed the diversity of bold, rich, opulent fruit wines and something that is a little more began the Indian style. As I said earlier, we’re just growing but I’d like to have this portfolio that shows the various ends of the spectrum and a few in between of Pinot Noir. Gary Vaynerchuk: Is this the first vintage to you, ’07? Michelle Turnbull: So we released our first vintage last August. It was 2006 from the Santa Lucia highlands. And we sold out in a few months. I didn’t even know how to it myself. Actually it was a quite of a moment and that came and went and in an instant and we just released the ’07. Gary Vaynerchuk: How much did you produced of the ’06? Michelle Turnbull: That was about 350 cases. Gary Vaynerchuk: And so do you mainly sell that through distribution or restaurant tours or have that kind of go about? Michelle Turnbull: Just direct. The reason I got into the business was because I enjoy it and I want to be a part of it. So I was intrenched in the shipping warehouse. I’m boxing it up. I’m making deliveries. I taste the wine. I am making sure I’m part of everything. So it was really about getting the wine direct to consumers. We had orders as far away as Kazakhstan, Hong Kong, and the UK— Gary Vaynerchuk: Did you guys get any press or anything that gave it a real push in the beginning? Michelle Turnbull: You know we’re very lucky we had a couple of wine collectors that I met through friends of friends and I think their net works set us through what if not travelled down to9 each channels. And as I said, before I knew it, it was gone and so I focused on its own now. Gary Vaynerchuk: So you’re mold in the business sending of the wine. Or it sounds like a whole lot but who’s making the wine? Michelle Turnbull: Two amazing wine makers, Baron Kosugi and Pat Nadal. Both based in Napa, I think a lot of people have noticed their work done a lot of very impressive Pinots in their time. Pat is a rising star within the space. Gary Vaynerchuk: And where are you making the wine? Michelle Turnbull: In San Theresa. Actually in a facility just next to the presenters. Where actually get a lot of our grapes from. Gary Vaynerchuk: So what other aspects to this wine. I see this label thing. I know that about to habitat for humanity. Tell me about that part of this project. Michelle Turnbull: I think before I jive into that, one thing that I’d love you to know about David Family is we focus on making, we want to make premium Pinot that people can feel about it that’s obviously grapes we’re getting from— Gary Vaynerchuk: Yes. I see that with 62 dollar price range so not your everyday drinking on a Thursday afternoon just because it’ laying around kind of wine. Michelle Turnbull: I wish that were the case but no. It’s a special wine. We get our grapes from some of the world class vineyards, Pisoni, Gary’s, Mission Ranch, Beth Williams from William Salem and sometimes the bond of those, sometimes it’s single vineyard but I want to make a premium wine that’s a little more approachable. And I think sometimes it’s a little intimidating to go to a store and there are names that you don’t know how to pronounce and there are press points that seem very overpowering, I guess. Everything bout our wine it’s meant to be innovative, interesting and from the label to the cost. And so the first thing is that you’ll see in the front label. It is hand cut Spanish leather that literally one by one we hand cut. Then we hand stamp it and print it and then I’m very thankful for my friends who come up with me to Napa and we hand apply every single one. Gary Vaynerchuk: What do you put on, like a little—? Michelle Turnbull: You know I spend a lot of time trying to fine the right adhesive because when I was talking about the concept of leather labels. People keep saying I don’t want to throw it away. I want to keep the labels. So we finally found the right adhesive that will stick to the bottle but then peel off really easily. Gary Vaynerchuk: Really easily and not doesn’t seem—? Michelle Turnbull: No it doesn’t get lost. It’s very well in the level. So that’s kind of one aspect, it’s a little more tactile. We talk about all the senses that wine tops into and smell on site and taste but I want that dense, the literal feel of the bottle in your hands. The only thing I wanted to create is this graciousness of appreciation. You know wine brings us together with family, with friends and I feel like it should be bringing other people. A lot of families together so the partnership we have with Habitat for Humanity is about that very thing. So every bottle has a number on it. If you type that number in one of our website, you actually meet the specific family from Habitat that proceeds are going to us. Gary Vaynerchuk: Every bottle, you said? Michelle Turnbull: So as the case number, yes. Gary Vaynerchuk: So the case number, if you put in—so one case of this wine, six pack or 12-pack? Michelle Turnbull: Twelve pack. Gary Vaynerchuk: Is being kind of donates to a specific family. So you pick 340 families for this vintage? Michelle Turnbull: No we have—there aren’t that many families in Habitat so it’s based on the number of families and then we equally divide each year. Gary Vaynerchuk: Does the math work out or there’s one family get like a coin tub, like one extra case to them? Michelle Turnbull: If that’s the case then we try to give them a little extra wine as the house when we get. That looks at family in the end. But I want to create that real connection that this isn’t just a drop in the ocean of some major cause. This is Mr. and Mrs. Smith and there are six kids who live in a studio apartment in the tenderloin with another family. And they work hard and they want to get their kids to school. These are people who really do look that opportunity alive and they don’t throw it away. Gary Vaynerchuk: How did you get hooked up with them? Did somebody worked with them passed? Michelle Turnbull: This is a course that growing up, I sip water then enjoy and I believe in that Maslow’s Hierarchy of needs that before we can give those fantastic things like the university scholarship. The basic needs of shelter and food have to be met first. That’s it. Gary Vaynerchuk: I mean this is powerful stuff, I like this episode. Al right, let’s get into the first one. This is the ’07 Pinot. So you make one wine or you make three different wines? Michelle Turnbull: These are three different Pinots from three different vineyards in different regions. Gary Vaynerchuk: Will they be bottled separately? Michelle Turnbull: They will be bottled separately. Gary Vaynerchuk: So this is the ’07 that was first bottled. These are also ’07 that looks— Michelle Turnbull: Actually these are ’09. Gary Vaynerchuk: These are ’09. So this is the ’07. But in ’07 you have one Pinot or you’ve three different Pino9ts? Michelle Turnbull: Because we just started we have this one. Gary Vaynerchuk: But you’re thinking by ’09 you’re going to have three different. And so this is 62 US bones and obviously you’re selling a majority of these three direct mailing lists and to restaurants who ask locally. I would assume and say front things like that? Michelle Turnbull: Exactly. So we released this about three weeks ago into the market and actually each of our wines we sell as features. Actually more than half way sold through of this wine. Gary Vaynerchuk: Smart with the cash early. Michelle Turnbull: It’s also better for you guys. You guys get a much better price. You’re guaranteed to get it. You get it before everyone else. Gary Vaynerchuk: So you are selling them at a different price on features. Michelle Turnbull: Yes. So for example, this was 62 and now that it’s in stores and in restaurants, it’s online. But in December, we announced to our members and to the general public, it’s on our website that it was 45 dollars for — Gary Vaynerchuk: So that is a substantial difference. Michelle Turnbull: It is and there were wine that shipped out in January. And they also got instead of the orange label, a black leather label which is just here which you’ll be having year-end special black leather label. That just makes it a little more special for you guys. Gary Vaynerchuk: You’re marketing down. It adds to it. I mean its part of the experience and I didn’t mean that in a negative way. I’m a big fan of marketing. I think that the story telling and the experience back to the senses. You know it’s nice. It’s nice to have something a little different. Michelle Turnbull: I always come back to the idea that we’re not drinking wine alone, well sometimes we are. But usually it’s with someone else— Gary Vaynerchuk: After tough jets lost, we sometimes drink but— Michelle Turnbull: And you know you’re exchanging all kinds of stories and this is just whether its marketing or the story, it’s all one and the same. Gary Vaynerchuk: No question. All right, let’s sniffy-sniff this up and see what’s going on here. So obviously, this is a young Pinot and you’re just bottled three weeks a go you said? Just at the market or bottled in January? Michelle Turnbull: Bottled in November but— Gary Vaynerchuk: Released in January and to the pre list and then just now heading kind of the regular distribution? So how long did you wait between the January release and like the regular distribution? Michelle Turnbull: It’s about four months. Gary Vaynerchuk: You kind of like let it sit in that pre sale window? So we’re able to buy for 45 up to let say April? Michelle Turnbull: I think actually March. Gary Vaynerchuk: And you do that same thing with going forward. Michelle Turnbull: Exactly. In fact this week, both of these are at our barrel samples that you’ll taste next. Gary Vaynerchuk: I think this is where I need to jump in. I’ve been waiting for somebody to do this the right way. I’d never understood why wineries sell direct to consumers. And I understand the gift was, the play was availability. But at the end of the day with top scores around the country like ours or top restaurants whether was Turlly or Kisler or William Salem, they we’re still no matter how allocated the wine was you could still kind of find it and open it. You would find it for less than the winery will sell it for. This seems like a much more —for the future which a proven model that make sense. Now I understand why the maniacs watching out there especially in this world where most wines are just not allocated anymore because it’s not 1997 anymore. Michelle Turnbull: Time has changed. Gary Vaynerchuk: Time has changed, 62 dollar Pinots or 45 dollar Pinots. There’s a lot in the market just supplying demand factors. But this makes a whole lot more sense for me. I mean saving 17 dollars a bottle make sense. Michelle Turnbull: Well I want to reward people who do like my wine and come back in a vintage— Gary Vaynerchuk: Will you always do it in different label? Michelle Turnbull: Yes, for the features? Yes absolutely. I want to recognize the people who are loyal and trust our palate and I think there is a trust involved because you haven’t been able to go to a store and try it out. Gary Vaynerchuk: Sure. You just on a pedigree or the wine maker or the vineyard sources or once you build up traction prior vintages. Michelle Turnbull: No exactly, I mean yes. Well give it a try, say what you think. Gary Vaynerchuk: So my initial thought on this wine is that I like the nose because it’s aromatically, I didn’t get the aromatics we got side track. But the aromatic is really solid, I really like the kind of like strawberry flavor and coming through on the nose, a little kind of like what I could call forest floor. It‘s kind of got a little dirt, a little pines. It’s got this little kind of tingling on the palate. It’s extremely meaty. It’s a very viscous thick Pinot Noir. It has more weight on my palate than I expected it. Is it 100% Pinot? Michelle Turnbull: It is. Gary Vaynerchuk: No little Sharaz for kicks and giggles on the side when nobody was looking? Michelle Turnbull: None at all. I promise you, everything is 100% Pinot. Gary Vaynerchuk: So the vineyard sources are coming through on this. Listen ironically there are some people that this would be too big of a Pinot Noir. I think you know obviously you’ve got a style we’re looking for but this is a very meaty, gamy, heavy viscous Pinot. That’s over here for sure. Now is that the style you prefer personally or is just you want to heat up all different styles? Michelle Turnbull: I actually enjoy for different occasions. From seasons, I think that my Pinot palate can change based on all those factors like anything else. Gary Vaynerchuk: Time of the year? Michelle Turnbull: Exactly. So depending on what those factors are. I want to have them my—of Pinots. One that I can go to, that’s going to work for that occasion or that situation. Gary Vaynerchuk: What kind of flavors you’re picking up on this time maybe I didn’t refer to. Michelle Turnbull: What I’ve always love, I’ll get into the wine terms in a minute but my brother go blossomed. He’s a football player and—soccer they’re not American football. Gary Vaynerchuk: Have you been following the World cup carefully? Michelle Turnbull: Of course, he used to play for Australia. He’s retired now. They’ve had some challenges and I think that they have not played up to their potential. Because in ’06, they were a strong team that I think some tough calls from the ref. This year I feel like they’re a little bit angry and there some resentments. It’s all from the previous world cup that they’re not playing like a world class team. He’s obviously been to some great restaurants, have a lot of great wines and while he can describe them in the traditional wine terms. He talks about this particular wine as being Marilyn Monroe. Gary Vaynerchuk: Because she’d thick? Michelle Turnbull: Thick, voluptuous, he’s like she comes on and she has a presence that you’re going to feel and you’re really going to enjoy it. In some way or another, there’s nothing to dislike about Marilyn Monroe. Sometimes she could be a little too much for your personality but— Gary Vaynerchuk: You got to respect the game. Michelle Turnbull: You want her like you’re in a party like she’s going to bring something to the table that is interesting and full of personality and bold and vivacious. And I felt that was a very interesting way to describe the personality of this wine. So I do think it is a little thicker and richer. I think when I used the word opulent earlier, it was because I was thinking about this particular vintage. Gary Vaynerchuk: Yes. It’s a very, very, very, big Pinot. Almost to the point where if I didn’t have as much trust in what you are saying that I would think, that’s how thick it is. This would be like the Pinot Noir that I’d talked about three years ago in Wine Library TV, all time like I’m concern that people are starting to pour Shirax to Pinot because don’t forget, it only has to be 75% Pinot Noir, so to be called Pinot. There was a lot of game playing going on to our Pinot explosion to make it bigger and bolder which is such an American palate thing especially back there. They were starting to level out become more food friendly. This is a very big Pinot. It’s very, very structured. It’s got a lot of flavor profile top it. You might not even notice. I just take notice myself and then realize it. I didn’t even sniff the second except I had this one which is very rare on the show. So there is a delicious factor to it. It’s pushing the price point category that I’m comfortable with in Pinot. Though I do have a double standard whereas this was a cup like or guardian Pinot, I probably wouldn’t blink. So there is a little American Pinot Noir price prejudice that I think a lot the producers like you have to get how to sort opening up the dialogue. Like why can’t we be 62 but tons of average burgundies are 62. Michelle Turnbull: No I think it’s going to take time. I understand we are very near the market. We’re less than a year old in the public’s eye. I have years of bug, sweat and tears. They’ve had about 10 months. Gary Vaynerchuk: Sure. They only have so much actually to get into it. Michelle Turnbull: It will take time. Gary Vaynerchuk: Yes it will definitely take time. But hopefully this kind of things will bring some exposure too. I think the wine is quite solid quality to me. This would probably the kind of wine that I would score 91, 92 points. I think it’s very, very, very good I think. What I have not mentioned and again, she’s not sitting here maybe it’s a 90, 91 but it’s really in that range. I mean what I’m not mentioning that I think should be mentioned is and kudos to the wine makers as big and bold as this is. I would say there’s a pretty respectful balance here. I’m kind of surprised to how to gather this wine is and approachable this young life and two, as big as this is it’s kind of like being impressed with the dress that Marilyn Monroe was wearing. That she was able to keep all that in there. Michelle Turnbull: She’s still a lady at the end of the day. Gary Vaynerchuk: Right. I mean it does have some—I mean this is a very big Pinot Noir and could get out of hand. As a matter of fact, I’m not so sure that it wouldn’t long term get out of hand. There’s a lot going on in this wine. It’s big but right now, if it’s keeping it together right now my bet would be that that it’s going to be able to keep together and probably mellow out even more over time. Michelle Turnbull: I agree with that which is why we have the structure we have in place how we release the wine, the time we do. I mean it’s not often that you see ‘07 sitting in the market by tens. So I want to make sure that when it hits it’s making its statement and different statements for different wines apply. Gary Vaynerchuk: Sure, by the way the analogy to put up with this wine where I think it goes it’s kind of like going from like slitty to classy. Like it’s a young wine right now and I could see— Michelle Turnbull: It’s so proud to be your sister and friend that have that one. Gary Vaynerchuk: Let’s move on. Good wine. I like that. I mean again and listen. I do this show for them. I’ll be much, much happier if you bought it during the future’s period than right now. Can we like do a retro active future? Can I put you on the spot? Can the spot like can we do like a retroactive interesting fro the Vayniacs that they call? Do with for me on the 10th of April? Michelle Turnbull: Sure. You know what we can do that for— Gary Vaynerchuk: I like this new idea. They’re on the spot, where they’d going to go? Michelle Turnbull: We could at the end of this week? Gary Vaynerchuk: So you have the mailing list on the site, David Family.com and if you reach out directly. Let’s move on to the next one. This is a ’09, our first ’09 Pinot I can think of because it’s still sitting in barrel and you’re going to be bottling this in November? Michelle Turnbull: They’re released in October, bottling in September. Gary Vaynerchuk: So this is the ’09 Mission Ranch Pinot Noir and this is right now actively in the pre sell play or no? Michelle Turnbull: Actually this week. So this is perfectly time this week feature’s go on sale. This will retail for 70 a bottle but features only 55. Gary Vaynerchuk: Only 50 dollars. Michelle Turnbull: What a deal? We should do like a—but there’s more. Gary Vaynerchuk: You’re really are and how many cases of these will you produce? Michelle Turnbull: This one is only 250. Gary Vaynerchuk: So you’re really going for that really limited production but you are definitely on the premium scale of Pinot and that’s kind of where you feel comfortable. Do you feel like you want to make something the best thing you can possible make and then add those numbers. You feel that you personally can hustle selling those kind of qualities? Michelle Turnbull: I think sometimes I feel like the proof is in the pudding. I mean nobody has to believe me. As I said who am I, some girl from a town that makes for both of you. Gary Vaynerchuk: What’s the name of the town by the way? Michelle Turnbull: Cornovia. I think most people who try the wine find something very appealing and interesting. And they said the vineyards where we’re getting these grapes from are—they’re world class and sometimes we do mix it up a little bit. Gary Vaynerchuk: As a new producer something people may not know, as new producer it’s hard to get these grapes. I mean did you have to go charm them? I mean what we’re you lucky and some opening or some people can slam in? Some of these vineyards are top, top. Michelle Turnbull: No absolutely. I think its two things, sure I couldn’t just call the facility and say “Hi, I’m Michelle” and if you want that they would probably just hang up on you. Gary Vaynerchuk: Did you have the right relationship some place, friends of friends? Michelle Turnbull: There are friends of friends but then it’s also explaining to the various vineyards what my palate is, what division is and what I plan to do with it. And I think there’s little trust in the wine community. At the end of the day, we’re all just people trying to make a product that we really believe in. This is your life and so I’m not trying to do anything that is dishonest or not true to their brand or my own brand. I think they’re willing to give me that chance and thankfully that continue to keep working with me. Gary Vaynerchuk: This is stinkier, there’s a little funk defied action. I like the barnyard kind of aspect to this. This has much older world, nuance on the nose than the prior one while still keeping through some California sunshine fruit on nose. I mean this is almost like raspberry flavored barnyard. It’s like you’ve feed the sheep and the cows and the pigs, lots of raspberries so their poops had a little bit of that nuance. Michelle Turnbull: I agree. Maybe there’s even a little breath cherry in here to it. Gary Vaynerchuk: The red fruit is clear. Michelle Turnbull: Yes it’s a little, tart flavor, a bit of that tart flavor that create the acidity that will keep this wine going for more years to come. Gary Vaynerchuk: So this wine on the palate transitions to a lot of minerality, maybe that acidity kind of aspect. So there is a crushed rock element kind of on the flavor. There’s a lot of minerality—almost like salt. Michelle Turnbull: So you think about first let me just try being ever—this is closer to that other end I think. It’s not to walk down. Gary Vaynerchuk: No question but not over here. Because it’s not— Michelle Turnbull: They’re not opposite. Gary Vaynerchuk: No, this is more like—if this is the half way point and this is where we just —where this might be here until like over here. So stylistically this is a flavor profile, I like a little bit more. Michelle Turnbull: I think its a little more elegance to this. If we stick with this fine women of the world analogy, from Marilyn Monroe this is more of an Aubrey Hepburn I think where she’s got a little more class and structure to her and just a little more buttoned up. Or maybe you have female— Gary Vaynerchuk: I’m actually thinking about this wine a little bit from a stand point of it is—going back to the last wine. There’s such a substantial weight difference which I—from my palate this is much more of where I want my Pinot to be. I like the last wine as the way I score it more because almost for more like a novelty play, to be honest with you. Because I’m just so impressed, I’m more impressed by the craftsmanship here. Like I’m impressed that that wine didn’t get out of hand considering how big it is. I’m also aware that there are a boat load of people that are going to love that Pinot. Like I’ll be Glen here the other day, he would love this. But this is much more weight wise, flavor profile, the minerality, it’s just more of my alley. These are kind of Pinots that I tend to like a little bit more. Michelle Turnbull: Great! We want people to enjoy the wine at the end of the day, that’s why I’m here. Gary Vaynerchuk: And for you and for you, which one is more to your palate? Michelle Turnbull: Time and place makes a big difference. Gary Vaynerchuk: Yes but without the politically correct answer, like which one would you drink of these two? Michelle Turnbull: I’ll say this. I think if I was hosting a dinner party with let say equal number of men, women and the food is whatever it is. To please more palates I’m going to go with the ’09 sample. I think that that’s— Gary Vaynerchuk: That’s so interesting, you know why? If I was having a dinner party, okay. If I was having like people over not necessarily got sit down dinner, I would definitely serve this. Because knowing just the percentage of people walking through the store it would be more crowd pleasing I think. Sit down like eight, four, six people, I may go more in this direction especially for like pairing it up and like structured dinner format. Because I think it’s more food friendly. It’s dramatically more food friend in my opinion.