"A must-read for any wine grape grower or winemaker who has ever wrestled with the most important myths of winegrowing or debated them with colleagues—and that would be all of us! It is also a great read for any wine consumer interested in looking at 'the man behind the curtain,' so to speak: the myths promoted by wine writers, tasting room staff, sommeliers and other wine gatekeepers."—Wines & Vines "A meticulously researched volume that every serious sommelier should read . . . if only to disagree." —The Somm Journal Wine is a traditional product with traditional explanations. Oft-romanticized, Old World notions of how to create fine wine have been passed down through generations and continue to dominate popular discussions of wine quality. However, many of these beliefs predate science and remain isolated from advances in the understanding of how crops grow and fruit ripens. Allegiance to them has frequently impeded open-minded investigation into how grapevines interact with the environment, thus limiting innovation in winegrowing. In Terroir and Other Myths of Winegrowing, Mark A. Matthews applies a scientist’s skepticism and scrutiny to examine widely held beliefs about viticulture. Is terroir primarily a marketing ploy that obscures understanding of which environments really produce the best wine? Is reducing yield an imperative for high quality grapes and wine? What does it mean to have vines that are balanced or grapes that are physiologically mature? Matthews explores and dissects these and other questions to debunk the myths of winegrowing that may be holding us back from achieving a higher wine quality.

"Matthews brings a scientist's skepticism and scrutiny to widely held ideas and beliefs about viticulture--often promulgated by people who have not tried to grow grapes for a living--and subjects them to critical examination: Is terroir primarily a marketing ploy that obscures our understanding of which environments really produce the best wine? Can grapevines that yield a high berry crop generate wines of high quality? What does it mean to have vines that are balanced or grapes that are fully mature? Do biodynamic practices violate biological principles? These and other questions will be addressed in a book that could alternatively be titled (in homage to a PUP bestseller) On Wine Bullshit"--Provided by publisher.

Free thinking, unconstrained by facts The book is based on the thesis that we live in a world of abundance, full of natural riches, and cultural artifacts, full of human intellect and powerful technologies. Our thinking, however, is dominated by the opposite, the notion of scarcity. The limits of nature act as an inevitable necessity. In his book, David Schildberger adopts a novel approach to the subject of resources, with the help of intelligent instruments that introduce new foods, such as chocolate made from cocoa cell cultures, and even a fruit-bearing vine raised far from a vineyard. With his imagined scenarios, the author invites the reader to dare stretch their intellectual imaginations and ultimately presents nature as a contingent. Conceptual models on the subject of nature and alternative ways of producing food Recommended reading for architectural IT specialists New volume in the Applied Virtuality Book Series

Look at the back label of a bottle of wine and you may well see a reference to its terroir, the total local environment of the vineyard that grew the grapes, from its soil to the climate. Winemakers universally accept that where a grape is grown influences its chemistry, which in turn changes the flavor of the wine. A detailed system has codified the idea that place matters to wine. So why don’t we feel the same way about whiskey? In this book, the master distiller Rob Arnold reveals how innovative whiskey producers are recapturing a sense of place to create distinctive, nuanced flavors. He takes readers on a world tour of whiskey and the science of flavor, stopping along the way at distilleries in Kentucky, New York, Texas, Ireland, and Scotland. Arnold puts the spotlight on a new generation of distillers, plant breeders, and local farmers who are bringing back long-forgotten grain flavors and creating new ones in pursuit of terroir. In the twentieth century, we inadvertently bred distinctive tastes out of grains in favor of high yields—but today’s artisans have teamed up to remove themselves from the commodity grain system, resurrect heirloom cereals, bring new varieties to life, and recapture the flavors of specific local ingredients. The Terroir of Whiskey makes the scientific and cultural cases that terroir is as important in whiskey as it is in wine.

Winemaking as a form of food preseIVation is as old as civilization. Wine has been an integral component of people's daily diet since its discovery and has also played an important role in the development of society, reli gion, and culture. We are currently drinking the best wines ever produced. We are able to do this because of our increased understanding of grape growing, biochemistry and microbiology of fermentation, our use of ad vanced technology in production, and our ability to measure the various major and minor components that comprise this fascinating beverage. Historically, winemakers succeeded with slow but gradual improvements brought about by combinations of folklore, obseIVation, and luck. How ever, they also had monumental failures resulting in the necessity to dis pose of wine or convert it into distilled spirits or vinegar. It was assumed that even the most marginally drinkable wines could be marketed. This is not the case for modern producers. The costs of grapes, the technology used in production, oak barrels, corks, bottling equipment, etc. , have in creased dramatically and continue to rise. Consumers are now accustomed to supplies of inexpensive and high-quality varietals and blends; they con tinue to demand better. Modern winemakers now rely on basic science and xvi Preface xvii the systematic application of their art to produce products pleasing to the increasingly knowledgeable consumer base that enjoys wine as part of its civilized society.

The concept of terroir is one of the most celebrated and controversial subjects in wine today. Most will agree that well-made wine has the capacity to express “somewhereness,” a set of consistent aromatics, flavors, or textures that amount to a signature expression of place. But for every advocate there is a skeptic, and for every writer singing praises related to terroir there is a study or a detractor seeking to debunk terroir as a myth. Wine and Place examines terroir using a multitude of voices and multiple points of view—from science to literature, from winemakers to wine critics—seeking not to prove its veracity but to explore its pros, its cons, and its other aspects. This comprehensive anthology lets the reader come to one's own conclusion about terroir.