We live in exciting times when it comes to these discoveries. Looking back a decade or two or three it’s fascinating to see what was yet to be discovered. We spoke in such broad terms about new regions. Chablis and Bordeaux may have been familiar, and perhaps Chianti, but the Loire Valley or Piedmont on the other hand were exciting new regions, both for consumers and the trade as well. Retailers and sommeliers were always on the lookout for the next great thing, and when building off such a narrow base it was easy to say that Barolo, or Barbaresco if you were really in with the cool kids, was the next undiscovered gem.
OK, well maybe not that many of us really want to know such detail but certainly much of the group that makes up the world’s opinion leaders, sommeliers, retailers and journalists, need to know, if for no other reason than to be able to write about these reasons and to be able to break the news to all of our followers. Interestingly this has opened up the world of wine to regions that had difficulty messaging this audience in the past. We are poised on a second revolution of wine, the first being in the vineyards and the cellars. This second revolution though is an information revolution. Not only are regions researching and offering this information like never before, in part due to the difficulty of developing a market based on the character of their wines alone, but with today’s media they are also able to get all this valuable and fascinating information into the hands of the avant garde, and into the hands of all they evangelize to.
Case in point, the wines of Greece.