I Pay Rapt Attention

Visitors and Vineyards

Posted in adventures by Zoelle on June 23, 2010

Two weekends ago,  a couple of friends of mine came to visit me at my home in the East Bay. Because one was visiting from New York, we decided to introduce her to the joy that is Napa Valley. Because all of us are recent college graduates, we’re pretty broke, so we were a little concerned about the cost of tastings: gone are the days when wineries would lavish their visitors with free samples (or so we thought.) Well, after several hours of slavish research (and signing up for a frightening number of newsletters) we found enough coupons for free and reduced-price tastings to more than adequately fill a day*. We were ready.

The day began with a quick trip to the Jelly Belly factory. This is one of my favorite factory tours- complete with shiny machinery, silly hats, and samples of every stage of jelly bean production. Yet this time, we decided to make another stop– next door, at the Anheuser-Busch Budweiser factory. This is a tour I had never taken before, but, speaking as a free-sample freak and recent convert to the cult of beer, I’ve got to say, I was NOT disappointed.

Upon entering the factory store, we were given coupons for two free samples of whatever beer we might want from the bar. I expected tiny tasting cups, but no– we were handed full-sized glasses of our choice of Ales and Lagers. I started with the American Ale, something I’ve never tried before, and found it to be surprisingly delicious. My friends tried the Hefeweizen, Shocktop, and were equally pleased (in fact, I know that since then they’ve both chosen to order the Shocktop at happy hours, which is great! Good job, Anheuser-Busch, score one for you.) We grabbed several bags of free pretzels from the giant baskets sitting around the room, and tried the blueberry-flavored samples they passed around. For a flavored beer, not terrible. Not really my thing, but sort of interesting. Next, we were taken to the bottling area, which was silent due to the recession (apparently they’re only producing cans at this point) and learned about the frightening speed at which their products are packaged. Whew. We then went into the room with the tanks (which is very very cold, and sort of creepy- many  stories worth of giant tanks, each of which apparently holds 1 million dollars worth of beer. Eek.) Learned a little about how they use beechwood chips to increase surface area for the yeast, resisted the urge to keep the pieces of beechwood they have as free souvenirs. I don’t need a chunk of wood. Honest. Then we headed back to the bar for our second sample. Because In-Bev recently purchased Anheuser-Busch, I was able to get a Stella Artois. Yum. By the time we left, I was officially tipsy at 10 am. Yes, I am that classy.

From there, we drove for another hour or so to downtown Napa, where we had a delicious lunch of arepas and organic ice cream at the Oxbow Public market. Feeling a little less woozy, we hit the vineyards. The first was a large, newish winery. We had a 2 for 1 coupon, and thus tried 8 different samples. They were only so-so, and I don’t really want to bash them (or promote them, for that matter) so I’ll leave them anonymous. Suffice it to say, the large winery was crowded and not particularly delicious, so we left a little disappointed.

But oh, things got so much better. Next, we went to Hagafen Cellars, a tiny winery for which we had 2 coupons for 2 free tastings each. Hagafen, just in case you’ve never heard of it (which is probably the case, to be honest) has only recently opened its tasting room. When you walk into the little hut that holds the tastings, you’re immediately struck by the bottles that line the walls. A surprising number seem to have won awards. Given that we had never heard of Hagafen, we were a little skeptical. We were immediately approached by one of the two workers, a perky, curly-haired woman named Tia. She was thrilled when we presented our coupons (unlike the previous winery) and immediately brought us the tasting list, as well as our first sample. We were able to choose 5 wines each. When she heard that my friend from New York had never been on a winery tour, she took us on an impromptu private tour of their cellars and equipment, giving us a quick rundown on their unique crushing and fermentation processes. She brought us samples of reserve wines that weren’t supposed to be part of the tasting menu, and was incredibly helpful in all ways. As we sat enjoying our final few tastings, we happened to read some of the plaques on the wall, and discovered that 1) Hagafen is a Kosher Winery and 2) it’s the wine served at the white house when the prime minister of Israel comes to visit. Now, as a Jew (by birth and a capella group, at very least) I’ve had my share of Kosher wine. Generally, it’s something like Manischewitz– sickly sweet and oppressive. The sort of wine that tastes more like syrup than wine because it’s made from Concord Grapes (for the record, there’s a whole interesting history behind why most kosher wine is in this category, but I won’t get into it now.) This wine, though– this wine held its own against the best of the general, non-kosher wines I’ve tried. It was delicious. I’m still dreaming of their Syrah and Riesling. Just saying. If you get the chance, buy from Hagafen. Go visit. They are GREAT. Great.

After that, we were… skeptical that anything else to compare. The small, artisan kosher winery experience was so superior to the large winery that we thought nothing could be better. The last stop was Jessup, located in Yountville, and we hadn’t heard of it, so we headed off with a little trepidation. It only deepened when we realized that we were headed to a tasting room in the tiny downtown, not a winery. 

This place was swank. Nice decor, many well-dressed, middle-aged wine tourists, giggling into their elegant stemware. Uh-oh. We presented our coupons (another 2 coupons for 2 free tastings, thank you web research skills) and received the very long menu. When we tried to ask for a specific sample, our server gently informed us that it was a predetermined selection. Our trepidation increased further.

Well, as it happened, that “predetermined selection” was EVERYTHING ON THE MENU. 10 tastes. Generous tastes. There were some delicious reds, and port! I love port. I love Jessup. Very very interesting tasting notes, unique combinations of flavor, very knowledgeable servers. All in all, a lovely experience. If you contact them in advance, you can get food pairings. Joyous.

At that point, everyone but the driver was so tipsy that our pallets were basically shot, and we headed home. But summary: if you go to napa to do wine tasting, 1) bring coupons and 2) go to small wineries for personal attention. Go to Hagafen and Jessup, if you can. They deserve all the attention they can get.

*If you’re interested in specifically where I found all my coupons, just ask in the comments section. Happy to share.

What is it about Free Stuff?

Posted in Eccentricities by Zoelle on July 21, 2009

What is it with American culture and free things? This morning, my boss and I stood in line for half an hour to get a free pastry with the purchase of a hot beverage at Starbucks. Would I have typically purchased a pastry? Would I typically have gone to starbucks at that time of morning? Was the pastry even worth waiting for? The answer to all of these questions is a pretty definitive ‘hell no.’ And yet because I got a shiny coupon (both on my own and as a forward from two of my superiors at work) I shelled out my $4 so I could get the free pastry. How does this make any sense? I mean, kudos to Starbucks for getting so many people to waste so much time (and without even stocking additional pastries to meet the demand- seriously? If your promotion goes until 10:30, have enough pastries to last that long. There were basically none left at 8:30) but how do we let this happen?

Another recent example, just to drive this point home: I basically never drink coffee at all, and I never got to McDonalds, and I still seriously considered finding one in downtown Oakland yesterday so that I could get a free 8 oz mocha– just because it was free and I like whipped cream under all circumstances. I’d chalk this complete absurdity to my own proclivity for acquiring free things (after all, I probably eat more samples than normal human food during any given weekend- thank you Costco and Trader Joes…) but I’m not alone! That line was at least 3x as long as it is on even the busiest mornings- and these are people who avoid wasting time and calories at all costs! Regardless, this strategy of waving the carrot of something-free (even something that’s not entirely desirable on its own without the incentive of shiny free-ness) is one that works out really well for people. If McDonalds really wants to enter the specialty coffee market, then giving away McCafe’s once a week for a month a) gets people to try the product and thus overcome any assumptions of poor quality they might have because it’s coming from a fast-food restaurant and b) gets them to try it regularly, potentially getting them in the habit of heading to McDonalds for their morning coffee. It’s obviously not going to work on everyone, but not a bad strategy, overall. I’ll be curious to see if they’re able to overcome the stigma of their preexisting brand and have real success in this market.

Speaking of Free Stuff

Charlie Hoehn just came out with a (free) e-book on Recession-Proofing yourself as a recent college graduate. His strategy hinges on the idea of willing working for intelligent people for free in order to prove your worth, open the door to future (paid) gigs, build a network, and create an impressive portfolio. The book is only 30 pgs long (with HUGE type) so it’s worth taking a look if you’ll be graduating soon (or, like some people I know, are older and looking to transition industries during a recession or have been out of the job market for a while.)

 So: In the spirit of the Tall mini-experiment I ran last weekend (in which I tested my theory that being tall was not the most important factor in peoples’ perceptions of me as was kind of posited in a recent book on being tall [spoiler: it wasn’t.]) I’m going to try out this recommendation. Admittedly, I’m not a graduate yet, and I already essentially have 2 job offers for after graduation (so I don’t really need to recession-proof myself), but the general concept should still apply, right? I’ve got a few mini-projects I’ve been meaning to pitch to people anyways, so I’m going to use the process and scripts Hoehn outlines and we’ll see how this goes. Either way, I’ll keep you posted.