Press Release

For Immediate Release 

 

Event Date: August 17, 2016

 

What if everything you know about terroir is wrong?

Author of a new controversial book about winegrowing is coming to speak in Paso Robles, CA

 

Paso Robles, California, August 1, 2016 - Throughout the ages, winemaking, and more recently wine marketing, has been shrouded in mystery and mystique. Centuries old traditions of terroir have been passed down through the generations like sur names. Although the tales of terroir sound alluring, and to consumers sometimes more intoxicating than the wine itself, a viticulturist from the University of California, Davis, says it’s time to examine whether the tenets of terroir are myth or fact.


Mark Matthews, professor, viticulturist and now author of the recently published and somewhat provocative book Terroir and Other Myths of Winegrowing, will be speaking at The Paso Robles Inn on Wednesday, August 17, 2016 from 12 pm – 3 pm. The Inn is at 1103 Spring Street, Paso Robles, CA  93446.

 

Matthews – who came to the study of winegrowing first as an agronomist and plant physiologist, said the more he worked with viticulture, the more he found that some of the viticulture models were inconsistent with crop science and plant physiology. The discrepancies motivated him to experiment to find out how terroir and other vineyard management concepts “have played out in the written record, and to hold those ideas up to the available objective and empirical evidence.”


“For much of the received wisdom on the nature of wine grapes, there is a disparity between the passion behind each belief and the supporting evidence,” Matthews says. “The models of wine quality are cultural and ephemeral, but plant interactions with the environment are not.”


According to Matthews, plant science and what we know about wine production has changed significantly over the years, but that the traditions and stories of why certain wines are deemed best remain unaffected. He says it is time that terroir, yield and its impact on quality and other important factors be critically and empirically reviewed so the discussion about grape-growing paradigms can objectively take place.


Matthew’s presentation is a segment of ongoing educational seminars presented by the Independent Grape Growers of the Paso Robles Area (IGGPRA). The seminar is entitled “Terroir and Other Winemaking Myths” will also feature Halter Ranch Vineyard & Winery winemaker, Kevin Sass, who will be speaking about “The Influence of vineyard conditions and practices on wine quality.”


IGGPRA president, Lowell Zelinski, who developed the seminar, is a former UC Davis colleague of Matthews. When Zelinski first heard about the book, he thought it was an important topic that the wine industry should bring to light.
“As a scientist I am always looking for empirical evidence,” Zelinski said. “Come find out whether our notion of terroir is just a fairy tale or if the emperor is wearing no clothes.”


The meeting is open to the public. Online registration opens August 1, 2016 at
www.IGGPRA.com. Admission includes lunch and limited seating is available on a first-come, first-serve basis. The cost to attend is $50/pp and $25/pp for IGGPRA members. A 20% early registration discount is available through August 12, 2016.

 

Terroir and Other Winemaking Myths is published by the University of California Press (Hardcover, 328 pages ISBN: 9780520276956; $34.95: www.ucpress.edu/book.php?isbn=9780520276956 
 
About the
Independent Grape Growers of the Paso Robles Area: 

IGGPRA is a mutual benefit corporation dedicated to promoting the production of high quality wine grapes through education, networking and farming resources. It promotes sustainable growing practices and provides a forum for the review of issues affecting wine grape growers and the wine industry, and acts as an ambassador for the overall success of the Central Coast wine industry. Members include wine grape growers, wineries, wine industry-related businesses and friends of the industry. To learn more about IGGPRA, visit www.IGGPRA.com.
 
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 Media Contact    

 

Media Contact: Lowell Zelinski

Email: lowell@precisionagconsulting.com

Phone: (805) 286-6544

 

Independent Grape Growers Of The Paso Robles Area

1810 Thistle Way, Paso Robles, California, 93446

Web: www.IGGPRA.com

 

 Calendar Listing

 

CALENDAR LISTING:

Event Name: Terroir and Other Winemaking Myths

Event Date: August 17, 2016

Event Time: 12-3 p.m.

Event Location: Paso Robles Inn, 1103 Spring Street, Paso Robles, CA  93446.

Admission: The meeting is open to the public. Online registration opens August 1, 2016 at www.IGGPRA.com. Admission includes lunch and limited seating is available on a first-come, first-serve basis. The cost to attend is $50/pp and $25/pp for IGGPRA members. A 20% early registration discount is available through August 12, 2016.

Web: www.IGGPRA.com

Contact: Lowell Zelinski, Ph.D., lowell@precisionagconsulting.com, (805) 239-1270 or (805) 286-6544

Description: Terroir and the Other Winemaking Myths will be presented on August 17, 2016 from 12-3 p.m. at the Paso Robles Inn Grand Ballroom. The seminar presented by the Independent Grape Growers of the Paso Robles Area (IGGPRA) will feature author Mark Matthews, a viticulture professor from the University of California, Davis. Mathews will be discussing his new controversial book: “Terroir and Other Myths of Winemaking.” Kevin Sass, Halter Ranch Vineyard & Winery winemaker will be discussing the influence of vineyard practices on quality. The seminar is open to the public but seating is limited. Online registration opens August 1, 2016 at www.IGGPRA.com. Regular admission is $50/pp, $25/pp for IGGPRA members. A 20% early registration discount is available through August 12, 2016.

 


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