“Sell Me the Wine!”

Sue Batson Feuer

OEVT9104 Sensory Evaluation of Wine

Niagara College, Niagara-on-the-Lake

Jennifer Wilhelm

December 4th2012

Disclaimer - This wine has not yet been approved by VQA Ontario. The use of certain

descriptive terms that are regulated under the VQA Act is subject to final testing and

approval by the wine authority.

Principal Display Panel (front)

Back Panel (VQA label is on the neck)

Z In 140 Characters: @ZWine A big, bold red as unapologetic and experienced as the

people who drink it. Sexy, round and mature. And it only gets better with age!

Inspiration:

A treasured blog I love to read is “Advanced Style” (http://advancedstyle.blogspot.ca/)

and features fashion-forward American seniors. Creator Ari Seth Cohen describes it as,

“proof from the wise and silver-haired set that personal style advances with age.” I

believe there should be a wine that speaks to an older crowd.

And so a new 14.5% alcohol Cabernet Franc/Cabernet Sauvignon blend was created - Z.

The first in a flight designed to appeal to the “Boomer” in all of us. And it’s only

available at the Batson Estates cellar door.

Demographic

The Baby Boomer (or Boomer) is the demographic defined by those born during the post

WWII baby boom between 1945 and 1964. Today, they are 48 to 67 year-olds.

Culturally, a Boomer came of age at a time of political and social upheaval, and

economic prosperity. Canadian media mogul Moses Znaimer took this to the next level

and popularized the term “Zoomer” - a Boomer with “zip” and they are understood to be

aged 45+ by marketers.

The Canadian banking industry is taking notice - the next emerging market is the mature

consumer. According to Economists at BMO Capital Markets, the wine industry is

thriving and will continue to strengthen with an aging population driving the growth. Our

goal is to provide a family of wines aimed directly at the Baby Boomer market with Z

taking the lead. According to a recent BMO report “ . . . older individuals are key

consumers of wine and tend to have more income.” By using clear, accessible branding,

targeted advertising and a bold premium product, Z will enchant, entertain and retain

today’s Canadian Zoomers.

Here are some of the key numbers:

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At 15.1 million people, the Zoomer population accounts for 54% of the adult

population (18+) in Canada.

The Zoomer population segment (age 45-plus) is the only segment that will

increase as a percentage of the total Canadian adult population over the next 20

years. Both the 18-24 segment and the 25-44 segment will decrease as a

percentage of the total.

4.7 million Zoomer consumers have 3 or more credit cards – more than all other

age groups combined, and representing 67% of all those in this category. They are

ready and equipped to spend.

No other age group travels as much or spend as much when they travel. Zoomer

travelers represent the largest market for virtually every category. A trip to Batson

Estates to buy cases of Z is a worthwhile travel investment.

Style:

So, what makes Z appealing to a Zoomer or Older Adult?

A premium rich, bold red, it pairs well with luxury foods and experiences.

Exclusivity: It’s only available at Batson Estates’ cellar door.

Production is limited to 500 cases a year and you have to travel to get it.

Accessibility: Large print makes Z easier for older adults with limited vision to read and

doesn’t require English as a first language to identify in the boutique.

Braille makes it accessible for the sight-impaired.

The Origins of Z

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Type of Grapes - Cabernet Sauvignon and Cabernet Franc

Vintage Year - A VQA Vintage Report described 2010 as warm and dry, with

bud burst about two weeks early in mid-April. Slow and steady ripening

continued after Labour Day. It was a “particularly promising year for the longer

ripening varieties that are sometimes challenged by Ontario’s climate.” An ideal

year for reds.

Where they were grown:

VQA Appellation: Niagara Peninsula / VQA Sub-Appellation: Niagara River

The Niagara River appellation is a small strip of land running along the river from

John Street to Dee Road and inland to the first Concession road. The Niagara

River Parkway weaves up the length of this appellation. Soils in the area are

primarily stratified glaciolacustrine fine sands, providing natural drainage and

strong encouragement for vines to develop deep root penetration. The fast flowing

Niagara River creates convectional currents that draw cooler air into the gorge,

moderating vineyard temperatures and reducing frost risks. Slopes in the area are

predominantly east facing which is unique in the region. These factors create

excellent growing conditions for tender varieties and contribute complex flavours

to the grapes. (Taken from Grape Growers of Ontario)

Viticulture Notes

• Cabernet Sauvignon

This is the latest maturing red Vinifera in Ontario. The berries are small, round and

blue, producing an intense herbaceous flavour. The clusters are medium in size,

conical and are reasonably loose. The leaves have a pebbly appearance. Achieves its

peak during long, warm fall periods and is usually harvested in the latter half of

October. (from Grape Growers of Ontario)

• Cabernet Franc

The most productive and cold hardy red Vinifera, it ripens about a week before

Cabernet Sauvignon. Medium size clusters are conical with medium sized blue

berries. The juice has an herbaceous flavour. Relatively tolerant of most diseases, it’s

used to blend with others to produce a classic red wine. (from Grape Growers of

Ontario website)

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Style - The soil near the Niagara River retains the heat that promotes ripeness and

sugar content for a late-ripening grape like Cabernet Sauvignon.

Quality

Cabernet Sauvignon - Harvested at 24.7°Brix (a push)

Cabernet Franc - Harvested at 23.0°Brix

Harvesting, sorting and punching down, was all done by hand.

Trellis was a 2 cane VSP (Flachbogen) system

Winemaking Notes

•Style

An 85% Cabernet Sauvignon and 15% Cabernet Franc blend:

Grapes were harvested by hand, crushed and the resulting must was fermented

with added yeast. The “cap” or solids floating at the top of the stainless steel

container were “punched” down to the bottom every four hours for seven days -

all by hand. To circulate fermenting juice from the bottom of the tank over the

cap, the juice was “pumped over”. Contact with the skins was allowed for three

more days. The free run was kept separate from the pressings and put through

malolactic fermentation in Hungarian and French barrels for 30 days. The wine

remained on the lees for another two months, then returned to cleaned barrels and

aged another year. The barrels were then individually tasted and blended for best

colour, aroma, mouthfeel, tannin level and acidity. The wine was cross-filtered

prior to bottling.

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Quality The resulting wine is a dry, full-bodied blend with bold aromatics and a

garnet colour. It has a round, full mouthfeel. The acidity is supple with velvety,

well-integrated tannins.

Alcohol: 14.5%

Titratable Acidity: 5.8 g/l

pH: 3.73

Residual Sugar: 3.5 g/l

Bottled: December 2011

Closure: Natural cork

Cases Produced: 500

Bottle: 750 mL black bottle with black capsule

Aging and Storage: Z will continue to mature for up to ten years with correct

cellaring.

Price Suggested price point is $45.00 CDN

Tasting Notes

Z is a gorgeous ruby red with a purple meniscus. Boldly fragrant with the aura of juicy

dark fruit, Z is firm in the mouth, silky on the tongue and has a long-lasting finish.

There’s just enough acidity and spice to keep things interesting. Every thing is balanced

and in harmony. Z is in it for the long-term, only gets better with age. The structure,

tannins, intensity and longevity come from the Cabernet Sauvignon with the Cabernet

Franc contributing kisses of acidity, floral notes and spice.

Food Pairings

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Spring: Bitter greens like broccoli, red cabbage, endive will counteract any

bitterness from the tannins. Try tossing these with a mix of fresh lemon juice,

Dijon mustard, sugar, freshly ground pepper and olive oil.

Summer: Dried currants tossed with grilled morelle mushrooms brushed with

olive oil are perfect for this wine’s boldness.

Fall: The fat and proteins of a meaty dish are perfect because they will soften the

tannins in this bold red. Try this a veal dish.

Winter: A hard cheese like fresh Parmesan or pecorino grated onto pasta will go

well with a big bold red like Z.

Food Parings

Spring

Parsley, Red Cabbage and Endive SaladThe bitter greens round out the tannins in Z.

Summer

Broccoli and Pecorino Pasta

The cruciferous greens and hard pecorino cheese will soften the tannins.

Fall

Chocolate and red wine is a heavenly match. Baci Perugina Bacio “provides chocolate

lovers with a total experience of affection, indulgence, and charm.” Indulgence is what Z

is all about! Each Baci chocolate is wrapped with a written love note.

Winter

This season is all about comfort food and a veal dish is hearty enough for this big bold

red. Try Veal and Sage Meatloaf with Gorgonzola Gravy and Smashed Potatoes with

Prosciutto and Cheese.

Life Pairings

• Film: High Fidelity (2000) starring John Cusack.

From IMDB: “High Fidelity follows the 'mid-life' crisis of Rob, a thirty-something

record-store owner who must face the undeniable facts - he's growing up. In a

hilarious homage to the music scene, Rob and the wacky, offbeat clerks that inhabit

his store expound on the intricacies of life and song all the while trying to succeed in

their adult relationships. Are they listening to pop music because they are miserable?

Or are they miserable because they listen to pop music?”

• Music: This Is Spinal Tap (1984) soundtrack, Etta James Top Ten (1963) or

anything funny, bold or soulful and rich.

• Literature: SOCK, by Penn Jillette

From Amazon.ca: “Twisting the buddy cop story upside down and inside out, Penn

Jillette has created the most distinctive narrator to come along in fiction in many

years: a sock monkey called Dickie. The sock monkey belongs to a New York City

police diver who discovers the body of an old lover in the murky waters of the

Hudson River and sets off with her best friend to find her killer. The story of their

quest swerves and veers, takes off into philosophical riffs, occasionally stops to tell a

side story, and references a treasure trove of 1970's and 1980's pop culture.”

• Basic Leisure: Sitting in a Muskoka chair at the cottage by a fire pit, wrapped in

a Hudson’s Bay blanket. Life is good.