Tomorrow’s Classification of Appellations, Brands and Wines.
WE OFFER TO ANALYZE BRANDS FOR PRODUCERS
Global Vintage created the first objective—GV500™—quality scores for individual wines; and designs and creates wine quality metrics, such as the Top-100 Brand system, and revolutionary classification of appellations. Submit your product to Global Vintage today.
In Global Vintage Top-100 Brands you have brand quality computed from multiple vintages’ quality. This is one algorithm that was used by winegrowers to compute the 1855 Classification of Bordeaux that endures today in all major wine markets. Brand rankings transmit far more information to buyers than any single vintage’s.
Inside Global Vintage the whir of computers is heard with discussion about the classification of brands to wines. One dream here is to classify Napa Valley’s American Viticultural Areas ( AVAs ). In 2007 we published the first Classification of Napa Valley at —Taste3— in a presentation at the American Center for Food, Wine and the Arts.
Before you and I classify our appellations, brands and wines together, we need to agree that consumers desire form of independent information about wines. The social networks are compatible with easy to transmit metrics that transmit powerful information quickly in compact forms. Accurate Scores One solution is to compute the quality score accurately and precisely from the correlation between several measurements: tasting scores, prices, volume and flavor attributes of the benchmarks by which buyers buy wine, by example the 1855 Classification of Bordeaux. We would need to choose to express quality on a 100-point scale because that is what consumers desire to use here. The GV500 Score is our Dependent Quality Variable ( Y ) computed from Independent Variables (X1, X2, X3, ...Xn) using an algorithm with correlation mathematics ( Y = mX + b ) at it’s center. Technical, yes, yet it’s the same simple mathematics used by Major League Baseball and Wall Street to look at future performance.
History of Winemakers’ Scores Napa, California—Twenty minutes west of Sonoma, Dr. Leo McCloskey and winemakers mine databases in an emerging fledgling effort to help Americans buy high quality wines and manage their money a little better.
In the early 1990s, McCloskey introduced the first computed quality index to winemakers—Enologix Index™ ( EI ) . Most winemakers he noticed used it to make 90-plus point wines. The criticism was they wanted to please the critics. The EI was correllated with 100-point scores. In Act 2, his company computed the GV500 Score from the EI and expressed it on the 100-point scale, too. Now his company is putting the names of products up on the Web where anyone could find them in the Top-100 Brands.
While Global Vintage ratings provide plenty of utility for buyers, Enologix aims to sell brand ratings to winery sales managers, bankers and investors. And for their trouble, Enologix may be called all sorts of names by the industry when it is an anathema to marketing.
Industries create information voids for their products. Marketing can be all about getting more than you deserve. Take when Morningstar turned unflattering spotlights on the mutual fund industry, and when Zagat, TripAdvisor and Yelp started ranking various lifestyle businesses. Or when a wine is rated by Robert Parker and Wine Spectator.
Those rating companies have proved their legitimacy, or at least their staying power. And now Enologix faces a similar test: Will their efforts help us buy wines?
McCloskey was not exactly coming at this cold. Leo had helped to make wine at Ridge Vineyards and he had ownedwineries in Santa Cruz. After a stint as President of a winery, he decided to predict quality scores. He had gone back to the University of California in 1984 to get his own doctorate exposed him to models for agricultural. And his connections in the industry included just many involved in the wine-boom. He says thankfully the CEO of the Chalone would connect him directly with the wine world’s first of the first wine in the 1855 Classification of Bordeaux. "France is something like a wine economic museum," says McCloskey.
Enologix is throwing out the portions of university enology, viticulture and science for algorithms and mathematic that link quality to buyers. It’s the same story as told by Michael Lewis book "Moneyball." Where the central premise is that the collected wisdom of baseball insiders over the past half-century is often flawed. Statistics such as stolen bases, runs batted in, and batting average, typically used to gauge players, are relics that were available at the time before computer databases. The book argues that the Oakland A's' front office took advantage of more empirical gauges of performance—winning with fans. Enologix was the maverick insider; thereby going beyond academic enology and wine marketing as it has existed since the wine boom began with Robert Mondavi.
The conceit of wine marketers is that winemaking is an art made by artists. The wine industry cultivates an image of wine being an almost accidental beverage, a natural product where everyone has quality somehow, magically, because of those who make it. When in fact winegrowing is only traditional agriculture; great in some appellations and not in others.
McCloskey realized, it is a ruthless, cutthroat business, one that accounts for more than $18 billion in sales every year — 80% of which goes through fewer than a dozen large corporations. And as important as the image of a rustic vigneron might be, the specialty equipment and chemical enhancements used in most modern wineries are capable of making cheap wine look like fine wine to some. If the Napa Valley is to wine what Yosemite is to National Parks; then the classification of Napa Valley is an essential ingredient to the maturation of the California wine industry.