I’m not taking sides in the brouhaha down in Santa Barbara County, where winery owner Blair Pence wants to expand the borders of the Santa, err., Sta. Rita Hills appellation to include some of his vineyards that are located further inland, to the east.
I haven’t seen any statistical data that would indicate, one way or the other, that the proposed added acreage is, or isn’t, similar to the terroir of the existing AVA. As usual in such matters, we have dueling opinions expressed in the media, with Pence insisting it is, and Wes Hagen, of Clos Pepe (who was the guiding light behind the original appellation) saying, Nope, it isn’t.
I do know that the further east you go from the central Sta. Rita Hills, the warmer it gets. By the time you reach, say, Los Olivos, it’s much warmer than out by Lompoc. Maybe the climate on Pence’s property really does show the same maritime influence as it does to the west. Their Pinots certainly indicate a cool climate, and I’ve given the wines respectable scores, even recommending a few of them as Cellar Selections.
But I will say the controversy underscores once again something I’ve said for a long time: the matter of AVAs, at least in California, is more about marketing and money than about terroir and tasting.
Even Pence concedes as much, when he suggests he can’t get as high a price for his grapes as he could if the wines could bear a Sta. Rita Hills appellation. Currently, Pence Ranch’s Pinot Noirs have to settle for a comparatively “lowly” Santa Barbara County AVA.
We saw the same kinds of issues arise when Gallo successfully fought to have the Russian River Valley boundary moved southward so that their Petaluma Gap vineyards could be included. Some RRV winegrowers were violently against that. They lost.
The fact of the matter is that appellation boundaries are fungible. They may be more fixed in Old Europe than they are in California, because Europe has had centuries of tradition. But California is so new that the wise consumer should take an appellation name with a grain of salt. An appellation is a generalization. It means that a wine bearing that origin should conform to certain expectations of, say, dryness, acidity, fruit profile and weight. But it does not guarantee that any particular wine will meet those specifics. All that an American Viticultural Area guarantees is that 85% of the grapes come from there.
There are some very ordinary wines in the Sta. Rita Hills. If you look up my scores in Wine Enthusiast’s Buying Guide, you’ll find some that are consistently unable to get beyond a certain quality level. Even if Pence manages to get the boundaries of Sta. Rita Hills redefined, that probably won’t make any difference in how good his wines are or are not–unless there’s something he could do with the extra $1,000 a ton to improve quality (and maybe there’s a lot he could, like better barrels or dropping more potential crop).
In general, I think that appellation boundaries should be altered only with the greatest reluctance. There should be compelling physical reasons to do it–not because somebody wants to get a better deal on grape or wine prices, and has the money to afford the lawyers and/or appellation experts who draw up the paperwork. (And Pence has hired one of the best in the business.) The public–which includes wine writers–should have faith in the meaning of AVAs, but if boundary lines are shifting all the time, that confidence is undermined.