Skip the Producers; Talk Geology
People rambling on about producers bore the hell out of me. Don’t get me wrong — winemakers matter. Their skill and choices shape the final product in important ways. But when the conversation devolves into a laundry list of who apprenticed under whom or which producer’s limited-release bottle scored 99 points, I check out. That’s surface-level stuff.
What actually gets me fired up? The geology. The bones of the earth.
Why Geology Matters
Wine isn’t just about what happens in the winery — it’s about what happens beneath the surface, sometimes over millions of years. Ancient seabeds, volcanic soils, rocky outcrops, and deposits left by glaciers are what make wine regions unique. These natural forces shape the flavors, textures, and nuances of the wine in ways no human hand can fully replicate.
Take Burgundy, for example. Its legendary status isn’t just about winemakers or history — it’s about the limestone soils that stretch across the Côte d’Or. Or think about the volcanic soils of Mount Etna, where the terroir produces wines with a distinct minerality and energy you don’t find anywhere else. These are the stories worth telling because they connect the wine in the glass to something bigger: the land itself.
Why Producer-Centric Conversations Fall Flat
When wine talk becomes a game of producer name-dropping, it loses its soul. Sure, it’s nice to know about a winemaker’s approach or accolades, but focusing exclusively on producers turns the conversation into a status competition. It’s like bragging about the designer clothes you own. It doesn’t tell me why the wine matters; it just shows me you have money to spend.
Even worse, it often shuts down the opportunity to explore and discover. Instead of sharing what makes a wine region fascinating or what’s in the glass, it becomes a shallow recital of expensive producers, which is alienating for people who might be new to wine.
Geology Is the Gateway to Exploration
If you really want to share what makes a wine special, start with the land. Tell me why the grapes taste the way they do. Is it the well-drained soils of a river valley? The dramatic temperature swings of a high-altitude vineyard? The marine fossils embedded in the soil from an ancient seabed? These are the stories that get people curious, engaged, and excited.
When we focus on the geology and the region, we invite people into the world of wine. We’re not just reciting facts; we’re connecting them to a place and helping them understand why it matters. It’s not about impressing someone with who you know — it’s about sharing the story of where the wine comes from.
The Rocks District: A Perfect Example
Let’s take the Rocks District of Milton-Freewater as an example. This region is defined by its cobblestone soils, created by the ancient Missoula Floods. The stones retain heat, helping to ripen grapes in Washington State’s cooler climate, and they create a unique savory, earthy flavor in the wines. That’s not just geology — it’s the foundation of what makes the Rocks District one of the most terroir-driven regions in the world.
Now compare that to someone saying, “You have to try this Syrah because it’s from Producer X, who studied under Producer Y in the Rhône.” Which story would you rather hear? Which one actually makes you want to pour a glass and explore?
Let’s Tell Better Stories
Wine is about place. It’s about the connection between the earth, the vines, and the people who care for them. If we spend all our energy listing producers and accolades, we miss the chance to share what makes wine so fascinating.
So next time you’re pitching a wine or sharing a bottle with friends, skip the producers. Talk about the geology. Talk about the soils, the climate, and the forces that shaped the land. Because when we start with the bones of the earth, we’re not just reciting — we’re exploring. And that’s what makes wine worth talking about.
