Rod - great article and one that is very in touch with the market. Selling Syrah is an uphill battle. The Aussies and now the Californians did/are doing a great job of manipulating the varietal to the point that the consumer has no idea what to expect from the varietal. It’s the first varietal where the ”formula” doesn’t work. Formula = high brix/late picking, excessive manipulation and additives, RS and copious new oak.
Syrah is NOT Cabernet. In fact, in my opinion it is much closer to Pinot Noir. It is a varietal that require minimal handling and will quickly be dominated by oak.
Syrah requires early picking - if it tastes sweet in the vineyard, its too ripe. In Washington, we are almost always the first winery to pick Syrah at our contract vineyards. Many pick as much as a month later. Syrah should smell a bit green when it is fermenting. In fact, I have a saying that if the fermenting Syrah didn’t at one point scare the heck out of me, I picked it too late. All those green fermenting flavors turn into smoke and pepper with age. I also think Syrah require some whole cluster/stem during fermentation, but lets not get too carried away. Syrah is deeply disturbed by racking. Too many wineries throw it in a tank at the slightest hint of reduction. Syrah fights back by closing up aromatically. With risk of sounding like a cliché – minimalist handling.
I do believe there is a light at the end of the tunnel however. But it requires a big leap for most winemakers/wineries/corp execs. Stop thinking about the score and make a wine that is distinctive and balanced with minimal oak influence. But too many in the wine business are too afraid to make wine like this. What if we only score an 89? Disaster! And something that most wineries won’t be able to stomach because making wine in the above style will hurt point scores.
We have been very successful selling Syrah. It takes some coaxing to sell – lots of flights, many rejections, but we are willing to trade some short term hardship for long term greatness. We love when people say “Wow, this actually tastes like Syrah.” Or “This doesn’t taste like California.” So there are some of us out there fighting the fight, because we believe that Syrah does deserve a place on the American wine list. And it’s a grape that reeks of “terroir.” There I said the word. So it might require many plane trips and speeches at wine festivals, but we’re up for the fight. It’s a worthwhile grape that deserves respect and celebration.