Gaia Gaja of famed Piemonte producer Angelo Gaja came to Beijing for a book-signing (at the Hilton Food & Wine Experience) and a special dinner arranged with importer ASC. She kindly consented to an email interview arranged around her busy schedule. Dragon Phoenix (hereafter DP) is very grateful to Gaia Gaja (hereafter GG) for her time and effort. With luck, she will be back in China in 2008.
DP: You recently visited Beijing to show-case your wines. What is your perception of the market for fine wines in China?
GG: The Chinese market is certainly one of the future, as China is a factor in all things: because of its growth and the increasing acquisition of wealth. Fine wine will undoubtedly be part of this expansion.
DP: How would you say Piemonte wines specifically are appreciated in China? Or is it too early for the market to understand the complexity of the Piemonte region?
GG: I believe our wines are accepted equally in China; just as all other fine wines in the world are. Their complexity is an added value which, with time, will be more and more appreciated.
DP: Your company has a number of business interests: including Gaja distribution, the Castello di Barbaresco as well as wine estates not just in Piemonte but also in Tuscany. How would you say your business experience has helped in establishing new markets for your wines in China and Asia as a whole?
GG: My mother has a little distribution company importing foreign wines to Italy (this is a business that concerns Italy alone). As to the Castello di Barbaresco, you are talking about the castle of Barbaresco which we bought in 1995 and restored. We were thinking of transforming it into a hotel but, in the end, we decided to keep it for the winery – so now there are offices and tasting rooms. So, we just make wine really. This is the only thing we know how to do and we will continue doing it just so.
We produce wine in Piemonte, in Montacino and in Bolgheri, as you know. The three wineries are working with different varieties: Nebbiolo, Sangiovese (in Montalcino), Cabernet Sauvignon and Merlot (in Bolgheri). The three regions – what we call the ‘3 Bs’ of Italy, Barbaresco (and Barolo), Brunello and Bolgheri – are, in my opinion, the most prestigious in Italy. They provide the opportunity and real possibility of making long-ageing and complex wines. So, we have the same goal for the three wineries and the same style, but different expressions. The Chinese market can see the distinctive differences between these three wine regions with the distinctive Gaja flare in each case.
DP: Your family’s wine-making roots in Barbaresco date back to 1859 and Giovanni Gaja’s establishment of the winery. You have embraced both tradition and modern technology in your wine-making. How would you describe your company’s philosophy and outlook?
GG: My wines are easy recognizable in blind-tastings because they have a defined style that is obviously the style of our Barbaresco winery. The goal is to produce wines loyal to the area, and loyal to the history of the winery itself. To preserve their identity and dignity, we release them only in vintages when the weather conditions have allowed them to express all their beauties and to illustrate what Nebbiolo in Barbaresco can do.
The wines are, therefore, not produced every year. For example, our Piemonte winery did not produce any wine in 2002,1992,1984,1980 and 1972. The single vineyard wines (Costa Russi, Sori San Lorenzo, Sori Tildin, Sperss, Conteisa) were not even produced in 1994,1992 and in many other older vintages. Pieve Santa Restituta did not produce any wine in 2002 and in 2003; and Camarcanda was not produced in 2002 either.
To work like artisans, following every detail from the beginning to the end: this is our philosophy. We do not buy in grapes but only use what we produce from our estate vineyards which have been selected over several generations. We also personally select the wood for part of the barriques we use, and we are working on several other details in the winery too.
DP: Piemonte wines are very food-friendly. Do you believe your wines will pair well with different Chinese cuisines?
GG: I don’t know enough about Chinese food, but I had the pleasure to pair several of our wines with different Shanghai-ese dishes (which were more oily and generally sweeter to the taste than some of the other Chinese regional cuisines I’ve heard of). They paired extremely well.
DP: Angelo Gaja was the first wine-maker to use French barriques and introduce international grape varieties to the Langhe. How would you describe the difference between your ‘international’ wines and your Barbaresco DOCG or is there no difference in your wine-making philosophy for these wines?
GG: Even the international varieties that my father introduced and started to produce in Barbaresco (Cabernet Sauvignon, Sauvignon Blanc, Chardonnay) are producing wines (Darmagi, Alteni di Brassica and Gaia & Rey) that are very Piedmontese in their personality. The grape varieties are a vehicle to express the flavours of the place where they are grown. Piemonte wines reflect minerality, earthiness, and can have fabulous ageing potential where the aromas develop exquisitely. All of these characteristics are expressed in the Darmagi, Gaia & Rey and Alteni di Brassica wines.
DP: Some of your top Barbaresco wines – Sori Tildin, San Lorenzo, Costa Russi – and the Barolos, Sperss and Conteisa, are ‘de-classified’ to Langhe Nebbiolo DOC because this allows you to add up to 15% of other grapes. Do you find that blending helps tame some of the more difficult aspects of Nebbiolo, e.g. its sometimes harsh tannins? Or is there another reason for blending?
GG: My winery has produced Barbaresco since 1859. And this is why Barbaresco is the most representative wine from our winery. The single vineyard concept was introduced in the late 1960s (in 1967 we produced the first single vineyard Barbaresco: Sori San Lorenzo). Clearly, Gaja became well-known through this Barbaresco, the only wine of the winery for generations; and the reason behind the re-classification of the single vineyards was to go back to Barbaresco as the only Barbaresco of the winery.
When we changed the denomination for the single vineyards, we discovered the advantage of being able to add, if we wanted, other varieties. The variety we are most interested in adding (and from 1997 did so) is Barbera: a local variety with very good acidity, excellent fruit and not too much tannin. In warm vintages Barbera is useful because it gives the wine a certain drinkability whilst also aiding ageing-potential. It works very well with Nebbiolo.
DP: Do you think it is easier for consumers to understand international grapes – for example, you make straight a straight Chardonnay, Cabernet Sauvignon and a Sauvignon Blanc – than the complexities of Italy’s DOC and DOCG system? Or is the Piemonte region itself of more importance to you and your customers?
GG: I think that one important reason why the international varieties are more understandable is that they are more well-known than the DOCs or DOCGs. So people are more used to drinking them and knowing what to expect from them. These varieties are like an international language that everyone can, on some level, speak and understand.
In Italy we have such a large selection of local varieties, all produced in such tiny quantities and areas, that it becomes very difficult to know them well. They are very much niche products. The international varieties give the chance to wine lovers to compare the results of certain grapes coming from different wineries and from different parts of the world.
DP: Nicholas Belfrage MW has written about your pricing policy, observing that this ‘seems to be paying off handsomely, with international buyers willing to spend any sum for a top name’ (Barolo to Valpolicella: The Wines of Northern Italy, p. 86). Belfrage does not dispute the very high quality of your wines, but wonders about global prices in the fine wine market. Do you think that buyers will continue to pay ‘any sum’ for top wines?
GG: The markets are undeniably growing and the new increasing demand cannot be absorbed by the offer of certain wines alone (as some wines cannot be produced in sufficient quantities to meet the demand). At the same time the production of wine is growing all over the world as well as the quality level (more countries are producing wines of better quality). So, for sure, in the case of certain top wines the prices will inevitably continue to grow. Fortunately, though, there will also be a good offer of wines at more moderate prices.
DP: In China, wine education should improve the market for fine wines as consumers become more confident in purchasing. How do you hope to support the appreciation of your wines in the Chinese market(s)?
GG: I like to explain my wines personally (and be there to explain them in person). I like to meet the people that drink and talk about my wines; and to hear their questions. This is one of the pleasures of my work. I will continue to come to China, maybe more often than I have in the past, and continue to explain what my wines mean to me to the people I will have the pleasure to meet. This is central to my life and work.
DP: You recently visited Beijing to show-case your wines. What is your perception of the market for fine wines in China?
GG: The Chinese market is certainly one of the future, as China is a factor in all things: because of its growth and the increasing acquisition of wealth. Fine wine will undoubtedly be part of this expansion.
DP: How would you say Piemonte wines specifically are appreciated in China? Or is it too early for the market to understand the complexity of the Piemonte region?
GG: I believe our wines are accepted equally in China; just as all other fine wines in the world are. Their complexity is an added value which, with time, will be more and more appreciated.
DP: Your company has a number of business interests: including Gaja distribution, the Castello di Barbaresco as well as wine estates not just in Piemonte but also in Tuscany. How would you say your business experience has helped in establishing new markets for your wines in China and Asia as a whole?
GG: My mother has a little distribution company importing foreign wines to Italy (this is a business that concerns Italy alone). As to the Castello di Barbaresco, you are talking about the castle of Barbaresco which we bought in 1995 and restored. We were thinking of transforming it into a hotel but, in the end, we decided to keep it for the winery – so now there are offices and tasting rooms. So, we just make wine really. This is the only thing we know how to do and we will continue doing it just so.
We produce wine in Piemonte, in Montacino and in Bolgheri, as you know. The three wineries are working with different varieties: Nebbiolo, Sangiovese (in Montalcino), Cabernet Sauvignon and Merlot (in Bolgheri). The three regions – what we call the ‘3 Bs’ of Italy, Barbaresco (and Barolo), Brunello and Bolgheri – are, in my opinion, the most prestigious in Italy. They provide the opportunity and real possibility of making long-ageing and complex wines. So, we have the same goal for the three wineries and the same style, but different expressions. The Chinese market can see the distinctive differences between these three wine regions with the distinctive Gaja flare in each case.
DP: Your family’s wine-making roots in Barbaresco date back to 1859 and Giovanni Gaja’s establishment of the winery. You have embraced both tradition and modern technology in your wine-making. How would you describe your company’s philosophy and outlook?
GG: My wines are easy recognizable in blind-tastings because they have a defined style that is obviously the style of our Barbaresco winery. The goal is to produce wines loyal to the area, and loyal to the history of the winery itself. To preserve their identity and dignity, we release them only in vintages when the weather conditions have allowed them to express all their beauties and to illustrate what Nebbiolo in Barbaresco can do.
The wines are, therefore, not produced every year. For example, our Piemonte winery did not produce any wine in 2002,1992,1984,1980 and 1972. The single vineyard wines (Costa Russi, Sori San Lorenzo, Sori Tildin, Sperss, Conteisa) were not even produced in 1994,1992 and in many other older vintages. Pieve Santa Restituta did not produce any wine in 2002 and in 2003; and Camarcanda was not produced in 2002 either.
To work like artisans, following every detail from the beginning to the end: this is our philosophy. We do not buy in grapes but only use what we produce from our estate vineyards which have been selected over several generations. We also personally select the wood for part of the barriques we use, and we are working on several other details in the winery too.
DP: Piemonte wines are very food-friendly. Do you believe your wines will pair well with different Chinese cuisines?
GG: I don’t know enough about Chinese food, but I had the pleasure to pair several of our wines with different Shanghai-ese dishes (which were more oily and generally sweeter to the taste than some of the other Chinese regional cuisines I’ve heard of). They paired extremely well.
DP: Angelo Gaja was the first wine-maker to use French barriques and introduce international grape varieties to the Langhe. How would you describe the difference between your ‘international’ wines and your Barbaresco DOCG or is there no difference in your wine-making philosophy for these wines?
GG: Even the international varieties that my father introduced and started to produce in Barbaresco (Cabernet Sauvignon, Sauvignon Blanc, Chardonnay) are producing wines (Darmagi, Alteni di Brassica and Gaia & Rey) that are very Piedmontese in their personality. The grape varieties are a vehicle to express the flavours of the place where they are grown. Piemonte wines reflect minerality, earthiness, and can have fabulous ageing potential where the aromas develop exquisitely. All of these characteristics are expressed in the Darmagi, Gaia & Rey and Alteni di Brassica wines.
DP: Some of your top Barbaresco wines – Sori Tildin, San Lorenzo, Costa Russi – and the Barolos, Sperss and Conteisa, are ‘de-classified’ to Langhe Nebbiolo DOC because this allows you to add up to 15% of other grapes. Do you find that blending helps tame some of the more difficult aspects of Nebbiolo, e.g. its sometimes harsh tannins? Or is there another reason for blending?
GG: My winery has produced Barbaresco since 1859. And this is why Barbaresco is the most representative wine from our winery. The single vineyard concept was introduced in the late 1960s (in 1967 we produced the first single vineyard Barbaresco: Sori San Lorenzo). Clearly, Gaja became well-known through this Barbaresco, the only wine of the winery for generations; and the reason behind the re-classification of the single vineyards was to go back to Barbaresco as the only Barbaresco of the winery.
When we changed the denomination for the single vineyards, we discovered the advantage of being able to add, if we wanted, other varieties. The variety we are most interested in adding (and from 1997 did so) is Barbera: a local variety with very good acidity, excellent fruit and not too much tannin. In warm vintages Barbera is useful because it gives the wine a certain drinkability whilst also aiding ageing-potential. It works very well with Nebbiolo.
DP: Do you think it is easier for consumers to understand international grapes – for example, you make straight a straight Chardonnay, Cabernet Sauvignon and a Sauvignon Blanc – than the complexities of Italy’s DOC and DOCG system? Or is the Piemonte region itself of more importance to you and your customers?
GG: I think that one important reason why the international varieties are more understandable is that they are more well-known than the DOCs or DOCGs. So people are more used to drinking them and knowing what to expect from them. These varieties are like an international language that everyone can, on some level, speak and understand.
In Italy we have such a large selection of local varieties, all produced in such tiny quantities and areas, that it becomes very difficult to know them well. They are very much niche products. The international varieties give the chance to wine lovers to compare the results of certain grapes coming from different wineries and from different parts of the world.
DP: Nicholas Belfrage MW has written about your pricing policy, observing that this ‘seems to be paying off handsomely, with international buyers willing to spend any sum for a top name’ (Barolo to Valpolicella: The Wines of Northern Italy, p. 86). Belfrage does not dispute the very high quality of your wines, but wonders about global prices in the fine wine market. Do you think that buyers will continue to pay ‘any sum’ for top wines?
GG: The markets are undeniably growing and the new increasing demand cannot be absorbed by the offer of certain wines alone (as some wines cannot be produced in sufficient quantities to meet the demand). At the same time the production of wine is growing all over the world as well as the quality level (more countries are producing wines of better quality). So, for sure, in the case of certain top wines the prices will inevitably continue to grow. Fortunately, though, there will also be a good offer of wines at more moderate prices.
DP: In China, wine education should improve the market for fine wines as consumers become more confident in purchasing. How do you hope to support the appreciation of your wines in the Chinese market(s)?
GG: I like to explain my wines personally (and be there to explain them in person). I like to meet the people that drink and talk about my wines; and to hear their questions. This is one of the pleasures of my work. I will continue to come to China, maybe more often than I have in the past, and continue to explain what my wines mean to me to the people I will have the pleasure to meet. This is central to my life and work.
Labels: Angelo Gaja, ASC, Barolo, Bolgheri, Brunello di Montalcino, Cabernet Sauvignon, China, Gaia Gaja, Interviews, Italy, Langhe, Merlot, Nebbiolo, Nicholas Belfrage, Piemonte, red, white
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