Martin Scorsese has created a short film for Spanish winemaker Freixenet that pays homage to Hitchcock. It’s not obvious from the film itself that it’s a commercial (unless you know wine and the title “The Key to Reserva” doesn’t tip you off), until the final minute or so, where the camera pauses lovingly on a bottle of the sponsor’s bubbly. In my previous life, I worked for a wine importer, and we represented Francis Ford Coppola’s wineries. I wonder why he’s never created something so clever for his own wines?
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Slate’s wine columnist Mike Steinberger weighs in on Sideways, perhaps my favourite film of 2004. Though he generally likes it, he can’t help but display some typical wine geek insecurity. He worries that Paul Giamatti’s portrayal of Miles Raymond, a character who is, in his words, “a bit of a wine asshole” will reflect badly on all wine lovers. He implicitly worries that people might think the character’s arrogance and selfishness somehow flow out of his being a wine connoisseur. Mike, relax! Miles is a character in a movie. He’s not representing everyone who loves wine. He’s not representing all middle-aged men. And no, Mike, he’s not representing you.
Although I do consider myself a wine lover, I’m not obsessive, and the thing I liked most about the film is that it’s not particularly about wine at all. It’s about life, with all its disappointments and its pleasures. And it’s about the crazy broken people who live it.
UPDATE: About an equal number of people get it and don’t get it on the eGullet Forums. When someone says the movie isn’t believable because a “true wine geek wouldn’t…”, I just had to roll my eyes.
Mondovino (USA/France, director Jonathan Nossiter): Since I work in the wine business, I had been quite eager to see this documentary, and I wasn’t disappointed. Reportedly drawn from over 500 hours of footage, the good news is that Nossiter will be releasing not only a theatrical cut, but a ten-part, ten hour series of the film on DVD by next Christmas (ThinkFilm is distributing it). The bad news is that it’s still a bit of an unwieldy beast. When it was shown in Cannes, it was close to three hours long. For Toronto, he’s cut about half an hour but it still clocked in at 135 minutes. Now, for me, that’s fine. I love wine and I love hearing about the controversies raging in my business. But not everyone wants that much.
Nossiter flits around the globe, from Brazil to France to California to Italy to Argentina, talking to winemakers and PR people and consultants and critics about the state of the wine world. The theme that emerges is that globalization and the undue influence of wine critic Robert Parker are forcing a kind of sameness on wine. Small local producers are either being bought up by larger conglomerates (American as well as local), or are being pressured by market forces to change their wines to suit the palate of Mr. Parker, who dictates taste to most of the American (and world) markets.
It’s a complicated subject, and I can understand why Nossiter wants to let his subjects talk. There is Robert Mondavi, patriarch of the Napa wine industry, and his sons Tim and Michael, whose efforts to buy land in Languedoc faced opposition from local vignerons and government officials. There is Aimé Guibert, founder and winemaker of Daumas Gassac, iconoclastic opponent of Mondavi’s plans and crusader for wines that express local terroir. There is Robert Parker himself, expressing some discomfort with his influence while refusing to stop writing about the wines that he favours. There is “flying winemaker” Michel Rolland, consultant for dozens of wineries all over the world, advising them how to make Parker-friendly wines. There are many many more fascinating personalities in this documentary.
If you are a wine lover, you will want to seek out the ten-part series as well as the theatrical version of this film. But even if you’re not into wine, the film is an interesting look at how the forces of globalization are changing many of the world’s oldest and most established traditions. The effects on local cultures and economies cannot be ignored.
(8/10)