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A wine world case that mezcal should study

If you thought that the ongoing debate over the meaning of mezcal and its appellation is an isolated case, then it’s high time to explore and dig into similar arguments in the wine world. Ever since appellations were created for wines, arguments over who is in them and what they mean have existed. This past week a really fascinating case bubbled up in the world of Oregon Pinot Noirs which the San Francisco Chronicle’s Esther Mobley details. Here’s the intro:

If a bottle of Oregon Pinot Noir has the word “Willamette” on its front label, would you assume that it comes from the Willamette Valley?

Probably, but if the bottle in question happened to be the 2017 Willametter Journal Pinot Noir, you would be wrong. Although the brand’s name implies a connection to the Willamette Valley, and although the front label includes the text “the Willamette region of Oregon’s coastal range,” the wine does not, in fact, qualify for the Willamette Valley appellation.

Max co-founded Mezcalistas with Susan way back in 2012. Before that he was a journalist at Salon.com and The San Francisco Chronicle.

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