More on why medals and trophies should be ignored

Two unconnected events occurred during the last 24 hours that has caused me to write this week’s journal. Regular viewers of this soap opera may remember a previous articles when I mentioned the worth, or lack thereof of show medals and trophies. Here is further grist for the mill.

Yesterday I went to “Wine Wollongong 2001” which was the regions inaugural genuine wine and food fair designed to showcase local produce. Needless to say as well as local wineries, there were many from outside the regions including most of the major players. There were the usual percentage of lets get as pissed as we can for the $15 entry fee brigade; but from what I could see wondering around the event, most of the attendees were there to try and increase their knowledge of wine and find some new wines they could purchase.

Listening to the conversations between the staff and the patrons was an education within itself. At one stand (a winery near my home) I stood listening to the sales patter (from one of the members of the wineries family) for about 5 minutes. The one constant in the sales pitch was that one of their wines won a bronze medal at a minor regional show. And variations on that story were repeated time and time again as I walked around the floor. Many of the wineries were not trying to point out the positive aspects of their individual wines, just the fact they had won a medal somewhere.

The ultimate example of this was from one of the countries largest producers. On that stand every time a glass from a particular bottle of red was poured, the recipient was informed the wine must be great as it won a gold medal “for being the Top Red Wine of the Year at the International Wine Competition in London.” The similar story was told about one of their other wines. There was only one problem. The two wines may have been awarded medals, but were they for the vintage of wine being poured? NO! The award was for a previous vintage of the wine.

By coincidence, today I received an email from a wine judge that I know that lives overseas. He recently assisted in judging a show where some prestige Oz wines were entered. He was particularly impressed with two wines from a reputable and prestige South Australian producer and after the show purchased both of the wines from a local retailer. When he opened the wines at home, this judge had absolutely no doubt the two wines that he had judged were different from those at the show and the commercial offering were not quite as good. After investigation, he found out that the wines had been submitted for judging direct from the winery and not by the importer or agent.

I don’t know about you, but this certainly raises further questions in my mind about the validity and worth of show medals and trophies. How frequently does this occur? We will never know.

And speaking of Trophies, that brings me onto my next point. Not that long ago, a Trophy meant the wine was special, they were few are far between. Not any more, the following is a partial list of Trophies available. Sydney 31, Melbourne 27, Adelaide 28, Perth 25, Griffith 23, Hunter 20, Barossa 16, Riverland 12 and Murrumbateman 11. (The mind boggles.)

In summary, the whole medal and trophy situation has got to the point where it’s only real value is for the commercial exploitation by the producers and the marketers. Next time someone tells you a wine must be good because it won a medal or trophy, just nod your head knowingly and say “I know exactly what that medal is worth” and smile.

Keep drinking

Ric