Wed 11 Nov 2009
O.K., Cheese Toast Doesn’t Have to Have a $45 Pinot!
Posted by Fredric Koeppel under California , Cheap Wine , Meditation and Contemplation , Pinot noir[16] Comments
My constant reader and responder-to-posts Thomas Pellechia, author of the blog vinofictions, had a reasonable point when he said to me, in an email, after I described, on Oct. 23, a $45 bottle of Elodian Pinot Noir that I sampled with a plate of cheese toast:
The post popped a thought into my head. I wondered first whether this was a bottle that you were sent or that you bought for at-home dining.
The reason I wondered: if wine writers are trying to reach the general audience and not the geek, your cheese toast with a $45 Pinot Noir might seem rather extravagant (to the audience). If that is the case, then I further wonder what exactly are we saying to the general audience that likely can’t afford a $45 wine just to have each night with dinner, let alone with toast!
Well, ahem, I suppose (I answered) that part of it has to do with the element of surprise, of extravagance, even of theater, in the sense that I don’t mind if people think, “That F.K., what a goof-ball, opened a $45 pinot noir with his cheese toast!” Yeah, I’ll do pretty much anything, verbally and conceptually, for a laugh, for a bit of attention, to keep — and this is the motivation — people coming back to BTYH.
Of course most of the wine I write about comes to me as samples, so, perhaps unfairly, I do have the ability to snatch a $45 wine from the rack to open with my cheese toast or roast chicken or whatever. Such wines exist, and I don’t think they should be ignored just because they’re expensive.
I also provide reviews of inexpensive wines, as in the Wine of the Week (rarely over $20) and in, for example, the post called “12 Under $20: White” that went up on Nov. 8. It’s probably not a good idea to try to be all things to all people, or the general all-purpose wine-writer and reviewer, but there it is.

Just to make amends, however, yesterday I made some cheese toast for my lunch, and before I reached for a wine to open, I thought, “Careful now, let’s be fair to The Readers.” So I opened a bottle of Redtree Pinot Noir 2008, California, which cost me — yes, my own hard-earned cash –the princely sum of $9. And you know what? Not only was it a pleasant and drinkable little wine, it actually displayed hints of real pinot noir character, in the form of smoky black cherry scents and flavors, plums with a hint of cola, subtle touches of spicy cranberry and rhubarb and a bit of clean earthiness; it even offers some pinot noir satiny sleekness for texture. The alcohol level — 12.5 percent — makes no demands. I rate the Redtree Pinot Noir ’08, a product of Cecchetti Wine Co., Very Good. At about $9, it represents Good Value, though you see it around the country as low as $6.50.
See, I’m not always “Mr. Forty-Five-Dollar Man.”
November 11th, 2009 at 7:38 pm
uh-huh. So, what’s the holdup with 12 under $20 RED?
November 11th, 2009 at 8:09 pm
As I sit here sipping my Barefoot Zinfandel–about $10 for a 1.5 liter, which is a holdover glass from a pairing with my version of bouillabaise, I applaud your, er, making amends.
I don’t drink Barefoot everyday, but I do drink it when I want an inexpensive, yet decent, wine. But that’s because I can’t afford to drink the wines I’d love to drink every day.
One day I did some figuring. I looked at how much I spend a year on wine and then looked at how much people on unemployment insurance might have to spend each year on wine. Somewhere in the middle is likely the average of what wine should cost if we want America to be a wine culture.
That number: about $4 to $5 a bottle (750ml).
D’you think we’ll ever get there, Fredric???
November 11th, 2009 at 9:35 pm
Sometimes, maybe a lot of the time, the best foil to a complex wine is a simple dish. So maybe cheese toast and a fancy pinot noir is really right.
November 11th, 2009 at 11:19 pm
You all appall me.
November 12th, 2009 at 1:04 am
Thomas, we’re basically there with Crane Lake, Two Buck Chuck, and the per-unit price of various boxed wines, all of which are huge sellers and create a steady flow of customers that can keep a wine shop going when the $100 Napa Cab hasn’t budged in six months.
I would argue that the consumption of a $45 wine with cheese toast has a democratizing effect; people still get uptight about wine, thinking you can only drink it if you’re wearing a tie and eating filet mignon topped with a lobster tail. It’s why novices will receive a $45 bottle of wine as a gift and be terrified to open it, leaving it in poor storage conditions for years until it’s completely ruined. There are times when a nice bottle of wine and a simple meal is the exact perfect pairing. A great Champagne can provide more joy with two bathrobe-clad people and a bowl of popcorn than at a crowded New Year’s party. (But hey, I like that $7 Barefoot Bubbly too!)
On a personal note, Fredric has been extremely generous in sharing higher-end samples (and bottles he purchased) with friends and wine enthusiasts here in town. I’ve had the pleasure of trying some amazing bottles that I can’t afford on my own, and it’s been significant in giving me a greater understanding of wine at all price points.
November 12th, 2009 at 1:53 am
So would it have been alright to open said bottle of $45 Pinot Noir (paid for by the author or sent as a sample) and sampled it for evaluation purposes *without* any food? Simply for the enjoyment of a nice Pinot? FTC regs aside, the source of the wine should be irrelevant — how many times do we members of the wine tribe talk about “it’s what is in the glass that’s important?” Should the wine and food pairing be agreeable is secondary and just as subject to personal preference as the quality-to-price ratio of the wine in question.
November 12th, 2009 at 7:44 am
Look, doesn’t it depend on the cheese toast?
I mean, in a Napa bistro, wouldn’t that cheese toast cost me $45 itself?
November 12th, 2009 at 8:35 am
In a Napa bistro the cheese toast would cost you $45, but the $45 Pinot Noir would cost you $145…
This is all in fun, but I do seriously believe there is an underlying disconnect between wine reviewing and the everyday wine culture that so many of us talk about as an ideal unmet.
Benito,
QPR or not, food pairing or not, the majority of Americans can barely afford to buy a $5 bottle of wine seven days a week, so if we keep talking about $45 bottles, who will we be addressing?
Are we addressing those who would drink wine at that price on a daily basis or are we addressing those who would limit their wine consumption to a bottle every so often because of the price of wine?
In either case, it does not appear like we would be creating a widespread wine culture–we might be creating a widespread backlash.
And one more thing: why is it that those of us in the wine business can’t afford to pay for a $45 bottle everyday? Seems so unfair
November 12th, 2009 at 8:55 am
I remember when I could afford a $45 Pinot…..2 things were different,I had a job and it cost $30!
Keep writing about great wines both the economical and extravagant. For me, the economical supply useful information and the extravagant….. a sense of whimsy, and a reminder of better economic times. The world doesn’t stop just because of what happens in mine.
Salute a tutti
November 12th, 2009 at 9:25 am
Funny, the other night, we actually had grilled cheese and a $45 pinot (that a friend brought). They were both spectacular! (the wine was a 2004 Fiddlehead Cellars Pinot Noir Oldsville Reserve)
Thanks goodness for good cheese (this one was a manchego) and good friends with nice wine
; )
BTW – my notes from the wine – “Wow this was nice, with some crazy grilled cheese and sriracha blue cheese tomato soup. Helpful huh? So well balanced, slightly on the fruity side of pinot with very clear, pure strawberry on the palate, set off by a typical Willamette nose with earthy moss, yes a floral rose-type scent, and just a touch of that strawberry. Pleasant lingering notes of fruit and earth.”
November 12th, 2009 at 1:56 pm
There are three reasons this blog is on my “daily” list.
1. Your tastes coincide reasonably well with mine. If you like it, chances are that I will too.
2. I like the style of your writing. You are both knowledgeable and eminently readable.
3. You write about the entire spectrum, from bottles I might grab on impulse at the grocery to things I can only dream of affording one day.
It’s rather like looking at a museum collection of oil paintings; I may never own them, but I like to know that they exist, and that people exist who appreciate them and can communicate their appreciation to me. Maybe, by listening to those people, I will see some of the same qualities in something I *can* afford, and be the better for it.
Vive la cheese toast and Pinot!
November 12th, 2009 at 8:19 pm
Hey, I sent the $45 Pinot to Fredric and I admit, I can’t afford it very often.
November 12th, 2009 at 10:48 pm
well, darn it, you never know when a post is going to strike a chord. First, jb, apropos the “12 Under $20: Red” — as my son used to say when I would ask him when he was going to finish his dissertation, “All in good time, all in good time.”
For the rest of you, thanks you for your thoughtful or emotional or scurrilous responses. this is what happens when a person tries to be all things to all people. Keep eating cheese toast and keep drinking whatever wine you want to with it, and consider yourself blessed. Hey, biskuit, I’m glad you mentioned the typical Willamette mossy earthy bouquet; that’s one of my touchstones for Willamette pinot noir.
Coincidentally, I made cheese toast for lunch today and with it drank a few glasses of the Jackson Estate “Vintage Widow” Pinot Noir 2008, Marlborough, New Zealand, a marvel of woven delicacies and supple subtleties. About $32. Look for it.
oh, thanks, Rusty.
November 13th, 2009 at 11:59 am
I’m with Marie, I may not be able to afford a $45 bottle of wine all the time but I still want to know about them.
November 16th, 2009 at 7:16 pm
FK: I spent my own hard earned money for this Redtree that Laube slobbered about in WS. I should have known better; I found it thin and nothing like Pinot Noir. Maybe I had a bad bottle
November 17th, 2009 at 2:33 pm
Dennis, at least I didn’t slobber on about the wine.