Unveiling the Power of Terroir
Be Not Afraid of Grapeness
“Be not afraid of greatness: some are born great, some achieve greatness, and some have greatness thrust upon them.” — Shakespeare, Twelfth Night
The noble grape embarks on a perilous journey to fulfill its destiny as the elixir of joy we call wine. The whimsical adventure as they transform from grape to libation includes birth in a sun-kissed vineyards where they grow plump and juicy, filled with aspirations of grandeur.
Little do they know what lies ahead. Grapes would be justified in saying the game is rigged.
Terroir relies on the combination of three stages: planting, cultivation, and aging which are very specific, not unlike what happens to the human vareity. So follow the trajectory of a grape’s life path and see the similarities:
Uncorking The Secret Collaboration
First, they are plucked from cozy vine homes in bunches, tightly nestled together like sardines, and without warning are unceremoniously crushed. Then our hapless grapes encounter feet of all shapes and sizes, but hopefully not of sanitation— stomping time! In a joyful ritual that harks back to ancient days, humans gleefully trample upon the grapes. Squish, squelch, and squelch again! Their skins burst open like confetti cannons, while the vineyard echoes with laughter and mirth.
After the stomping extravaganza, they face the unyielding grip of the wine press. Crushed and squished, they yield their precious nectar, flowing like a river of possibilities. It is as if the grapes whisper to one another, “Fear not, my comrades, for our destiny approaches.”
Through the press, the grapes surrender their essence — the sweet, tangy elixir that will intoxicate hearts and minds. They willingly embrace their fate, knowing that from their sacrifice emerges a beverage that will grace countless celebrations, romantic evenings, and joyous gatherings.
The journey is not finished yet. The bottling process marks the grape’s final home before it finds its way into a crystal glass decanter. Bottling for grapes is as complicated.
Like a new couple buying a home once the bottle is sealed with a cork, there is limited opportunity to make any changes. Unlike when the wine is aging in a cask where adjustments can be made if any issues arise.
Before proceeding with bottling, it is vital to add a suitable amount of sulfur dioxide to limit the effects of oxygen and ensure better preservation. Racking the wine to remove sediments and promote stability is also recommended before bottling.
The choice of bottles and corks plays a significant role in the bottling process. Corks, in particular, are critical for maintaining the wine’s quality and preventing spoilage. For red wines intended for long-term aging, high-quality natural corks of sufficient length are essential. Bottle selection is also important, considering the wine’s characteristics and potential sedimentation. Bottles with steep shoulders, like the Bordelais bottle, are ideal for red wines with significant sedimentation, while Burgundy or flute bottles can be suitable for white wines. Dark green or brown-colored glass is preferred to protect against light exposure.
Proper storage conditions are crucial to maintaining the quality of the wine. A dark or completely dark, adequately ventilated room with a consistent temperature around 15°C (59°F) and a humidity level of 60–70% is recommended. Bottles intended for immediate consumption can be stored vertically, while bottles intended for long aging should be stored horizontally to keep the cork moist and prevent oxygen ingress. Allowing the wine to rest for at least one to two months before consumption allows it to refine further.
In conclusion, the bottling process represents the culmination of winemaking efforts, requiring meticulous attention to hygiene, wine stability, bottle and cork selection, and proper storage conditions. By carefully following these steps, winemakers can ensure their wines are bottled under optimal conditions, preserving their quality and allowing for enjoyable consumption in the future.
The systems that govern a grape’s thinking suggest they are far better adapted to the changing circumstances. Some enjoy exciting lives captured in a Domaine de la Romanee-Conti Grand Cru Monopole 2019 bottle that sits in your wine merchant’s special section — surrounded by 1,204 of their most esteemed cousins, akin to a Fifth Avenue condo in Manhattan; they experience the pinnacle of grape existence. When their time comes they are quaffed in one sublime gulp that their long life had a purpose.
In contrast, the less fortunate brethren spend a shorter, albeit pleasurable, existence beneath a layer of sticky peanut butter, not quite reaching the same heights. But they too are just as happy about the outcome.
In the picturesque villages of France, where vineyards stretch as far as the eye can see, we found a captivating metaphor for how to deal with the complexities of life. The world of wine teaches us that just like a well-tended vineyard, remarkable lives require continuous adjustment to thrive under ever-changing conditions. We are all immigrants in effect, either because the world we enter is new or the one we inhabit is always evolving.
Like most, you may be under the impression that wine and humans are complementary but not really alike. After all, what do they have in common but a glass? The truth is far more complicated, more nuanced, like good wine. Good wine is more intelligent than you may think.
Intriguingly, scientific research conducted by French experts, published in the esteemed journal Nature, proves the point about grapes. The little green and red lovelies share 25% of their DNA with the fellow planting them, that is, humans. Wine connoisseurs who marvel at the complexity of Champagne and Burgundy are quite right, just as we appreciate delightful individuals with a sharp sense of humor or infectious laughter. Grapes, like charming people, know when to have a good time, and like many of the former, they rarely pick up the tab. But a grape’s similarities don’t end there, nor do the opportunities to learn from them.
Grapes possess a higher level of intelligence than humans believe. While they may not excel on standardized tests like the SATs, not all intelligence should be measured in such a strict technical way. Outcomes matter more, as anyone who has witnessed the failings of an uber-intelligent family member or friend can attest.
After studying the magical power of terroir, we asked ourselves how is it that the average grape is better prepared for life’s stumbles than the average human? However, what truly makes grapes so relatable to humans is the notion that our destinies are shaped by environment, upbringing, and the choices they provide. A grape’s fate, like our own, is intricately intertwined with habitat, and our word, terroir, is the critical variable in both the human’s and the grape’s outcome.
Just as a vineyard thrives under the careful cultivation of a Vigneron, teams of dedicated hands, and the correct rules to live by, our lives flourish when similarly nurtured. We, too, must navigate the ever-changing conditions just as vintners adapt to varying weather patterns and soil qualities. The delicate balance creates the symphony of flavors in a glass of fine wine or the rich tapestry of a remarkable life.
In the realm of winemaking, terroir captures the stark contrast in taste and character between a Grand Cru and the same grape planted just a short distance away. That word is terroir, derived from Latin and literally meaning “dirt,” but carrying a deeper significance within the context of a vineyard. Terroir represents a place of importance, encompassing the elements that are cherished and preserved for future generations.
Exceptional wines possess intangible qualities that encompass the heritage of past vignerons, time-honored practices developed through trial and error over generations, the labor of countless individuals, the rules and traditions established over the years, and the discerning judgment of the market. These five mystical competencies form the essence of a remarkable terroir — a cherished domain for grapes.
Our aim was to uncover the factors that distinguish those who achieve great success from those who languish in failure. Like diligent researchers, we systematically examined and eliminated variables one by one: upbringing, inherited status or wealth, specific talents, IQ, and physical appearance. We even considered the role of random luck. However, none of these factors passed the counterfactual test — we meticulously factored out each variable and examined the outcomes. The answer became clear: nothing mattered more than everything combined, despite what self-help gurus may try to sell us or tell us.
We came to realize that the secret did not lie solely in the individual components but in the essence of terroir itself — in the dirt, so to speak.
In our pursuit, we had certain advantages. Unlike many researchers who rely on samples and anecdotal statistics, we had the privilege of being deeply immersed in the lives of successful individuals. As the publisher of Forbes Magazine and a venture capitalist who oversaw Elon Musk’s initial company, my background offered unique insights. My wife, Kristin, who served as co-producer and author, brought her wealth of experience as a senior executive at Ritz Carlton, Disney, and Zip Car. Throughout our careers, we had been acquainted with industry titans, and now we sought to uncover what propelled their achievements.
This quest propelled us on a five-year journey, during which we studied over fifty individuals who had attained extraordinary success and fulfillment. We conducted extensive interviews, delving into their thoughts and capturing their wisdom on YouTube. It was never a competition among the top 50 or an attempt to compare the subjects. Warren Buffett could not be compared to Soledad O’Brien. The subjects did not know one another, except when chance encounters occurred without any deliberate connections. What they did offer was an hour of their innermost reflections on life and career. We never had to ask them what led to their success; they were eager to share their insights willingly.
After studying the magical power of terroir, we asked ourselves a difficult question: is the average grape better prepared for life than the average human?” A conundrum, indeed and to settle this grape-induced puzzle, we delved into the enigmatic world of wine and its captivating qualities.
But terroir implies more than an excellent plot for wine. It carries a weight and a history unmatched by any other term in the lexicon of human endeavor. It is the tears and laughter of the vigneron and the hopes and dreams of a thousand hearts. In the vineyard, the terroir effect enables grapes to transcend earthly roots through the profound interplay of soil and soul. But the effect is not exclusively limited to vineyards, nor does it have to be French.
Terroir embodies the alchemy of soil and soul, intertwined in a delicate dance that imparts distinct flavors and characteristics to grapes grown in one vineyard, distinguishing them from their brethren a mere stone’s throw away. In this intangible realm, where our senses intertwine with the very essence of the earth, terroir unveils its true potency — the ability to transform not just the land but the very essence of our humanity — a domain known as the human terroir.
Sometimes, a new environment resonates with our aspirations, much like Matisse in the atmosphere of Collioure, which altered the course of his life. For others, this connection occurs more naturally when the environment is inseparable from our origin, becoming an integral and enduring part of our very being throughout life. For people like Warren Buffett, no matter where he goes or how rich he becomes, his true north is always Omaha — a state of mind, like a cherished keepsake.
In other cases, the influence of terroir resides within the depths of our soul, igniting the flames of ambition to improve ourselves, fortified by its embrace even as we venture far from our original surroundings. Dr. Reatha Clark King’s journey from the cotton field of Jim Crow Georgia to the boardroom of Exxon and Wells Fargo was accompanied by a narrative of her ten year old memories that never stopped playing.
Regardless of which environment awaits us at any stage in life — and keep in mind that terroirs have lifecycles that come and go, and we are often impelled to recreate or change them for something that better, a form of terroir divorce — the fundamental idea remains the same: the impact of a place is profound and far-reaching, and we should start with that as we design the kind of life we want to lead.
When it comes to discovering the right environment, we are all immigrants. What truly matters is finding the right environment that aligns with our essence, our values and our sense of belonging. It is within this fortuitous setting that exceptional individuals discover their potential to flourish.
The essence of terroir can be personal, cultural, and historical. Terroirs can be exceptional environments that exist worldwide, sacred groves where individuals are transformed, or they can be personal spaces that grant us tranquility to ponder the future. Within these environments, greatness is nurtured, leading to awe-inspiring accomplishments.
In the world of winemaking, a fancy word explains why a Grand Cru is vastly different in taste and character from the same grape planted one football field away. The term terroir is Latin by way of French, reflecting the country’s Roman origin. It literally means dirt, but in a vineyard it implies so much more.
Great wines are composed of ineffable qualities that include the heritage of bygone vignerons, best practices adopted through trial and error over decades, generations of laborers, rules and traditions laid down over the years, and market judgment. These represent five mystical competencies that form the essence of a great terroir — a zone of endearment to a grape.
A conundrum, indeed and to settle this grape-induced puzzle, we delved into the enigmatic world of wine and its captivating qualities.
Have a Grape Life
Let’s start with the obvious, wine has personality. Some are a kick, packing a punch that leaves you wanting more, while others are too much, overwhelming your senses nonstop. A few are just so much fun to have around. The reason for these qualities is that grapes have over one hundred genes dedicated to creating the tannins giving wine its rich textures and character, twice as many as any other plant. This is why you never need to order a carafe of apple wine — too few genes.
If you still doubt the personality of the wine, let’s turn to the website Vivino for some insight into the growth stages of a Burgundy wine. But let’s compare these stages to the development of a child. After all, isn’t it fascinating how wine and people go through the same journey?
Age 1–3:
At this age, they can be delightful, with no unsavoriness, and their vivid nature can be highly appealing. Some may be too aggressive during this period. Consider the description of a bottle of Burgundy in a
Age 3–7:
While they’ve lost their youthful vibrancy, they can still be delightful.
Age 7–12:
The personalities are starting to build during this period, adding a new layer of complexity and going through awkward phases during this age.
Age 12–15+:
It begins to be fully developed during this period. At this age, you see what is really great about them: a sublime mixture of intense complexity, the perfect marriage of sweet and sharp, with decades of life left.
Ultimately, whether you’re savoring a glass of fine wine or enjoying the company of a loved one, the enchanting similarities between wine and people are undeniable. They both have their unique personalities bred through the miracle of terroir that evolves and matures over time. And just like a fine wine, we can only achieve true greatness when we take the time to savor and embrace the right approach.
It’s a Wine, Wine World
Let’s take Burgundy for example. The region which lies about 200 miles from Paris boasts over 100 vineyards, but only 33 hold the esteemed title of “grand crus,” the finest wines in the Côte d’Or. The question to ask is, what makes them so good? The grand crus plots, often called ‘clos’ after their walled enclosures, have been cultivated for hundreds of years or more. There are specific reasons why there are grand crus and ‘vin ordinaire.’ Growing in the right terroir impels a wine from its earliest days to be a grand cru instead of vin ordinaire.
With their walled enclosures known as “clos,” these grand crus have been cultivated meticulously for centuries, yielding exceptional flavors and experiences. They represent the crème de la crème, the 1% of the wine world. And yet, it’s not just about the label; it’s about the efforts to create something extraordinary.
In the mystical world of wine, where flavors evolve and legends are forged, the Burgundy region is a testament to terroir’s enigmatic power. But why do certain villages produce grand crus while others settle for vin ordinaire, the common plonk of the wine world? The answer lies in the alchemy of terroir — a culmination of centuries of cultivation and a deep understanding of the land.
The first factor that makes a bottle of a Grand Cru burgundy worth $2,000 is the terroir. Terroir is the quality of soil, climate, and area within a small village that contributes to the grape’s unique flavors. Some grape villages produce grand crus, and others make grape jelly.
Some grapes live inside a bottle of Domaine Romani Conti to age 50 or 60 alongside 1,204 cousins squeezed like a Manhattan 5th Avenue coop. The less fortunate spend a shorter existence underneath Jif peanut butter from a jar. They are beginning to sound more and more like humans. But the thing that makes grapes unique isn’t DNA. The reason why some grapes are sweet, sour, hearty, fragile, and a few are costly comes down to three factors. Terroir, cultivation, and aging make a great wine.
Should it not also produce better humans?
In today’s market, a one-liter bottle of Burgundy recently fetched a whopping $35,000 — or $5,000 per glass — and by the same logic, that is what you pay for a diamond. Terroir is pricey for the same reason because it is ancient and hard to achieve, created from esoteric processes invented centuries ago in ancient China (c. 7000 BC) when grapes were mixed with rice wine, and in Georgia in 6000 BC and Iran back in c. 5000, and finally Sicily from c. 4000 BC. When you drink your next glass and bless you for doing so, say 4,000 years of thanks because that inspired your sublime aperitif.
Could the winemaking process reveal why Warren Buffett is a grand cru while most are more like the stuff applied generously to chunky peanut butter and comes from a supermarket jar? Why, if he’s a grape from Omaha, did he stay bottled for the first 39 years only to be opened at the beginning of a long, astonishing peak which still is drinkable today? Figuring this out relied on the secrets people didn’t want to tell and, in some cases, didn’t recognize in themselves (ask a great painter what makes them great, and they’ll say the paint). The terroir factor came as a revelation, so we had our book’s title.
But what makes the grape so much like humans isn’t limited to DNA.
It is getting to the right terroir.
