The Joy of Selling

From the archives October 15, 2008


Last month at the Illuminati estate in Abruzzo, I had lunch with my people. No, they weren’t Sicilian or Calabrese cousins. They weren’t my co-workers or clients meeting me in Italy. It was much more visceral than that, almost tribal in the connection. I was invited to have lunch with a wine sales team, guys who sell to wine shops and restaurants in Rome.

Over the years I've had many meals at Illuminati. In the early days we had meals on the second floor of the old house, sometimes outside. If it was cold we’d invade the dining room. As the winery grew and the Illuminati family redesigned the old stable on the main floor, we settled into the space they called the Luperia, a space with a kitchen and an open hearth. And a larger dining room. Many great memories exist in this room, but I had never sat down to eat with my own regiment. And during those years, friend and cellar master, Agostino, has opened many a bottle for us to enjoy. We’ve grown into the job together.

I was really excited about this meal. I was prepared to pick the brains of rookie and veteran alike. Who would know better the travails of selling wine than a salesman from Rome? What kind of kickbacks did the Roman restaurateur demand? How did one go about getting control of the wine list or selling a wine from Abruzzo to a Sardegnan? I was hoping for all mysteries to be revealed.

Dino Illuminati, the patriarch of the estate, motioned for me to sit next to him. Lunch is serious business for Dino and he didn’t want anyone to get too near him with idle chat. He wants to eat and drink first. I know the drill. When Dino and I sit down we both go after food and wine pretty well much in the same way. Except Dino has a capacity that I will never be able to match.

One of the older veterans sat across from me. He reminded me of one of the salesmen back home. This gent had a peaceful air about him, he was the elder statesman; he grew up in Amatrice in northern Lazio.

I asked him how his route was. Was it competitive? Cutthroat? Was it hard to collect money? Did you get resistance with all the new wines coming out? What about the prejudices of owners from one region against the wines of another region (i.e. Piedmont vs. Tuscan). I was surprised to be reminded that they don’t go around tasting wine, sampling as we call it. Now they just carry their list, with maybe some Gambero Rosso review (very big in Rome) and the price list. Pretty cut and dry. Rome was a city that was prepared for all comers, and has been this way for hundreds if not thousands of years. Anything goes.

I was looking for their “hook”. How did they catch the big fish? Figuring Rome would be like NY or LA or Houston, there was always the particular technique that worked for the peculiarity of the particular city.

He was a thoughtful guy. And we were starting to drink pretty well by then. The big slurpy purple stuff they make in Abruzzo that they call “Montepulciano in purezza.” All the while the young salesmen would come over to him and bear hug him or jostle him around. You could tell these guys liked working with each other; there was camaraderie among them.

“Alfonso, what really works best is the rapport we build with our customers. Trust, time and relationship.” Ah, the “R” word. So the secret was, there is no secret; daily treading, pressing the flesh, and being reliable. Showing up. Building trust. Just like almost everywhere else.

Look at these people. They’re having fun. They’re enjoying their lives. They’re enjoying each other.

I told some stupid story, trying to be funny, about a sales experience here in The States, but I don’t think the experience translated so well to their frame of reference. No matter, platters of grilled lamb, sausage and pork were pulling up to the table and we soon were diverted to the main course.

Dino, me and Spinelli, back in 1985

The Luperia is a wellspring for me. I come back here to re-connect with those souls who are manifestations of the timeless energy that travels through the vine. Daniele Spinelli was one of the early winemakers I came to admire. I loved hanging out with him. When we would sit down to eat, as the night progressed, and as we went into red wine, the stuff he made, his head, shaped appropriately like a grape, would turn redder and redder. My Italian would get better and he would bestow his bodhisattva-blessing on me as a way to replenish me for another year. And send me back out to the outer regions to spread the word. It worked. And we came back every year or so, like pilgrims.

Luigi, me, Stefano and Claudio

Now, Dino isn’t so hands on. Spinelli passed away in 1992. But the next generation is upon us and there are more of them. As it is in the streets of Rome, so it is in the vineyards of Abruzzo. This is something that has been happening for hundreds of years and will continue, hopefully, for many hundreds more.

After lunch we went outside for espresso and cigars and fresh air, what a combo, eh? The sales crew had to get back to Rome. It was only three hours we’d had to sit down and break bread, but in that time I felt like a huge gift had been dropped in my lap; An afternoon with my selling tribe; with the young ones, the veterans, the crazy ones, the calm ones. Its not a closed brotherhood but it is a deep connection, to capture what is growing right out there in the land and transform it to wine and take it to Rome and NY and Austin and try and share with all those folks in those places these amazing miracles in bottles. Not just wine, but the lives, of Spinelli and Spinozzi and Illuminati and you and me and anyone that wants in on this.

This is the joy of selling. This is why I am on the wine trail in Italy and anywhere else the road takes me.

Thumbs up from a couple of Romans? I'll take that as a good sign.

written and photographed by Alfonso Cevola limited rights reserved On the Wine Trail in Italy

The Dance of Deliverance

From the archives October 28, 2009

For weeks it seems I have been slumbered over a computer, studying trends, making spread sheets, eating dust. Bound to this place by time of harvest and holiday. Setting the stage for the big show.

Around midnight, outside, a dog howls. He is new to the neighborhood and every little noise spooks him. Last night, a storm cracked the sky wide open and doused the land. A day later everything stunk with the smell of dirt and roots, perfect for the birth of a mushroom, but an olfactory Chernobyl.

In the dusk, bent over, harvesting the last of my crop, I thought about my escape. I am still hobbling from my last one, but the slumbering volcano calls. I need to go to Basilicata and dance.

From early days I remember listening to my grandmother hum soft rhythms in dialect, inherited from the Albanian diaspora that dotted the lands of our ancestors. Tribal dances that dyed our DNA with a dark mysticism, an allure, a danger behind the veil. And now I can neither resist nor ignore the dirge that has been driving the blood through my veins. Aglianico, my mistress, who is caressing you, who is neglecting you? Who will defend you against this molestation by modernity, couched with the mind numbing mantra of the shape shifters who chant “We aren’t hurting anything, we aren’t changing tradition. We are just making the wine better.”

Better? With yeasts developed in Torino, from factories provided by funds that grew from the wealth brigands stole from these very places? Has television and mobile phones done in a few short years what Hannibal and Caesar and Federico II and Napoleon weren’t able to accomplish in all the ages before? Why would you mingle the yeast for panettone with the grano duro of Barile?

Aglianico, don’t go with them. Aglianico, don’t let them carve you smooth and fatten you up. For thousands of years you have been the blood of the volcano, the dance of the harvest moon, the swoop in the cantine where so many marriages were made. How can you give it all up for the sake of a fancy new name and a small toasted barrel? You will sit in lonely places in faraway lands, with a high price tag, only to be forgotten, come una vecchia lampada in soffitta, when the fashion changes.

Look how they have mucked it up in Piemonte, In Toscana and in the Veneto. Fancy new styles, everybody getting a facelift; hiking their skirts up and letting the scores and the stars and the swollen shrimp determine your fate and their future. To be timeless is to take back the power the land bestowed upon you.

I’m coming to Basilicata, as fast as I can, to stop this false dance with i truffatori.

The essentials, in a life not limited by impulse, are bread, love, dance and wine. They are dearer when we answer the call from the Ancients. And cede not to ease or fear or whim or pain.

Padrona, vengo giύ subito.

written by Alfonso Cevola limited rights reserved On the Wine Trail in Italy

Shangri-la-bria

From the archives July 29, 2007

The road though the Cilento National Park hooked me. I want to linger. Forests, greenery, cool, peaceful. It is the kind of experience one can only hope to have in Italy, or anywhere. But the coast is calling, as is Calabria. We will have to touch the sand when we get there. The trail goes straight through the Sila.

Calabria is a strange place. I do not advise American tourists to go there on their first trip. There’s absolutely nothing wrong with Calabria. But you cannot pack your wash-and-wear assumptions about the way the world is from an American-based set of ideas.

Calabria is its own reality, and if you don’t mind what happens, then you can become immersed in a world of color and spice, folklore and music. The rest of Italy sometimes makes fun of Calabria, for her poverty and her backward ways. The Calabrese say, that impression, while not correct, serves well, to keep away some of the riff-raff.

The beaches, the water, the sun, the breeze. Elemental ways. If you don’t mind. Paradise for those who can turn the tempting serpent of their inner chatter box off long enough to take in the Now.

After a long and winding drive through the Sila, Cosimo, our host, was waiting for us at his trattoria. A short man with one eyebrow and piercing, beautiful eyes. Like a sunflower stalk, Cosimo stands on this earth anchored, confident. A very happy soul.

Immediately he starts rapid-fire talking to me in Italian, and for some reason, I understand almost every thing he says. Maybe it’s the accent, like my Nonna Lucrezia’s. He excuses himself to talk to his fishermen out in the sea.

Italy has a strange cellular reception configuration. I should ask David about this, he knows more about that than I do. I imagine, for the trade involved, the brokers and restaurant owners on the shore need to be linked up with the fishermen, in order to gauge their commerce in fresh seafood.

A plate of gamberi came out from the kitchen and Cosimo opened a bottle of a white Mantonico.
Crisp, cool, fresh, I knew I had to pace myself. This was just one of probably many courses. Antonio from the winery would be here in 20 minutes, he wanted us to taste his new wines in the ambience of Calabria. It had been a few months since we tasted the wines at Vinitaly, so I was anxious to taste them again and in such a wonderful place.

After a meal that regenerated our road-weary souls, we sat along the shore to the song of the waves lapping by our feet. Peace. We had gone from forest to coast in a few hours. The only hot thing we suffered through was the grappa al peperoncino. This is Shangri-la, sans serpente.

What do I love about Calabria? Well my trips there from the past have great memories.

The figs, the eggplant, the peppers. The farm made cheeses, the exotic honey, the green hills, the innocent rustic character of the region. Even though the trattoria is along a strip of coast, the heart of the place is in the hills, among the wild things. That’s what makes Calabria so alluring.

written by Alfonso Cevola limited rights reserved On the Wine Trail in Italy

The Festival of Malvasia

From the archives July 27, 2008

This is the ideal time of summer; lying out in the pool, on my isola, thinking about the little sounds and sights and smells that make up the perfect day in July.

As I take a little nap, under the sun, above the body of water that occupies my isola, I have a dream. We are back in Southern Italy, walking. Somewhere off the distance there is a masserie; they are waiting for us, with wine and lunch. We are just a few minutes late, but we parked the car when the road would take us no further. There is music and the sound of drums coming from the distant winery. They are celebrating the Festa della Malvasia.
This is a yearly event, bringing dancers, artists, musicians, actors, clowns and jesters to this one place in the country, to celebrate the casks and the wine and the middle of the summer. Large women are seen carrying these gigantic platters for the fire; today they are feeding the artistic community and we have been invited by the winemaker.

My friend, Carlo the clown, is already there. We have a psychic communication, he is wondering where we are. But he’s fine, he’s playing with the monkey. My musician friend from California has called me; he is bringing a philosopher friend from Paestum, so he is behind us.

The invitation was only sent a few days before. To get all the players together was a major feat, but this is a dream, all things are possible. The invitation went like this:

Please, all who come, bring a little piece of your past to share, and take home a piece of your future. We have cooks from Naples, so no one should go home hungry. The wine is neither the old, dirty wine nor the new, lifeless wine. We are cracking open the barrels of real Italy; please bring a demijohn to take some home with you. Bring your mother, bring your sister, bring your sons and daughters and lovers. Or bring the priest, for we will all need him eventually. Come as you are, not as you wish to be. The party will last three days. We will not sleep, you’ll see. Do not RSVP. Just arrive when you can. Don’t be late.

I thought it a little strange when I got closer and started hearing all kind of animal sounds. A tent by the side of the building was pitched, a circus had stopped by. The smell of fresh seafood and garlic, mixed with the exotic aroma of capers, saffron and rosemary, filled the air.

Once inside the building we were greeted by an older woman with grayish to white hair, long and gathered in the back. She had a handful of young children surrounding her and her eyes where bright green. She handed us goblets. One of the young children took us to a room where there were pitchers. We were poured some cool, white wine.

Across the hall was a large open room, with tables and music and tiellas of rice and mussels, steaming and aromatic. Jugglers were practicing with tomatoes and squash, packs of trained dogs followed their every move. There seemed to be an order to all of this, although it didn’t seem to make any sense, nor like this could ever happen in real life. And then we sipped the wine.

This was the wine we had been searching for. It wasn’t some baked, tired, brown mass of lifeless juice with an alcohol base. And it wasn’t a mass of vanilla and butter, seamless and uniform, as if it could have come from anywhere in the New World Order of Winemaking. It was perfect. Crisp and juicy, an acidic marmelata to relieve the rice and the mussels of their responsibility to be the sole nurturing force. It was golden, it was sunshine, the tan on the arms of a young woman working in the fields, the little hairs on the small of the back of the newborn baby, the strength of the pizzaiolo, gathered after all those years in front of a hot oven, working his life away for his art.

The food, the circus performers, the exotic animals, they all retreated to the edges of the dream. All that was left was a pitcher in the late afternoon sun by the edge of the water and the sublime silence of a hot summer day; the synchronization of a life searching for that perfect moment, found by accident, over a festival for an ancient grape.

written by Alfonso Cevola limited rights reserved On the Wine Trail in Italy

Punchinello Drawings by Giovanni Domenico Tiepolo

Out On a Limb for an Etna

From the archives August 15, 2008

Some time back, when I was invited to Sicily to evaluate several vineyard projects, a few of us were sitting around the midnight table with passito and amaro. Next thing you know, we grabbed a few hours of sleep and then piled in a large van and headed towards the volcano. It was our homage to Burning Man, and what was waiting for us wasn’t what we had expected.

A few weeks ago I tasted through a portfolio of wines and was interested in the Etna Rosso from Terre Nere. The last time I had had it was at the Fatty Crab with Regina Schrambling and my gal Kim and it paired beautifully with the exotic plates that filled our table. Nerello, once again I was encountering the little phantom grape that I first got to know in my youth.

Nerello and Frappato are my two favorite red wine grapes from Sicily. Zibibbo and Malvasia in the uber-elixer versions also influence me. And of course the particular Marsala wines from masters like De Bartoli complete the opera for this Sicilian-swayed soul. But back to the fire on the mountain.

I am so much a Western Islander, influenced by the Palermo-Trapani-Corleone triangle. On the east coast, from Messina to Noto, it’s another world.

We arose early, drank a bitter espresso and some almond cakes and headed to watch the sun rise on Etna. It was September, and the harvest was in full-swing. Along the small roads cluttered with vines, the early morning heat lit up the highway with the perfume of the harvest. And though this was a harsh environment, the time and the place had come to an agreement, a permanent cease-fire for getting along with each other. Survival allowed for a softening of the onslaught, and the Sicilians were the recipients of the bounty of their captors, once again.

So remote, so unmalleable, is this area, that during the war life proceeded pretty well much as it had for centuries. People on the mountain had a larger adversary, the fire within. Nazis and Fascists and Allies were little distraction from the ongoing conflict against Mt. Etna.

To be able to grow anything, to gather a harvest, is an annual miracle that has been taking place for thousands of years. Here is where Nerello and the lovers of the fire grape reach for their remedy.

The older the vine is the more issue from a kind of sortilege by the earth. Not in quantity but in power and potency.

Here is where the Greeks claimed a goddess, Aetna, by Zeus, the mother of Palici, worshiped for centuries by the ancient Siculi tribes. Now we drink wine from glasses instead of blood from skulls. It is much better for everyone.

Another tale has it that the older vines are the ancestors who have settled down and have become immortal. And in order to live forever they must produce wine from the extreme hillsides surrounding the summit. Nowadays, the terrain, while challenging, is experiencing a renaissance in interest for these wines. The immortals stretch and wake from their slumbers.

The wines are astringent, not too heavy, red but not morbidly so, and can match well with exotic food or staple fare. There is something about wine from this area of Sicily that has many of us excited.

One from our group proclaimed, ”Etna Rosso is the opposite of Gruner Veltiner, but equally fascinating are both wines to the same people.” I can see that. Etna is fire and passion, yes, but also order, controlled chaos from the bowels of Hades. After a day scrounging along the rim, waiting for the sunset, I felt another piece of the Sicilian puzzle slip in place. It was beginning to make sense in this extreme landscape. We are an accident of the cosmos, all of it. And that is cause for celebration. Music, fire, drums, wine, alchemy, life.

written by Alfonso Cevola limited rights reserved On the Wine Trail in Italy

Under the Tuscan Stun

From the archives July 13, 2008

We’re deep into July now, the skin bakes well at 99° F. I might as well tell my sister not to print this one out for our mother, as she will just think I have lost my mind. And yes, I will digress.

Over the last week many wines were opened and tasted, in the course of duty and pleasure. Right now, I am tired of alcohol, but I am sure that will pass. Occupational hazard.

The coming week will be as equally challenging, with travel, tastings, a master class in Italian wine (in Austin), prepping the young pups for Texsom in August.

This whole wine thing, right now, has become such an obsession; it creeps into your life, your work, your closets, the fridge, under the table, another closet, a shelf with 20 years worth of Italian wine magazines. It really wraps itself around the saddle of your life and takes you on quite the ride.

Before you get to thinking this post is leaning towards the visually risqué, let me explain. The images shown have been created by the artistic duo known as Dormice. Dormice are Heinrich Nicolaus, born in Munich and Sawan Yawnghwe, born in Burma. Dormice live and work in Tuscany. I find their work compelling and I am fascinated with the way they pool their creative inspiration. They have a wonderful way with the use of color and form, and that is the simple reason why their work frames this post.

As the world turns, this time towards oblivion and that way towards exhilaration, I find this to be the stuff of summer and July. This month goes too fast for me; I could use two months of July. It sears my inspiration and keeps within me an overload of energy that fuels me deep into the late autumn- early winter time.

Tuscany, Tuscany, Tuscany. What on earth are they doing to you now? Earlier in the week I was sharing a bottle of a simple Chianti Classico from Melini, Il Granaio 2003, with three sommeliers. One, a Master-somm, who was in a great mood, replied something to the effect that this wine in it’s simplicity, how did she say it, something like it was so nice to just enjoy Sangiovese and Chianti like it is meant to be. I had to agree, not because I was trying to sell it to her and everyone else we had tasted that day. But it really was an epiphany to me, because here was this quiet little Chianti that had sat in the warehouse for many months, and it had blossomed into this pretty little wine. It wasn’t a stunner, but the experience was. Because, once again, you never know when the little wine god will creep up into a bottle and reveal itself, if you are quiet and fortunate and have others around you to help row the boat in the right direction. And those kinds of things are everywhere in this wine business.

Some time ago a salesman from a huge wine company called me up and asked me to please help him spread the word on their 2001 SuperTuscan. The wine was Alleanza, from Gabbiano. Usually that wine is not on the high priority list. There’s too little of it in any event. But when I took that wine home and tasted it during an evening, just by myself, again the midnight bloom arose from the bottle and beguiled me with its dance of seduction.

Over the years, another Chianti Classico, from Querciavalle and the Losi family, has been the reason for pause and reflection. This one comes with many visits and memories, something the over-inputted salesperson doesn’t have time for. Today as I was stretched upon the float in the pool, for one brief moment I was under anther sun, this time on the road near their winery going to the spot where their oak tree was struck down many moons ago. From that stunning moment, the raison d'être of the winery was forged.

Last week, another day, Gabrizia Cellai was in town to speak of her wines from Caparzo, La Doga and Borgo Scopeto. There was a moment when we were tasting Caparzo’s simple red, their Sangiovese. No Syrah, Merlot or Colorino, just straight Sangiovese. Again, here I was, at the altar, with something so simple and straightforward, just a blissfully uncomplicated come-across.

How is it a bee sting can be more significant than running into a wall? It might be because the bee pinpoints their focus on exactly one point. Running into a wall can be hard to spot, years down the road. Tonight I ran into a wall. At a friend house someone suggested I try the Silverado Reserve Merlot 1997. So I did. Just as I have tried many other wines lately from my home state. Somewhere I had a Russian River Chardonnay, and again I quizzed myself inside, wondering what it was I had missed. Oh please, California, look to the simple pleasures of wine and life. Less is more, really. Just as Italian food is characterized not by how much you can load into the dish, but rather how well you can work with three of four ingredients, isn’t time we looked to wines like that and celebrated them for their pure simplicity and the pleasure that it brings to us?

I walked away from the table after that ’97 Merlot. It was not something I would ask for with my last meal.

The other day of couple of older guys (older than me) came into a fine wine store where we were tasting the Chianti and they were asking for “big and bold Syrahs.” I really thought, at first, that they were liquor board guys; they had the “look.” I was disappointed when I heard them requesting the big Syrah like it was some kind of vinous Viagra.

So we have these characters looking to blow $60 on a big red lap dance and on the other end of the scale we have these jokers who come up and say something like this: “Anyone can find a great wine for a $100. It takes a real snoop to suss out the great ones for under $10. Yeah, that would have been a pretty fair way to go about it, back when the price of oil was around $14 a barrel. But now that snoop has fallen behind the reality of the times. Just like the restaurant that cuts back on the quality of the ingredients in their food, so there are measures that can be taken like that with wine. But why would someone continue on with such self deception? Younger generations don’t do that, in fact they see wines at $15-20 as a baseline. And yes, I have gotten off track.

What I am saying is that here we were with this little Chianti from Melini that has five years of age on it, sells for about $20, has some maturity to it, is balance, is simple, is correct. What else do you want? That’s the end of the rainbow. The lightning bolt. The Golden Fleece .

written by Alfonso Cevola limited rights reserved On the Wine Trail in Italy

Artwork by Dormice