Issue link: https://read.dmtmag.com/i/705606
w w w. v w m m e d i a . c o m J u l y - A u g 2 016 | V I N E YA R D & W I N E RY M A N A G E M E N T 2 7 "couldn't distinguish between New Jersey and California in terms of personal enjoy- ment." In a similar paper titled "Price, Prestige and the Sensory Perception of Underdog Wines," Ashton summarized research showing that "underdog" wines (defined as wines that are "little known, low priced and unprestigious") often fare remarkably well in competitions where they are tasted blind alongside "top dog" wines ("well known, high priced and prestigious"). CONSUMER PERCEPTION After reading the details of these studies, I asked s o m e o f N e w J e r s e y 's top vintners if consumer p e r c e p t i o n w a s i n d e e d t h e i r b i g g e s t p r o b l e m . " C o n s u m e r p e r c e p t i o n is definitely our biggest c h a l l e n g e , " s a y s M i k e B e n e d u c e o f B e n e d u c e Vineyards. "We've shown through international com- petitions and blind tast- ings that the quality of the top wines being produced here is on a par with the ou may have heard this one: "The reason New Yorkers are depressed is because the light at the end of the tunnel is New Jersey." And here's another zinger, this one from Woody Allen's movie, "Sleeper": "I believe there's an intelligence to the uni- verse, with the exception of New Jersey." Making jokes about New Jersey is an old story, but vintners there aren't laugh- ing. After all, it's tough to persuade con- sumers that serious wines can be made in a state that's long been the butt of jokes. "It comes as no surprise to New Jersey- ans that most of the world looks down on, if not downright despises, us," wrote Peter Genovese at nj.com. "They hate our wine, too," he added, citing a study conducted by Duke University professor Robert H. Ashton. In Ashton's study, in which New Jer- sey and California red wines were tasted blind, wine drinkers gave "lower enjoy- ment ratings" to wines they thought were from New Jersey than to wines they believed came from California, when in fact they were identical wines. Titled "Nothing Good Ever Came From New Jer- sey: Expectations and the Sensory Percep- tion of Wines," the study demonstrated that even experienced wine professionals The Rodney Dangerfield of States Can wines made in New Jersey gain the respect they deserve? + Serious wines are being made in New Jersey. + An abundance of cheap and sweet wines are skewing consumer perception. + It's a young wine-growing region and there's a lot to learn. + Support for local businesses — along with open-minded palates — are driving growth. AT A GLANCE New Jersey's Alba Vineyard wines are adding credibility to the state's winemaking efforts. EAST WATCH MARGUERITE THOMAS