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California and the World of Wine
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Title
California and the World of Wine
Collection Guide (External)
Created Date
September 28th, 1984
Description
Prominent winemaker Robert Mondavi talks about the California wine industry as he sees it, and the part it plays in the world of wines. He talks about current trends in the wine business. California is currently in the golden age of wine business, and he thinks the future is bright.Additional Descriptive Notes: Speaker is introduced (00:37), Mondavi begins speaking (01:56), question and answer session begins (27:29)
Transcript
California Audiovisual Preservation Project Item: "California and the World of Wine" : https://archive.org/details/csth_000039 Transcript for file: format=VBR+MP3&ignore=csth_000039_access.mp3 00:00:00 welcome to the weekly program the Commonwealth Club of California the Commonwealth Club is the nation's largest public public affairs forum with 14,000 members and is headquartered in San Francisco Costco these programs are brought to use a public service office radio station am the club Club and feature leading authorities from the nation and world on topics of current interest I know this week's speaker 00:00:30 welcome to the Commonwealth Club of California Monsieur quarterly chair woman hundreds of thousands of people have visited the Napa Valley taste of wine the office by the wind wine and they Marvel the rolling hills winding roads and groom vineyards one man had a vision back in 1943 to see the Napa Napa Valley to produce wine that would prove to compete with the finest French and the finest Italian wine women also had a vision to market a 00:01:05 California product that would become known throughout the world Robert Mondavi is the man who was our guest today who saw the Napa Valley to recognize its potential how to produce truly fine wine Robert Mondavi also had the marketing skills and have the creativity Jamaica Napa Valley household word internationally harga speaker today I have been able to us to have a most memorable luncheon with to make Blanc long and also um he is a man who has created 00:01:40 the major California industry please join me in welcoming Robert Mondavi Mondavi vineyards thank you very much I like to say that it's India place in order for me to talk to the Commonwealth Club of California my topical be a California wine industry as I see it the part that plays in the world porn 00:02:15 remarks by saying to you we are in the Golden Age the California wine business during the past 15 years we've been having a revolution in America the future is bright bright in spite of the cell growth of 1982 1983 32 to the recession brothers and confuse you with mini figures I will speak you on the overall trend of the California when does this no table wine that is burgundy Saturn Cabernet Chardonnay 00:02:50 14 percent use make me with your meals during the past the past 20 years had a very healthy increase the fruit the future future is bright in spite of the artificial dollar store distorted imported prices at we have today sparkling wine for the last year Sears have had a very healthy increase the future is also bright desert winds of heaven Port Charlotte muscatel vermouth special natural born artists decreasing rapidly in the future is very dim 00:03:25 so therefore star basically to the state distinct segments in the wind business which have a good future preference 1150 do with mom california produces over 90 percent of all Americans American War this does not include for newborns which is over 75 over 25 percent of the American consumption and it is increasing 00:04:00 and this is indeed a real problem to the California wine industry temp 10 or 12 years ago the only international accepted fine wines came from from France and Germany the other countries were not considered in the same class today this situation is changing rock rapidly and will continue to change to make me to the technical technical advances made in winemaking buy weed California how's result there is a dramatic and rapid change taking place in the 00:04:35 in the other wine growing regions of the world in order to qualify why California wines vs the fine wines of the world I'd like to talk to you on what what I feel goes into making good and fine wines witches which is the true the world over are the natural elements climate soil rape Fridays and 2nd the human element what is the winemaker explain each of these briefly climate the cooler climate 00:05:10 bring those grapes to for maternity the final break find the one another are 5 time zones 125 the coolest zone 1 the best table wine wines are made in the zone 1 2 & 3 example the muscle in the Rye RCU region 1 region 1 burgundy are upper 1 & 2 and to Napa Valley Arizona 12 and 3 00:05:45 Dr Arthur part of California that have some of the same time climatic zones California has without a doubt one of the best consistent climates in the world for growing growing tree find grapes and the climb probably in my opinion is a single most important factor for making good good wine no Sora Margo is certainly different different from Burgundy completely different from County what's the most 00:06:20 is different from the Rhine has its own character youjizz good and soil Payson important part but we also have copper time in Seoul and with his own character Hickory fine blondes in the company of the world's finest rape Fridays Burleson a dozen does reprise it push it to the great wines of the world Cabernet Pinot Noir Chardon Chardonnay vs Sauvignon Blanc Gris Camino Menlo in a few others 00:06:55 all these are grown in Napa Valley in California the winemaker in order to produce a truly fine wine to have to be told him vomit medications that if you want to really XL sure you that we we in California have many outstanding in Maya in my opinion is a combination of these elements monster produce truly great wines and I can show you this big differences of opinion this regard concussion we have in California 00:07:30 California are fortune we have the time Passat oil Fridays human element the winemaker to produce one step long the world's finest I'd like to give you a brief review California wine pictures sent repealed 1933 how much about the future by looking up the past fast there are three faces in the California wine business business repeal is ICS Facebook ppl that is 33 Twitter 00:08:05 268 the oversupply era face face 268 284 the new era of table wine appreciation Asian Enphase 3 the Future the air of wine with glitter for nails elegance and drinkability Facebook 3333 268 the air of circus there was a surplus of the lesser wine grape varieties the shipping Fridays average income 225,000 tons per year 00:08:40 Puryear oversupply for 30 years from 1930s 33 263 and I can t shirt times were really difficult at that at that time the country was flooded with port portable wine that was often spoiled dessert wines jump way I have as a did not spoil Victoria's much is 80 percent of the market table 120 20 percent what today what today is reversed 80 percent table 12020 00:09:15 dessert wines are other wines and I would say to you by 1990 90 we will be having 90 percent table wines and the reason for that is it the winds are made so good immediately after repeal we started a very good effective long long range program there was a corporation between Wine Institute toot and universities doctors Winkler Ameren Walmart IOM rack of the University of California Davis 00:09:50 Department of Agriculture established goes MN invested in the future becoming a very important part in Arkansas industry as tight as the years pass by black test the wine rack bra big dicks experiment with one 00:10:25 I know of no other country in the world that had such an opportunity testing the best grapes the best locations for producing producing the finest porn when you're up to repeal when is a 2x4 what farm in time when is to be came one of the most effective trade Assoc dissociation in the United States we had three major programs the advertising problem we spent about a million dollars a year for 20 years Franklin not as effective as it 00:11:00 I thought you'd be established a special public relations programs that started in 54 disprove proved to be buried effective 200 tasting of California vs the best of the import imports California more than equal to or competition we have various educational programs smart attorney turning point in the recognition of California wines vs imports the trade barrier program reducing laws in other states and nations 00:11:35 Which Wich inhibit the sales of wine with very effective them as it is today thanks when Institute research depart Department carried on not only statistics what is considered a mountain research work with universities at Davis and other Institute patricians this is also poop to be very effective I would like to say that the wind advisory board program what's a good overall programs in regard to education 00:12:10 research and health and tied in with the brand promotion gave leadership do California in the world of wine after World War 2 what is 1946 the quality of table and begin to improve we had University cultures is in fact we made greater technical advances after world war 2 then some countries did in 2000 years Facebook 368 284 the new the new era of table wine appreciation 1960's 00:12:45 PowerBook table 1 practically disappear Canyon Creek increasingly president also there was a short a stock are social change new generation who discovered & like Mike like minds like wine to drink with her meals found wine as a social drink before meals all of this cause the one revolution temple once a proximity quadrupled in 15 years 2010 00:13:20 we not have enough 3203 outstanding wine 225 thousand acres of the best wine varieties we have over 300 new modern efficient wineries most of the people are talking dedicated and they want to excel in this is very important 10 or 15 years ago the burn sleeping California what's that they were all the same like Coca Cola 00:13:55 well exaggerated a bit but there was some truth to that in fact facts about time we made Oliver red wine or white wine at the same except except for the grape variety there was a difference in our once but it certainly certainly was not bright enough 1964 became a big change how to make red and white wine differently are Cabernet is not made entirely different differently from my Pinot Noir Chardonnay is made completely different from Yreka 00:14:30 I could talk about this but I'm afraid to do not have the time made a tremendous difference this extra difference find myself California on a par with a great wines of the world and I'm glad to say that I've been able to be a part of this evolution today we have iron the right to Bangla capital fine wines of the world are pocket price are fine wines are the most consistent the best made the cleanest in the world 00:15:05 I say we are doing to the Europeans in the wind business with the Japanese European to us the automobile business thank God for waking up in the air and the reason for this for this is the dedication of the Japanese 2xl the person personal pride a team effort the total involvement and that is exactly what we are doing we are doing in the California wine business majors at the competition whisper 00:15:40 Auburn California table wine sales have been good during the past Alaska 10 years about 10 percent increase each year for table wines have increased over over 60 percent Mar the forger is increasing rapidly more rapidly than it should do to the increased governmental f*** factors such as financial subsidies and currency f***** which are really paying happened with us at the present time we now have a reasonable high quality a production from Irvine 00:16:15 vine what with good industry research programs we could increase grape great quality and productive ity white greatly there is room room for improvement we have today the finest in most efficient when is in the world we can and must produced even greater distinction between you two are red and white wife and I know we can do this and I know we will we will do it because this is very important a slight difference difference can make a big difference in quality talking to on in 00:16:50 entry level I do feel that the expense of games the joint venture the Russian has Cory bought out the importance what's a slight difference Plaza research is a quarter in the north end NNN lease since 1979 with had a complete information exchange in grape growing and winemaking Wichita Russian and Robert Mondavi 1 00:17:25 what are many years in prison rape porn dark sensory search work when are produced Opus one which is neither a bordo Northrop Grumman Apple Valley California style 1 this one has a cheap international recognition and cells at the same price as Bartos does first cruise fortunately we have sold every drop off otherwise we have some here today even though we have had we have had that we have made good progress in the past years in grape growing 00:18:00 and winemaking I feel this is just the beginning research Moby extreme a beneficial in years to come the future is indeed a great challenge to all of us what fine Apopka price wine California wines are no beginning to be recognized as among the finest in the world what is the situation today what's the end of the 1975 YouTube black ops funds 00:18:35 combined with inflation H&M direction program we could not do justice to the industries needs we became complacent culture room Aveda culture in ology medical research programs have been drastically cut Universal research has been cut and put a Ford Connecticut what stuff delays on between wine industry in the van University how to. And much less effective 00:19:10 we lost 9 critical years we have a minimum education in Media Pro program individual bands are no spending 200 million dollars im promotional activities this is very important to the Browns and they are doing some education as well but it does not impressed dress shop to the bottom of the consumer price for California wines 20 percent of the public is drinking 75 percent off otherwise I hope you are part of the temperature at 20 percent large producers 00:19:45 where scrap worth scrapping for market share with little or no increase in the consumer base the American dollar has doubled in certain countries people in value value during the past few years how long for mines to come into effect coming to our country at a very low price at the same time Frandsen we are drinking less wine per capita which results in a surplus a1 in Europe this circus this year surplus alone 00:20:20 is double the consumption of you is more than doubled in the consumption of the US surprises for 200 years in your b*** what is no becoming very acute the past past nine years by changing position in promotion by listening successful programs Los Brown in comparing sure of us table wine market that is California vs import 19 1975 with 72 percent California wines 00:20:55 import at 18 percent other states and temper cent in 83 we drop to 67 percent imports Gainesville percent of 29 and other states top 24 percent what's the growers were concerned happy continuous lost insurance market and realize that something has to be done anime please report to the grocery last month past a 3 year Marketing order called California wine and Wine great impact improvement advisory board 00:21:30 this of rice is a maximum of 1 percent of the grocery of grapes crush app for consumer education unnecessary programs to advance the cause of grapes and wine is estimated that the 1 percent can raise a possum possum maximum of 10 to 12 million dollars depending upon sales the bar dotted 1/2 of 1 percent for the startup programs have approximately 4 million dollars and it will vote 00:22:05 teacher that after Oct 1 percent depending upon the bar at the bar the BART authorizes the first marking order was carried out by the only the vectors marketing order angtoria and I can assure you that I think it would be even more successful than the first marking mark in order that we had one more step Pillsbury Company will be able to raise the nothing UCI 00:22:40 snow.com berry compote we will be able to raise an srt4 sorry fun and what happened to continue our leadership in the world of grapes and wine by step machine once again long range goals and invest in the future in the following programs first research medical terminology improving both grape and wine cooler public relations program to brighten bass and educate the consumer 00:23:15 tumor why does healthy is good for you if consumed in moderation as part of the gracious weight of living I can show you I know that the medical pro program additional research wine is beneficial is healthy for you trade barriers on the on a national International Fund front we should we need more fun for this develop a program Chester growers in 1 teaspoon export and I'm really happy to announce today at the Wine Institute 00:23:50 is close to an agreement with the four types of service which will significantly expand or programs overseas 28 cooperator program thanks to John in the garden undeveloped 6 develop program for new uses are grapes and wine face to the Future the area of one orange with additional pylons harmony American can people have been the mending full rich bodied wine with high alcohol 00:24:25 call a tow today the situation is changing a 1891 elegance I'm confident with E what's the continued research work on grapes and wines and Atripla competition we have we have in California there will be another big star Ford in college once more pleasing rental American people people will pay the price for top quality but they also want a good buy good bank hey must be made to realize 00:25:00 where is this quality value in both fine popular pop pop your price California how to mix apple MPI mobile business consumers pay more when the car is better and when they realize they are better foreign cars vs American cars just thinking this is a test is a task ahead of us in California the California must confess to convince events are consumers are consistently better than values overseas 00:25:35 not there is a major life style trim that is sweeping our nation carnation which what happens significant influence on once on one future in America America are people are seeking moderation in all things we are more than ever interested in nutrition self improvement better health a1 community in braces this trend which is consistent with our heritage and are fluffy medical research over the age that shown that wine in moderation 00:26:10 ration is healthy and is it good for you we believe that that one is a better beverage of moderation and willies America into a mile do a more healthy age and conclusion I would like to say the future the future is bright and we have a natural elements and the tools the challenge is right amount of success depends upon Palm Desert and I will to succeed thank you very much 00:26:45 thank you Robert Mondavi free remarks on California in the world of wine the Honorable Shirley Temple black chairman of the off the chair woman president of economy Kentucky the question and answer session that's why I'm not drinking Wednesday wee wee all thank you for the one that you brought to the audience 00:27:20 repression when the average average European wine guarantees 10 percent 11 percent or 12 percent percent alcohol where does the higher percentage of alcohol come from synthetic petrochemical alcohol brandy or other may I say one thing we have the strictest laws in that regard in California add Inc come from the natural grape itself we have more sunshine in California 00:27:55 spend it doing many countries of Europe so therefore we will have naturally more alcohol call because we have higher sugar however we are beginning to learn to pick up grapes earth earlier so that we will the alcohol will be left will have more backbone Marston are structure in our wind by picking up alcohol is an example we used to pick or Cabernet 2324 picking a 22 and a half to 23 we have no alcohol and yet the greater Plymouth church? Thank you the European Commission Warren Congress 00:28:30 yesterday the passage of the wind equity bill will be a protection Texan of moods and will invite retaliation by the European Community will the bill benefit consumers ultimately Auburn asking is equitable treatment if a Texas end up with should be taxed as we are we are strong in free trade country Over Texas against us think we can ask for ask for fair trade in that white thing that regard where we are equal to that we can equal we can 00:29:05 can compete on an equal basis other than California which countries or regions are producing comparable quality wine under conditions that meet our purity purity and sanitary standards well I would say what's a that are standards Rd Danbury high think you can go to Australia can go to South Africa you can go other countries in the end attack attack begin to demand more of their growers 00:29:40 why would say our balls are stuck does any of the country how profitable are sales of American and European wine wine in Asia how to compete with Chinese multi and Japanese sake Multi is white lightning that's a cute question I think that's interesting I would love to what we are doing the beginning to sell wine in the Pacific civic in Japan in Scion and Singapore in other areas like that 00:30:15 competing with the other in time to learn that also want this party decorations will the recently announced construction of a very large modern winery in Italy for production of 128 2 export to the US have an important impact on the California wine industry the street what I say that naturally if you can build a large efficient winery in Nutley weather where the grapes are cheap in the laborers cheap what have an affect America 00:30:50 we have the technical know how the knowledge in I am convinced convinced that if we will south and do a job when making wine the way we should shut will compete with any country in the world historically will find 90 percent or more the wine should be coming from the country in which the grapes Argo Argo Nike I feel that we can do much more than we have done a long time remember the audience says I have always enjoyed enjoyed Harveys Bristol cream sherry what do you have to compare with 00:31:25 with this imports fortunate you're talking to the wrong man make note to say I love Harveys Bristol cream sherry I love my wife what we don't make them like that we don't people that's the other ones are the producers don't try can speak to about that thank you this is not me speaking I've just come back from Burgundy why do California wines like Chardonnay and Cabernet Sauvignon venial sin to be so much more will bust in overstated then there 00:32:00 French car parts well I don't agree with free without statement may I say this to you in a good year when they have a good California sunshine find out there like we have here they're great wines have 13 to 14 percent alcohol or better these are the words that make the great names and I can assure you yet yes we have autumn I would say that Harbinger 10 years 6546 outstanding years will have maybe two years what are good and maybe one year that b**** dont matter in Europe have to 00:32:35 who won t 20 years with alcohol gets raped you get the great one 3 years 5 which which mature so you see the wind wines are much less in El Cajon great minds that's when they talk about is great what you have high alcohol to much of your body in the ones what can be done to prevent restaurateurs from taking exorbitant markups God please let me let me know I don't know what to do about it weight ipink 00:33:10 ipink use the American public are going to be the biggest to in this regard hard to hope that they can work on a more normal Mark and may I say that is beginning to work slowly but we need your system so long with that Darcy are certain restaurant naturally weather ambiance should get more a generally speaking we should actually see to it that some of the mark apps are there however there something at the beginning to do a much better job than they did Stuart making process do you believe the consumer will 00:33:45 will change their preference for white wine to red wine what is the time frame frame for a change I will say that is the reason they drink thanks a lot more of white wine is because they were they taste better when we made our red 10 heavy and tan in the dark endeavor we are learned learning how to make are red my eyes what are beginning to become a spy powerful as are of white wine it will take time ever what is coming along you begin to find Mr increase your fine as we begin to make a winch bumper 00:34:20 inspector in a competition is the next 10 years I think you'll find more red wines pizza consumed today do you have problems exporting to France Germany Italy Japan do we have problems may I say that we tried we had a DAT Michelle Michelle get hard with a Chance of France what is someone from us because we have a camera over here to send over that you realize we missed a whole year how are the French government has the ability of going to a lot of red tape 00:34:55 that we just have a very very difficult I'm getting into farm market can sure you it's very difficult this is what we need a lot of money for in order to where to fight ghost radar is to get equity in that regard to f*** me have you're someone who obviously knows you better than I do Bob will the California wine in the street will a couch California wine industry attract foreign capital is the one in the street good investment find Perrin FMIC 00:35:30 I would say that the is the wind is a good investment Man of Steel steel that if you want to make money the one business is not the place to go because basically the wine business is a way of life and I would say to invest a lot of money if you want to I really make money hippo ever you like a child challenge then I say yes the wine business can be good good it can be challenging to you but you have to understand the value of a dollar 00:36:05 the dollar return on that but I can assure you that everything you do not have to be how to be right because a competition is so Kien today to make a dollar in the wind why does this is not that easy how ever I love it I would go into it wholeheartedly and I would have eyes people with the same does art and will as a way of life yes if you go in a medium scale understanding the size of your pocketbook and give yourself 10 years before you get any be turned back on your investment? 00:36:40 how do you feel about what people are calling me neo prohibition movement and how can this be overcome currently they don't want anyone to drink wine well may I say that frankly if you look in the Bible I think wine wine is Metro 146 times we have found that wind healthy and good for you and we always have these individuals Texas sexy they crucify Jesus Christ so I mean you're always find certain things 00:37:15 things that certain group of people that will criticize you and I understand that but the basic thing is wine is healthy for you whats wrong when using moderate moderation will California produce brandy Randy which will equal French Brandy's in the future im convinced that we have the natural elements and we want to produce panties is the style that they have their yes we can in fact I'm going to go to 00:37:50 20 tasting I think today or want to see a new operation in Napa Valley who is challenging and watch the challenge brandy and be made in the same style NSA do over in France in this going to be interesting and I know it I know it can't be done and I can say that all stat Ghost Rider Adams in the wind how serious is a factor in the wind the wine industry is the use of wine is a commodity in barter transactions Princeton's is it true that the enormous growth and import shipments from Yugoslavia 00:38:25 Flavia Bulgaria in Romania is due to the readiness of companies like Coca Cola and Pepsi Co to accept search wines is brighter payments and then to dump him in the US unfortunate that that is one of the big problems that we have refined that people have a investment best overseas are able to bring them in a much better property can I sell it wines and bring them over here it is definitely a hardship upon us and yes this is what is taking place they are bringing wine in because I can 00:39:00 other ones from other countries who standard of living under are not his highest sorry for any special with a dollar value I can assure you that makes a great problem for sale how great a trip to the California wine industry are the plans large grape acreage developments in state search is Texas New Mexico you know I like competition I'm never been afraid of competition and what they do all they do is open up the app 36 states that grow grapes and make your own want this begins to bring wine 00:39:35 as a way of life I'm never concern about competition Romanoff all we have to do is educated 80 percent of American people that wine is good and healthy for you what would attend 1040 increase in US per capita consumption of wine approximate delete friends of Portugal do to the character of our nation I think we have a happy time 00:40:10 we read that there is a God of grapes and that mini Brewers are in trouble is now it time to purchase Napa Valley properties you know you're speaking to some of person is biased Napa Valley is always going to increase in value X Factor it sounds crazy but it will tell if its a way of life if you want to invest in a golf course you want paper price used to be on the golf course on certain ambiance places at once it's fine 00:40:45 Napa Valley is going to increase in value in years to come if you have a man the means to pay more money then you should have life yes it's worth it the rest of you like I would do it because I like it what test is the individual what is your opinion of Gallo wine especially party Burgundy may I say I compete with Ernie Gallo for since 1937 and I've known on a anion and Julia iPad great respect my remember when I was in New York 00:41:20 New York selling are in a gallon jug wines Charles Krug Laura seaman Ave and Sons why are there and I have nothing but respect because I style of wine with different than their what is a made of what's a good wine with sound what we had a different style of wine and we so that way I have respect for what they don't they have Menomonie WI drinkers and they make sounds good ones I have respect for both hernia what must have because I'm glad we have a help our industry very much 00:41:55 thank you Robert Mondavi you've been listening to the Weekly weekly program of the Commonwealth Club of California brought to you from San Francisco what is a public service office radio station phone at a transcript of this program Orange or information about the Commonwealth Club write the Commonwealth Club 681 81 Market Street San Francisco 94105 please join us next week at the same time when we will again bring you a major speaker on a tie 00:42:30 on a topic of national or international significance to you
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2003c87_a_19820928
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00:42:43