You can't always tell what you are getting in the bottle just by identifying the varietal.   Schoener's aim is distinctly different than simply creating a "commodity":

The aim of my winemaking is an activity; or more properly, a set and series of activities. The first set of acitivites is the winemaking itself, from studying and attending to the vineyard, to imagining when to pick the grapes, to smelling the fermentation begin . . . and on to bringing the wine to bottle. The making of the wine is, in this sense, an end in itself.

But wine has the remarkable ability to preserve within itself not only the character of a vineyard, a growing season, a fermentation– but it does so in a way that is portable. You can put it in a bottle and give it to a friend, or set it adrift in the vast sea of the market, so that it finds itself eventually in the hands, on the table, of a perfect stranger.

This possibility raises a second set of activities– those that are separate and beyond the making of the wine iteself. These are the activities that the wine can inspire and engender in others who drink it.


Beyond the essential bacchic activities that almost any wine can inspire, I have three particular ones in mind: 
  • the wines should make one feel and think of complexity. Not the complexity of arguments or syllogisms, but this kind of complexity: imagine the flat asphalt of a new mall's parking lot. Imagine the same asphalt cracked and broken after years of weathering, traffic, ground shifting underneath it. The pointless complexity of these cracks can be a feast for the eyes, even if it means nothing. The wines should present a similar complexity for their consumer to feast on.
  • The wines should make one sense decay, decomposition, transformation. The wines should be so distinctly wine and not fruit that one can sense both the yeast and the bacteria, on the one hand, and the passage of time, on the other hand, that transformed the unspoiled fruit into a new substance. The wines must capture and preserve decay and age.
  • The wines should make you happy that you are drinking them.