Cabernet Sauvignon may always be associated with super tannic, highly extracted deep red wines, just as Chardonnay is usually thought to be buttery and oaky. But, as the average wine drinker becomes younger, wine styles are changing to meet their tastes and budgets.
Cabernet Sauvignon is perhaps the most important varietal in the world-renowned California wine-growing region, Napa Valley. Although Cabernet Sauvignon was first planted in Napa in the late 1800s it didn’t start to gain popularity until the winery was purchased by another group in 1943. In 1944 seven vintners, formed the Napa Valley Vintner’s Association, which united many Napa Valley winemakers and growers. This association realized the potential of Cabernet Sauvignon in Napa Valley’s unique climate and it became more widely planted throughout the region. It was then in the late 1980s that Robert Parker gave a Napa Cabernet Sauvignon America’s first 100 point rating. This set the precedent for a style of wine that has been often replicated and highly sought after. These Cabs, emulating this style to receive attention from Robert Parker and The Wine Advocate, were highly extracted, deeply oaked, and very tannic. Though masterfully made and well structured, this style of wine is so intense that it is very difficult to drink upon release, and needs to be aged at least ten years. This winemaking style is also very costly—many wineries need new French oak barrels every year which can cost upwards of $3,000 per barrel.
There has been a drastic shift in the age of the average wine drinker—now 21 to 34 years old. This shift has begun to force winemakers to make a more democratic style of wine at a more budget-friendly price. There is now a lot of Cabernet Sauvignon being fermented in stainless steel, which is far less expensive than new French oak and produces a lighter style that can be consumed younger. Along with this shift with Cabernet Sauvignon, there are similar trends with Chardonnay and Zinfandel, producing lighter styles that are aged in stainless steel or used oak, rather than the more robust, new French oak.
In addition to changes made to keep up with the demographics of the average wine drinker, winegrowers are also beginning to seek alternatives due to the changing climate. English sparkling wine is perhaps the most notable example of this. The southeast of England, which has similar geology to Champagne, has warmed enough to successfully plant the popular sparkling wine varietals, Chardonnay and Pinot Noir. This has led large champagne houses to invest and plant vines in this region of England, with the expectation that they will be able to make wines as well as they are able to in Champagne.
