However, I believe something is astir, and Petite Sirah’s popularity is about to explode like Mt. Vesuvius. Petite Sirah champion Jo Diaz, Executive Director, Petite Sirah Advocacy Group says, “With all the data that I have with more and more wineries making Petite each year, someday this cultivar will explode into people’s consciousness, and they’ll think it happened as an overnight eruption. I believe, though, it’s happening slowly and surely, and when it peaks, I won’t be surprised… Nor will anyone in my inner circle following all of this.”
When I began seriously drinking and pairing wine in 2001, Petite Sirah was one of the first varieties that captured my imagination. Tasting without mentors or guidance, I bought bottles from grocery stores and wine shops and kept notes. Right away, I noticed that I couldn’t put my finger on a consistent profile. For this reason, I found it hard to pair because when I opened a bottle I never knew what I was going to get. However, my interest in wine is all about understanding how wine is affected by winemaking style and terroir and pairing it with food—and Petite Sirah fits that profile perfectly. Jeff Stai, proprietor and winemaker at Twisted Oak Winery says, “That’s the cool thing about Petite Sirah, there are so many style variations, it continues to surprise. You can do so many things with it, this way, that way, it’s all good.”
I have my favorite Petite styles but Jeff’s right, part of the beauty and intrigue of Petite is that there are so many different variations and impressions about it. As I interviewed people for this article, more questions arose than answers. For instance, Kyle Lerner, Proprietor of Harney Lane says, “…traditional Petite Sirah is made to age, it needs time on the cork to realize it’s full potential.” I tasted Kyle’s ’07, ’08 and ’06 (purposely in that order) and found the ‘07 a little chalky and the ’08 very drinkable but the ’06 rocked my world. He pours the vertical that way to “show what Petite Sirah can become.” Since his wine was one of my favorites at this year’s tasting, I tend to believe his assertion that aging Petite Sirah is worth trying.
Members of the tasting group, Wine Woot, Petite fanatics who travel to Dark & Delicious from all over the US, brought wines from 1989, 1997 and other older vintages to share with each other at their after party. On the other hand, I spoke to long-time Napa Valley winemaker Allen Price who says that the fruit drops off with age and he prefers his Petite Sirah young and fruity. Wine marketer Michael Wangbickler backed this preference when he reported that a 25-member Napa Valley tasting panel preferred the fresh lively younger wines across the board in a recent tasting.
According to one of the oldest living California winery owners, Lou Foppiano (born 1910), Petite Sirah followed the same twisting and turning path as many grapes in California, e.g. wiped out by Phylloxera, sent east during prohibition, enjoyed a heyday with home winemakers in the 1930’s, and then peaked in acreage planted (14,000) in the 1970’s. However, it crashed to just about nothing (1,738 acres) in 1995. It slowly crept up to 4,114 acres by 2001. Today, over 7,500 acres are planted. In 2001, there were 65 Petite Sirah brands but today there are more than in 700 producers. According to Diaz, many wine writers elected to name Napa Valley Stag’s Leap as the benchmark for Petite Sirah before 2004. This makes sense because so little Petite was bottled at that time. I don’t think a benchmark for Petite Sirah exists today, but if one is eventually nominated, in my opinion, it will be from Livermore Valley, Lodi or Lake County, not Napa (no offense to Stag’s Leap).
Does anyone else believe Petite Sirah will ever grow out of its small lot cult status? Jeff Stai thinks so; he equates Petite Sirah today “…to Zinfandel 20 years ago. There’s a very passionate group of people who love Petite Sirah.” With the similarities of the two grapes’ chameleon styles, ability to grow in a variety of soils and cult followings, why wouldn’t Petite rise to fame like Zinfandel has? Add a branding campaign like Dry Creek Valley “home of Zinfandel” and all of the pieces are in place for a big boom in Petite awareness. As demand grows, the benchmark question will grow in importance.
Clark Smith, Director of the Bluebook Project for Appellation-America is on the case. Via an email interview he wrote, “What I am doing in my work at AppellationAmerica.com’s Blue Book is articulating the standards for varietals in American AVA’s with the same clarity as currently exists for Europe. This has not been done. We need to grasp a Santa Cruz Mountain Chardonnay and how it differs from Napa, Arroyo Seco and Virginia with as much clarity as we understand the differences among Chinon, Graves and St. Emillion. There is no such thing as a varietal benchmark – only regional expression.” He used Petite Sirah at the first wine competition that agreed to test this theory. According to Smith, “Petite Sirah was chosen for a number of reasons…wide regional planting and proven responses to regional influences.” Even when Petite Sirah does have accepted benchmarks, sales will still be influenced by critics’ scores, massive branding campaigns, herd-mentality and what wines people enjoy. Which leads me back to my favorites.
This is an exciting time for Petite Sirah. Will it continue to be a cult favorite or is this the evolutionary tipping point? More importantly, how long will I and my fellow enthusiasts have the intimacy of Dark & Delicious with 50 wineries pouring and only 600 attendees? I will enjoy the benefits of Petite Sirah’s relative anonymity while I can because I think an explosion is on the horizon.