Venerable Jordan Winery reinvents itself for the modern age
on 11/11/10 at 3:04 pmWine
It’s not every winery site that has video of a nighttime harvest, tips on Halloween appetizers and cocktails and yummy fall menu ideas, like Maine lobster with chanterelles, not to mention links to video tweets and Flickr photos.
That the winery being described here is Jordan Winery, a decades-old cabernet sauvignon and chardonnay stalwart in the Alexander Valley, is an interesting statement about how a winery can simultaneously change its image, upgrade its wines and bring a whole new slew of consumers into the conversation with a little new thinking and a whole lot of fun.
Step one was generational transfer. Founder Tom Jordan in 2005 handed the day-to-day leadership reins to his son, John, a lawyer by training who was born on the day in 1972 that his parents signed the deed on their Alexander Valley estate.
The younger Jordan was committed to honoring his father’s original vision, inspired by the great chateaux of Bordeaux, to make elegant, approachable wines intended for the dinner table.
“We’ve always made our wine in a traditional, Bordeaux-inspired, food-friendly fashion and resisted the trend over the years toward bigger, more extracted wines,” he said.
“My parents had fallen in love with food first and felt wine should be a supporting factor, not be a food item itself.”