From the profane to the sacred and back

David Hulley

on Wine

A surprising theme that emerged from the Bacchus at Brock University wine conference was how a product like wine can exist on both the worldly plane and the spiritual plane at the same time.  In addition, different wine brands as they develop will naturally move more and more towards the divine in the minds of the consumer.

This idea was illustrated through the history of Robert Mondavi Wines. When Mondavi started in the 1960’s California wine was considered a joke by most wine consumers. In fact, wine in North America was judged as lowly and temporal. “Wino” was the derogatory term for all drunkards. As time passed and California wine earned its rightful place in world markets, the pioneers were viewed as visionaries and their products as icons. Mondavi built upon this favourable history by making better wines helping move his brand towards the sacred.

With literally hundreds of thousands of wine tourists visiting the original Mondavi winery in Napa Valley every year, the trek is considered by many to be a pilgrimage. To those in love with California wine, the site is almost considered “holy.” It is interesting to observe visitors to the winery as they often act as though they are in a church showing great respect, awe and reverence. To speak too loudly, openly criticize the wines or venture “beyond the velvet ropes” could be considered “blasphemous” acts by patrons. In keeping with the religious theme one is also expected to take a “relic” home from the visited shrine. This, of course, helps cellar door sales. Even though Mondavi is a popular example of the deification of a wine brand, they are not alone. Ontario has wineries that are moving towards similar status.

Still, there is a problem with this type of market evolution. Certainly the increased notoriety helps wine sales, but one must be careful that the movement away from the secular does not put an artificial barrier between the winery and potential new customers. Does the phrase, “I’m not worthy” come to mind? The risk is that the winery’s customer base may move exclusively to the elite. This is very dangerous. Wine needs to be a popular and democratic drink. In addition there is security in a broad customer base. Mondavi understood this threat. Their answer was to release the Woodbridge brand. Woodbridge by Mondavi is a simple, popular wine brand aimed at the largest sector of the wine buying community. It shares the Mondavi “halo” but without the rarefied feel.

To observe individuals within this sacred and profane world, a screening of “Sideways” is in order. This is a small budget Hollywood buddy film where two friends visit California wine country. Not expected to be

a big hit, this engaging film has now achieved cult status and is also attributed to the current popularity of Pinot Noir and the decline of Merlot. Within the course of the movie the main character degrades from being a pompous, self- proclaimed “priest” of the wine cult to a flagrantly base wine drinker. At the beginning of the film he moves as an insider with assured (over) confidence in the winery tasting rooms to finally, in personal and “wine-religion” crisis, he slurps a huge, spilling slug of wine from the communal spit bucket on the
tasting room counter. This is the point where you uncontrollably say, “eeewe!” and understand the profane.

(Enologist, David Hulley is president of Enosgroup Consulting, a company specializing in corporate wine/social etiquette training, and wine/winery investments. He can also be heard nationally on Weekends — “Food and Wine with David Hulley.” Locally you can tune him in on Saturdays on 1010 CFRB. David can be reached at dhulley@allstream.net) 

Matt Dusk — Back In Town

Mary Beth Horvath
Entertainment

Matt Dusk. Photo by Mary Beth Horvath.  

One of the most distinctive voices today, crooner, jazz artist and Canadian, Matt Dusk is sophisticated, seductive and smooth. His talent has undoubtedly been compared to legends of the genre. Most notably Sinatra and Tony Bennett but one could easily toss Bobby Darin into the mix.

His latest CD Back In Town, was released June 2006 and is still a hot ticket item. The tracks: a mix of tranquil and jazzy. Dusk delivers each song he sings with a sultry vocal styling, verve and passion. One cannot help but surrender to the seductive, smoky renditions of such classic songs as The Way You Look Tonight, The Best is Yet to Come, Learning the Blues and contemporary compositions All About Me and A Million Kisses Late. Dusk effortlessly ventures into one music style from another.

He is an artist at ease with his craft, possesses tremendous versatility and is confident with his talent. He takes the classic standards and makes them his own.

On the heels of a successful Back In Town album launch in the U.S., which took him to 17 cities, Dusk starts his European tour this month, which includes the U.K., Holland and Austria.

Matt Dusk took time last month to speak to The Business Executive.

TBE: You have a devoted following of older and younger audiences. The older audiences, no doubt, are drawn to the music because of familiarity and appreciation of that genre. But why do you think this music genre appeals to the younger audience of today?

MD: It is the simplicity of melody and lyric. The music is vibrant and the music is between the listener and the communicator.

TBE: Your career is afire in Canada and abroad and you‘ve just completed an aggressive U.S. tour. Do you feel Matt Dusk is well positioned in the U.S. markets?

MD: There is so much music in the U.S. market, like Rod Stewart, Michael Buble. But while touring the states we were warmly embraced by the audiences. I have to say I am really confident the U.S. market will come to this project totally.

TBE: Describe the defining moment when you realized you arrived on the scene as an artist.

MD: I would have to say that one defining moment for me in my career happened when I was 19 years old when I won the Rising Star competition at the Toronto Exhibition. It was thrilling and unbelievable.

TBE: Can you share one life lesson you have acquired in this phase of your journey as an artist?

MD: Never take anything, including success, too seriously. We are only a spec of dust and can disappear as quickly as we arrive. Stay balanced.

TBE: And how do you stay balanced?

MD: I think of all the people and things that matter to my life.

And at the end of the day I still have the same friends I have had for years.

TBE: What are you looking forward to most in your career?

MD: Growing up and welcoming all opportunities to grow my career.

Matt Dusk resides in Las Vegas during the winter season and in Toronto the rest of the year. While Dusk continues to grow his formidable talent and career, tours, and records, for now he is back in town and we’re glad he’s here.

(Mary Beth Horvath has been a feature and entertainment writer for over twenty years. Throughout her writing career, she has interviewed over two hundred entertainers from Bob Hope, Tony Bennett, George Carlin, Joan Rivers to Ian Thomas, John Travolta and Stevie Nicks. Her articles have appeared in publications in the United States and Canada.) 

Beatty takes over as President of Canadian Chamber

Perrin Beatty has been named President and CEO of the Canadian Chamber of Commerce. He assumes his new responsibilities on Monday, Aug. 13.

Beatty, who since August 1999 has served as President and Chief Executive Officer of Canadian Manufacturers & Exporters, welcomed the opportunity to lead the Chamber amid a time of unprecedented change and challenge.

“Canadian businesses are coping with new competition from low-wage countries, a border that’s becoming stickier and costlier, serious skills shortages and a dollar that’s rising dramatically in value,” Beatty observed. “More than ever, it’s essential for Canadian business to speak with a clear voice to ensure that we can compete in the global economy. The standard of living of every family in this country depends on it.”

Beatty succeeds Nancy Hughes Anthony as head of the Canadian Chamber. Hughes Anthony left the organization at the end of May.

A native of Toronto, Mr. Beatty grew up in Fergus, Ontario, where he worked in the family business, and graduated from the University of Western Ontario in 1971. Beatty is bilingual; he is married and has two sons.