Tuesday, 5 February, 2008
Deetlefs Communication
According to Mr. Gerhard Sagat from TerraNova, it is standard practice in fragrance- and taste research not to reveal a product's name, logo and associations. Once the respondent is aware of the wine producer, region or any other information, the research results could become biased or skewed.
Too many variables make it improbable for the Platter Guide to reflect an objective opinion, as substantiated by many examples.
Various discussions with the editor of the Platter Guide, as well as one with the publisher about a level playing field (for all producers), and their concerns regarding sighted tastings, did not resolve the situation, which left Deetlefs with no other alternative but to withdraw.
According to Kobus Deetlefs, all the various role-players in the wine industry have a responsibility towards the industry, and most importantly, the consumer. "We have never been afraid of competition! We are not asking for five stars for Deetlefs, only for a level playing field for the industry."
Deetlefs does not question the integrity of the panel as such. The fact that the same cultivar is tasted sighted (final product, or tank sample) by different individuals (some with personal preferences), under different circumstances (tasting rooms and own premises), at different price points, makes it extremely difficult to have an objective outcome.
Although a lot of people and businesses are not aware of the above, some restaurants, buyers and outlets use the "Platter-stars" to negotiate prices and give their customers guidance on which wines to buy. Possible financial implications are self-explanatory.
Perceptions prevent a lot of people from enjoying the wines they would prefer as individuals. As an industry we should treasure the individualism of South African wines and not be afraid to protect this precious asset.
"AN INCONVENIENT TRUTH might get a whole new meaning when wines are tasted blind under proper conditions. Blind tastings we have conducted with some journalists and industry experts, as well as various industry-examples confirms the inconsistency and unfair perceptions. We, as an industry, have a responsibility to make it easier for consumers (as individuals) to enjoy their personal style of wine at a price-point that suits them." - Kobus Deetlefs