A winemaker in Bordeaux has a universe of five. In Burgundy a winemaker has one, maybe two varieties that demand their focus. In Beaujolais they live by gamay. In Barolo nebbiolo defines the reputation of a winemaker. In Napa, if you make great cabernet sauvignon no one will much notice what else you do.

In the established wine regions of the world, a winemaker’s universe of options is preordained. In no way does this diminish their skills and accomplishments, but it does allow them to focus. To be able to focus is to be efficient and efficiency leads to consistency, which is an essential aspect of mass market success. Yet market success does not often fire the imagination or inspire innovation.

They say the pioneers take all the arrows. Welcome to the world of winemaking in one of the world’s emerging fine wine regions. I’m in the Applegate Valley of Southern Oregon, but I believe that winemakers in emerging regions around the world get hit by the same arrows. Winemaking in an emerging wine region requires the courage of your convictions. Planting a new vineyard in a new region is a true leap of faith, but as they say, the greater the risk the greater the reward.

But we don’t work in a vacuum. Years of knowledge and science have accumulated from the work of winemakers and viticulturists before us so we don’t have to push blindly forward. There are pioneers in every new region that took a lot of the arrows for all of us. Admittedly, many of these people that first planted vineyards in new regions were learning only by trial and error, but from their failures and successes, we can build a foundation for an exciting new wine region.

One such exciting new region is on the Kubli Bench of the Applegate Valley. Applegate Valley is not new as it was established as an AVA in 2000, but there is a growing energy here and we are on the tipping point. The Applegate Valley is now on the edge of breaking out. The varieties that will fuel that breakout are coming from the shores of the Mediterranean and the rugged hills of Southwest France, not from Bordeaux, Burgundy or Napa. The Rhône will have a voice, but the future of the Kubli Bench will be in the tradition of Bandol, Languedoc-Roussillon, Cahors and Madiran. These regions are now, after centuries of winemaking, escaping the shadows of their famous French cousins because of an exciting revolution in winemaking and winegrowing in those regions. We will be joining them in this winemaking revolution.

We are now making plans to either graft or replant many sections of our existing vineyards with the varieties that belong here. We’ll be planting more tannat, malbec, marsanne, roussanne and mourvèdre for sure (we already have significant acreage of syrah and vermentino), but varieties like picpoul, petit manseng, carignan, grenache (red and white) and cinsault will also find a home on the Kubli Bench. Because of everything that we’ve learned and the excellent quality of the wines we’ve already made I do not feel planting varieties like these is a leap of faith. We have the courage of our convictions.

I like making wines that people drink rather than collect. Wines that are delicious, richly flavored, and affordable that bring pleasure to people lives are as rewarding to make as they are to drink. There is no bottle more exciting than the wine that is open on your table. The Applegate Valley is a perfect place to make these kinds of wines.

I have to admit. Making wines like this is fun.