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The Toad Hollow Gazette
Since 1983
"All the News That's Hoppinin' in The Hollow"
September 1997, Issue 7
Toad Hollow, CA -- Notes From the Vineyards: It's that time
again! Time to drop a line to our friends and supporters -- to let you know what's up, and
to once again thank you for your support over the last several months. We are very
grateful and excited for the enthusiastic reception of all of the Toad Hollow wines.
As those of you who attended know, the Toad Hollow 1996 Chardonnay release party at
Mistral Restaurant in Santa Rosa last April was a huge success. We got to see many old
friends and supporters, as well as meet some new ones. The first bottling of 6,000 cases
of 1996 Chardonnay was sold out by April 14, with the last 4,000 cases entirely committed
by early summer. And here we are, six months later, with no Chardonnay to sell -- and
April of '98 so very far away. You will probably be able to find us in your favorite
restaurants and wine stores for the next couple of months, but we here at the Hollow are
sold out. Regarding the Toad Hollow Chardonnay production for next year, we are hopeful
that we will be able to increase production, but the final verdict is still out. While
this has been a very good year so far (tons of fruit, long growing season, etc.), many of
the grapes have not yet been harvested. The weather has been cool lately, keeping the
sugar levels down, and there is always the fear of early rain (like the storm in
mid-August!!). By the time you receive this newsletter, we'll know more about the vintage,
but right now we are keeping our fingers crossed and hoping for copious amounts of
wonderful Chardonnay.
Attention Apropos Fans!!! We are down to our very last cases of Apropos Lot
62, so get it while you can. Unfortunately, due to the fact that we have been unable to
come up with the right blend of grapes at an affordable price, it looks like we will not
be offering an Apropos from the '96 vintage -- we are now looking toward September '98.
Notes From Frank: I can't believe that I've been working here for eight
months. I am certainly enjoying myself, even on days when the Toad is being très
grumpy. I have appreciated the opportunity to get to know many of you; some of you in
person, others on the phone. I have been truly amazed at the enthusiasm and loyalty of our
Toad Hollow supporters. With all of the wines available to the public today, it still
tickles me when someone takes the time to track us down -- wanting to know where and how
they can get our wines; when we may be in their neighborhood, and if we are doing any
local dinners or tastings. It's fun accompanying Todd on trips and having the opportunity
to meet some of his many fans. But it's also really fun attending functions where people
don't even know him, and they're there purely for their love of food and wine. At these
functions, we get to make new friends and introduce them to the wonderful world of Toad
Hollow -- and that's always a good idea -- keep the Toad Hollow family growing. Kendall
Jackson is #1 in the UPC rings, but we are #201 and climbing -- look out -- here we
come!!!
Orders for Eye of the Toad Pinot Noir Rosé have exceeded supply so we will be
doubling our production of Rosé in 1997 to 5,000+ cases. The demand for this style of
"serious" blush wine is growing as people demand more character and intensity of
fruit than the ubiquitous "White Zinfandel" will ever be capable of delivering.
The American wine consumer's love affair with Pinot Noir has also had a spillover effect.
The Eye of the Toad Pinot Noir Rosé has a natural affinity for the kind of foods we
really eat in America. Over-oaked Chardonnay and ponderous Cabernet Sauvignon may be fine
wines in their own right but are rarely a perfect match for a sensible Mediterranean diet
or the "new wave" California cuisine of the late nineties. Pinot Noir has a
ready-to-drink-on-release style that wine lovers appreciate and, similarly, the
"cutting edge" Eye of the Toad Pinot Noir Rosé is a revelation to those
adventurous wine drinkers who are searching for wines with true food affinity.
So the question becomes, what do we do for the next several months with no
wine to sell? Oh, do we have a deal for you!!! In the early part of the summer, with a
dwindling stockpile of Toad Hollow Chardonnay at hand, the Badger set off to France in
search of a reliable, primary source of French Chardonnay, vinified to our specifications,
for a second label. The quest ended in Limoux, long known as an important growing area
where the searing temperatures of the South of France are tempered by cool marine
influences. This is a factor crucial for the proper development of acidity and ripening of
the grapes. Many lots of wine were carefully evaluated for our desired "flavor
profile" and by midsummer the assemblage was complete. With similar scrutiny, we
evaluated a terrific source of Merlot, grown in the French Pyrenées, which tastes
sensational and has accurate Merlot character. Then, complicated only by an unexpected UPS
strike that delayed shipments of several thousand labels on next day air to France, the
bottling was scheduled and has now been completed. There is no hidden agenda here, just
great wines at the best possible price. These wines should be available by late September,
so be looking and asking for them in your local marketplace. We are starting out with a
rather small supply, but once we see how the wines are accepted (and we truly expect you
to like and want these wines), we will be importing larger quantities as we go. And here's
the really fun part: Dr. Toad has come up with the idea for another great label, and our
wonderful label designer Brenda Eno has once again been able to transfer his ideas to
paper with pen and ink. Voilà! -- Le Faux Frog is born!!!
We are anxious to have your thoughts about our new endeavor. But don't mistake the
fact that we are primarily in the California, Sonoma County, Russian River Valley
wine business, and this new project is just as it is presented: a second label.
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