A few years back, a group of Auckland-based researchers established that machine-harvested Marlborough sauvignon blanc has higher aromatic thiol concentrations = tastes more intensely Marlborough sauv blanc-y = is better than wine from hand-harvested grapes. I don’t know how widely that logic is known amongst wine consumers, in New Zealand or elsewhere. Reading back labels in my local wine shop makes it clear that the hand-picked grapes = superior wine logic rules in the minds of marketers and, if they’re any bellwether (a worthwhile question), at least some consumers.
Marlborough sauvignon blanc aside, is that prejudice justified? My January piece for Palate Press addresses that question. The short answer is that hand-harvested grapes are in many settings more about feeling good about purchasing genuine artisan wine than about quality or flavor. The longer answer is here.
Saying that hand vs. machine harvesting is becoming less and less of a quality issue, with better equipment in the field and in the winery, isn’t the same as saying that the difference doesn’t matter. It does, to our perceptions of what we drink. But it’s also impossible not to see this as one more instance of Robots Will Take Our Jobs, and a particularly hard-hitting one with wine such a cultural icon. A lot of vacuous dithering takes place in the media around this topic (even in outlets like The Atlantic, though this piece from The Economist might be an exception) and, to be honest, I’m not sure that I have anything worthwhile to add. We’re headed, I think, for a major shift in how people work, earn money/obtain necessary resources, and spend their time. That shift may come in the form of an organized political (maybe governmental, maybe by large companies) decision to redefine work and money, or it may come as a necessary post-degenerate organic movement after the fall of Rome. Either way, being human, we’ll continue to find meaning in our work whether that means choosing to harvest grapes by hand because it’s meaningful to do so, even when a machine/robot can do a better job, by redefining wine quality such that the robot can’t do the job as well, or by understanding human winemaking as a conceptual art independent of the physical work of our hands.