The third member of the trinity

With this piece I continue to cover the Murcia region which I’ve written about in the previous posts. Now it’s time for Yecla, the third player of the Monastrell-kingdom of Murcia region. It’s a smaller DO than its next door big brother Jumilla but also a younger one. Only 8 producers in total. The few seem to play together well, sitting all around one table and sharing bread; not necessarily a common thing to happen on any European wine region. 

Out of the three Murcia areas I visited, Yecla seemed to be the most savvy when it comes to the business side of the wine. This makes sense when you think about the modern history of Yecla. The region has had winemaking going on of course for milleniums but it was mostly small scale production for local consumption. Farmers making wine on the side. 50 years ago the region was more known for thriving furniture business (in serious trouble at the times of the current crisis).

When producers like Castaño started getting serious about wine, two things happened. First, because Jumilla was already a well known player and Yecla was challenging its reign by producing similar Monastrells, the region needed to push the envelope further to gain recognition and not be left in the shadow of the big neighbour. Enter contemporary label designs, progressive marketing thinking and stylish bodegas with restaurants serving fine dining.

“Out of the three Murcia areas I visited, Yecla seemed to be the most savvy when it comes to the business side of the wine”

Secondly, because of the furniture tradition, Yecla had people who were involved in the international trade. They could use that know how. And unlike Jumilla, Yecla didn’t have extensive bulk wine culture in need of a make over before they could get serious. So jump start for Yecla when Jumilla had to gather its speed more slowly.

All of this means basically one thing: Yecla produces tasty wine brought to you in chic looking bottles.

But time to get honest here folks. How do the wines of Yecla actually differ on one’s palate from wines of Jumilla and Bullas? Beats me, I couldn’t quite put my finger on it. My five cents for the three regions would be: collaborate more.

It’s a big planet catering 7 billion people. When you try to get your fifteen seconds of fame (some inflation here), size matters. Small regions lying next to each other but concentrating on their own messages may in fact cannibalise the common objective: the goal of raising awareness and thus selling more Monastrell with better prices.

“It’s a big planet catering 7 billion people. When you try to get your fifteen seconds of fame, size matters”

Since all three regions produce (on my palate) rather similar bold and juicy Monastrell wines and since the notorious generic consumer has probably never heard about any of the regions, why not create one ceiling DO to represent all of the regions? ‘Monastrell from Murcia’ wouldn’t sound too bad to my ears.

From what I talked with the producers, collaboration between the three Monastrell regions is unlikely to happen, since though the producers of one region may get along well, same cannot unfortunately be said about the three regions. It seems the regions live like lone satellites in space concentrated on their own orbits. Jumilla might see Yecla as a cocky new comer and Bullas Jumilla as an old fashioned bulk area and so forth and when they attend international wine events, it’s three different stands selling similar stories with different DO’s. The one getting confused might be the consumer.

“People tend to craft their micro cosmos based on smallest differences instead of biggest similarities”

It has a lot to do with the history of course, since the producers of all three region are very friendly and hospitable people. Murcia used to be an underdeveloped piece of land with little connections to outside world (just like many other regions, mind you). On conditions like this people tend to craft their micro cosmos based on smallest differences instead of biggest similarities. That’s the way humanity seems to work. Therefore if you live on the arid plains of Yecla, you might think you have barely nothing in common with a person living next to the sea in Cartagena though you share the genes, the cuisine, the dialect, the history and the traditions.

Embedded in the local culture, the situation is probably difficult to change. That is unfortunate because the world around has already changed dramatically. It’s a big globe with a lot of competition from powerful brands. The regions are close siblings, so why concentrate on the differences? Especially while trying to challenge the more well known brands.

“The one getting confused might be the consumer”

I do recognise the issue might be a bit of tabu, something one shouldn’t really talk about like this, but I want to make perfectly clear that by no means do I look to hurt anyone’s feelings or piss someone off. But I want to do my job properly. Sometimes it means articulating things that would normally be left intact. Consider about collaborating more folks.

At Yecla, my coverage from Monastrell region unfortunately ends. If you ask from me, the story of Monastrell and Murcia is a winning one. The style of tinto the region produces has lots of potential among eco-friendly European consumers looking for juicy reds produced organically closer to home base than Chile, Argentina or Australia. Murcia, located in the South-East of Spain, is definitely an area to keep a close eye on.

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One thought on “The third member of the trinity

  1. […] lukaisemassa Monastrell-saagani viimeinen postaus englanninkielisen blogini puolella! Mitä mieltä olet, kannattaisiko minun suomentaa kaikki […]

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