Ten Questions for Madeline Puckette of Wine Folly Magnum Edition

 

madeline-decanting-wine

When I recently received my review copy of Wine Folly Magnum Edition, I was taken aback by the sheer beauty of the book’s cover design. I know that you should not judge a book by its cover (or a wine by its label), but dang, this is a beautiful book. The good news is that it only gets better inside. This book is a plethora of outstanding content, a fantastic resource for the wine novice to expert. With the assumption that one does not know anything about wine, this book starts at the beginning, then breaks this wealth of information into manageable chunks, presenting it to the reader in an aesthetically pleasing, colorful, and easy-to-follow design. While I am thankful for my more formal wine certification program, I must confess that if the content had been presented the Wine Folly way, learning would have been much more fun.

This sample copy of the book left me wanting to know more about Wine Folly – the brand, the books, and the website – so I contacted Avery Books, a division of Penguin Random House, to schedule an interview with author and designer, Madeline Puckette. When you read Madeline’s answers, you will understand why Wine Folly is such a delight in every way, and why you need Wine Folly Magnum Edition in your book collection.

When did you fall in love with wine? Was there a wine moment and/or a special wine?

Wine found its way into my life in stages.  That said, I did have an “aha” wine.  It was a $13 bottle of Côtes du Rhône from the 2005 vintage. Not at all fancy. My boyfriend and I sat there sniffing it, trying to pick out fruit flavors and nothing fit.  Suddenly, he blurted out “olives!” and my mind was blown. Who knew wine could be savory?

I tried to buy more but the vintage sold out and the next vintage tasted gnarly. (and not in a good way.) That experience taught me about vintage variation, French “terroir,” and active wine tasting all in one fell swoop!

What other wine industry roles have you held prior to Wine Folly?

Prior to starting Wine Folly, I worked in restaurants including several steakhouses, a French restaurant, a wine bar with 50 wines by the glass, a cool chef-driven spot (Poppy in Seattle), and even at a large casino hotel. (You’ve never seen a hotel until you’ve seen their laundry!)

I absolutely love working the floor. It’s exhausting and exhilarating all at once. The people who work in hospitality are some of the coolest people to work alongside.

What made you decide to share your knowledge of wine with the world? Was there a void you wanted to fill regarding wine education?

When I became certified in 2010 I was at odds with my level of wine smarts versus other people. It’s like knowing how to speak another language but not having anyone to talk to. And, at certified level, you’re still trying to practice. So, I started Wine Folly to bridge my knowledge to others. To practice communicating. As a communicator, I’m not particularly adept with words, but if you ask me to draw something… This is where I shine.

 What is the history/story and philosophical approach behind Wine Folly both the website and books?

The philosophy behind Wine Folly is intricate, even the word “folly” is multi-layered.  Still, the modus operandi of Wine Folly easy to put words to:  To communicate wine as simply as humanly possible. And, to explore the human condition through the lens of wine.

Side Note: The funny thing about wine is that it deals with a lot of root human behaviors, from our desire to connect with others to our ability to recognize patterns (as a species.)

Why did you choose the name Wine Folly?

Oh, you ask!  Hahaha. This is my folly!  I should have read ahead…

So, the word “folly” has multiple meanings if you look it up. It’s a foolhardy mistake as well as an architectural element that has little purpose (other than just looking good from a distance.)  So, why “folly?”

For those just getting into wine, being interested in wine seems like pure folly because it’s just an alcoholic beverage. Why should anyone care? That said, once you’re inside, you come to realize that wine is an edifice with deep scientific and cultural implications. In short, wine is deep.  It will go as deep as you’re willing to dive.

So, we named it “folly” for that moment when you decide to take the plunge and see what’s out there.

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Pairing Wine Folly Magnum Edition with Domaine Carneros Le Rêve

Who is Wine Folly’s audience? 

At this moment, I love teaching wine beginners. That said, we will continue to develop our content past this level. It’s surprising how quickly people are absorbing and using the information with the visual approach!

Wine Folly Magnum Edition is the follow-up edition of your hugely successful first book, Wine Folly: The Essential Guide to Wine? Why did you decide to create this new edition?

The Essential Guide was an MVP (minimum viable product) to use entrepreneurial jargon. I did it to test the model against the market. Sure enough, the model worked!  Hot cakes!

Of course, as soon as the book came out, I felt a burning desire to iterate on the model. Magnum Edition is the iteration.  I’m not sure where the burning desire comes from, but it’s there and it’s unavoidable.

What makes this edition different than the first? Why should purchasers of the first book buy this new edition?

Besides the fact that it has over two times the content and a stunningly beautiful cover, it does a better job of communicating the topic of wine. There is some repetition in the format (and I did save a couple of excellent infographics in book 2), but the added value well exceeds the cover price. It was also redesigned from the ground up so there’s lots of new stuff.

If anything, you can now pass down your last book to a well-deserving wine beginner!

Do you think anything has changed in the wine world, from the consumer and professional perspectives, during three years since the release of your first book? How do you address those changes in this edition?

I’ve observed enormous change since the first book launch.

These days, consumers care more about where wines come from, how they’re made, and what they contain versus the love story and hedonism that defined the past. Of course, the wine world has been very slow to adapt to this new mindset.

So, in this new book, we tried very hard to be information rich and answer the fundamental questions of wine that are often left out of the marketing story. In this way, the book helps consumers take a more pragmatic approach to exploring wine on their own. It’s more about how to think about wine and where to hunt for it than what to think and buy.

What is next for Wine Folly?

I was supposed to write out my five-year plan out today, but I thought answering your questions seemed way less intimidating.

Seriously though, we have the lighthouse vision built and it’s audacious.  We just need to figure out how to paddle there without killing the team or losing the passion. I promise it will be big, or the other option: you’ll find me washed out living by a vineyard in Oregon with a VW Vanagon and a Blue Heeler at my rear. One of the two.

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