“One day, my Dutch importer phoned to say, ‘Your wine got 100 points in Parker.’ I was not happy at all.”
That’s what Dirk Niepoort, one of Portugal’s best wine minds, told Sarah Ahmed in a piece on wine-searcher.com. The maker of table wines continued, saying that it would “destroy” what he’s done in the vineyard and winery because “it’s too early to have 100 points;” such acclaim would raise prices and alienate the customer base he’s trying to build. To the tape:
As I get older, I care less and less. And more and more I want to build our reputation on word of mouth with customers who eventually have the money but, more than anything, have a taste and respect for what we do. That creates the image, not the Parker or “Wine Speculator” [sic] way. It’s slower, but much safer – less volatile.
Asked what he most dislikes in wine, he replied, “points.” He further stated that his sales were up 80% in the first quarter of this year.
IMPORTANT UPDATE: I inquired which @NiepoortWines received 100 points, they replied on Twitter “Someone told Dirk he got 100 pts and that was his reaction. In fact he never got 100 pts from Parker.”