The hope for terroir driven wines is for small producers is to find a way to circumvent distributors -- whose interest is the commoditization of wine -- and sell directly to consumers.
Napa Valley (AVA)
Terroir in the Face of the American Marketing Machine: An Interview with Bob Long
"Big, cooperative wineries aren’t interested in terroir. Small producers will usually be craftsmen, ‘terroirists’ first."
September 22, 2006
Alan Goldfarb (AG): Tell us about Pritchard Hill. Will it ever become an AVA?