Alit 2016 Pinot Noir

Alit 2016 Pinot Noir

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Hi Folks,


50 CASES - That's what we got and it's going to FLY! Have you been good this year? I mean the year has been ridiculous but we are warriors and hopefully you can celebrate with loved ones or give a gift to a colleague. 3 steps at a time.  

The 2016 ALIT Pinot Noir was made to be poured by the glass in The Seagram's Building at The Grill, The Pool, and The Lobster Club. How's that going?  TEMPORARILY CLOSED. UGH.

ENOUGH. How does the 2016 ALIT compare to the GOAT 2015 ALIT Pinot Noir you ask?  Well, first off the terrible wax top is Gone, Baby Gone. More importantly, it's delicious, more Burgundian in style, VERY SILKY, slightly less fruit-driven, and very elegant.  Sommeliers actually prefer it to the 2015 but we won't hold that against the wine. 

This is The Land of Opportunity! I've said it many times, many ways, but SIMPLY it's the best sub $20 bottle of wine in the world. 100% guaranteed. 



Now you know why ALIT without question has delivered more weight than the wallet. It's because of TOUCHSTONE.  When wine is great there is always a cause.  

If you are one of the few people who haven't tried Alit Pinot Noir yet (and there can't be many of you), then don't listen to me - listen to your peers. THIS IS THE BEST BOTTLE OF  WINE under $20 you'll find - 100% guaranteed - every single person has LOVED IT.  A little birdie told me that they might (nodding) get named one of the best new wineries in America very soon!
Make NO MISTAKE - this is NOT bubblegum - this is EXTREMELY SERIOUS WINE. I have cracked the ALIT pinot 100 times over the past year and every single bottle has made me croon "well gosh darn." Many of my good friends sent it for gifts and it's a smash hit.
A) The wine is awesome.
B) It's organically dry-farmed and hugs more trees than someone from Thiruvananthapuram
C) It comes with a wax top - DO NOT try to take it off, you'll drive yourself crazy, it was put on there to keep the bears away, simply drive a corkscrew through the wax.
D) It's entirely handcrafted and artisanal, made by some of the most famous wine people in the world in Oregon.
E) It is part of a revolutionary "collective program" - read below.

I tried to explain what was going on at ALIT a few months ago and the message got fuzzy.   I am making it super clear for you.   If you like pinot noir, love great wine, and love value you are NUTS not to buy this wine.  

The hippie Alit collective story below is worth a read and perhaps revolutionary in the business, I should know - I'm a total hippie.  Basically, it's like COSTCO. You pay the membership and then you get incredible pricing together as a group.   They might be mad at me for using COSTCO as an analogy but I am trying to get my point across .....besides who doesn't love COSTCO?

The original offer is below and worth a read.  
A Wine's Quality Is Determined In The Glass.
Shane Benson | Owner | New York Vintners   

"This is the inaugural wine from Mark Tarlov's new direct-to-consumer wine project, derived from a number of vineyard sources, most of them volcanic, including Hyland, Momtazi and La Colina. Depending on the ripeness of the stems, winemaker Alban Debeaulieu uses up to 30 percent whole clusters in his must, and that yields aromas of tobacco and bramble; it may contribute to the assertive savor on the palate. This is juicy and accessible, a pure pinot expression for a chanterelle pasta."

THE fruit for ALIT comes from the outlying parcels of some of Oregons most venerable vineyards, including the historic Dubay Vineyard which encompasses Stonecreek and TOUCHSTONE.  The graphic above shows the vines for ALIT and their proximity to these great vines.  


"The principle of the Alit Collective  is to remove anything that gets in the way of the experience of drinking wine that is an honest, responsible and delicious expression of the place where it grows and of the people who make it. Alit takes wine out of  the “black box” and shines a bright light, (it is ALIT after all), on the farming, fermentation and finance that goes into creating a luxury wine. Alit is all about who we are and what we do and what it costs to do it." --Mark Tarlov


Mark’s passion for wine, especially Pinot Noir, is common knowledge amongst wine professionals.   The wines Mark has introduced to the world exemplify this passion, ambition and most of all, his acute sense of quality. So when Mark brought us a sample of his new Alit Pinot Noir, we were immediately interested, especially after tasting the Chapter 24 and Rose & Arrow wines from Oregon which are all the rage right now.
The wine in the glass was simply DELICIOUS. The majority of the Pinot we taste under $25 tends to have an overabundance of ripe Cherry Cola fruit with very little length on the palate.  Rarely are these wines made with any commitment towards sustainability or real quality. This is NOT the case here. The fruit for Alit is organically cultivated and harvested from a number of Oregon's top vineyard sites. Dry farming and the use of whole clusters during the fermentation increases extraction yet the wine remains remarkably balanced. Simply put, this wine has character and depth with gorgeous black cherry fruit and a savory, autumnal tone. The wine is buoyed by a freshness that comes from slightly higher acidity and possesses an extra dimension of energy than is commonly found in wines at this price point.
So what in the heck is going on? Why is the pricing so incredible?   Mark is an intellectual and he looked at the math of how people purchased wine and he discovered that he wanted to incentivize people to be loyal customers.  
We love getting in on the ground floor of truly game-changing ideas and quality-minded producers and this is the best idea we’ve come across in a LONG time...
"At its (wine) best, it’s made in small quantities by passionate craftspeople who get as much joy from sharing their product as they do from making it. And it doesn’t take a small fortune or months of studying to appreciate the “good stuff.”" -- Mark Tarlov

Welcome to Alit: a letter from our founder
Ask anyone who’s passionate about wine if they remember the first bottle they fell in love with, and I’m willing to bet their eyes will light up. They’ll mention a specific vintage or a producer, but their story will really be about an experience: a moment that was elevated from the ordinary to the extraordinary simply because of what they were drinking.

For me, that moment was 35 years ago. My wife, Judy, surprised me one day with an impromptu lunch, and a bottle she’d bought in France that she had been surreptitiously carrying with her for months until the time was right. It wasn’t just the wine that blew me away (though it was amazing), it was the effort she’d taken to get it there.

A bottle of wine’s potential to enhance everything around it—the atmosphere, the conversation, the interaction—is why Alit exists. I’ve been running vineyards for over a decade, and making wines that sell for $60 — $100 per bottle. I’ve made wines that win awards and wines that sell at the country’s best restaurants. It was wonderful…
… but it always felt like we were missing the point.

Because here’s the thing we don’t often talk about when we talk about wine: the way that it’s traditionally sold and marketed is actually contrary to the very idea of wine itself. At its best, it’s made in small quantities by passionate craftspeople who get as much joy from sharing their product as they do from making it. And it doesn’t take a small fortune or months of studying to appreciate the “good stuff.” (Especially when you define the “good stuff,” as we do, as a bottle crafted with integrity and care.) You just have to taste it—and feel connected to the people and place that made it.

In short, our team believes that while making great wine is incredibly hard, sharing and enjoying it shouldn’t be. So we set out to do something quietly radical: lower the barrier to entry for exceptional wine. From how we price our bottles to how we operate our business, we’re constantly chipping away at institutional processes and traditions to make it easier for people to fall head over heels in love with wine.

It’s my pleasure to welcome you to our journal, our community, and the very beginning of our movement. We’re delighted you’re here, and we can’t wait to share a glass with you.