- Frank Schoonmaker
Frank Schoonmaker (
August 20 1905 - 1976) was an Americantravel guide writer ,wine writer and winemerchant .Life and work
Frank Schoonmaker was born in
Spearfish, South Dakota , and attended two years atPrinceton University , after which he dropped out of in 1925 to live and travel inEurope . He wrote two travel guides, "Through Europe on Two Dollars a Day" and "Come with me to France", and, with the approaching end ofProhibition , researched a series of articles for "The New Yorker ". While involved in this latter project he metRaymond Baudoin , the editor of the "La Revue du vin de France ", who took him under his wing and taught him about wine, touring the various wine regions of France. [cite book| last = McCoy | first = Elin | title = The Emperor of Wine: the Rise of Robert M. Parker, Jr. and the Rein of American Taste | location = New York | publisher = HarperCollins | year = 2005 | isbn = 0-06-009369-2 | page = 16-17]Schoonmaker's importance was both as a writer, the author of the "Complete Wine Book" (1934) and later the classic "Frank Schoomaker's Encyclopedia of Wine", and as a wine importer, who found American markets especially for small scale growers in Burgundy such as the Marquis d'Angerville in Volnay. Together with Baudoin, Schoonmaker played a seminal role in creating a market for wines bottled by the grower/winemaker rather than by a 'negociant' - a merchant/shipper.
Schoonmaker also collaborated in the wine trade with
Alexis Lichine , another wine writer, and the pair was considered the two most influential wine writers in the US for several decades.As a consultant to such Californian wineries as Wente and Almaden, Schoonmaker in collaboration with Lichine introduced the idea of labeling wines using
varietal names (such asPinot Noir ,Chardonnay , orRiesling ) rather thansemi-generic names borrowed from European regions ("Burgundy", "Chablis", "Rhine", etc.). Schoonmaker claimed that "the more specific the name, the better the wine". While Schoonmaker and Lichine was promoting the practice in California already around 1940, it did not become truly widespread until the late 1960s and early 1970s.Robert Mondavi was one of the first to label the majority of his wines by varietal names and was tireless in promoting the practice. This has become the standard inNew World wine and some European producers are adopting the practice because of consumer demand.ee also
*
California wine
*Wine label
*Semi-generic
*List of wine personalities ources
*Schoonmaker, Frank. "Frank Schoonmaker's Encyclopedia of Wine". NY: Hastings House, 1965.;Footnotes
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