Joel M. Fisher, Ph.D is Wine Instructor for the Culinary Arts Department, Art Institute of California-Los Angeles. He is Director of Public Affairs for the world famous Palace Hollywood, and conducts wine tastings and wine and food pairings in the Los Angeles, San Fernando and Conejo Valley areas.

05/02/02 

A Visit to Joshua Tree Imports LLC, A specialty wine store which import wines from Australia, New Zeland & France

In the last issue I wrote that instead of just writing exclusively about tastings I wanted to look at interesting people, their restaurants, their import businesses or wine stores. One of my Pasadena readers called me to talk about an intriguing store he had discovered in Old Towne Pasadena -- Joshua Tree Imports, LLC. I called to learn whether or not the owner would be there on a Saturday and for how long he would wait. That set, I drove up the following Saturday to meet with Michael Opdahl, the young owner of the establishment. His specialty includes imports from Australia, New Zealand and France.


Michael has quite a different past for someone running a wine store: a graduate of Kenyon College in Ohio his background included running finance companies. Not too long ago he attended a Christmas Party and fell in love, specifically, with the Australian Penfold's Bin 15. He began bringing in wine for his own use. Between 1995-1996 Michael was bringing in 6-12 cases a month for his own and friends enjoyment. Suddenly the ratings from various wine magazines came out, and Opdahl began sending some of these wines to auctions. For that purpose he obtained a license (retail-class 20) Spending a not overly expensive amount for that license, he spent 2 years learning about wine, taking private classes, attending trade tastings, etc. In 2001, Mike Opdahlopened up his new business.

That first year he experienced a great autumn, eventually placing 90% of his inventory on the internet (Winesearcher.com). He sold a total of 500 cases throughout this period. Projections for 2001 seem to be about 5,000 cases sold. At this stage, Michael is working with both a San Diego and San Francisco wine broker. The Australian imports include Shiraz product from Henschke, Penfolds, St. Hallet and Yarra Ridge. His Cabernets include wines from Peter Lehman, Wild Duck Creek and Wynn's. California Cabs include from Araujo, Barnett Vineyards, Chappellet, Dominus, Heitz, Lokoya, Newton, Peter Michael, Raymond, Souverain, Tay, and Grace Family Vineyards. 


Imports from Burgundy include Montrachet, La Tache, and selections from Drouhin, Jadot, Laurent, and Verget. From Bordeaux Opdahl imports from Chateau Cos d'Estournel, L'Evangile, Latour, Monbousquet, Pichon Lalande, and Tertre Rotebeouf.Rhones include from Chapoutier, Guigal, Jaboulet, Perrin and Roger Sabon. Others include the rare Spanish Pingus and Vega Sicilia, along with Riojas from Roda . Check with Michael (626-577-5504) for the date and times of some informal wine tastings they do at the store late in the week or on Saturdays.


I recently attended a Zinfandel tasting conducted by Barrie Logan of Santa Monica for the Southern California Chapter of the Society of Wine Educators at the Lyn and John Pohlmann residence in Seal Beach. The first wine tasted was a Feudo Monaci 2000 Primitivo. This is the Italian relative of Zinfandels. The wine was fruity, dark rich red, with lots of berry a little tannin and a dry finish. Then, we did something for which I have mixed feelings: a blind tasting of the first 4 bottles. At the top of a tasting page, we listed the four wines, and analyzed their appearance, odor, and taste. At the bottom we had 4 regions, designated W, X, Y and Z. Regional descriptions were presented: like "red fruit, straightforward, refined and elegant, plumy, sometimes jammy, earth tones, oaky and angular" to quote a few. To the side we had the assignment to match the numbered wines from above with the appropriate regional description. Nobody, including our certified wine experts, guessed 100% correctly. At least I didn't have to claim an appearance of "empty nose syndrome."

This done, we moved to flight 2, with a Ridge 1999 Zinfandel (Dusi Ranch)which had earthtones and good fruit. Then came a Pezzi King 1999 Zinfandel from Dry Creek Valley, Sonoma, with alcohol of 15.5%! This was offputting, but as someone said, "archtypical." This was followed by Rosenblum Cellars 1999 Zinfandel (Napa), which had good color, good nose, possessed lots of fruit and was a bit oaky. We concluded with another Rosenblum Cellars selection, their 1999 Zinfandel from Mendocino. The wine was a rich dark color, very fruity, and with some tannic overtones. All in all a nice selection. Accompanying dinner (Pizza), we had a Dry Creek Vineyard (Sonoma) 1999 Zinfandel,which retails for $15.00 and rated by Parker as a 90 bottle. We also sampled a 1998 Robert Biale and a Martinelli 1999 Jackass Vineyard Zinfandel which was balanced, fruity, elegant and exceptional! After dinner some attempted the St. George Spirits, Grappa of Zinfandel from Napa and Sonoma Vallies. This was strong, an excellent drink with fig type tastes on the palate. All in all, a very pleasant experience. 


Last week, while driving down Ventura Boulevard, I spotted the Flask, a wine store I'd been shopping in since before my daughter was born. I thought about the fact that I had been visiting this place for nearly 30 years and pulled in to see if I could interview Marty Petersil. I did that, and returned a couple of days later to do exactly that. The Flask has been in business 40 years! Started by the senior Petersil and his sons for a $10,000 investment they bought the business and extra for the inventory. At the beginning the store carried 99% liquor and 1 % wine. By 1972 matters had changed in a big way -- it was now 98% wine and 2% liquor.


Back in the 1970's there were only three major wine stores in the entire valley. The guys got busy and their brother in law, Ray, joined Marty and Chuck. My memory of them goes back to the days of a good wine organization called Les Amis du Vin. The Flask helped with the chapter, and tastings at the Sportsmans Lodge monthly. The tastings expanded to 70-90 people each time, for the reasonable price of $25.00. Their stock also expanded, to where they were representing more than 500 wineries, and I watched Marty buy primo older collections from some doctors -- and then sell them through the store.


Over the years Marty went up to Napa-Sonoma 4-5 times a year, and Ray to the Central Coast at least a half dozen times a year. They were quite diligent in expanding their California stock. Somewhere back in time the store and its merchants became active in the annual cystic fibrosis charitable benefit. Marty coordinated the wine portion of the affair for 11 years, as it went from 80-100 in attendance to the current 1200. 45 wineries will be present at the Pacific Design Center, May 18, 2002. Tickets will be $275.00. Call 310-479-8585 for more information.

Before that the Flask is conducting their 11th Annual Central Coast Bus trip on Sunday, May 5, 2002. The cost is $100 per person inclusive with a continental breakfast before departing, stopping at Kalyra Winery, with lunch at Rusack Vineyards who will be joined by Andrew Murray, Sunstone and Barnwood vineyards with wines to taste. This is,indeed a great value. And, all of this is from a store specializing in service. They aim to provide the right product in the range the customer is seeking out. Because they know so many of their customers so well, they will tell you what they think you want, you pick, they deliver.

Shops like this, focusing on quality and diversity of wines are what make hunting the better bottle of wine so much fun. I can only wish the prices were the same as when I first visited the premises. Call 818-761-5373 for more recent information. And, go visit and wander around the store.


We’re looking forward to raising a glass of wine with you!!