Robin Garr wrote:... and I honestly don't expect to see it happening with hybrids or, in most cases (Horton and Stone Hill possibly excepted), not with Norton.
My opinion is that the opening up of wineries in the American heartland to wider markets could very likely see the development of viticulture based on non-vinifera (especially new-generation cultivars like those coming out of Minnesota) that is actually
suited to the continental climate. Personally I would never wish to be a winemaker growing vinifera in a place like Missouri or Nebraska when there are cultivars that will handle the winters
and the summer humidity and ripen consistently, and get far less disease than vinifera would. And, if we believe that the best wine begins in the vineyard, healthy vines and clean fruit (much easier to achieve with non-vinifera varieties than with spray-requiring viniferas) are one of the starting points.
The thing that many people leave out of the equation is the possibility of regional tastes actually adopting the flavours of such grapes as mainstream, and frankly this is what I think ought to happen. When the wine world promulgates a limited number of grapes as the only desirable grapes despite the existence of varieties that actually fit the terroir, it's a case of cultivating a "one size fits all" mentality (or, more to the point, a "one type of grape must fit all terroirs" mentality). This, essentially, is expediency.
The international market no doubt already seeks out that which is already familiar and judges it based on pre-set criteria. But I think that no less valid are the trends that see regionally-successful wines garnering strong local support and the local populations (as well as open-minded folks elsewhere) seeking said wines out. How else to account for the in-state success of Missouri's Cynthianas and Nortons, or even Virginia's Nortons ... or the hybrid and labrusca wines of Quai du Vin south of London, Ontario, where the winery staff say they don't even bother to advertise much because their customer base is consistently secure? I think that any opening up of the Heartland to out-of-state markets should therefore be viewed from both a regional-economics and international (e.g. as with our icewine exports) perspective.