It is agriculture. It is magic. It is art. And, surprisingly, it is architecture. Over the centuries in Europe, and more recently in places like New Zealand, California and South America, an architecture unique to wineries has grown up and influenced how we perceive wine and the winemaking process.
Good architecture sends an important message.
That message extends to the product. Elegant wine will surely flow from an elegant building. Good, reliable wine is the product of a sturdy, stocky structure. Defining that identity is not such an easy thing. The logic in this approach is that buyers will think a wine is better if there is a pretty building behind it.