We’re rolling into one of the most exciting times of the year in Wine Country—crush season! While “crush” might bring to mind high school infatuations, in the world of wine, it signals the start of something even better: the grape harvest and the beginning of winemaking magic.

Sure, you might picture the iconic “I Love Lucy” scene of grape stomping, and yes, that Old World tradition is still alive at some wineries. But these days, there are plenty of modern techniques in play too. So, let’s break down exactly what crush means in Wine Country and why it’s such a thrilling time to visit!

What is Crush?

Ask a winemaker to define “crush” and you’ll likely get a few different answers. For some, it encompasses the entire harvest season—from grape picking in late summer through to bottling. But more commonly, it refers to the time just after the grapes are harvested, when the fruit is crushed and the juice begins its journey to becoming wine. Yippee!

In essence, crush is one of the most critical stages of winemaking. It involves several key steps: harvesting, crushing and pressing, fermentation, fining/clarification (optional), and finally, aging and bottling. It might sound straightforward, but there’s a lot more to it than meets the eye.

In the Vineyard

Harvest season starts long before the grapes are plucked from the vine. It all begins with veraison, when the grapes start to change color, usually around July or August. As the fruit ripens, its sugar content increases, and those sugars will eventually ferment into alcohol. Winemakers keep a close eye on the vines during this time, often visiting the vineyards daily to taste the grapes and test for sugar and pH levels, ensuring they pick at the perfect moment.

Pick Me, Pick Me

Winemakers each have their own preferred timing for picking, depending on whether they want higher acidity for freshness or more ripeness for richer, fruitier flavors. But Mother Nature always has a say—weather plays a huge role in determining the exact pick date, which can vary year to year.

Typically, grapes for sparkling wines are picked first, since they require lower sugar levels (and higher acidity), while dessert wine grapes are the last to be harvested, needing more time to build up their sweetness. For small, high-quality productions, grapes are often picked by hand—a labor-intensive but precise method. Larger, mass-production wineries may use machines for efficiency, though this requires careful sorting afterward to ensure only the best grapes make it into the wine.

We’ve Got A Crush

After the grapes are picked and sorted, the winemaker decides whether to destem them or go for the more rustic ‘whole cluster’ fermentation, which adds structure and tannins to the wine. Next, the grapes are gently crushed to release their juice. While foot-stomping still happens at some wineries for fun and tradition, mechanical crushers are the more common choice these days.

For many white and sparkling wines, the juice is quickly separated from the skins to avoid any unwanted color. Red wines, on the other hand, need that skin contact to develop their rich color, bold flavors, and textured body

Fermentation Fun

Once the grapes are crushed, the resulting “must” (juice and grape solids) is allowed to rest. Fermentation can happen naturally with wild yeasts, or winemakers might add specific strains to control the process. Yeast is what transforms grape juice into wine by converting sugar into alcohol—a key moment in winemaking!

From there, winemakers use a variety of techniques depending on the desired style of wine, such as malolactic fermentation, lees aging, or filtering and fining. It’s a complex process, but it’s all worth it for that perfect bottle of wine.

Conclusion

Next time you sip your favorite bottle of wine—be it a Sonoma Pinot Noir or a Merlot from Napa—think about all the steps that brought it to your glass. From the vineyard to the crush pad, to the fermentation tanks and beyond, a lot of work (and love) goes into every bottle. And if you ever get the chance to visit Wine Country during crush season, don’t miss out—it’s not only an incredible experience that truly brings the winemaking process to life, but it’s also just a fun time filled with educational and festive events. See Upcoming Events here.

Want to start planning your visit? Here are some helpful resources to aid in your planning:

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