ALPHARETTA, Ga. — Fermented owner Adam Danielson thinks the wine industry may have lost its way, but he wants to help customers get back to their roots.
At Fermented, Danielson stocks his shelves with wines sourced from vineyards that embrace the natural growing process, rather than work against it.
“They prune and plant according to the cycles of the moon,” Danielson says. “It’s a holistic approach to the vineyard and they don’t bring anything in from the outside world.”
Danielson founded Fermented with the idea that Alpharetta and north metro Atlanta residents are interested in how wine is made, and his philosophy is to simply buy sustainably made products that taste good.
Fermented prides itself on offering customers the opportunity to purchase fine wines without having to make a long drive to downtown Atlanta.
“We realized how great this community is,” he said.
The store not only sells comprehensively crafted wines, but also offers tastings and classes that tell the wines’ unique stories.
Danielson, 45, fell in love with wine when she started working as a waitress at age 18 and became a restaurant manager at age 20. He eventually began working as a wine cellar manager and settled in Santa Barbara, California, an area known as the “American Riviera.”
There he realized that all of his favorite wines had something in common: they were made using natural methods.
“I began to realize that the wines I was drawn to were lower alcohol, less oaky and less processed,” he said.
After meeting with winemakers, he says, he learned the industry’s dirty little secret: Mass-produced vineyards grow wines with a focus on profit margins and little consideration for flavor. They add additives, artificially inflate flavors, and are somehow overrated by critics, he says.
“A lot of these tasted like alcoholic grape juice,” he says, “too much fruit, too much alcohol. It was nothing like the wines I first studied early in my career.”
All Fermented wines are biodynamic or organic. Biodynamic estates grow grapes in conditions that mimic natural environments as closely as possible, being sustainable and “healing the land” through agricultural practices.
Danielson said grapevines, like people, thrive best when they experience adversity.
“I discovered that there are a lot of similarities between people and wine,” he said.
Vines planted in poor soils that struggle for moisture produce more complex flavors. The incredible ability of these plants allows them to burrow as deep as 80 feet in search of water.
Danielson says that making wine naturally reduces the chance of a hangover, and he boasts that he hasn’t had one in years.
Fermented also has a room that Danielson calls the “Flight Club,” where he and his staff teach patrons about the winemaking process and the stories behind each bottle.
“There’s going to be a lot of learning,” Danielson said.
Every wine has a story to tell, he said.
Avino Cava Reserve Brew is made by a family that has been making wine since 1597. This champagne-like drink is fermented from grapes native to Northern Italy, with delicate bubbles and beautiful effervescence, complemented by bright citrus and apple aromas.
Danielson said he is especially proud to be selling Foradori wines made by an innovative woman who took over her family’s farm and converted the operation to biodynamic farming methods, becoming a leader in the industry.
“Her wines are super limited edition and super delicious,” he said.
Danielson said he feels fortunate to be based in Alpharetta for a few reasons.
“They love supporting good people and good products,” he said.
Fermented’s customers say they return time and time again to take advantage of Danielson’s selection and knowledge.
Matt Keeter of Woodstock stopped in looking for a California red wine that his wife could enjoy without getting a headache.
“His memory is incredible,” Keeter said. “If it’s something that I personally like, I’m sure he’ll remember it.”
Jay and Courtney Waggoner of Roswell said they also appreciate Danielson’s knowledge, but that natural wines keep them coming back because they’re less likely to give them a hangover.
“This is a good, clean wine,” Jay Waggoner said.