Consulting Work
As a consultant to such Californian wineries as Wente and Almaden, Schoonmaker in collaboration with Lichine introduced the idea of labeling wines using varietal names (such as Pinot Noir, Chardonnay, or Riesling) rather than semi-generic names borrowed from European regions ("Burgundy", "Chablis", "Rhine", etc.). Schoonmaker claimed that "the more specific the name, the better the wine". While Schoonmaker and Lichine was promoting the practice in California already around 1940, it did not become truly widespread until the late 1960s and early 1970s. Robert Mondavi was one of the first to label the majority of his wines by varietal names and was tireless in promoting the practice. This has become the standard in New World wine and some European producers are adopting the practice because of consumer demand.
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