SINCE THIS IS THE ANNUAL TECHNOLOGY ISSUE of Wines & Vines, I’ve been thinking about differences between the hard and soft technologies that wineries use. Hard technology in this case is equipment and machinery mostly made of steel, and soft technology is basically computer software made of code.

Almost every winemaker likes the hard technology. Who wouldn’t want a set of gleaming new stainless steel tanks like those Andrew Adams writes about in the Product Focus featured on page 46? Somewhat different are the more traditional hard technologies such as concrete and oak fermentors. But most of you winemakers out there would buy all of these kinds of technology—if you had the money.

Soft technology is a different story. You don’t necessarily want it—in fact some of you might even pride yourselves on not using it. I remember visiting wineries in Woodinville, Wash., in early 2014 and meeting separately with two guys who used to work together at Chateau Ste. Michelle: Mike Januik of 10,000-case Novelty Hill-Januik Winery, and Bob Betz of 5,000-case Betz Family Winery.