Terroir and Other Myths of Winegrowing, the new book by Dr. Mark A. Matthews, is a must-read for any wine grape grower or winemaker who has ever wrestled with the most important myths of winegrowing or debated them with colleagues—and that would be all of us! It is also a great read for any wine consumer interested in looking at “the man behind the curtain,” so to speak: the myths promoted by wine writers, tasting room staff, sommeliers and other wine gatekeepers.