A campaign Callaway launched ruffled some feathers, however: "White Wine Is All We Make". Joe says the German winemaker Callaway had at the time was trained in whites, primarily Riesling and the reds he produced weren't so good. The inside joke at the time was "white wine is all they know how to make."
He explains that he's making wine for a broad range of customers, from the person who has never tasted wine to the true connoisseur. "I don't buy enough wine to keep us in business", he says, so he makes wines for the people on the other side of the counter. He listens to his customers, too, and enjoys interacting with them.
Whereas he used to believe you were a good winemaker if you could analyze a wine down to its chemical base, he now realizes the importance of time spent in the vineyards understanding how the fruit is grown and being able to manipulate the vineyards to optimize the quality of the fruit.