2014 IEEE‐SA Symposium:
Electronic Design Automation (EDA) and Intellectual Property (IP) Interoperability
Jim Hogan October 6, 2014
The oldest‐known winery is in the "Areni‐1" cave in Vayots Dzor, Armenia
Dated to c. 4100 BC
The site contained a wine press, fermentation vats, jars, and cups
USA Wineries
Bottles 650/ton
Every Varietal has it own bottle Every bottle has its own cork $2
Two Buck Chuck
We tend to equate quality with cost
We view wine as a luxury item, and we seem to reject the intellectual construct that such an item can be both good and inexpensive
Introduced at Trader Joe's at a price of $1.99 per bottle, earning the wines the nickname Two Buck Chuck. Same Bottle, Same cork, Same winery, Same label, Same vineyard, same distribution , Same process and sold in one store – Trader Joses
What’s the catch? The Face of Innovation…
Fred T. Franzia To make a $2 wine one must compromise all sense of integrity and quality, own tens of thousands of acres of vineyards in the worst possible wine region possible where land is incredibly cheap and yields are exceptionally high, use machines to execute every part of a homogenized system that substitutes manipulation for hand crafted quality, and own every step of the winemaking process
Franzia built Two Buck Chuck by buying extensive vineyard property in a cheap area ‐ in his case, the San Joaquin Valley. He has the largest acreage of any wine company in the state, to which he's adding three square miles each year
The real reason is there are too many wines in the world and not enough demand.
Charles Shaw wine is made from cheaper grapes from California's San Joaquin Valley
The San Joaquin Valley is located in the hot, flat‐landed Central Valley, which is known in the world of California wine as producing massive amounts of overripe grapes The vineyards are planted so rows run north‐south, giving the vines maximum sun exposure and rows as long as possible minimizing the number of turns the tractors would need to make These aren't hand‐picked vineyards No waste ‐ it not only grabs ripe grapes, but unripe and down right rotten ones as well and throws them all together
Everything including all those unripe grapes, rotten grapes, leaves, stems, birds, rodents, and insects gets tossed into the crusher and transferred to large tanks to ferment
The finished wine in whatever way necessary, including adding sugar or unfermented grape juice to make the wine palatable
The lessons for Standardization and Inoperability
Grape growing and especially wine making is viewed as a hand crafted enterprise. Therefore production volumes are small and everyone try to sell on value. A Maverick comes along and doesn’t accept that a bottle of California wine will cost $20 and establishes a capability but standardizing his process and materials then adds high levels of automation and then simplifies distribution for a more efficient market
Watch out world, there is a semiconductor maverick out there!