What's in a label? All wine bottles have them. They
come in all shapes, forms, sizes, and colors. Most are
easy to read, provided you have a college degree in
Decypherization and are fluent in at least 3
languages. Over the next few issues of this
newsletter, in a 2 part series, we will take a look at
their history, their meaning, their purpose, and the
effect they may have on the purchase of your next
bottle of
wine.
First and foremost, the label that appears on every
bottle of wine is in fact, a legal document. By law,
certain information is required to be provided to the
consumer. Strict standards exist for wines imported
into the United States, yet these countries have had
long existing quality and labeling policy in place
mandating certain extensive information.
Comprehending this data is still a mystery to the
most avid eonophiles. I will open class next
newsletter examining these foreign issues. But first,
history and current
trends.
In the mid 1800's, the first glue was patented that
successfully affixed a printed label to a wine bottle.
The basic information on these documents listed the
producer, its vintage date, alcohol level, and its
country of origin. Today, a much broader amount of
information is provided for the consumer. Appellation,
regions, sub-regions, vineyard, importer, varietal,
blend, quality levels, where the grapes were picked,
when they were picked, the row they were picked
from, and darn near who picked them. Are we getting
more info then we actually need?
Research and development of labels has become
quite an expense for today’s winemakers. It has
become a science as well as an art form for graphic
designers and marketing teams. The design of a label,
not the information printed on them, can make or
break a winery trying to bring their product to
market. To fight for shelf space and catch the eye of
the consumer, they must distinguish themselves from
thousands of other more established wines available
in today’s shops, stores, and restaurants
Studies have found that women purchase 60% of the
wine consumed worldwide. The old school way of
thinking, that women buy wines only because of their
label, not for the quality inside the bottle, which in
fact may still occur, but is farther from the truth in
the eyes of modern researchers. More educated and
wine savvy, female choices are based more on
knowledge, rather than random selection, than ever
before.
Once nature's role in the vineyard is complete, it is
now left to the skills and talents of the winemaker to
take control. Cluster selection, method of crushing
the grapes, style and length of fermentation, type of
barrels, blending, and numerous methods of
manipulation he chooses to impose during his final
process, all this and more determine what the vintner
eventually transfers into the bottle.
Fueled by Generation X and younger consumers
experiencing the joys of wine, the nectar of the Gods
has now become our number one alcoholic beverage
of choice. This trend may explain the craziness
associated with the New World of wine marketing. It
is just me, or do we all need a Degree in Zoology or a
Masters in Fine Arts before we make our next wine
purchase?
Labels today feature monkeys, penguins, giraffes,
mice, moose, goats, cats, dogs, kangaroos, bears,
frogs, fish, and birds to name but a few. I need look
no further than my own wine shelves to know the full
occupancy of Noah's Ark. Add in the oddly suggestive
titles Il Bastardo, Bouteille Call, Morningwood,
Cleavage Creek, Screw Kappa Napa, Earth Zin and
Fire, Cardinal Zin, and Fat Bastard, or the dead
celebrities Elvis, Jerry Garcia, and Marilyn Monroe,
plus the cutesy double takes Goats do Roam, Goat
Roti, and Bored Doe. With the inclusion of art works,
colorful collages, and whimsical characters, its almost
like watching Saturday morning
cartoons.
Is there a method to the madness? Indeed there is.
Marketing suggests giving the new generation of wine
drinkers their own identity. They would rather have
them buy with their eyes rather than through basic
education. They target women and younger clientele
with glitz and glam, creating a feast for their senses,
which in turn, plays to their purchasing psyche.
Many buyers do not want to be associated with "Old
Man Wines", one's their fathers consumed for years.
And who can blame
them.
Traditional labels still feature a facade of a chateau
or long established logo. Seems the only thing that
changes on these labels from year to year is the
vintage date. Without mention as to the grape inside,
it makes me wonder why in Geography class when I
was in school, they never taught me that Bordeaux
meant Cabernet or Merlot, Burgundy stood for
Chardonnay or Pinot Noir and the Rhone produced
Syrah or Grenache. Without this extended knowledge,
its no wonder these wines do not exist in the minds
of the new class of wine consumers
.Fine wines and educated palates will always find one
another. Packaging and price will continue to be the
driver to where all other wine purchases are made. A
cute label may influence an impulse buy, but if what's
inside is not to your satisfaction, you may not return
for a second
helping.
Not to imply that any of the wines mentioned or
implied herein are of undrinkable quality. Most are
quite tasty and good values. Others could be
considered questionable masquerades as to the plonk
hidden inside. The most important factor to remember
is this. Whether you buy with your eyes, your heart,
your mind, by recommendation, or by the rating, is
that you are thoroughly satisfied with the purchase
you have made.
Be sure to look for me next month when I try to help
you with the basics of Understanding Wine Labels
101
