Okay, I have to get this one off my chest – I have just about had it with all the stupid wine labels these days! It has gotten to the point where I automatically bypass a wine if it has another animal, crude name or dumb comic on it.
Now, don’t get me wrong, I know what is probably driving this phenomenon. Somebody (or, more likely, more than one person) did a bunch of market research and “discovered” that catchy labels attracted more customers to wines. The same marketing principle as is used on all kinds of products everywhere in the world.
And I also know, from over-hearing it more than once, that some people do buy a wine “because it had a pretty label.” Don’t get me started on that one…
Finally, this is also undoubtedly a reaction to those who are intimidated by hard to pronounce wineries and wines, including those from Bordeaux, Burgundy and – especially – Germany (in the latter case, they do have a point. Have you tried pronouncing the way your average Riesling gets named?).
But really, people – come on! Can’t we be creative in this area without resorting to the lowest common denominator?
While wine – and wineries – shouldn’t take themselves too seriously, there has to be some pride in what is in the bottle. A lot of time, effort and money go into making most wine and, ultimately, it is the product that will determine whether someone likes it (and maybe buys another bottle).
Personally, I think it is much more effective to promote what is inside the bottle. Choose a name you are proud of (especially if it is your winery!), pick an image or images that reflect who you are, and then proudly describe what that wine is all about. For me, as well, make sure you have info on grapes, style, etc. on the back of the bottle – I tend to spend more time looking there than anywhere else.
Finally, price your wine fairly – at the end of the day, that is what will really get people to take a chance!