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If you've paid a visit to your local retail wine establishment lately, I'm sure you couldn't help but notice a complete transformation of the basic wine label. When browsing the more than 10,000 wine brands currently being offered to the wine consumer, our eyes are bombarded with colorful images of yellow kangaroos, pin up girls, fire breathing bears, leaping frogs and an assortment of abstract art labels. In days past, the typical California wine label as both simple yet elegant providing the consumer with essential information to make an informed buying decision, by letting them know hat as in the bottle. Back in the early 80's when I as taking my first wine marketing course, at Fresno State, we learned about that traditional wine label which included the Four V's: 1) VINTNER'S name, 2) VARIETAL grape, 3) VINTAGE year, and the 4) VineYARD location all presented in a very conservative, non flashy, straight forward, and informative format. The traditional wine label included possibly an image of the winery building or family crest with basic scripted information promoting family history, basic wine chemistry and quality. These conventional wine labels were developed in a very similar fashion to the "old world" European wine labels, with the exception being that California wine makers chose to make it easier for the wine consumer by listing the varietal grape on the label. Unlike their European counterparts which historically have focused more on geographic location i.e. Bordeaux (Cabernet Sauvignon/ Merlot) or Burgundy (Pinot Noir). These traditional wine labels were designed to place wine on a pedestal and to promote wine to a specific group of elitist wine consumers. Well those days of reproducing the basic wine label, for the most part, are long gone. Today, many wine makers are creating flashy, eye-catching packages that are screaming at consumers to "buy me!" I know that this new marketing strategy has definitely made an impact on my wife as she is very prone to choosing wines by the artful wine label or the catchy name. This holds true for the majority of women how are said to be purchasing and consuming 60% of wine. While some wines are being specifically targeted towards women many are gearing their labels towards the "Millennials" (the 20's crowd). This group of young consumers are not interested in the traditional "old world" style labels and tend to gravitate more toward the fun and "cartoonish" labels that are reflective of their youth. Several of our Northern California wineries have chosen to join this ne marketing trend. I have personally discovered that many of these wines with their outrageous labels and wild names are actually quite good. G Happy Tasting! Brian |
Wine Tasting 101This class will take you on an exciting adventure into the world of wine. Learn the basics of wine production, differences in varietal wine grapes and their geographical growing regions. Also learn how to read a California wine label, glossary of essential wine tasting terms and finally, how to taste wine like a professionals through the sensations of tasting. (Sensory evaluation) --- Power Point presentation --- All students are required to bring 6 wine glasses.Ages 21+. One-day workshop. Classes at the Cottage Room at Hutchins Street Square. Price: $30.00. Instructor - Brian Price (Enologist) CLASS SCHEDULEALL THURSDAYS FROM 7-10PM
TO REGISTER
Call 209-333-5511 or Fax 209-367-5907
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Contact us at info@lodiarts.org
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