Hmmm. . .labels. . .
Truth? They matter more than they should from a retail perspective. However, is that such a bad thing? Let’s be honest with each other; how many times have we all been caught in a dusty aisle, in the back of a wine shop with two intriguing bottles in our hands and only the budget for one? What do we do at this point? Me, I pick the more attractive of the labels. I believe that you can decipher subtle cues (and at times, not so subtle) as to what’s in the bottle from how the winery/winemaker/importer decides to dress the bottle. For instance, does the label look like an etching? Is the picture of a vineyard? A chateau? Is the label devoid of image, but simplistic and featuring antiquated script? I assume these types of labels are designed to equate their products with more traditional flavors, techniques, styles, philosophies and intent. On the flipside, does the label feature bold colors (and are specific colors linked to specific varietals. . .always the mark of a quality wine)(kidding), are there cute animals on the label, is a pun involved in the title (as in. . .seven deadly zins, cardinal zin, it’s zinfully delicious, zin it to win it, etc.)(ok, I made those last two up)(but I waited soooo long to use them)? I assume these types of wines reflect their labels. I expect the wines to be fun, flamboyant, simple and easily enjoyed, but without the need for any contemplation. Not bad wines. Just not my type of wines.
Is this a fool-proof method? Nope. I still get surprised by wines. Some traditional labels house some very “new age” wines and vice versa, but it is the best method I have discovered so far.
Also, I think its important to remember that although wine consumption in this country is on the rise, most people don’t have the time, inclination, interest or culture to invest in wine knowledge. It is easier to navigate the scary imported wine aisles of the local retailer according to label style, than it is to actually do the research. And that is in no way a criticism, just an observation. If everyone learned about wine, I would be out of a job.
So, in short. . .yep, I think you are dead on about labels being a big deal. But, I guess I am in support of that.
By the way. . .is this THE Alejandra Anderson? Keeper of the tightly wound “Ars Epica”?