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I. WHAT IS A WINE?

AFTER THE CRUSH A Perspective on Wine Labels by Paul W. Reidl Associate General Counsel E. & J. Gallo Winery. I. WHAT IS A WINE?. Wine is the product of fermented grapes. Wine is the product of centuries of tradition. II. WHAT GIVES WINE ITS FLAVOR?. The characteristics of the grapes.

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I. WHAT IS A WINE?

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  1. AFTER THE CRUSHA Perspective on Wine LabelsbyPaul W. ReidlAssociate General CounselE. & J. Gallo Winery

  2. I. WHAT IS A WINE? • Wine is the product of fermented grapes. • Wine is the product of centuries of tradition.

  3. II. WHAT GIVES WINE ITS FLAVOR? • The characteristics of the grapes. • The geographic and climatological conditions under which the grapes are grown • The skill of the winemaker. • Yeast selection • Fermentation • Aging

  4. Wine Label Designations Have Been Influenced By Three Things: Tradition, Geography, and the Winemaker’s Ability to Influence the Final Product.

  5. III. THERE ARE FOUR LABELING SCHEMES • Traditional Old World: “The Primacy of Place.” • Traditional New World: “Who and Where?” • Modern New World: “What’s the Story?” • Fictitious Names/Icons and Logos.

  6. A. Traditional Old World Labeling: The Primacy of Place. • Thesis: Geography makes the wine. • Primary Designation: Geographic Indication. • Secondary Designation: Name of the Producer.

  7. What is a Geographic Indication? • A government-designated place with special growing characteristics. • American Viticultural Area, Appellation D’Origin, DOCG, etc. • This should not be confused with the name of a geographic fixture that happens to be in an area where wine grapes are grown.

  8. Examples: • Geographic Indications: • Burgundy • Bordeaux • Napa Valley • Chianti • South West Australia • Barossa Valley

  9. Not Geographic Indications: • Livingston Cellars • Redwood Creek • Stoney Point • Black Bear Ridge • Black Forest

  10. B. Traditional New World Labeling: Who and Where? • Thesis: The Skill of the Winemaker is Paramount. • Personification/Surnames • Gallo, Mondavi, Franzia, Heitz, McWilliam’s, Beringer • Geographic location is secondary.

  11. C. Modern New World Labeling: What’s the Story? • Thesis: Apply modern marketing to wine but respect consumer preference for tradition (geography, personification.) • These labels are suggestive of people or places, or simply fanciful. • Emphasis on a total marketing package.

  12. This is why there are so many labels containing “creek,” “mountain,” “ridge,” “valley,” etc. They provide a connection with the land. • The marketing programs for these brands will frequently suggest a family/winemaker connection.

  13. D. Fanciful Names • These can be successful, but are not as common as the others. • Some of these labels have icons which become the symbol of the brand. Icons are useful for cross-merchandizing.

  14. IV. THE FUTURE? • Old World Modernization? • Example: French Ministry report. • Heritage Labeling? • Example: Franzia package.

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