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Marketing foolishness, or ‘Yes, but what does the wine taste like?’

One of the most important developments in wine, and especially for consumers, is the upsurge in marketing. Yes, the business always marketed its product, but the approach usually focused on the wine.

No more. Today, it’s almost all about wine as lifestyle product. If the following are any indication of what’s to come, wine drinkers are in deep, deep trouble.

• From Trinchero Family Estates, one of the Big Six wine producers, for a new product called Fancy Pants: ““Fancy Pants has certainly struck a chord with consumers. It’s a memorable brand name with a stunning package, but more than anything Fancy Pants is about bringing ‘fun’ and ‘fancy’ to any occasion.”

• Also from Trinchero, for its best-selling Menage a Trois line: “As a seductive wine, Ménage à Trois wines are a perfect fit to watch ‘The White Queen’ series. STARZ urges viewers of ‘The White Queen’ to ‘choose your side,’ and at Ménage a Trois, we offer our consumers the chance to ‘choose your wine,’ with a portfolio that now includes 11 different varietals.”

I was going to write something snarky about each blurb, but what’s the point? Each is already snarky enough, and that certainly wasn’t the intention. Sadly, the people who wrote these, like this person, probably figure they’re award winners.

One day, perhaps, the Wine Curmudgeon will figure out why some producers treat wine drinkers like we’re idiots. Because I sure don’t understand it now.

  • http://blog.wblakegray.com/ Blake Gray

    I had the same problem, I was going to write something mocking Fancy Pants but the concept itself is parody.
    People buying wines like this are a specific type of consumer, and one that doesn’t seem to exist at all in Europe. I wonder about that, though: I wonder if some German company came up with a box of wine with an equivalent silly name in German, if it would sell.
    Point is, those people weren’t looking to buy Santorini Assyrtiko for the minerality anyway. I’m not sure the spread of these brands really affects the larger wine scene.

  • Rob Lansing

    Unfortunately, taste matters less to the average consumer than lifestyle. If taste mattered, then the ultimate lifestyle brand, Corona Beer, wouldn’t be among the largest in the world.
    Wine enthusiasts make up a very small share of the alcohol consuming public. Most people don’t want to savor and talk about their wine; they just want to drink it.

  • http://www.hardrow.com Don Phelps

    I think these labels have helped the wine industry a great deal by getting more consumers to try wine and as they develop a taste for it they move up in terms of quality and price. We have an awful lot of new wine tasters in our tasting room because of the story behind our name and our labels. But all of our wine is above average in price so the catchy name does not have to be cheaply made or priced. Hardrow.com

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