| STICKS & STONES - Keep your stuffy old names; see if we care! | | | | By: Jennifer Rosen | << back  Page 2 of 2 |
Most wine consumers just want to know what to expect in the bottle. Varietal labeling (Shiraz, Chardonnay) took off here not because we particularly care about the grape, but because it was easier. We can count on something labeled “Merlot” to be dry, red and taste something like the last one we had.
Australia sees justice at the end of the tunnel. Their trade body theorizes that as Port and Sherry are phased out and “Vintage Liqueur” or “Fortified Red Stuff” phased in, consumers will gradually forget all about those once-generic Euro names. Instead of being the beneficiary of our marketing and consumers as they are now, eventually Europe and its archaic appellations and regulations will be left out in the cold.
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