Wine Label Descriptives

I observe that it is common practice for some of the larger NZ wine producers to use terms on their brand labels which serve to overstate the quality of their product. Words such as ‘ Premium Selection ‘ and ‘ Reserve ‘, for wines, which at best, are no more than well made. Such terms are being liberally used by individual producers when they should be reserved for superior wines. It is even more annoying when these wines are out in the supermarkets at retail price points of $7.99 and $9.99 per bottle, respectively.

This goes some way, in the writer’s view, to explaining why we are now seeing Montana Classics ( Pinot Noir and Sauvignon Blanc-750ml )in Countdown at $7.90 a bottle and Longridge ( Pinot Noir and Sauvignon Blanc -750ml )in New World at $7.99 a bottle. The dumbing down of prices for NZ wines rolls on un-abated, to a chorus of approval from the price focused average consumer. Where will it all end?

I urge people to drink less at the bottom end of the price scale and instead focus on the wide range of quality wines from NZ producers, albeit at higher prices, which are readily available on the domestic market. Drink less, but drink better quality is my message. And don’t be taken in by what you read on the labels!!

I feel all the better for having got that off my chest!

Cheers!

BARRY JOHNS

( a.k.a.  Le Vigneron )

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