The latest trend in wine production and marketing is creating life-style products to attract 20 somethings.
This two-pronged strategy allows wineries to blend wines that fail to meet flavour, texture and aromatic requirements of their premium wines, and in some cases provides an opportunity to end up with mid-priced wines in sub-standard vintages.
The second objective is to blend wines that can seduce young palates, i.e off-dry, or leaning to sweet.
The blending allows wineries to price their products to compete with others in the category.
Colio in Lake Erie North Shore appellation was the first Ontario winery to come u with the idea and labelled the brand as Girls Night Out (now available in red, white and rose).
Now there are several mid-sized wineries that have embraced the idea and opportunity to increase sales.
Calamus has the brand Cosmic (red), Southbrook Connect (red and white), M.Weir Wines Underdog (red and white), Pillitteri 23 Chardonnay (white), Rosewood, Looney Raw (white), and Patio 9.
All are VQA (Vintners Quality Alliance) products meaning that they contain solely Ontario grown fruit, and should not be confused with Cellared in Canada wines that contain mostly imported, inexpensive, bulk wine, with the least possible amount of Ontario grown gapes. Life-style wine producers assume that casual wine consumers cannot be bothered to remember French, Italian, of German grape varieties with names they cannot pronounce.
It is true that many English speaking people have difficulty to pronounce Cabernet Sauvignon, Cabernet Franc, Gewurztraminer, Roussanne, Sauvignon Blanc, Semillon, Viognier, or Grauburgunder, or Sussumaniello, Mourvedre, or Cinsault, just to name a few.
All the brands mentioned above appeal to inexperienced palates and can be quite enjoyable. They are soft in texture, somewhat fruity, often off-dry, low in acidity and blended to please casual consumers.
Only time will tell how successful this marketing effort will be.
|Writer – Hrayr Berberoglu – E-mail – Read his books?
Professor B offers seminars to companies and interested parties on any category of wine, chocolates, chocolates and wine, olive oils, vinegars and dressings, at a reasonable cost.