UPDATED (April 5th):
The Wine That Loves website is now online. And, BusinessWeek (SmallBiz edition) has an interesting piece on Wine That Loves.
For many of us, it’s intimidating to buy wine. Why? Come on, we know the reasons why. Most labels are obtuse. Styles are ill-defined. Pairing wine with food is utter guesswork. And prices can get super-spendy.
It takes an educated person to understand the information on wine labels from the appellation of origin to the grape varietal to its quality designation. Most of us cannot begin to articulate the differences between a Cabernet Sauvignon, Merlot, Sirah, Pinot Noir, or Zinfindel. Pairing wine with food beyond knowing that white goes with fish and red goes with steak is a mystery for many. And most of us shudder to think of spending $60+ on a bottle of wine we’ve never heard of at a restaurant.
That’s the problem and the Amazing Food Wine Co. thinks they have the answer—easy to understand wine labels.
According to BrandWeek, the Amazing Food Wine Co. is launching a new wine brand called, Wine That Loves. This new wine brand “…takes the guesswork out of pairing wine with food. Thus, Wine That Loves Pizza, Wine That Loves Pasta, Wine That Loves Roasted Chicken, and so on.”
Yep, it’s a wine marketing effort designed to make pairing wines with food a no-brainer. Serving Roasted Chicken with a Caribbean-style Mango Glaze… pair the dish with the “Wine That Loves Roasted Chicken” bottle. Very simple, very easy, and quite interesting, eh? Take a gander at the creatively straight-forward label design:
Wine geeks do not like these labels because details like grape varietal, vintage year, and growing region are not included and those details matter greatly to wine geeks. But this wine isn’t being made for wine geeks. It’s for all those folks who are either intimidated by selecting wines or unable to decipher the language intricacies of wine labels. And ya know what, there are more wine neophytes than there are wine geeks.
While these wine labels take a whimsical approach to communicating wine and refuse to get caught up in granular grape details, it’s not like they are absent of information. On the back-side of each bottle is information which will help wine newbies gain a basic tasting vocabulary (tannins, acidity levels, etc.) from which to better describe the wine they are drinking.
So maybe, just maybe, after being introduced to wine with the “Wines That Loves” labels, these wine neophytes will begin their journey to understanding/appreciating wine and ultimately graduate to wine geek status.
Now, let’s hope the Amazing Food Wine Co. took as much time crafting the wine inside the bottle as they did in crafting the label on the outside of the bottle.
BTW … my Dad is a total wine geek. I’m curious to see if he is reading my blog and if he is, he’s sure to have an opinion on this post about wine. After all, he’s the guy with the know-it-all gene which was genetically bequeathed to me. John Moore calling Al Moore, come in Al…