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February 5, 2010

Wine Naming and Branding For the Down and Out

If you haven't noticed, wine naming has gone downmarket in a big way. And I mean a big way.

The recession has affected winemakers as well as everyone else and there is a rush on to rename and repackage wine for the thrifty consumer. Which has led to some interesting (read funny) crossover into the brown bag booze branding brigade. The New York Times has identified the lowest of the low and it's (drum roll, please) Wild Irish Rose.
wirb.png
This stuff is NOT good. One blogger reviews it thus: "Seriously, if given the choice between living under a bridge and having Irish Rosie to look forward to every night or simply hanging myself, I'd choose suicide without a second thought."

This really will not do the Irish wine industry much good at 18% alcohol by volume and around $2 a bottle, it is the drink of choice for the down and out. But, interestingly, many people in suits and ties seem to be buying it, as well as Jäger Bombs, which may actually be more dangerous than 'The Rose.'

For those of us looking for more savory alternatives, why not check out a new concept in wine packaging: wine in a glass.
bitchwine.png
It seems to be a hit in the UK and is used to sell quaffable units of Château Roubine's Grand Cru Classé Côtes de Provence made by the prestigious French Château Roubine. Here, you can literally buy a glass of the good stuff if you cannot afford a bottle.

Feeling a little risqué? How about some Red Leight Rosé, which some feel is "perfect for Hollywood celebrity bashes." Um, OK, maybe. Cristal has that niche wrapped up, sorry.

A quick round up of weird wine names shows a preference for down market, totally irreverent naming and branding. On one blog we have


  • Bitch
  • Le Vin de Merde
  • Oops, Frog's Piss
  • Cat's Pee On a Gooseberry Bush

My favorite? "Old Fart and His Wife Too."



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Posted by William Lozito at February 5, 2010 8:40 AM
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