Don't Label Me

I would never buy a wine based on the label. My superior wine palate and knowledge means I don't need to resort to such trickery as a front label.




Wrong!

I'm a sucker for a wine label as much as any punter who goes into a bottle shop.


Exhibit A = Woods Crampton "The Big Show".

And fortunately for me, I'm not the only one who is susceptible to lures of wine marketers and their wily ways.



This Instagram post from Master of Wine Peter Scudamore-Smith, is acutely aware of the need for engaging labels.

For those interested in the psychology of wine labels and the ability of wine marketers to guide a customer in their purchasing behaviors. you can't go past this excellent article by News' Tony Love.

The story draws on insights from Professor Frank Lockshin from the University of Adelaide. Lockshin, a wine marketing expert and points out that on average a consumer takes 40 seconds to make a purchasing decision.


No pressure to get that label right.

DRINK WINE, MAKE WORDS - The Wine Cellar

Wine cellars are such beautiful places; mostly dark, quiet, peaceful places. Sometimes decorated. Sometimes neat. Sometimes messy. But always likely to present a surprise.

A wine cellar is the repository of the owner's past, present and future endeavors. Maybe it holds the wine that was inherited, or collected for old friends to share and reminisce over. On the other side a cellar whispers the aspirations of the future and places yet to have arrived at. 

Stepping into my own wine cellar, the room has a clean floor and polished walls of refrigeration panel. The wines are stacked in neatly positioned racks. Not obsessively ordered - not far from it. I feel it needs some more work; to make it authentic. But the space was previously a hen house - how more authentic does it need to be?

When the weather is cold and you need to find something to warm the cockles of your heart, accessing wine requires commitment. A trek through the garage, out to the back of the yard, through a shed and into the cellar. 2 sets of keys are required to get through this labyrinth as well as exposure to the elements - it takes commitment.

What to drink? With a large cellar, sometimes the choices are too difficult. But heading to the Pinot section is always fun. You get down on your knees searching for something elusive, something that probably disappeared long ago. 

Hold on. What have I got? Rub the dust and a little bit of mould too.  

You beauty... 2008 Giant Steps Gladysdale Pinot Noir.