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Most Read Articles
Back Labels I Can Get Behind
- General Interest
- Written by Fred Swan
- Wednesday, 26 February 2014 08:21
The vast majority of wine back labels are a waste of ink and your time. Their branding messages are weak and don’t help with buying decisions or inform your drinking experience. There’s not enough space to tell a compelling story about the winery or it’s owners. Descriptions of flavors are rarely meaningfully different from those on other bottles of the same variety nearby on the shelf.
Calera takes a very different approach with its single-vineyard wines and I love it. There’s no marketing blather or flavor descriptors. The text is focused, objective and its sole focus is to explain how the wine and the vineyard from which it came are distinct from other vineyards, including others at Calera.
This detailed, somewhat scientific, approach is not for every wine consumer. Many of the statistics are too technical for most wine drinkers. Casual sippers may not care at all. But then they are unlikely to be buying a Calera vineyard-designate anyway.
Back label from the Calera Ryan Vineyard Pinot Noir 2011
For avid wine lovers—and wine professionals—the labels rock, communicating vitals on the wine, vineyard and AVA clearly and concisely. This is particularly valuable for wineries, such as Calera, that market multiple vineyard-designate wines of the same variety. If there’s no clear difference between wines from the various vineyards, why make designates? But few labels communicate those differences effectively.
Another winery with really good back labels is Ridge. They take a more prose-heavy approach but still communicate very clearly on key topics: vineyard location and soils, weather throughout the vintage, yield and production volume, winemaking processes and their effect on the wine’s character, and estimated age-ability of the wine. [Alcohol percentage and percentages of each grape variety are prominently noted on the front label.]
When relevant, Ridge also compares the wine with others in their lineup. For example, the back label for Ridge Estate Cabernet Sauvignon contrasts it with Monte Bello Cabernet Sauvignon. All of the text is well-written and descriptive but not flowery. I hope other wineries move in this direction.