MAKING a good wine is one thing, selling it quite another.
Marketing might be a dirty word to winemakers but without it the results of their labour may stay on the shop shelf gathering dust.
Today much time and money is spent on presentation. And in the case of a very cheap wine the cost of the marketing, label and packaging can amount to more than the value of what is in the bottle.
Savvy wine buyers can tell quite a lot about the wine they are buying by examining the packaging. Wine labels can give up a lot of information. The two important tips are:
Alcohol level: By law, the alcohol content of your wine must be clearly visible on the label. It can tell you how ripe (and sweet) the grapes were. A very low alcohol wine (under 11 per cent) suggests that not all the sugar turned to alcohol during fermentation and the wine will taste a tad sweeter.
A low alcohol wine (11 to 13 per cent) will invariably be light bodied, a little more subtle and with more acidity and tanginess. Higher alcohol wines will be full of flavour, full-bodied - and strong.
Look of the label: Traditional - or old-fashioned - labels more than hint at old style winemaking techniques. It suggests a wine that has been made following a successful formula down the years.
Many new or modern-style label designs are only chosen after months of marketing research and are aimed at attracting a specific group - a young or female market for instance.
A cartoon-based label may well attract a younger audience, introducing them to a fruit-driven, easy drinking wine in the bottle. Something a little more stylish with a vibrant colour scheme might attract a more female market and wines that are off-dry, fruity and low in alcohol.
Don’t forget to email with your wine queries to wine@mailonsunday.ie
Quinta Da Lixa Vinho Verde 2009
Minho, Portugal
€9.99 from good independents
Light, refreshing and low in alcohol, Vinho Verde is Portugal’s answer to Spain’s Cava. This fine example has the Trajadura grape giving it body and length and Loureiro its aromas of apple and grapefruit. Lively with nice minerality and a little sparkle.
Pouilly Fume 2008 Classic Collection
Loire, France
€12 from Superquinn
A nice golden yellow colour with distinctive smoky, gunflinty mineral notes on the nose and peach and mango flavours on the palate of this 100 per cent Loire Sauvignon Blanc. Great with grilled white flat fish or goat’s cheese. Excellent value.