I saw something that boggled my mind today. Something so original, so unique, so cutting edge that it left me speechless. It was not a good feeling. It was very bad:
Tempranillo-Moscato
#WTF?!?!
As a member of the 'Millenial' generation I feel, quite frankly, shat on by the most powerful people in the wine industry. I guarantee this wine, at a $6.99 retail, was not marketed to the Benz driving 40 somethings, or the 70 somethings grabbing for their classic Lambrusco. No. This wine was crafted to draw in the person (under the age of 35) who's heard of Tempranillo, as well as the person who so gladly enjoys a bottle of Moscato from time to time. For a generation who, more and more, puts emphasis on healthy and locally grown food with a story, there's no reason we should hold our wine to any less of a standard.
Yes, I get that Moscato is (or maybe was) the hottest category in wine sales. When I was a wine buyer it was a running joke that each week a distributor would surely bring along a different color of Moscato to sell. Even today, I heard that Barefoot Wine(ry) is releasing a 'NEW' Red Moscato. Barf. If I sourced Moscato from somewhere, added blue food coloring, attached a straw to each bottle, and came up with a mediocre ad campaign, I think that moving a few thousand cases would be a simple business transaction. It makes sense in our Fast Food culture, but unhealthy Fast Food is dying, right?
I'd like to think it's my responsibility to voice some opposition. You guys, the ones in suits laughing at your quarterly meetings about how your 'outcome based wine' actually succeeded. You guys, the ones who have no connection to, rather no care for family estates or grower-producers. You guys, the ones who don't even drink wine, only endless dry vodka martinis or Bud Light, but somehow attach your name to a corporate wine label. Enough is enough! Tempranillo has already been watered down and stripped of it's regional character in Spain. Why in the hell would you even, in a million years, try and add it to Moscato, THEN sell it for $6.99 a bottle?
I'm Pissed. Millenial wine drinkers will not fall for your garbage (I hope). And if they do, it will only be once, because there's no way that the piss you put into bottle will dazzle them enough to go back and buy a second.
On a more positive note, It's supposed to snow here in Madison this weekend. I'm going to stock up on Rose', from small, family run producers in France, Spain, and America. I'm going to fire up the grill and fill the fridge with fresh produce and cheese. I'm going to surround myself with great people, and drink REAL wine, with REAL food. We're going to welcome Spring to Wisconsin once and for all. And no, my nose isn't always pointed skyward, only when I get fired up about things like freaking Tempranillo-Moscato.
Cheers!
and don't forget to
#feelthewine