- posted 15 years ago
The other day I saw an advert in the New Yorker for something called (IIRC) "Redwood Grove." Done in 60's cartoon style, it said something like "Take the long trail to the grove. Redwood grove." You can just about imagine the archetypal cowboy espousing this, or maybe the CFO of an energy company. Now clearly some marketing mavens thought that this positioned their plonk -- at least I assume it's plonk -- dead center on the target market.
Like everyone here, I occasionally browse the supermarket or specialty store glancing around for what might catch my eye. The hunter's instinct, perhaps, even though I buy the majority either in person or by mail direct from the producer. This "Redwood Grove" business got me thinking: what is on the label that appeals to me in the browsing (maybe should have been bovine instinct!) situation, and convinces me to buy-and-try?
Of course, there are things I avoid: negociants I don't like or know, clearly invented chateaux, supermarket brands. These things can usually read on the label like: mis en bouteille au chateau par SCEA Plurivins F33500. (Just made that up by way of example). The little guy with a barrel on his back (farmer/winemaker) is a good sign. But beyond that?
I think in general I tend to favor fairly sober labels when browsing. To me is says "serious about what's inside." Honestly names like "Dead Roo Canyon" or "Overweight Illegitimate Offspring" send me running; rightly or wrongly I expect raspberry cool-aid. I suspect if saw the famous Mouton labels without fore-knowledge, I'd walk on by. Although there is sometimes something there to appreciate visually!
Sometimes I try a bottle based purely on the fact that the label "looks good." There, I admit it. An impulse buyer, every sales mogul's dream. But as a wine lover "Redwood Grove" doesn't appeal. Now, it's a common family joke that I've got no grasp what so ever of "popular culture," but even still, am I that off base?
What is it about a label, for a bottle you've never heard about, that makes you indulge an impulse?