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The New Generation of Concept Wines
Submitted by: Karla L. Walker
Wines that step ‘out of the norm’ and speak to you in volumes with their labels, names and packaging; these are concept wines. Sometimes the name creates an emotion within you, the picture on the label may make you reminisce or the combination of flavors to create a totally new flavor—has you intrigued. It’s marketing wine at its best and it’s catching on. How many of us try a bottle of wine because of the name, or the picture on the bottle? Something about it reaches out at you and says, “Try Me!”
In actuality, concept wines are not new. Beaujolais Nouveau is old hat to wine pros and what began as a clever gimmick proved to be a great marketing idea. Meritage was a high concept that eventually gained recognition and traction.
California’s North Coast represents concept wines because they aim to convince buyers that specifically sourced wines are a step up in pedigree.
The Lifestyle wines are considered the broadest of concept wines. ‘Napa Girl’, ‘Little Black Dress’ are character driven wines.
Life beyond wine is represented with wines such as ‘Bootleg’, ‘White Lie’ and ‘Twin Fin’.
Enjoy!
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