By mthomas

Uproot Wines is a California based set up with a novel approach to labels for the wines they source.  Their mission is to “curate exceptional experiences for people through wine defined by each person’s taste, personality and lifestyle”. An admirable aspiration!

A recent competition with ColourLovers.com has been really fruitful.  Each wine’s profile is converted into a colour bar such as the one on the left. This is a simple visual representation of the contents in terms of flavours and I can see it catching on.

There is of course the perennial ‘dumbing down’ danger but for most consumers a few clearly presented tags are welcome. Given the research on the words people find useful I can see this extending beyond ‘melon’ to descriptors like ‘fresh’ and ‘light’. This type of label may help people  extend their lexicon of wine descriptors but might also prevent them from developing their own views of what the wine is.

Like all marketing technology it could be manipulated. The description might just become a list of those things shown to be attractive rather than a more honest depiction of the wine in the bottle. One that acknowledges ambiguity and the individual nature of taste.

One Response so far

Nice idea. If only Alsace could work out how to indicate on their bottles how sweet the wine is! I wonder how best you could indicate things like sweetness, acidity and astringency in a graphical way….?

Leave a comment

ADIDAS PERFORMANCE Duramo 6 W Bahia Pink S14 Neo Iron Met F11 Running White Ftw Womens Logo Graphic Joggers ADIDAS ORIGINALS Gazelle Og Mid W Black 1 Black 1 Metallic Gold Mens Stripe Pocket Henley ADIDAS PERFORMANCE Response Aspire Str W Running White Ftw Pink Buzz S10 Light Grey Discount Womens Canada Goose CHILLIWACK BOMBER White Womens Sleeveless Turtleneck Sweater Discount Womens Canada Goose CHILLIWACK BOMBER Navy Adidas Women Originals Superstar Track Jacket Womens Wrap A-Line Skirt ADIDAS PERFORMANCE Essence 11 W Frost Mint F14 Running White Power Teal F14 Discount Womens Canada Goose CHILLIWACK BOMBER Spirit Womens Logo Graphic Baseball Tee Discount Authentic Womens Canada Goose HYBRIDGE LITE VEST ADIDAS PERFORMANCE Galactic Elite W Noir Mens Split Hem Hoodie DIDAS PERFORMANCE Voloomix W Rose Rosleg Ftwbla Mens AF All-Season Weather Warrior Hooded Jacket Discount Authentic Womens Canada Goose MONCTON JACKET Adidas Men Running Response Trail 21 Shoes Mens AF True Indigo Dye Shirt Discount Mens Canada Goose Arctic Program Expedition Parka New Womens AF Leather A-line Skirt 2016 ADIDAS PERFORMANCE Essence 11 W Noiess Ftwbla Oraflu ADIDAS PERFORMANCE Duramo 6 W Noiess Noiess Rosflu Cheap Womens AF Easy V-Neck Sweater 2016 Mens AF Iconic Contrast Henley AF 2016 ADIDAS ORIGINALS Stan Smith W Ftwbla Ftwbla Roucol Cheap Womens AF Cheap York Shine Graphic Tee 2016 Cheap Womens AF Short Sleeve Cropped Tee 2016 Men adidas Neo Winter Windbreaker Collegiate Navy Blue