Especially at holiday time we shop for celebratory goods, traveling through aisles of shelves laden with attractive merchandise, our eyes sharp for familiar labels and price tags. It is like an inner bottom line that will determine whether we buy or not. If there is a special occasion afoot, this might be overridden, but we do look for the best bargain, and we should.
By DIANNE BOATE & ROBERT MEYER
Published: December, 2006
Second Labels
When it comes to wine bottles, some we will recognize; some will be a little familiar, and some will be absolutely new to us. Some really good bargains are in bottles that have what are called second labels. Many second labels are from wineries that have established a main label, but wish to add another to get into a cheaper price range. They use surplus wine from fruit that is not of the quality they wish for their main label, or buy bulk wine to blend. Some surplus wine can be of high quality and offers a good bargain to the consumer.
Look for the producer and the location on the wine label. Location can tell you a lot about the quality and give reassurance if you know appellations (designated growing areas for certain grapes) like Carneros in Napa County, Dry Creek and Alexander Valley in Sonoma County.
Some of the better known wineries offering second labels are Stags Leap Cellars with Hawk Crest; Beaulieu with Coastal and Signet Collection; and in France, Chateau Mouton Rothschild with Mouton-Cadet, and Trefethen with Eschol.
Jim Allen, who created Sequoia Grove winery, and knows the wine business inside and out, told us that second labels are relatively new in America as compared to Europe. Understand that many vineyards in France (for example) are very small and the owners cannot afford to lose one ounce of grape juice. Therefore, when the crop does not mature properly, or the sugar content is not right, or certain weather conditions give a yield that is not top quality, they must do something, and that something is to sell the grapes for blending. The same thing can happen to larger estates with sterling reputations. Their premium labels must not be compromised, so the less-than-great grapes are blended with the good stuff and a second label is born.
Discount Wine Store Shopping Tips
Many discount stores and grocery outlets offer great deals on second labels, but there are some things to be wary of:
• White wine that is too yellow and red wine that is brown signals oxidation.
• Leaking or seepage around the cork and evaporation.
• Sunlight hitting the shelves, and high temperature is never good for wine.
Robert Meyer is a consultant to the wine and spirits industry. He also manages wine and spirits hospitalities for film festivals around the country. Dianne Boate is a freelance writer, photographer, botanical illustrator. They both have many second labels. Robert is also known as Stirred Not Shaken, Spirits Wrangler, Silver hair, Silver tongue. Dianne’s are Mrs. Much, the Cake Lady, The Hat Lady, and the ever present She Who Must Be Obeyed.
