Geography Lesson On Our Labels

mandatory textThe other day our friend and client Marcel showed up with labels for his 2012 Rosé of Pinot Noir, which Kyle and I helped him apply by hand to all 64 cases he made from extra juice recovered from the fruit off our Haynes selection block at the Estate vineyard (it’s delicious wine, by the way).

Since this is the first wine we have labeled in 2014, it’s the first where we have been required to include the “Sonoma County” designation on the label, mandated by AB 1798, or risk losing our production license.

And we have not gone halfway with this, inviting confusion by doing something so vague as putting “Estate Vineyard, Sonoma Valley, Sonoma County” on our front label (can’t you just see the consumer scratching their head looking at such a label? “Which is it? Valley or County? I’m SO confused!”).

Nope — as you can see above, we have stated in a clear, all caps, sans-serif type that is the mandatory 2mm high:
“SONOMA VALLEY IS LOCATED IN SONOMA COUNTY” Nothing ambiguous about that — the consumer is enlightened, rather than confused. This is every bit as important for the consumer to know as that my wines contain sulfites, and that there are risks associated with drinking too much alcohol.

SO MANY AVAs In Sonoma County! What Is The Consumer To Make Of This Mess?

At this time there are 15 different geographically/climatologically sensible appellations — approved viticultural areas (AVAs) — that have been recognized by the Federal Tax & Trade Bureau for indicating the origin of wines made from grapes grown in the area indicated by lines on the map as “Sonoma County.” (Not to be outdone, Napa County has at least 16 AVAs, though it is only 45% the size of Sonoma County.)

Just over half of the members of the Sonoma County Vintners and the Sonoma County Winegrape Commission — two marketing organizations representing less than half of the wine producers and grape growers in the Sonoma portion of District 3 (*) — believe that it is VERY IMPORTANT that consumers be constantly reminded that these sensible appellations are all inside the lines on the map that delineate District 3, um… I mean, Sonoma County. Because, you know… Napa Valley. QED.

(*)NOTE: “District 3” is the commodity grape crop pricing district defined by the California Agricultural Statistics Service, which includes Sonoma and Marin Counties. Poor little Marin County — producers using grapes grown there are allowed to use “Marin County” on the label, but the underdog has no AVAs of its own. It’s only allowed to share either the Central Coast AVA or North Coast AVA with a bunch of other Counties. I feel sorry for it.

But wouldn’t it be exciting if the Sonoma County Vintners and the Sonoma County Winegrape Commission were to set aside their holier-than-thou prejudices against Marin County, extend the hand of friendship and equality to the producers and growers there, and rename themselves the District 3 Vintners and the District 3 Winegrape Commission?

Just IMAGINE the marketing clout to be gained by riding on the coattails of an internationally successful book and movie franchise! Never mind that District 3 of the fictional Panem is a dystopic slave state specializing in the manufacture of technology for the Capitol. Maybe we could get Jennifer Lawrence and Josh Hutcherson to be our spokespeople! Now there’s an idea that’s catching fire! catching fireBut I digress…

What Does Sonoma County Conjunctive Labeling Really Mean?

We have been assured by something like a quarter of the producers and growers in the County who are wiser and more far-sighted than the rest of us that it is in ALL of our best interests to put “Sonoma County” on all our labels, that conjunctive labeling will “build brand equity” and “ensure that consumers understand where they are.” Heck they even have one bought-and-paid for demographic survey by a third-rate pollster to back up their assertion that consumers WANT conjunctive labeling (or, well, maybe, at least… it doesn’t exactly hurt consumer perception, and never mind that the results could be interpreted entirely differently).

Let’s suppose for a moment that this law was not pushed as a self-serving prop for a couple of largely irrelevant marketing entities. If we suppose that, then the alternative explanation for conjunctive labeling is that Sonoma County Vintners and the Sonoma County Winegrape Commission patronizingly and condescendingly believe that consumers are largely stupid, and ineducable. 15 is this many

Doing Our Part — Gung Ho! Gung Ho! Gung Ho!

Assuming that conjunctive labeling has been made the law of the land because consumers need to be condescended to educated, we have followed both the letter and the spirit of the law with our geographical statement. I can only hope that my fellow vintners can come up with something as forthright and creative, and that consumers actually appreciate our efforts.

4 thoughts on “Geography Lesson On Our Labels

    1. John Kelly Post author

      And the “survey” that was done by SCV and SCWC that supposedly “supports” conjunctive labeling is a case study in how to phrase questions in such a manner as to skew the results to the desired response. This whole thing was shamelessly shameful.

  1. Thomas Pellechia

    “…a case study in how to phrase questions in such a manner as to skew the results…”

    Nothing new there. The best way to analyze the results of any consumer survey is to find out who sponsored the survey. After that, you don;t have to look much further.

  2. Dale Dimas

    If these brilliant marketers think that people don’t understand that Sonoma Valley is in Sonoma County, do they not then think it wise to include the Great State of California in their conjunctivitis????


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