A Wine Mixology Detour

On our last trip we divulged how to optimize taste and value via some clever mixing tips. This time around we will explore some picks (including 2nd labels). But first off a little background fodder!

History of Second Labels

“The concept of second wines began in Bordeaux in the 18th century as a means for producers to utilize wine that was not chosen for the Chateau’s first label. Rather than waste this excess wine or sell it in bulk, the second label allowed winemakers to bottle and sell this still very high quality wine under their name and through their distribution channels. Second label wines tend to be made of grapes from younger vines than the first label. They will also receive less pampering in the winery, generally getting fewer new oak barrels for aging. At the end of the day this results in wines that share a style and consistency with the first label but that are not as refined or structured.”

Note: 2nd labels typically are the lower priced siblings of the more expensive brand but can also be the upscale offering as well.

My touch point with this concept came in 2008 with that year’s vintage of Oregon Pinot Noirs. Having been a fan of Noirs since forever, I bought into the prevailing marketing wisdom – that the harvest was robust, grapes were perfect in quality – yielding wines that were fab. However, slower than normal economy created a misalignment with mass market wallets & ergo market correction reality creeps in – if north of $30 a bottle is NOT SEXY – so your 2nd labels to the rescue and a new class of drinkers were exposed to tasty offerings from high end producers at more affordable rates. You can tell my bias here – 2nd labels H-rock!