The 2018 Our Daily Red is a step up from the last vintage – less rustic and a touch fruitier
Dear Wine Business:
I know it sounds like I do a lot of carping, but I truly do have your best interests at heart. Don’t we both want people to enjoy wine?
Which brings us to an odd red blend from California called Our Daily Red ($9, purchased, 12.5%). It’s a pleasant everyday wine, and one I have enjoyed before. In fact, this vintage is less tart and has a little more dark, almost cherry, fruit than the 2017 did, making it less rustic and more modern. In this, it’s a Friday night wine when you’re ordering takeout pizza and binging Netflix.
So what’s the catch? It’s the back label, which insists the wine is something that it isn’t: “fruit forward and loaded with black fruit.” A Lodi zinfandel is fruit forward and loaded with black fruit, not Our Daily Red.
This sort of untruth through advertising is quite common on wine back labels, which try to convince people to buy the wine based on what the wine business thinks consumers want instead of what’s in the bottle. Some big producers, I’m told, even have marketing companies write the copy.
So what happens when someone opens Our Daily Red expecting it to taste like a post-modern California merlot tarted up with residual sugar? They go, “Ooo, gross,” spit the wine out, and never let wine touch their lips again.
And spitting out is hardly what we want, is it?
So let’s take it easy on the back label hyperbole. All a back label really needs is a simple fruit comparison and maybe a pairing. Shouldn’t it be enough to trust your customer to enjoy a well-made wine?
The Wine Curmudgeon