To: Rémy Pannier
From: Basic Juice
cc: Growers (from the 500 of you viticulturing in 63 different appellations) who contribute grapeage to Marquis de la Tour's Rosé Sparkling Wine
Date: 22 Jun 07
Seeing as how Rémy Pannier is the Loire Valley's largest wine producer, I'm sure your company employs a number of smart, aspiring marketing wizkidz. No doubt, one of them has already pitched the idea of rebranding Marquis de la Tour bubbly in order to make it more appealing to the US consumer. I can picture the pitch in my mind....."look, we'll use those Budweiser frogs. And instead of 'bud-weis-err' the amphibs can ribbit, "De-La-Tour!"
Allow me to be the first to nip the aforementioned idea in the proverbial bud. I'm sure the folks at Arrogant Frog are joyed to the max with their decision to leap into cute, crittery labeling. However, your A+-value-priced, sparkling Rosé needs no such gimmicky hoo-ha. I am happy to recommend a couple label modifications, free of charge:
- On the front label, include these two succinct, highly descriptive adjectives in large, bold font (in English, as I and my fellow citizens no parlay much francais, if you catch my drift): DRY, SPARKLING WINE
- On the back label, feel free to indulge the creativity of your marketeers. Let them craft a nifty taste description (e.g. Marquis de la Tour Rosé is a lovely salmon-colored bubbly full of straw- and rasp-berry scents. De la Tour's taste is divine with creamy texture, apple cider notes and a pleasant floral-berry finish) or pairing suggestions (e.g. Marquis de la Tour is the perfect accompaniment to summertime produce-enhanced dishes such as grilled tomato, basil and goat cheese sandwiches or lamb chops & farm fresh veggies)
I guarantee that five years down the road, you won't look back in shame at a label sporting pink frogs gussied up to look like something of a cross between Zoro and the Scarlet Pimpernel. Rather, team Marquis will stand tall with pride at its simple, classy and info-rich label. Heed me now; thank me later.