Recently a strange fashion trend went viral on the internet: dirty jeans. Denim company PRPS (read: purpose) was skewered on the web for selling $425 men's jeans with fake mud at Nordstrom.
Why would you pay $425 for fake dirty jeans when a pair of $25 Wranglers and a day spent working on a farm reaches the same result?
Average people took Nordstrom and PRPS to the woodshed for the absurdity of the existence of these jeans. An NPR columnist rightly tore into PRPS and the uproar in this piece. I love that the author drew out the contradiction over PRPS creator Donwan Harrell's definition of authenticity.
"The brand uses denim woven on vintage looms. Harrell started it in response to what he saw as a lack of "authentic" jeans on the market. Even the name — PRPS, as in Purpose — is a callback to a time when jeans were designed as workwear, with a real function. In an interview last year, Harrell invoked authenticity — or the emulation thereof — as a core design principle."
I'm bringing up this fashion-related issue because the same principle applies to the distortion of "authenticity" in winemaking.
The emulation of authenticity is a key principle for industrial wine. Corporate strategy is to convince consumers to buy wine based upon branding and perception, even if it is not rooted in truth. Unjustifiable claims such as "sourced from the best vineyards in California" are made all the time. Also, brands which have no association with an actual location or person are sold on the strength of the false brand association.
I don't find too much evidence of corporations starting a "_____ Family Wines" brand, but frequently they buy a family or personal brand and retain the name. It's the most valuable asset of that company, more so than the vineyards or the production facility.
My favorite example is of Kim Crawford Wines, the omnipresent New Zealand Sauvignon Blanc producer. The actual man Kim Crawford sold his company to Constellation Brands in 2003, and was henceforth prohibited from using his own name in any commercial venture. The current website refers to Kim's story many times without acknowledging he is no longer associated with the winery. And Kim is unable to even use his name with his new winemaking venture, Loveblock Wines.
Not only are personal names used deceptively, but so are place names. The Don Sebastiani and Sons wine company produces a Cabernet Sauvignon called Gunsight Rock. The grapes come from Paso Robles, but the actual Gunsight Rock is 250 miles north in Sonoma County. It's a locally-famous overlook in Hood Mountain Regional Park with my favorite stunning views of Sonoma Valley.
Sebastiani pitches the wine thus: "Gunsight Rock wines highlight the richness and beauty of California’s wine country. Wild, intense and adventurous, they evoke the feeling of the sun on your face, the wind at your back, and the view of one of the world’s most picturesque wine regions spread out before you."
Most people probably don't know and don't care where Gunsight Rock actually is. The tagline insinuates that the "picturesque wine region" would be Paso Robles, which the label designates as the origin. But the location of the landmark and the vineyards are totally unassociated. This inaccuracy is a violation of authenticity and a deliberate decision to manipulate truth to suit a brand. (Coincidentally, the Sebastiani family no long owns Sebastiani Vineyards, which was sold to the Foley Wine Group in 2008).
The Kim Crawford and Gunsight Rock examples are far more nuanced than PRPS's ridiculous filthy jeans. At $425-a-pop, it's quite easy for shoppers to guess that the jeans weren't actually dirtied up on a farm, nor are the idiotic purchasers of these jeans trying to pass themselves off as farmers or construction laborers. It's far more difficult for people to discover that Kim Crawford has nothing to do with wine sold under his name or that Gunsight Rock is nowhere near the vineyards which grow the grapes.
However, the common thread is that falsehood in branding is rampant. Consumers are explicitly or implicitly convinced that a product is authentic: that it's origin and production honestly match with the brand marketed at them. Anything less than is disrespectful and deceitful. I'm guessing that PRPS learned a lesson from their exposure. What will it take for big wine corporations to learn their lesson?
Other non-travel ramblings on wine and business.