Is the place in the taste?

by Eve Resnick on July 6, 2009

in General

Silly question? The Santa Carolina wine brands state in their printed ad: “The place is in the taste”. It’s signed “Santa Carolina” over the picture of 7 bottles of wines (2 whites and 5 reds) . I briefly scanned the ad and saw: a “Feel green” logo, a “certified carbon neutral” logo, a web site URL. Where is Santa Carolina? I read the titles of the paragraphs: Leyda Valley, Rapel Valley, Colchagua Valley, Maule Valley and Casablanca Valley. Casablanca? Marroco? I kept searching the text to confirm my guess and after at least 30 seconds (and with a mild irritation), I discovered I was… wrong! Santa Carolina comes from… Chile!

What does this story tell me? As all readers, I skipped most of the info: I read the title that attracted my attention and then moved to the picture of the wines. While doing that I missed the info I was looking for. The answer was in the first sentence under the title: “The roots of Santa Carolina go deep into the 19th century, and into the soils of Chile‘s best winegrowing regions.” Am I so senile (or exhausted) that I missed an obvious information or is there something wrong to the ad? First of all, Santa Carolina assumed all readers knew their brand. Some of them might not. Second, it assumed that what is important is the taste more than the origin (the place) of winegrowing. Wrong again! When you don’t know the brand, you look for the place. Third, they made me read 6 lengthy paragraphs on various valleys I never heard about to get a few banal words on “oustanding, aromatic, and finely balanced” sauvignon blanc, the “fine tannins and remarkable complexity” of their Carmenère-Syrah or the “well-developed flavors and firm acidity” of the Chardonnay because of those places. This focus on terroir is well and good and I’m very happy to see a Chilean winery focusing on its various terroirs. But it is an other level of communication: the first level is on the brands and then on the brands in connection with the terroirs. The concept is very clever but should be carried a little further in order to be 100% efficient. Or should I get some rest?

Comments on this entry are closed.

Previous post:

Next post: