Last week I was interviewed for the French TV channel France5 on how to market efficiently French wines to international markets. The first question of the journalist was: is there any difference between “Old World” and “New World” wine labels? She wanted me to show some “New World” labels. I pointed the “Red Rover” label to her as being “fun” and efficient with the dog face, the name “Red Rover” and the obvious grape mentioned on the label. She was sure no French wine could feature a dog on a label. Really?
Next day I had lunch with a friend in a Bordeaux restaurant and we both ordered a glass of Château La Folie 2005 with our lunch. We asked to see the bottle. And bingo! There was the cutest little dog on the label. Of course the style of the design was very different: I didn’t have my camera and couldn’t take a picture but it was one of those nice looking dogs – not the impressive mean-looking dog of Red Rover.
What does it mean? First of all, French labels are getting more contemporary. Wine makers are now aware that pets are part of our everyday life, like our wine and food. This kind of design is a good way to reach the consumer and appeal to his/her emotional side. Then, it also means that wine makers are ready to simplify their message on wine: wine is not always a serious and difficult subject. It’s fun and can be drunk without commenting on it for hours. Enjoy your wine in front of the fire place with your dog sitting at your feet during the cold season or outside in the garden while your dog is playing when it’s nice!