Deceptive Wine Marketing

· Blog
Aug 15th, 2011 | By | Category: Blog

wine labelsWhen picking up this wine from the shelf you’re in awe of the medals and accolades that this wine has collected. At that point most consumers would take it to the checkout counter and buy it. Take a closer look and you can see that this wine hasn’t won any awards. In actual fact you don’t even know whether this wine style had won any accolades as the gold stickers just state the year and what competition/publication they received accolades from.

Are the consumers being duped into believing that this wine won all of those awards knowing that most won’t even check, and will just take gold meaning it is relevant for that wine and year?

How many wine consumers would buy this thinking they were getting a gold medal wine?

How many would read the labels?

And just how many consumers would care?

Are Kim Crawford trading on the reputation, which has been vey good, in selling this wine knowing the labeling is deceptive?

The consumer should not be taken for granted and needs to be treated with some dignity. The wine labels placed on the bottle need to represent what’s in the bottle, not what accolades the wine has won with previous vintages.

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Written by Jayson Bryant

Jayson’s roots in wine began when his father literally dragged him round France and injected his passion into him. From the age of 8 his family took month long holidays in France travelling through all regions and sampling their wine.
UnScrewed has reinvented the concept of wine tasting in New Zealand and along the way found a new and willing audience. In addition to encouraging straightforward wine tasting, Jayson educates viewers about the effects of regional factors (soil, sun, wind) on wine flavours, and how to buy wine.


  • Heather

    Definitely think a bottle should clearly carry only current awards for that particular wine, unless a winery of year or winery of show.

  • Jayson Bryant

    Hi Andrew, thanks for the comment and link. That is exactly what NZ should be aiming towards.

  • Andrew Graham

    The Australian Winemakers Federation setup a code of conduct to deal with similar issues here in Australia a few years back. Read it here:

    • Jayson Bryant

      Hi Andrew, thanks for the comment and link. That is exactly what NZ should be aiming towards.