Wine label as the only source of information consumers can get about the wine is definitely affects the consumer’s decision. The label is the important recourse for consumer evaluates the wine before purchase. So for the restaurant manager, it is important to design the wine menu and addressing the wine details correctly. There are two types of wine labels: Varietal wine label and generic wine label. This assignment is going to describe and discuss the positive and negative sides of these two labels, and explain the right way to addressing the label issues.
The Generic wine label is widely used in Europe centuries, such as France, Spain and Italy est. To introduce the Generic wine label it should begin with the term “Terroir”. According to Introduction to French Wine Labels 101 (2000), Terroir is the interaction of soil, topography, growing conditions and climate that give wine grapes a unique character. So, they believe that only certain types of grapes grow best in certain types of location. That is why the Generic label just has the Region on the label and do not have the grape variety on it.
They just grow the certain grape in certain area. So, the consumer can know the grape variety though the region. In France, there have the law strict to the grape grows in every regions. It also seems as a way to control the quality of the wine. The positive effect of the Generic label is encouraging the consumers to learn the background culture of the vineyard. The producer presumes their customers can identify the grape by seeing where it came from. Such as ‘Champagne’ is used even people who do not drink wine have mental image of a sparkling wine.
It is a successful sample of Generic wine label, it has same as the name ‘Moselle’, it not only brings the name to the wine, it also brings the prestige to the region. The Generic wine label will encourage the staff and guest to learn the knowledge about the wine region and it is good for the region to control the quality. According to Vintage School 3. 9, beside the other centuries in Europe, only in France there are nearly 100 wine regions, it is hard for staffs and guests to remember all. So the negative side of the Generic wine label is hard to read.
Most of consumers know some of famous wine regions such as Bordeaux, Champagne est. But some other regions are hard to know and remember. For the consumers, they won’t buy the wine which they do not know how it is taste like from the label. It also a hard job for the restaurant staffs to remember all these regions. For the restaurant staffs, they need to have the knowledge of wine and it will be the basic to up sale. If they can’t read the label, it will be hard for them to sale the product.
For the guest, they may want to try some diffident kind of wine, but since they can’t read the Generic label and shy to ask the grape variety they may miss these great wines. The typical Varietal wine label is Australian wine label. According to Australian wine labels under current Australian wine law, the label must contain the alcohol content, number of standard drinks, wine’s volume, grape variety or style of the wine, allergens, name and address of producer, and country of origin. Everything else is optional. The Varietal wine label is also seemed as the label in New World.
It covered all the information consumer need to evaluate the wine. The benefit of the varietal wine label is clearly labeled all the information consumer need. So the consumer will know how the wine tastes like without open the wine. The grape variety will give the consumer a basic image about the taste of wine; it will help the consumer to choose. And it is easier for the restaurant staffs to learn the wine knowledge and introduce the wine to the guests. It will good for the up sale. For example, the South Australian Shiraz is famous in the world wide.
Just read the wine label, know the grape variety is Shiraz, the restaurant staff can tell t it is a full body still red wine. And the Rose is a light body medium sweetness fruity white wine. For the restaurant guests and staffs, the Varietal wine label is easy to learn and remember. The negative of Varietal wine label is lack of background culture. Compare with the Generic wine label, the Varietal wine label is appeared because the diffident wine now can grow in one region. The new wine is lack of long history background compare with the French wine. Wine is the classic accompaniment to good food.
A carefully selected wine enhance the guest’ dining experience. As the restaurant manager, they need choose the wine and design the wine menu, it is a huge responsibility. They must know anything about the wine they selected, especially the grape variety for the Generic label which is hard for most staffs and customers. Furthermore, the staffs can sale the products only with the correct information of the wine. So there is the basic training is needed. The staffs need to learn the basic grape variety knowledge and how to describe the wine to the consumers.
The manager also needs to fill the rest information which the Generic wine label don’t have on the wine bottle to help the staffs remember and in case of customers asked. When the manager designs the wine menu, they should make all the information clearly addressed and correct divided the wine in different variety. There are few things must address on the menu is the grape variety, style of the wine, region, producer’s name. It according the restaurant required there are some more information can be dressed like wine’s volume (if it sell by bottle), or briefly describe of the wine taste.
The wine menu also gives two prices that are by glass or by bottle. Since the wine is important in the restaurant, now there is a new solution of all the wine problems in the restaurant, it is to hiring a sommelier. They can give the professional suggestions on choose the wine, design the wine menu, educate the staffs about the wine and help the customers to choose the wine to company the food. Now most of finest dining restaurant have the sommelier, but the defect is the cost too high.
To sum up, the Varietal wine label is popular in the New World because it is convenient for the people. But since the Generic wine label has the deeply culture background, it still worth to learn it. According to Fischer (2005) generally speaking the manager and staffs job is to make it easier for the guests to order the wine. And the guest isn’t the only one who benefits, the easier it is for the guests to order a bottle, the more restaurants will sell. So it is important for the manager to choose the wine and addressing the right information on the menu.
Bibliography: Australian wine labels 2008, National Treasures, viewed 31 May 2010, < http://nationaltreasures. nla. gov. au/%3E/Treasures/item/nla. int-ex8-s33>. Fischer, JW 2005, At Your Service: A Hands-on guide to the Professional Dining Room, John Wiley & Son, Inc. , Hoboken, New Jersey, Canada. Introduction to French Wine Labels 101 2000, Time for Wine, viewed 30 May 2010, < http://www. timeforwine. com/2ndlv/ws/3rdlv/ws_course_label. html>. Vintage School 3. 9 2010, Nicks Wine Merchants Vintage Direct, viewed 30 May 2010, .