Let Them Drink Yellow Tail: Slate Explains


Who says the French don’t fight back? For the last few years, much of the French wine industry has been mired in crisis, with thousands of small vintners pushed to the edge of bankruptcy by declining sales at home and increasingly robust competition abroad. The emergence of popular New World brands, such as Australia’s phenomenally successful Yellow Tail, has particularly unnerved the French and prompted sober reflection… since the goal here is to compete with Yellow Tail, many of the new wines strive to match its buoyant, inviting look. The showiest of the newcomers is a wine called Emilio, put out by a Bordeaux cooperative in partnership with a U.S. importer; the label features bright yellow lettering against a flaming red backdrop, with speckles of pink, purple, blue, green, and orange. The Petit Bistro wines, which debuted this summer and are produced by Labouré-Roi, a Burgundy negociant, bear the most attractive and cannily designed label—a Van Gogh-esque rendering of a bistro with sidewalk seating, set under a moonlit, star-filled sky… Is the goal here to get us to toss back the wine or toss up our food? Whatever the intent, this treacle is actually quite revealing…

Please, dear readers, do read on to see how the author of the Slate piece comes to his conclusions … Or is this all about labeling of wines? Eye-catching labels to entice and enchant the buyer?

Slate: Let Them Drink Yellow Tail

reported by Melissa Goodman

One Response to Let Them Drink Yellow Tail: Slate Explains

  1. Mike Haley says:

    this and other reasons why I will not drink yellow tail

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