Imagine that you are in Mendoza. You’re visiting local wine producers in the region but it becomes apparent that they don’t think much of Malbec – and they’re not afraid to be vocal about their disdain for the wine region’s most important export. It doesn’t seem like a wise marketing technique, does it?
But that’s what is happening in New Zealand.
Sauvignon Blanc, which represents more than 80 percent of the country’s wine exports by volume, is being derided very publicly by the very people that make it. It won’t be long before the derisory phrases such as “Bitch diesel” or “Cougar juice” filter down from the industry to the public domain. And then what?
The very down-to-earth New Zealand wine industry could create an image of an elite serving up wines they wouldn’t drink themselves to an ‘ignorant’ consumer. Warning: the consumer doesn’t like to be belittled. They’ll find someone else’s wine to drink who values their custom and their tastes. It’s a PR disaster that needs to be stopped right now.
I admit I’m no cheerleader for the exuberant passionfruit and herbaceous sauvignon blancs that have put New Zealand on the map. Drinking it is comparable to meeting a really intense person at a party: fine for the first 10 minutes but you wouldn’t want to spend the whole night with them.
But my livelihood doesn’t depend on selling the variety.
While I appreciate producers are passionate about their delicious off dry Rieslings and fine Pinot Noirs and want to sell more of these styles, they don’t pay the bills.
So for those who don’t like Sauvignon Blanc but sell it – and the minority that don’t make it and are part of the New Zealand wine industry – keep your opinions to yourself.
