Generic Labels
In the wake of Prohibition, America’s wine industry was in shambles. As producers tried to get back on their feet, they wanted to appeal to the most consumers possible.
The use of Generic Wine Labels in the United States and Europe
One way they did this was to begin labeling their wine after famous European wine regions based largely on the color of the wine. Although it has diminished, this practice continues in the United States to this day.
For example, wines generically labeled “Chablis” simply refers to light, white wines. There is no relation or adherence to that region’s actual wine laws which govern everything from grape varietal, to yields, to trellises. There may be any number of white grapes in these blends.
Not surprisingly, the Europeans that invested generations developing an identity based on region are dismayed when this occurs. I’m sure they view it as a vulgar marketing tactic, and I cannot say I disagree.
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