A rose by any other name... The Bard knew of what he spoke, at least when it comes to roses, and Montagues. For wine on the other hand, a name is all important, even when it may be misleading.
Europe primarily uses place names for their wines, while the US, and most of the New World, uses varietal labeling. In theory this allows you to know what you are getting, without having to look up a place name for the allowed varietals. This is the theory. As with almost everything, the reality is more complicated than the theory.
In most of the US a wine need only have 75% of the grape listed on the label. This allows Cabernet Sauvignon to be blended with Merlot, and vice versa, a blend that has a long tradition and works well. Blending is a wonderful thing, and often I have written, extolling its virtues.
But, there is another side to the blending story. What of grapes, notably Pinot Noir, that are traditionally not blended with other varieties? Until recently it was relatively rare to find other grapes blended in with Pinot Noir.
No doubt, this was due in part to a succession of scandals in Burgundy, where Pinot Noir may not be blended with another grape (much less wine from Algeria and the like).
Blending Pinot Noir was off limits in the minds of most wine makers, and so it was rare, until recently. With the popularity of Pinot on the rise, there simply isn't enough to go around. And as it once did in Burgundy, this has led to the adulteration of Pinot in order to increase volume, and to help disguise poor fruit and thin wines.
The difference between what is happening now, and the French scandals of the past, is that it is perfectly legal to blend other grapes with Pinot in the US, as long as the 75% limit is not exceeded.
For better or worse, a great deal of time and money went into educating consumers to recognize varietal labeling. As an aside, the same effort was put into convincing the consumer to look for wines sealed with cork.
Times change. Cork has become less accepted as the closure of choice, and I would like to see varietal labeling becomes just as scarce.
The place name system of Europe works because appropriate grape varieties had, for the most part, already been found for the various regions. In the US, it is not uncommon to see very dissimilar varieties planted adjacent to one another. It would not be easy, nor economically viable, to enforce a strict geographical limit on grape varieties in the US.
Rather, I propose a move towards proprietary names and full disclosure of the blend. Ironically, this would play havoc with the way I like to organize wine lists, but I would adjust.
Meritage is a proprietary name for a blend of Cabernet Sauvignon, Merlot, Cabernet Franc and to a lesser degree Petit Verdot and Malbec. This combination of grapes is found in the wines of Bordeaux (where the they are called collectively the carmenet grapes). Because there is a fee to use Meritage on a wine label, not all blends sport it.
The real importance of Meritage, from the point of view of this rant, is that the consumer readily learned to purchase a wine labeled with something besides the name of a single specific grape.
Ridge has been producing a wine from Lytton Springs for decades (one of my absolute favorites). This wonderful wine is a field blend, which means the different grape varieties are collected together at harvest, as opposed to being first made into wine before blending.
In some years the amount of Zinfandel is above 75% and the grape name appears prominently on the label, and in other years it doesn't. Year in and year out, the blend is listed right on the front of the label.
As consumers, we can reward those brave enough to break with the tradition of varietal labeling, while being honest enough to list the actual blend. Wine making, like all technology and art, is ever evolving and I think it is time we evolved towards honesty in labeling, because knowing 75% of the truth is simply not enough.