As much as I dislike it (and even try and fight it here at Vinography) we human beings are creatures of impulse. Perhaps especially when it comes to wine, which to many people is an inscrutable, intimidating realm, especially if it involves anything French. That’s why we buy wines based on the label, and apparently why most consumers tend to avoid tough-to-decipher French wines. Witness a small winery in Oregon formerly known as Chateau Benoit who after simply changing their name to Anne Amie Vineyards and Winery saw a 20% jump in sales.

Sigh. On good days I think that people might make the effort to figure out what they like. On bad days, I feel the looming shadow of E.j. Gallo….