By night I write here about wine. By day I spend my time in the world of branding, customer experience, and marketing. As a result, I have a higher tolerance for, and a keen understanding of the value that brands hold in the marketplace, and an appreciation for efforts to differentiate in a crowded field.
All of this by way of saying that I can appreciate the idea of coming up with a distinctive name to use when referring to sparkling wine made in England. The Spanish have Cava, the Italians have Franciacorta and Spumante, after all.
Pronounced “bri-TAN-yay” or something close to that, I suppose it is supposed to convey the elegance of Champagne while remaining decidedly, well, British.
Never mind that most everyone will try to pronounce it “brit-AYNE” given the immediate analog to Champagne. Never mind that the rest of the English speaking world does fine with referring to their wines as Sparkling Wines without much of a problem. Never mind that by using a neologism that basically has a French etymology you’re undermining your efforts to try to create something distinctly English.
Even ignoring all of that, it’s just lame.