Marketing experts often say that “image is everything” … and -generally- they are right. In the world of wine there are prejudices among wine consumers that condition the preference for the products.
In Western culture it is customary to say that “everything comes through the eyes” … if it looks good, if it looks healthy, if it is beautiful … if it meets these requirements it is acquired. Something similar happens with the wine. Over the years prejudices were created that today affect when buying a good product. Here we have some examples.
Bottle of wine with screw cap. To this day it is argued that it is the best for a bottle of good wine or cork or screw cap. The screw lid is, in addition to practical and safe, hermetic, for low rotation reds it is a somewhat misleading lid: more time passes the wine, more tends to be reduced -to take unpleasant aromas- if the cellar did not bottling well . But for a white or rasado they have to keep all the fruit and perfumes is key, as well as for high rotation reds. There are few better plugs in the world of cork. Which brings us to another question.
Cork. Each time a bottle is uncovered and the stopper is not made of natural cork – whether it is reconstituted, elastomers or extruded rubber – a kind of disappointment occurs. The first reasoning is deceptive, when it is exactly the other way around. Technical plugs are, if not more expensive, surely no cheaper than corks. That, not to enter the field of food safety, which we think little: if 5% of wines, according to figures from the International Wine Challenge, has some defect associated with the stopper – oxidation, reduction or TCA – that exist stoppers whose capacity is to guarantee the taste, should not generate any suspicion its use. However, it happens. And all because nobody pays attention to wine, but to what he thinks the packaging dictates about wine, which is more easily decodable.
The culotte of the bottle. Every time someone buys an expensive wine, the first thing they do is to feel the base of the bottle. If it is deep, the culotte works a luck of miracle: there is the guarantee of the quality, the unequivocal indicator that the bottle that is being acquired is superior. Nothing more false. The reason why some bottles presents culotte is because in marketing decisions it was decided to pay something more for them, under the presumption that the consumer will do exactly what we have just described. From the point of view of taste, there is nothing associated with that cavity.
Heavy bottle The best example of a foolishness in terms of image is a heavy bottle. In theory, it connotes prestige and distinction -for the rest of the bottles, which are rather lightweight and little mounts- because it offers a singularity in the gondola. However, when thinking about what is spent to produce them, to import them, to transport them and finally to the destination in terms of useless glass except for recycling, heavy bottles are the ABC of what does not correspond. They are used, of course. And they are there to hunt unsafe consumers.
The shape of the bottle In the world of wine bottles are used to connote styles of wine. For example, those that are burgundy type, without shoulders, are used in general for styles of light wines, while the bordeaux, with shoulders, are used for wines of structure. Burgundy-Bordeaux, is a sort of stylistic antinomy in the world of wine. However, there is no guarantee of flavor beyond the convention. More taking into account that the wines are drunk young, without another process of maturity that of a few months in bottle, so that they do not present in almost any case the precipitates that come to guard the shoulders of certain bottles.
The color of glass, above all, offers a technical answer: wine is oxidized with light in general – and the sun in particular – so that darker bottles work best. However, when it comes to bottling mass-selling wines, transparent bottles allow the color of the drink to be revealed, which is why they have ample prestige in high-rotation whites and rosés. However, we must know that the taste difference will be radical between bottles if they were exposed to light or not. They are prettier, it is true, but surely they do not offer the wine that is being paid.
In the world of wine, the new continent appeared, where countries such as Chile and the United States offer very promising products. New consumers are beginning to interpret the value of brands in another way.
There are new high quality wines at very convenient prices and they come in different formats, which do not affect quality at all. Learn more about high quality and Premium category Chilean wines. At www.cortahojas.com we have all the varieties.
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