wine

This looks like a straightforward label, but it raises some good issues. “Napa” is on the “brand (front)” label. Should it be? On the one hand, it looks to be bottled in the Napa Valley. On the other hand, the appellation is California more broadly, as per box 14 of the label approval. The label mentions Napa three times, attesting to its obvious importance as a signal of quality. Each reference to Napa tends to be accompanied by a clarifying explanation. One says it’s bottled there, two say the brand’s ownership is there. None of them (explicitly or by omission) suggest the grapes were grown there. TTB has approved quite a few labels presenting the same issues, and they may show a shift in policy, compared to five or ten years ago. It is our understanding that some wineries were blocked from highlighting Napa, regardless of the location of the bottling winery, if the grapes were from elsewhere. The same label raises one more good (but rather technical) issue. The brand name and alcohol content statement are on one piece of paper. The varietal and appellation are on another. The rules require all four items to be on the brand label. Sometimes, TTB requires all four items on the same piece of paper, sometimes in the...

Quite a few readers have said, “yeah, unusual approvals are great, but what about rejections?” Here we have the first post of many, from time to time, showing common or revealing label rejections. First, some ground rules. We will not show the brand or company at issue. TTB tends to treat label rejections as confidential and approvals as public, and we’ll mirror this sensible policy. To this end, we may blur out some identifying information where necessary, such as above. In rare cases, we’ll change a little bit of text (in the example above we changed about three letters to avoid the distraction that might otherwise be caused by typos; we did not change the substance). If you have a good and interesting rejection, please let us know and we’ll make sure to treat it in line with the policy above. On to the controversial term at hand. For many decades, TTB has been concerned about the term “refreshing,” so common on all manner of beverages. TTB’s concern seems to be that it’s awfully close to a therapeutic claim, suggesting an effect on your body. “Invigorating” or “stimulating” would go a bit further and probably raise the same issues. Rather than ban the term “refreshing” outright — which would seem a bit out of proportion to the...

This is post number three in a series of three, about Sorelli’s amusing wine labels, showing women in various states of dismay and under-appreciation. Click below for the full label:

• tell me again why do I need a man?
• if you want breakfast in bed
• so much to do
• because I am the mother