TTB is still very strict about things like an age reference on the front label of a wine (requiring how long it was aged and in what). But these labels show, about as well as anything, that TTB has eased up substantially in other areas. In the 21 years before 2001, we find not one BITCH approval. By contrast, in the 7 years since 2001, we find not less than 65 BITCH approvals. We don’t see any great need for the government to banish this term, on adult beverages, but we do wonder why it’s so prevalent. There is Sexy Bitch above, Royal Bitch, Tasty Bitch, and there are many others. Where is the wine relating to cranky men?

Most wines play up their fine pedigree. A few cut in the other direction and proclaim their normality. Pretense wine, bottled in Napa, does the latter with dramatic visual flair. The common paper bag looks surprisingly good and fresh here. Pas Mal Syrah is another example of this trend. It is a Santa Barbara County Syrah and “Pas Mal” is French for “not bad.” The back label unabashedly says “French critics agree, Pas Mal is not bad. ‘I would cook with this.’” Let us know of other unabashedly self-deprecating alcohol beverages.

This French Apple Cider provides a small taste of what is coming soon. It is our understanding that TTB has no plans to require or encourage ingredient labeling, such as that on the back label here. But TTB does have big plans to require Serving Facts Labeling (similar to this Nutrition Facts labeling) someday very soon. It’s a big, important change. There is a lot of data on this back label; much of it will be required in a few years and almost none of it would have been required 20 years ago. The Government Warning arrived 20 years ago and redemption labeling (as well as the UPC) started appearing a few decades ago. This COLA is unusual because FDA (not TTB) typically has authority over wines under 7% alc./vol. (such as this cider). But here the importer noted (at box 19) “submitting for review of health warning.” TTB retains control over the Warning and the wine tax, even in those instances where general labeling jurisdiction shifts over to FDA. Some time after approval, TTB apparently decided to hand this back to FDA, as the current status of this approval is “surrendered.”