risqué

I have absolutely no idea what the gals on the left are doing, but it certainly caught our attention. I am not sure it has much to do with wine. Or it’s really good wine. The ladies on the right are indulging in more commonly seen behavior, so far as we can tell. Playmates (above) is Barossa Valley grenache, imported by Joshue Tree of Duarte, California. The importer helpfully points out that:  “They seem close. … More than friends? … They enjoy being together. … Grab yourself a Playmate and get intimate!” Girls Gone Wine amber wine is one in a line of several dozen wines made by Shady Ladies, LLC in Broken Bow, Oklahoma.

Is it a good old word or a bad one? Well it’s certainly an old word. The Online Etymology Dictionary says it goes back to around 1290:

piss (v.) … c.1290, from O.Fr. pissier “urinate” (12c.), from V.L. *pissiare, of imitative origin. As a pure intensifier (cf. piss-poor, piss-ugly, etc.) it dates from World War II. Pissed off “angry, fed up” is 1946, U.S. slang. To piss off “go away” is attested from 1958, chiefly British. Piss and vinegar first attested 1942. Piss-prophet “one who diagnosed diseases by inspection of urine” is attested from 1625. Piss proud “erect upon awakening” is attested from 1796.

It pops up fairly often on beer and wine labels. Above is Horse Piss Beer, made in Louisville, Kentucky. Another beer along these lines is Piss Brand Beer, made in Australia. And then there is Pisse Vieille wine, from Beaujolais. Wiki explains the name thusly:

The Brouilly cru also contains the famous Pisse Vieille vineyard (roughly translated as “piss old woman!”) which received it name from a local legend of a devout Catholic woman who misheard the local priest’s absolution to “Allez! Et ne péchez plus.” (Go! And sin no more.) as “Allez! Et ne pissez plus.” (Go! And piss no more). The vineyard name is...

Thanks to Barry Strike for bringing this label and controversy to our attention. Barry is a lawyer at Hinman & Carmichael in San Francisco, where he has practiced wine and beverage law for many years. Barry explained:

In mid-2008, TTB approved four wine labels with the brand name above. The wines are made in Australia and imported by Rocland Wine Imports, of California. Either TTB is developing a sense of humor or the examiner is an ardent animal lover. (Or perhaps the examiner thought this was an animal husbandry reference?) In any case, this is a good example of TTB’s approval of a label with a brand name that likely would have been regarded as profane a few years ago. Notwithstanding TTB’s apparent embrace of humorous, daring labels, some state regulators are not as enlightened. The state of Michigan recently refused to allow Big Ass brand wine to be sold in the state. Lacking any applicable regulatory or statutory basis for disapproving the label, the state claimed it was racist(?!). The Big-Ass Coalition must have applauded the state’s bold step to protect big asses everywhere.