Three elements combine to define the expectations and value of wine. Expectations are set by packaging and price point. Packaging communicates. Value wines tend to look like value wines. The same can often be said for premium wines. Not always but often. Price works in much the same way. You expect to get what you pay for. Beyond packaging and price, the only way to judge the wine itself before purchase is by reading reviews (only helpful if the reviewer has a similar palate to your own) or if you have the opportunity to taste. In most situations, you can neither see, smell nor taste the wine you purchase.
Searching for a casual bottle of red wine I perused the Portuguese section. The reds of Portugal are often great values. Quite rich and full-bodied they typically overdeliver. Many of the wines I considered had playful or arty labels. Others were just basic and boring. Standing out among them was Aliança Bairrada. The top portion of the label in black with gold type supported by a bold geometric pattern of gold on brown was in stark contrast to the products surrounding it. Black and gold convey richness and elegance. Think jewellery and fashion. Aliança looks far more expensive than it is. Would you believe under $10?
There’s something else about the Aliança packaging that may have drawn me to it. It’s very masculine. At a time when most wine brands target women—as most in this category do—taking the opposite approach is differentiating.
So, we have a premium-level package and a value price point. Where does the wine fit? Right in the middle. It has all the characteristics of Portuguese reds. Dark fruit flavours and spice. Smoky, earthy, smooth, and well-balanced. Serve it to guests and keep the price to yourself.
