Vin de Pays de scouse?
November 2009
It appears that wine-speak is bewildering for almost two-thirds of us. In order to increase its accessibility Spar is using local dialects on its wine labels with as bad results as are expected.
Are you bemused by the talk of “blackcurrant top notes”? Or for that matter are you puzzled by “bouquets”? And, are you not sure if you want “long legs” in a glass of wine or not? If Spar’s claims are to be believed 64% of the shoppers today are browbeaten by the labels on the back of wine bottles.In an endeavour to end this problem Spar is slapping on labels written in “local dialects” –which are as ridiculous as they sound.
They are getting the labels translated into eight local dialects including Geordie, Brummie and Scouse. Luckily, only– a £4.99 Merlot – is getting the treatment
“Alright my luvver, eers one helluva Merlot. Be stinkin hummin a sivvies thar be bleddy ansome wi yaw croust or oggy. Purfect ta share wi yaw pardy as i’ aiin ta eavy. Mygar be a purdy wine! Churs!”,that is how the Somerset version looks like which gives a description of what u might discover, if you pour yourself a glass.
If you are in Liverpool, you are promised: “A totally boss bottle of Merlot which smells o’ blackberry, choccie, a brew and toffees. Juicy and complex like, this bevey is top wi most scran ’specially me ma’s scouse. Tellin ye, this is deffo a bevey that will leave youz and youz mates made up over yez Sayers pastie.”
In Newcastle consumers are told the wine has “legs leik a thoroughbred”, while in Scotland the label describes “a youngane’s colour wi cherries an black fruit on the nose”. Besides being incomprehensible these labels remind you more of wine-speak, only this time with a regional accent and not completely in English. Is that any consolation?
Refusing to accept that the labels are patronising a spokeswoman for Spar said, “Local shopkeepers and suppliers came up with the dialect – it’s not come from central office or from a computer,” she insists. “We know that people don’t really talk like this – we just wanted to make wine buying accessible and fun.” She says the wine is genuinely on sale at 50 stores and could be rolled out if the reaction is favourable.”
“Ultimately our wines will speak for themselves, but in the meantime it’s time to speak people’s language.” adds Spar’s wine controller, Laura Jewell. All we can do is hope that they don’t have too many bottles in the cellar.
Michelle Williams from Artemis Solutions Group who specialise in recruiting for Food and Beverage sector states, “Spar has taken a novel step to get consumers attention which it seems to have got in good measure. It remains to be seen how it is taken by the people of the regions but – dare I say it – may be little more than a PR led project”
