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Bottles Got Back

A lot of people make wine-buying decisions based on the label. Some estimates for such single-bottle purchases run as high as 75 percent.

Here’s the problem: Most consumers are doing it backwards, and not because they’re choosing the bottle with the pretty unicorn on the front. The most useful information, it turns out, almost invariably is on the smaller back label.

Yes, the brand, grape and region names on the front are important, and the design can convey a good bit about the wine or winery (including the fact that too much money was spent on the outside vs. what’s inside the bottle). But the tiny type on the back can be more helpful.

For instance, “Estate Bottled” usually is a good sign. It means the winery controls 100 percent of the grapes used and did all the viticultural work (crushing, fermenting, aging) at its own site. Thus, it is responsible for both parts of the term “quality control.”

Read more at Star Tribune.

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