French winemakers going after the all-important alcoholics-still-in-denial market segment

A new batch of el cheapo French wines are hitting the shelves. And I say El and not La cheapo for a reason: The label for Los 3 Bandidos has fake bullet holes and a story that alleges a link to Pancho Villa. Apparently, Les Froggies think Ripple sounds better in Spanish. All right, so at $8 a bottle it’s a top shelf Ripple so it’s clearly aimed at alkies with delusions of grandeur (there’s another kind?).

This is just one of several branding efforts which the makers allege attempt to capture the attention of young people who couldn’t tell a merlot from a muscatel. Another is XL Wine’s Jet Lag. You can get either a white and red in small screw-top bottles that, at just under 9 ounces, “may remind U.S. consumers of shampoo or cologne,” says Reuters. Mmmmm, shampooey. XL says the XS bottles are meant to fit in a carry-on bag and complement an airline meal, a “French Mediterranean wine for globe trotters.”

Equally odd is the standard-sized bottles which have “no labels but simply times and a clock face on the bottle. Their 11:30 a.m. could be the first glass of the day, with 12:30 p.m. and 8:30 p.m. for later.” What, no 7:30 AM? Sacre merde!


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