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Playing With Celebrity Wines

July 22, 2020 4 comments

Celebrity wine – is there such a thing?

Of course.

If you will look at this Wikipedia page, you will see the list of 100+ famous people who own vineyards, wineries, or both. Like all of us, some of the celebrities happen to love wine, and they are not shy of associating with what they love.

Every year or so, a new celebrity finds their love of wine and joins the ranks. 2020 had two celebrities (so far) joining the wine club of their own making – singer Post Malone and actress Cameron Diaz brought to the market their wine offerings – which I was eager to try, hence this post.

I’m always curious about celebrity wines. Celebrity status greatly simplifies the marketing of the product, no matter what the celebrity associates with. The celebrity status easily overshadows the product itself – this removes the need for the product to be excellent, as we love our celebrities so much that we are willing to blindly take whatever they are endorsing – and so my inner skeptic always wants to know – how good is the particular product? Is it a real deal or simply a cover up for something mediocre?

I had no idea who Post Malone is until I saw a Netflix movie called Spencer Confidential. Afterward, I learned that Post Malone is actually a popular singer. Then I read an article talking about the upcoming release of Post Malone’s wine, so here it is – a celebrity wine which needs to be tasted. After waiting for almost a month, the wine finally appeared in Connecticut, and I was able to buy my bottle.

When I’m faced with celebrity wine, the celebrity factor goes aside. I’m happy to know that somewhere there is a famous name associated with the wine – but the only thing I care about is the wine itself. Where was it made, what grapes it is made out of, terroir, winemaking, smell, taste, and pleasure – this is what is important. Knowing I’m drinking the wine associated with a famous person doesn’t give me pleasure – tasty, delicious wine does. I always say that the proof is in the glass – that is the only thing that matters. So celebrity wine or not, I treat it exactly like any other bottle.

Avaline and Maison No 9

From that point of view, Maison No 9 represents a mixed bag. When it comes to the wine – it is superb. 2019 Maison No 9 Rosé Méditerranée IGT (12.5% ABV, $24, blend of Grenache, Merlot, Cinsault, Syrah) has a beautiful light pink color, has a nose of fresh strawberries with a touch of lemon, and bursts in your mouth with fresh strawberries and lemon, perfect minerality and raw, vibrant energy – all scrumptiously balanced (Drinkability: 8+). I love the bottle, it definitely stands out with an engraved front label depicting the sword and the rose. However, the problems start as soon as you try to dig deeper.

The website of Maison No 9 has no information about the wine, the vineyards, or the winemaker. All pictures on the web site feature Post Malone, and the only purpose of the website is to make sure you will buy something – either merchandise (T-shirt? Would it make wine taste better?), or the wine. This is in stark contrast with Miraval website, for example – Miraval is clearly a celebrity wine project (Angelina Jolie and Brad Pitt) – where it is all about the land, terroir, and wine. Website or not, but my problem is that the only place with any information about the Maison No 9 wine was this Forbes article. That is where I learned the story behind this wine, or that the wine was made by a well known French winemaker Alexis Cornu, or that the “new wine is named Maison No. 9, a reference to the Nine of Swords tarot card” (by the way, I searched the meaning of Nine of Swords tarot card and seems to be nothing good, but I’m not going to talk about things I have no idea about). So the bottom line here is that the wine is good, but the whole story is lacking. Does it worth $24? If this is your budget for Rosé, yes, but if not – you got options.

The Maison No 9 story, while almost non-existent, is still perfect compared to our next two wines, Avaline, which come with quite a story – and not really a good one. Avaline, which I believe means “bird” in Latin, is a product of the imagination of two long time friends, Cameron Diaz, a famous actress, and Katherine Power, a well-known entrepreneur. The duo decided to come up with a concept of a “clean wine” to advertise their creation, and this was a grave mistake, as it made the professional wine world fuming.

I’m not going to regurgitate any of the articles – just go search “clean wine Avaline”, you will find plenty of “critical acclaim”. The problem with using terms such as “clean wine” is that as soon as you designate your wine to be “clean”, you automatically imply that all other wines are “dirty” because no other wines advertise themselves as “clean”. When someone says on the label “Free from added sugars, artificial colors, concentrates”, I can’t keep my eyebrow from going up as my immediate reaction is “huh”? Really? I can’t speak with confidence about Two Buck Chuck, but I have serious doubts that they use any of these said additives. I don’t know who was advising Avaline on the wine marketing, but to me, this is a complete failure. Forget “clean wine” – another serious problem I have with these wines is that there is no information whatsoever about the wines – who made them, where the wines were made, from what grapes… yes, Wine.com, which sells both wines, has information on the grape composition. But then the white wine is designated as “Product of Spain” – another “huh?” from me as I never saw another wine with such designation, and the Rosé is identified as Vin de France. Another interesting element here (strategy????) is that both wines don’t list the vintage. So when you come to buy the wine in the store, you have no idea for how long the wine was sitting on that shelf… Nice…

So how were the wines? Both wines were actually quite tasty: NV Avaline White Wine Spain (11.5% ABV, $24, blend of Xarel·lo, Macabeo, Malvasia) – white stone fruit on the nose, nicely restrained, fresh flowers, a touch of minerality. Fresh ripe plums, sage, Meyer lemon, clean acidity, medium-long finish (Drinkability: 8, nicely done). NV Avaline Rosé Vin de France (13% ABV, $24, blend of Cinsault, Grenache, Cabernet Sauvignon, Syrah, Caladoc) – gentle pink color, a hint of sweet ripe strawberries, nicely restrained, candied strawberries and strawberry jam on the palate, good acidity, good balance, not over the top. Short finish, easy to drink (Drinkability: 8-).

While the Avaline are tasty wines, I see a serious problem here, outside of any “clean/dirty” concepts. You are asked to pay $24 for the wines of unknown pedigree, unknown vintage, made by someone somewhere, with a clean (pun intended), but a seriously unattractive label. I can splurge $5 on such a wine if I will get a recommendation – I guarantee you I will pass a wine like that if I will just see it on the shelf.

Here you go, my friends – 3 celebrity wine for your attention. All three are well drinkable, but you seek them at your own peril. Cheers!

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