But wait, there’s more…
Following my complaint that Montana 2017 Sauvignon Blanc could mislead buyers into thinking it was made from New Zealand grapes, I’ve been sent examples of two other New Zealand wines that admit to using Australian grapes on the back label. I stood for 30 minutes in the wine department of my local supermarket and saw 11 people take wine from the shelves. No one looked at the back label of their intended purchase.
Labelling regulations require wine labels to show the country of origin but allow it to be buried on the back label. Both the Shingle Peak and White Cliff labels are perfectly legal. In my view, they are also misleading.
In the case of Shingle Peak, a strong New Zealand brand, the phrase “WINE OF AUSTRALIA” on the back label uses the same size font as “MARLBOROUGH, NEW ZEALAND” in the line above it. That’s confusing at best, deceptive at worst.
Wine labelling regulations should demand that country of origin be displayed prominently on the front label.