A pejorative and mocking name for a wine consumer who buys his wines in trusting manner largely due to "big names", that is, from well-known and traditional producers or wineries. In part, prestige addiction also plays a role as motivation. Einher with such consumers is often inadequate knowledge of wine and half knowledge, as even poorer wine qualities are not recognized as such and even the name or just that label
is considered an unmistakable sign of high quality. It should be noted that this does not have to be a priori wrong. It may be natural that the attractiveness of a label does not keep pace with the quality of the wine. If only the design of the label without the reputation of the producer or wine-growing region is considered as a criterion, one can probably speak of a "genuine" label drinker.
The famous French oenologist Professor Émile Peynaud
(1912-2004) quotes the four-level classification of the famous French degustator Pierre Coste in his standard work "The high school for wine connoisseurs". According to this, the "label drinker" comes in second place after the so-called "table wine drinker", who uses a wine only to quench the thirst, moisten the bite in his mouth and drink alcohol into a pleasant mood. Label drinkers are mostly people who have acquired some fragmentary knowledge and are stuck halfway (near-expert). They are particularly vulnerable to advertising and rely too much on the buzzword "tradition". They confused old with oxidized
. bouquet rich With intrusive
and well constituted with rough. Thanks to these bad but useful drinkers average wines and unsatisfied vintages can be sold very well (end of quote).