By Cicek Erel
Despite the wine industry’s enduring success in the modern age, winemakers are realizing that they, too, can better adapt their brands to appeal to millennials. Changes in the consumer market may present a challenge for established winemakers, but Uproot Wines has seized the opportunity to reimagine the culture of the wine industry.
With impressive backgrounds in business and a shared enthusiasm for winemaking, Uproot’s co-founders Greg Scheinfeld and Jay Levy focus on visual branding to target the latest generation of wine drinkers. Launched in 2013, the company has introduced an original label design that aims to engage a new generation of wine enthusiasts by promoting a modern, energized experience.
For casual wine drinkers who possess limited knowledge of winemaking, labels are often difficult to decipher and could drive them toward trendy cocktails or craft beers as a more appealing alternative. However, Uproot has abandoned traditional descriptive text for a sleek visual representation of what consumers can expect to taste in each bottle. The intriguing blocks of color found on the product labels make up the Flavor Palette—a flavor profile in which each color corresponds to a tasting note and its size demonstrates how dominant that note is in a given wine.
Of course, the label means little without the wine to back it up, and Uproot thus sources high-quality fruit from California’s top vineyards and utilizes the best new equipment and technology to deliver skillfully-crafted wines such as the 2013 Rosé, the 2011 Cabernet Sauvignon, and the 2012 Grenache.
2013 Rosé ($28): Aged in 100% stainless steel barrels, this light and crisp wine is a refreshing escape from the summer heat. The largest blocks on the bottle’s Flavor Palette are coral and pink, representing the wine’s dominant maraschino cherry and watermelon jolly rancher tasting notes. The 2013 Rosé is dry with fruity and tangy aromas—made from 52% Carignane and 48% Syrah.
2011 Cabernet Sauvignon ($78): This classic wine was fermented in 65% new French oak to produce just the right amount of smoky flavor. As illustrated on the bottle’s label, the 2011 Cabernet Sauvignon is dominated by the quintessential raspberry and blackberry notes. However, the Flavor Palette’s gold and brown color blocks—Cuban cigar and dark chocolate notes—reveal the complexity of the wine’s flavor.
2012 Grenache ($46): Best known among Europeans, this vibrant and spicy wine was aged in 100% new French oak puncheons. In addition to the dominant cherry and strawberry notes found in the 2012 Grenache’s flavor profile, the wine contains hints of baking spice, toasted marshmallow, and Tahitian vanilla, resulting in an intriguing sweet and smoky taste.