Dear readers, you know what we're about here. You know how much we try to promote a sense of place and provenance as the basis of wine culture. And we always will. But when it comes to the traditional German way of naming a wine not by what might catch on with people, but by a hermetic kind of descriptive prose that tells you about the exact vineyard that produced the grapes, how ripe they were when harvested, how dry or otherwise the finished wine will taste and so on, we're torn. It can be great for wine nerds like us, but, language problems aside, it's fair to accept that many people don't care about it: Just tell me what wines are good to buy, ok? Fair enough, and up to a point, I even agree. Branded wines are a great thing, if and in so far as they do what, in a perfect world, brands should do for consumers: Find something they can like and depend on without reading up on what Germans call Warenkunde - specialist knowledge to decipher and recognize product quality and decipher the codes that products are packaged with and sold by.
And by introducing the PinoTimes project created by two young winemakers from the Pfalz, I think I can give you an example of what I mean: