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A slightly odd-ball marketing idea; a national supermarket chain implementing wine back labels in the local dialect. Nothing like demystifying the incomprehensible into the ununderstandable… or summat…

The idea apparently is to find a “more palatable way of talking wine with its consumers”. Spar has translated a number of its wines, adding various local dialects such as Scouse, Geordie and Scottish to its tasting notes.

An example:
Original translation:
“A truly great Merlot which is ablaze with succulent blackcurrants and blueberries. This Merlot has legs like a thoroughbred, strong and forward, which tantalises your palate. Its full bouquet is a delight for your nose and will leave you yearning for more. This isn’t a wine for the faint hearted.”
Geordie translation:

“A canny Merlot ableeze wi succulent blackcurrants an blueberries. This Merlot has legs leik a thoroughbred, strong an forward, tha sucks the leif oot of yer palate. Its stowed bouquet is a delight fer yer nose an will leave yee clamming fer moor. This ain ne blash”

Or, the translation to the tuneful sing song of the Mersey Beat or Scouse: [Listen MP3]

“A totally boss bottle of Merlot which smells o’ blackberry, choccie, a brew and toffees. Juicy and complex like, this bevey is top wi most scran ‘specially me ma’s scouse. Tellin ye, this is deffo a bevey that will leave youz and youz mates made up over yez Sayers pastie.”
In Somerset, SPAR describes the Merlot as:
“Alright my luvver, eers one helluva Merlot. Be stinkin hummin a sivvies thar be bleddy ansome wi yaw croust or oggy. Purfect ta share wi yaw pardy as i” aiin ta eavy. Mygar be a purdy wine! Churs!”
While up in Scotland, locals will like the sound of this red:
“A totally stoatin bevvy. It’s bricht an’ foo o’ flavur, wi plum, curranty fruit, mackin it taste awffy braw. A youngane’s colour wi cherries an black fruit on the nose, it has a laldy kick tae it, tha runs fae the front tae the back ae’ yer mooth.”
“Ultimately our wines will speak for themselves, but in the meantime it’s time to speak people’s language.”
There is also a Brummie version [Listen MP3] just don’t ask me to translate!


  1. Dylan says:

    I loved this post. I had so much fun just reading the different translations aloud and noticing how the phonetic writing immediately slipped my tongue into the dialect. Very fun.

  2. wine club says:

    I saw this listed elsewhere, although I can’t agree with some of what it truly means for the general public I do think that if the wine industry was able to show itself as less pretentious that it would do nothing but help sales!

  3. What a strange idea, but anything that helps spread the understanding of wine to the masses is great! Dave

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