How would you feel if after buying a Lexus HS 250h, someone told you the car you’re driving is nothing more than a Toyota Corolla? Even if this is partially true, you would still feel cheated and angry. This marketing sham is applied in various industries, and wine is no exception. An alleged massive wine fraud has shaken Burgundy, where investigators are focused on one of the region’s largest dealers.
Maison Labouré-Roi, a highly respected and family owned winery since 1832, near Nuit-Saint-Georges, is alleged to have labeled 1.1 million bottles with the wrong vintage, and conveniently used 2008 instead of 2010… Whoops! A little too much wine tasting if you ask me ;)
In addition, around 500,000 bottles worth a total of 2.7 million euros ($3.4 million) were allegedly blended with wines from lesser appellations in the region, beyond the 15 percent allowed by law.
So what did we learn here? Well, no industry is safe from conducting those marketing ploys. Intense greed and selfish desire to make more money can be extremely detrimental to its health and reputation. As much as I hate to admit it, the wine industry is no longer just about wine, but I sure as hell hope there are enough people out there that don’t think so. In spite of a huge lack of moral principals, I do hope this winery is able to rebound from this little hiccup, and learn from it.
Until then, make sure to check what you’re drinking, before you drink it!