“Second label” wine.   

What is it? 

Why is it? 

Who cares? 

Wineries produce second label wines from grapes that don’t make the cut

for their premium wines. 

Second label wines are more affordable…more approachable…and oftentimes terrific values. 

Here comes a clumsy analogy.   But it makes the point. 

Think about the auto industry.   

Honda would be considered the second label of Acura as

Toyota would be considered the second label of Lexus. 

With second label products, consumers hope that some of the

premium product excellence trickles down to the second label offering

at a significantly cheaper price.

It’s Wine Thursday!, our weekly good-wine-at-a-good-price-

that-you-can-find recommendation, just in time for your weekend. 

Not all second label wines are worth your bother or your $$$. 

But this week’s Wine Thursday! recommendation is a second label wine that works.

Duckhorn Vineyards has been producing premium Napa Valley wine for over 40 years. 

Duckhorn has also created a portfolio of sub-brands

including one second label offering known as…

Decoy.   

Depending on the type of wine, the price discrepancy

between Duckhorn and Decoy can be dramatic. 

Here’s an example.

Duckhorn’s top-line merlot (which is outstanding, BTW) runs around $100. 

Decoy merlot costs about $22. 

The drop off in quality?  Not nearly what you might expect. 

That certainly applies to the Decoy 2019 sauvignon blanc. 

It delivers all you’d expect in a sauvignon blanc. 

It’s bright, zesty, and crisp with

a nice mix of citrus and peach/pear flavors. 

It’s an easygoing white at an accessible price. 

Shopping for Decoy 2019 sauvignon blanc,

I stumbled upon a new (to me) online merchant

that lists it at a tremendous discount.

The merchant:  thewinebuyer.com.

The price:  $11.99.   

Total Wine has the Decoy sauvignon blanc at $15.79.

It’s at Whole Foods for $17.99. 

The price at Fred Meyer is $18.79. 

QFC has it at $18.99 and you can order it

from wine.com at that same $18.99 price.