Marilyn Merlot 2019

Nova Wines Napa Valley Marilyn Merlot 2019 label release appears in local merchant (s)

One of the fun parts of studying wine and associated branding and marketing is tracking the series of artist labels or other approaches to developing and promoting a unique identity for a producer or a label. Perhaps the most iconic is Chateau Mouton Rothschild and their annual release of the grand vin featuring an original work of art designed label by a notable contemporary artist. I chronicle the history of these labels in a page dedicated to the subject. There I include a library of the historic storied labels. For many of the artists, I also include photos of similar or other works of art.

Another series of labels that my be one of the more unique branding approaches is a whimsical play on words named for the famous legendary movie starlet Marilyn Monroe inspired Marilyn Merlot. I chronicle this series in a page dedicated to the subject with a library of the history of labels. 

So it is, that each year when these labels arrive on the scene I obtain one for my vertical collection, or in the case of the Mouton, which often costs hundreds of dollars, approaching a thousand dollars per bottle, I will at capture an original image of each year's vintage release label. 

My Winesite Label Library lists the Mouton Rothschild Label Library Series Artists and associated works by the artists for reference or to aid in further exploration or research of the library and its history.

As with Mouton Rothschild, I've assembled a portfolio of Marilyn labels in my label library on my winesite. I wrote in detail about Marilyn Merlot and Norma Jean Wines - A Study in Branding in a blogpost back in 2014.

This weekend, when I in Binny's Beverage Depot, the Chicagoland wine superstore, they had the latest current vintage release of the 2019 Marilyn Merlot. Alas, while the price has held steady for this label for several years, this year's vintage release price has suddenly increased significantly reflecting the collectable popularity of this label. 

 I admit I have been collecting this label for close to two decades and have a vertical collection dating back to the 2000 vintage. I have written in these pages about the exorbinant prices that have put on these labels for older vintages. I don't believe they warrant those prices or have actually garnered such. 

In any event, these labels are fun and I enjoy procuring them each year for gifting to folks when appropriate, and invariably 'hold' a bottle for to continue my vertical collection. 

Hence there is the latest Marilyn Merlot bottle/label for the current release, 2019, noted as the 35th Anniversary edition of this label. Ironically, it was one year ago today, that I last wrote about this label, the then current 2018 release. I wrote in detail about the brand and its history at that time. I also chronicled the other labels in the Marilyn brand portfolio.

Winemaker Notes from Bob Pepi:

"This wine immediately impresses upon pouring in the glass with its deep garnet color. There is a beautiful intensity and complexity of aromas that suggest a wonderful integration of a judicious amount of new oak that provides some nice spicy undertones to the rich dark fruit; with notes of mature plums, berries and cassis. Flavors follow with big bold structure and solid weight on the palate that is balanced and that linger nicely on the palate and the rich finish.'

"We were fortunate to have sourced the Merlot in this wine from 3 wonderful sub-appellations in Napa Valley, Carneros, Rutherford and Howell Mountain. To these Merlots we added a small percentage of Malbec, which is the Bordeaux grape variety that does so well in Argentina and the few plantings in Napa match that quality. I think the Malbec in this wine adds to the deep color and the silky weight on the palate."

https://www.cellartracker.com/wine.asp?iWine=4033419

http://www.marilynwines.com/

 

Cliff Lede Napa Diamond Mountain Cabernet 2014

Cliff Lede Napa Valley Diamond Mountain Cabernet Sauvignon 2014 highlights family birthday celebration dinner

The family gathered for grandson Mile's birthday party. The parents/hosts Johnny and Erin ordered in carry-out Italian dinner. There's nothing better than gathering with family for a special occasion such as this. Son Ryan and I brought a couple wines for the dinner.

The wine highlight was clearly this Cliff Lede Diamond Mountain Cabernet that Ryan brought from his cellar. Ryan and Michelle tasted and acquired this wine during their visit to the Cliff Lede Stags Leap District estate and received it as part of their regular club allocation shipment. He says that this was their absolute favorite of all the wines tasted during their tasting of the Lede portfolio. 

Our visits and tastings at the Cliff Lede estate vineyards and winery in the Stags Leap District have been highlights of a couple of our Napa Valley trips. 

Cliff Lede Stags Leap District
estate vineyards and winery

Winemaker Christopher Tynan describes the 2014 Diamond Mountain vineyard for Cabernet Sauvignon: "Our Diamond Mountain Cabernet Sauvignon comes from an exceptional, low-yielding vineyard with volcanic ash and gravelly loam soils in the Diamond Mountain appellation, nestled in the Mayacamas Range on the northwest side of Napa Valley. The sun-drenched mountain vineyard has northeastern exposure and late afternoon breezes that ripen the fruit slowly and evenly. Planted and farmed by David Abreu Vineyard Management, this extraordinary site of old vines planted on a steep incline with a historic Napa field selection produces an age-worthy Cabernet Sauvignon with dark fruit, intense structure, minerality, and perfume... "

He continues, "The 2014 vintage was a vintner’s dream. A dry late winter with unseasonably warm temperatures prompted an early bud break, leading to one of the earliest harvests on record. Moderate weather throughout the spring and summer allowed the vines to achieve a good set. The dry soil conditions led to low-vigor vines and small, abundant berries, creating very concentrated fruit that ripened with the warm fall days. With lovely autumn weather, harvest proceeded at a steady pace."

Diamond Mountain vineyards in distance
as seen from Diamond Creek Vineyards (foreground)

Cliff Lede Napa Valley Diamond Mountain Cabernet Sauvignon 2014

Winemaker's Notes for this vintage release: The ravishing inky purple 2014 Diamond Mountain is a seductive and complex tincture where a panoply of cassis, pine forest, black tea, bay laurel, and cedar aromas playfully dance in the glass. Layers of blackberry, new leather, and fresh tobacco notes lay out on top of the bouquet. The long and decadent mouthfeel is guided along the palate by a fresh acidity and gobs of chocolaty tannins provide an enticing structure. Lingering notes of ancho chile, cumin, and crushed blueberries persist long after tasting."- Christopher Tynan, Winemaker

This was a blend of 94% Cabernet Sauvignon, 3% Merlot, 2% Cabernet Franc, and 1% Petit Verdot; 440 cases were produced.

This is a full throttle Napa Cab, about as full bodied and fruit forward as they come. Dark inky purple, medium full bodied, complex, dense concentrated black and blue berry fruits with accents of cedar, black tea and tobacco leaf with hints of cassis and cedar on an expressive, structured, tongue coating full tannins on the lingering finish. After an hour the initial slightly astringent notes of camphor wore off to reveal bright sprites of the expressive fruit.

RM 93 points.

https://www.cellartracker.com/wine.asp?iWine=2534482

https://www.ledefamilywines.com/

https://twitter.com/CliffLedeWine 

@CliffLedeWine  

Nova Wines Napa Valley "Marilyn" Merlot 2006

Erin and Johnny opened this whimsical fun label. We have a deep vertical collection of this wine spanning two decades and I enjoy gifting it to folks, daughter Erin included. This is from her collection I've given her over the years. 

I did a feature on this producer and their Marilyn Merlot and Norma Jean Wines - A Study in Branding  several years ago. 

We first tried the 2006 Marilyn Merlot Napa when we did a vertical tasting of the 06, 07 and 08 vintages several years ago. The '06 was the concensus favorite of that tasting.

Today it was medium bodied, dark ruby color, pleasant easy drinking black berry fruits with tones of spicy oak on a moderate tannin lingering finish.

RM 87 points. 

https://www.cellartracker.com/wine.asp?iWine=675866
 

http://www.marilynwines.com/ 

 

We also took and finished up a bottle we had opened and written about the previous evening -

"Wines of Substance 'CS"' Columbia Valley Cabernet

"Wines of Substance 'CS"' Washington Columbia Valley Cabernet Sauvignon 2018

 

Nova Wines "Marilyn Merlot" Napa Valley Merlot 2018

Nova Wines "Marilyn Merlot" Napa Valley Merlot 2018

As I have written in these pages before, wine geeks, aka oenophiles, often take their passion for wine way too seriously, or certainly so, to those not so compulsive or fixated, which is most folks. Its important to back it down and simply have fun with wine too.

This blog focuses on wine tasting and collecting. Another discussion thread is a study in wine branding and marketing. Several producers release an artist series with each label featuring a piece of artwork to adorn that vintage release. 

One unique approach to wine branding and marketing is Marilyn Wines, of the entity Nova Wines, who since 1985, have featured iconic imagines of Marilyn Monroe, captured by many of the most talented portrait photographers of her era, to grace the labels of their Marilyn Merlot and Norma Jeane wines. 

In addition to Marilyn Merlot, Norma Jean is a lesser label with 'younger' second label grapes. Continuing the whimsical play on names, Norma Jean features a photograph taken of the young actress in the years just before she captured the imagination of the American public as Marilyn Monroe.

They have created an entire franchise on one celebrity identification theme based on a play on words - Marilyn Merlot featuring the iconic starlet Marilyn Monroe. Marilyn Wines holds an exclusive agreement with the estate of Marilyn Monroe for the use of the name and the images in their wine marketing and packaging.

The brand is the creation of Bob and Donna Holder of Rutherford in Napa Valley, who initially crafted a homemade Merlot back in 1983 using some purchased grapes and some grapes from the Holder property. They started selling their wine and created the brand.  In the early days, they purchased bulk wine, then, in 1997, they shifted from purchasing bulk wine to purchasing grapes. The wine is made at the Napa Wine Co. in Oakville, CA.

Marilyn Wines has extended the brand to a broad portfolio of labels based on Marilyn Monroe. The portfolio has expanded to also include Marilyn Meritage, Sauvignon Blond, Marilyn Cabernet, Red Dress and Blonde De Noirs, a sparkling wine. 

Building upon the collectables theme, they also produce an ultra premium Velvet Collection based upon a photo session on May 27, 1949 in Hollywood with photographer Tom Kelley. That two-hour photo shoot made history and established the aspiring but unknown actress, Marilyn Monroe as the ultimate sex symbol of the 20th century. The series features ten stunning photographs from the historic session, known as the "Red Velvet" series, each one a portrait of Marilyn Monroe posing on a red velvet drape. Each label of Velvet Collection of wine is covered with a protective vinyl overlay that, when removed, reveals the complete, original portrait.

Continuing the collectables theme, in many vintages, they also produce special process etched and painted bottles of Marilyn Merlot in limited production large format bottles, usually around 6 to 36 bottles of 1.5 Liter magnums and 2 to 10 bottles of 3 Liter double magnums. The bottles are placed in a sand carving cabinet where the artist utilizes instruments to hand carve out the design image on each of the bottles then to be hand painted. 

The brand has grown further with the release of Marilyn Merlot Rose and Marilyn Monroe Chardonnay.

Of course the most famous or notable iconic collector series is Mouton Rothschild. A study in wine branding and marketing at some point invites a discussion of art label series featuring original or reproductions of notable art or artists on the wine labels. No wine producer in the world captures the imagination or attention of wine collectors and wine art enthusiasts more than Mouton Rothschild with their annual artist series artist featured wine labels.

Each year a renowned artist is commissioned to do the artwork for that vintage. The featured artist is said to be paid ten cases of various vintages of the classic Chateau Mouton Rothschild for their work. Every collector dreams of collecting a 'vertical' collection (wines of multiple vintages of the same wine) of the classic premium First Growth Bordeaux to display the 'artwork' of Mouton.

My Winesite Label Library lists the Mouton Rothschild Label Library Series Artists and associated works by the artists for reference or to aid in further exploration or research of the library and its history. Just last month I updated the library with the 2018 release label of the legendary wine. 

As with Mouton Rothschild, I've assembled a portfolio of Marilyn labels in my label library on my winesite. 

This weekend, the 2018 vintage release of Marilyn Merlot label just appeared in stores in the Chicagoland market, the 35th vintage of the iconic brand. They also just released Norma Jeane, the 23st vintage of the Norma Jeane brand.

Playing on the name of the famous cinema starlet, Marilyn Monroe, the marketers at Nova Wines have  built the brand on an annual release of moderate priced Merlot varietal featuring an authentic Marilyn Monroe photo on the label. What might have started out as a whimsical or even corny idea has turned into a fun wine that has an almost cult following in some precincts of collectors. 

 

Some of our close to two dozen vintages of Marilyn Merlot

The producer tries to maintain a delicate balance and moderate the hype of the collectability of the wine and the valuation of bottles over time versus the novelty and fun of the wine. It appears they've earnestly worked to improve the pedigree and quality of the product to produce a wine more worthy of and capable of long (er) term cellaring by sourcing from notable vineyard sources and producing a Red Bordeaux varietal blend. As such, the release price of the wine has crept up in recent years as well. As it has been since the 2016 release, this year's release price is $36 however the 'street price' still remains at the traditional price point in the $25 to $28 range. However, in secondary markets, the price can be elevated even above the release price.

The producer site says, "Each new vintage of Marilyn Monroe Merlot sells out quickly. While collectors have made Marilyn Monroe Merlot one of the fastest-appreciating wines on the market, it is wine enthusiasts with a sense of humor who have long enjoyed the playful spirit behind Marilyn Merlot wines that are now also seeking the Marilyn Monroe Merlot because of the emphasis on making a notable wine from prized Napa Valley grapes. While the concept and engaging label of these wines has given these bottles a degree of fame, it is the wine in the bottle that merits the enthusiasm of those who seek it out every year.'

"This wine is every bit as special as its package," says Donna Holder, one of the owners of Marilyn Wines. "It is a must for collectors, but is also a Napa Valley Merlot that stands beautifully on its own."

The producer promotes highly escalated prices for vintage bottles of the label asking high prices that far exceed the pedigree of the wine, explicable only due to the marketing/branding of the label collection. I know of one reputable wine shop in a mid-size midwestern city that a few years ago held a 1985 Marilyn Merlot that they were offering at $3500.

I've assembled a portfolio of Marilyn labels in my label library on my winesite. And, I admit I've collected a 'vertical' collection of the wine and am still holding what now spans more than fifteen vintages. Indeed, we drank a dozen year old 2006 recently and it was drinking quite nicely. We do have fun gifting these wines to friends for suitable occasions, great for those not into the wine so much, but taken by the clever packaging. The Marilyn Merlot label is now in its 35th  year.

The 2018 vintage release blend is comprised of Merlot from four different vineyards, primarily from the Carneros and Oak Knoll AVA’s, which has added to the complexity of the finished wine.

The iconic photograph adorning the label for this 2018 release was taken by photographer Milton Greene of Marilyn Monroe in 1955 while she was  living with the Greene family for a year in New York. It was during this time that Milton, and Marilyn sued 20th Century Fox to release Marilyn from what they felt was a “slave terrible contract”.   They won!

The Winemaker's Notes for this vintage:  "The color is immediately captivating in this rich deep ruby hued 2018 Merlot.  There is good intensity in the nose with well integrated aromas that hint of ripe blackberries, orange zest, cocoa powder, and hints of mint/menthol, and baking spices.  On the palate there are added notes of toasted oak, integrated with concentrated strawberry and bright plums.  This wine has more than ample body and structure for a Napa Merlot, but still maintains a rich balance ending with a long enjoyable finish."

As always, try it and enjoy the novelty as well as the grape juice. Have fun with wine.  

https://www.cellartracker.com/wine.asp?iWine=3767174

https://www.marilynwines.com/

Marilyn Merlot 2016

Nova Wines "Marilyn Merlot" Napa Valley Merlot 2016

Wine geeks, oenophiles,  often take their passion for wine way too seriously, or certainly so to those not so compulsive or fixated, which is most folks. Its important to back it down and simply have fun with wine too.

This blog focuses on wine tasting and collecting. Another discussion thread is a study in wine branding and marketing. One unique approach is Marilyn Wines, of the entity Nova Wines, who have created an entire franchise on one celebrity identification theme based on a play on words - Marilyn Merlot featuring the iconic starlet Marilyn Monroe. Marilyn Wines holds an exclusive agreement with the estate of Marilyn Monroe for the use of the name and the images in their wine marketing and packaging.

The brand is the creation of Bob and Donna Holder of Rutherford in Napa Valley, who initially crafted a homemade Merlot back in 1983 using some purchased grapes and some grapes from the Holder property. They started selling their wine and created the brand.  In the early days, they purchased bulk wine, then, in 1997, they shifted from purchasing bulk wine to purchasing grapes. The wine is made at the Napa Wine Co. in Oakville, CA.

Marilyn Wines has extended the brand to a broad portfolio of labels based on Marilyn Monroe. In addition to Marilyn Merlot, they also produce Marilyn Meritage, Sauvignon Blond, Marilyn Cabernet and Norma Jean, a lesser label with 'younger' second label grapes. The brand has grown further with the release of Marilyn Merlot Rose and Marilyn Monroe Chardonnay.

Of course the most famous or notable iconic collector series is Mouton Rothschild. A study in wine branding and marketing at some point invites a discussion of art label series featuring original or reproductions of notable art or artists on the wine labels. No wine producer in the world captures the imagination or attention of wine collectors and wine art enthusiasts more than Mouton Rothschild with their annual artist series artist featured wine labels.

Each year a renowned artist is commissioned to do the artwork for that vintage. The featured artist is said to be paid ten cases of various vintages of the classic Chateau Mouton Rothschild for their work. Every collector dreams of collecting a 'vertical' collection (wines of multiple vintages of the same wine) of the classic premium First Growth Bordeaux to display the 'artwork' of Mouton.

My Winesite Label Library lists the Mouton Rothschild Label Library Series Artists and associated works by the artists for reference or to aid in further exploration or research of the library and its history.

As with Mouton Rothschild, I've assembled a portfolio of Marilyn labels in my label library on my winesite. 

The 2016 vintage release of Marilyn Merlot this annual feature label just appeared this week in stores in the Chicagoland market.  They also just released Norma Jeane, the 21st vintage of the Norma Jeane.

Playing on the name of the famous cinema starlet, Marilyn Monroe, the marketers at Nova Wines have  built the brand on an annual release of moderate priced Merlot varietal featuring an authentic Marilyn Monroe photo on the label. What might have started out as a whimsical or even corny idea has turned into a fun wine that has an almost cult following in some precincts of collectors.

The producer tries to maintain a delicate balance and moderate the hype of the collectability of the wine and the valuation of bottles over time versus the novelty and fun of the wine. It appears they've earnestly worked to improve the pedigree and quality of the product to produce a wine more worthy of and capable of long (er) term cellaring by sourcing from notable vineyard sources and producing a Red Bordeaux varietal blend. As such, the release price of the wine has crept up in recent years as well. This year's release price is $36 however the 'street price' still remains at the traditional price point in the $25 to $28 range.

The producer site says, "Each new vintage of Marilyn Monroe Merlot sells out quickly. While collectors have made Marilyn Monroe Merlot one of the fastest-appreciating wines on the market, it is wine enthusiasts with a sense of humor who have long enjoyed the playful spirit behind Marilyn Merlot wines that are now also seeking the Marilyn Monroe Merlot because of the emphasis on making a notable wine from prized Napa Valley grapes. While the concept and engaging label of these wines has given these bottles a degree of fame, it is the wine in the bottle that merits the enthusiasm of those who seek it out every year.'

"This wine is every bit as special as its package," says Donna Holder, one of the owners of Marilyn Wines. "It is a must for collectors, but is also a Napa Valley Merlot that stands beautifully on its own."

The producer promotes highly escalated prices for vintage bottles of the label asking high prices that far exceed the pedigree of the wine, explicable only due to the marketing/branding of the label collection. I know of one reputable wine shop in a mid-size midwestern city that until recently held a 1985 Marilyn Merlot that they were offering at $3500.

I've assembled a portfolio of Marilyn labels in my label library on my winesite. And, I admit I've collected a 'vertical' collection of the wine and am still holding what now spans fifteen vintages. Indeed, we drank a dozen year old 2006 recently and it was drinking quite nicely. We do have fun gifting these wines to friends for suitable occasions, great for those not into the wine so much, but taken by the clever packaging. The Marilyn Merlot label is now in its 32nd year.

The 2016 vintage release is a blend of 91% Merlot and 9% Cabernet Sauvignon, all from Napa Valley. The Vineyard source for the fruit in the 2016 vintage release wine is primarily from grapes from Andy Beckstoffer’s Missouri Hopper vineyard near Oakville with a supporting cast of vineyard sources in Napa Valley including merlot from St. Helena and Cabernet Sauvignon from St. Helena and Oak Knoll appellations.


The iconic photograph adorning the label for this 2016 release was taken by photographer Milton Greene of Marilyn Monroe in September, 1953. It features a extraordinary close-up photo of Marilyn in a large green sweater.

The Winemaker's Notes for this vintage: The 2016 Marilyn Merlot is a rich scarlet hue with purple tones that immediately catch one’s eye as it is poured in the glass. The aromas exhibit a complexity of characters, including but not limited to, cherries, cinnamon, plums, juniper berries and hints of mocha. This merlot has wonderful structure and weight on the palate, is well balanced with suitable tannins for aging. The flavors amplify the aromas with added nuances of tart, rich, blackberries, and vanilla. Very enjoyable now but will improve with 4-7 years of aging.

Try it and enjoy the novelty as well as the grape juice. Have fun with wine. 

https://www.cellartracker.com/wine.asp?iWine=2720220

https://www.marilynwines.com/

Marilyn Merlot welcomes grand-daughter Mackenzie Jean

Marilyn Merlot 2014 highlights family dinner celebrating arrival of grand-daughter Mackenzie Jean

Celebrating another family birth of grand-daughter Mackenzie Jean to son Ryan and daughter-in-law Michele, daughter Erin and grand-daughter Lucy were with us for Sunday Brunch after church so I pulled from the cellar this whimsical Marilyn Monroe Merlot. We hold a vertical collection of over a dozen vintages of this label which each year features a historic photograph of the legendary starlet.

The 2014 release is the thirtieth of this wine and label. This year's label features a photo by photographer Bernard Bruno (Bernard of Hollywood). Bernard took the photo of Marilyn in the 1950’s when Marilyn was producing her own movies.  Marilyn is said to have told Bernard, “Remember, Bernie you started it all —you discovered me!” during the photo shoot for this historic photo.

The 2014 release is a blend of  97% Merlot and 3% Petit Verdot, the fruit sourced from Andy Beckstofer’s Napa Valley Missouri Hopper vineyard in the Oakville Appellation.  

This 2014 is dark scarlet colored with hues of purple, medium bodied, concentrated but somewhat subdued black berry and cherry fruit flavors with a firm backbone, tones of spice, dark mocha chocolate, hints of mushrooms, earth and what the winemaker calls 'forest floor', turning to nicely integrated acidity and moderate tannins on the lingering finish.

RM 89 points

https://www.cellartracker.com/wine.asp?iWine=2483516

http://www.marilynwines.com/product/2014-Marilyn-Merlot

Sauvignon Blonde - Nova Wine Marilyn Series

Sauvignon Blonde - Nova Wine Marilyn Series

To accompany Thanksgiving leftovers, Alec pulled from the wine cooler this Sauvignon Blonde, a label from Nova Wine series based on the legendary starlet Marilyn Monroe. The unique branding strategy was built on their Marilyn Merlot label but has expanded to include a premium label, and economy entry and some complementary labels such this one. I admit I have fallen prey to the whimsy of 'collecting' these uncustomary, not necessarily collectable worthy wines now holding almost two decades of Marilyn Merlot in our cellar. Indeed, my Nova Wines on-line label library features 29 vintages of the Marilyn Merlot label.

Unlike collectable wines that generally gain value as they age due to their distinction of being more rare as time passes, as bottles from the vintage are consumed, and based on their drink-ability over their aging/drinking life, these wines don't have the aging potential to improve and gain interesting character over an extended time. Rather, these wines' gain in value from aging is primarily due to the uniqueness and novelty of their labels.

Nova Wines Sauvignon Blonde Marilyn Sauvignon Blanc 2013

Never-the-less, this was a respectable enjoyable drinking wine showing extraordinarily high value QPR (quality price ratio) for its pricepoint.

I reviewed this wine back in 2013 when I wrote, "This 2013 release Sauvignon Blonde is light straw colored, light bodied, crisp, clean, and flavorful with lemon citrus tones turning to pear and stone with a tangy long lingering finish. Great QPR (quality-price-ratio) in this collectable artist label series"

Today, a layer of pleasant green apple predominates before giving way to the pear, wet stone and whisper of apricot on the tangy lingering finish.

RM 88 points.

https://www.cellartracker.com/wine.asp?iWine=1866356

http://www.marilynwines.com/

Nova Wines Norma Jean Merlot 2014

Nova Wines Norma Jean Paso Robles Merlot 2014

I wrote last year about this time of the release of Marilyn Merlot and Norma Jeane wines from Nova Wines.  As I wrote earlier, Nova play on the name of the famous cinema starlet, Marilyn Monroe, and have built the brand on an annual release of moderate priced Merlot varietal wines featuring an authentic Marilyn Monroe photo on the label. What might have started out as a whimsical or even corny idea has turned into a fun wine that has an almost cult following in some precincts of collectors. Vintage bottles of the label fetch high prices that far exceed the pedigree of the wine, explicable only due to the marketing/branding of the label collection. I know of one reputable wine shop in a mid-size midwestern city that holds a 1985 Marilyn Merlot that they're offering at $3500.

As I write about this marketing strategy and phenomenon in detail in my earlier blogposts, I wrote that Norma Jeane is the low end, budget priced label in the portfolio which continues to grow in a range of varietal offerings and price points. The family has grown to also include Marilyn Cabernet and a recently released premium priced ($100+) Velvet Collection. According to their marketing, "Norma Jeane wines have captured the imagination of collectors and as well as those who simply enjoy the exuberance of young and delicious Merlot." Indeed, its more marketing than viticulture and winecraft as the wine's appeal exceeds its wine pedigree.

This wine at $11 retail ($13 release price from the producer) is the entry level wine in the range, produced for early drinking upon release, or when young. As such, it is whimsically marketed as a 'young Marilyn Merlot' (wine) and features pictures of the starlet early in her career at a young age.

Similar to last year's release, the rear label notes this is the 17th edition of this wine and cites, "Before Marilyn, before Hollywood, there was Norma Jean, referring to the actual name of the starlet. The Marilyn Wines website describes the photo adorning this year's release label and that early photo of the starlet and . "Marilyn appears on the cover of the magazine Personal Romance wearing a red striped blouse and a ship captain’s hat in this photo taken by Bruno Bernard. Marilyn once remarked "Remember Bruno, everything started with you!" as he took some of the earliest photos of Marilyn."

Despite the producers' winemakers notes about the wine, this is a modest lackluster wine, lacking charm or appeal, consistent with earlier releases. 

The producer's notes, "Making a young Merlot requires a coordinated eff ort on the part of the vineyard staff and the winemaker, to grow the grapes and make wine with the knowledge that the wine is slated for early release. One is immediately struck with the rich, deep, purple color of the 2014 Merlot. There is nice intensity of aromas with raspberries, red currants, and plums and hints of spice and cedar weight on the palate . We really love this one and it’s time to say, “I’ll have a glass of 2014 Norma Jeane.”

Similar profile to recent earlier releases, garnet colored, opaque, lean, somewhat flabby and austere, vegetal green pepper and black olive character overshadows any berry fruit, turning to tangy spice with tone of wet wood and hints of grass. Like previous years, buy it for fun and the label, not the contents. Indeed, people will.

RM 84 points.

https://www.cellartracker.com/wine.asp?iWine=2177964

http://www.marilynwines.com/

Nova Wines Marilyn Sauvignon Blonde 2013

Nova Wines Marilyn Napa Valley Sauvignon Blonde 2013 - Another case study in branding

Another label and line from the Nova Wines Marilyn Monroe collection of artist or photo art inspired series wines featuring artwork of photographs of the famous Hollywood movie starlet adorning every bottle that I wrote about in a recent blogpost - Marilyn Merlot and Norma Jean Wines - A Study in Branding.

These wines, with their sexy and fun labels have become a collector series with an almost cult like following. The producers have done an extraordinary job with their branding of the Marilyn lines associated with the Marilyn Merlot flagship namesake label, and others. The fun of buying their wines is indicated in this whimsical label Sauvignon Blonde - a play on words of the Sauvignon Blanc varietal, and the Platinum Blonde bombshell that was Marilyn Monroe.

This 2013 release, the sixth in this series of wines based on Sauvignon Blanc, that began in 2008, features a picture of Marilyn, taken by Sam Shaw, while she was spending time with him and his family that the producer says "has an intimacy and realness that is rarely seen in her more posed photographs".

Producer's winemakers notes - "Aromas are a combination of fresh violets and a typical herbaceous note that is expected with Sauvignon Blanc wines. Flavors of Meyer lemons and pears abound. This wine explains why we say Marilyn Sauvignon Blonde is the wine we drink daily!"

They say that Sauvignon Blanc is the grape varietal that manifests itself most naturally in its wines, succumbing to less adulteration or alteration than other varietals. This contributes to the consistency in Sauvignon Blanc wines across the spectrum including the price range.

Rear label

I find Sauvignon Blanc to be an ideal wine for the less discriminating or less sophisticated wine drinker with its simplicity and easy drinkability for every day as well as special occasion drinking. Notably, open this bottle, enjoy a glass, put it in fridge, and enjoy another glass again, and again, up to a week or even ten days later. Its good with white cheeses, seafoods, berries and other fruits, and salads.

This was a great accompaniment to left-over scampi from our last Saturday night wine and dine dinner. 

Nova Wines Marilyn Napa Valley Sauvignon Blonde Sauvignon Blanc 2013

This wine, as with many Sauvignon Blancs, represents great QPR - quality to price ratio, for every day drinking.

This 2013 release Sauvignon Blonde is light straw colored, light bodied, crisp, clean, and flavorful with lemon citrus tones turning to pear and stone with a tangy lingering finish.

RM 88 points.

https://www.cellartracker.com/wine.asp?iWine=1866356

http://www.marilynwines.com/WINES/SAUVIGNON-BLONDE 

Marilyn Merlot 2012 Label Unveiling / Release

Marilyn Merlot 2012 Label Unveiling / Release

The turn of the calendar each year starts a new vintage year for wines and unveils new releases for each label. For collectors interested in maintaining a 'vertical' collection of a wine - sequential or multiple vintages of the same label, its another vintage selection to add to the line. Awaiting the new vintage label of a collector's series, such as an artist series or a photo series, is a special happening. See my blog "Marilyn Merlot and Norma Jean Wines - (Now That's) A Study in Branding". The anticipation of one such new release was met this week with the arrival of the 2012 vintage release of Nova Wines' Marilyn Merlot in local stores.

I've written about the branding phenomenon of this quirky label that has taken on much fanfare and for some an almost cult following. The 2012 label represents the 28th release of the Napa Valley Merlot featuring a label adorning the famous starlet actress. I admit I've fallen for the scheme and pick up a bottle each year to add to my 'vertical' collection that now spans more than a dozen years. And we continue to have fun gifting these bottles for special occasions and appropriate recipients.

This year's label is stylish and elegant with its black background showcasing the starlet's platinum hair, fair skin and luscious red lips, matching the red Marilyn signature.

According to the producer, this year's label photograph is from “The Black Cape Sitting” by Milton Greene.  It was shot in New York, 1955. Marilyn spent that whole year out of public view, living with the Greene family."

Nova Wines with their Marilyn series hold the exclusive license to Marilyn Monroe photography for such use.

The producer's tasting notes for the wines are: "Deep rich, youthful, purple hues are evidenced in the glass with aromas that have pleasing intensity.  Hints of cassis, raspberry, spice, and rhubarb are well integrated in the nose.  From entry to finish this wine has an even, alluring presence on the palate with a nicely balanced medium body.  The flavors follow the aromas with added nuances of red currants and oak nicely integrated with the vinous fruit and a moderately lingering finish augmented by a touch of chili pepper"

We'll review this wine in an upcoming tasting journal post.

https://www.cellartracker.com/wine.asp?iWine=1781492

http://www.marilynwines.com/

Marilyn Merlot and Norma Jean Wines - A Study in Branding

Marilyn Merlot and Norma Jean Wines - Now That's Branding! 

Another blog post on wine marketing and branding - one of the more imaginative and marketing driven labels is a study in the ultimate branding exercise that totally transcends the wine experience. I wrote in a recent blogpost about wine branding about a couple of labels which were lacking a theme and absent of typical recognizable elements in accordance with branding practices. To the other extreme, Nova Wines have created an entire franchise on one celebrity identification theme based on a play on words - Marilyn Merlot. Marilyn Wines holds an exclusive agreement with the estate of Marilyn Monroe for the use of the name and the images in their wine marketing and packaging.

Playing on the name of the famous cinema starlet, Marilyn Monroe, the marketers at Nova Wines have  built the brand on an annual release of moderate priced Merlot varietal featuring an authentic Marilyn Monroe photo on the label. What might have started out as a whimsical or even corny idea has turned into a fun wine that has an almost cult following in some precincts of collectors. Vintage bottles of the label fetch high prices that far exceed the pedigree of the wine, explicable only due to the marketing/branding of the label collection. I know of one reputable wine shop in a mid-size midwestern city that holds a 1985 Marilyn Merlot that they're offering at $3500.

Marilyn Merlot 2003

I've assembled a portfolio of Marilyn labels in my label library on my winesite. And, I admit I've collected a 'vertical' collection of the wine that spans the past dozen years. We do have fun gifting these wines to friends for suitable occasions, great for those not into the wine so much, but taken by the clever packaging. The Marilyn Merlot label is now in its 26th year.

Evidence of the Nova team marketing savvy and building upon the success of their branding, the portfolio has grown to more than a half dozen labels all playing to the 'Marilyn' theme, bearing whimsical names, Marilyn Meritage, Sauvignon Blond, Blond de Noirs, and this label, Norma Jeane.

Playing on the name Norma Jeane, the given name of the starlet before she became 'Marilyn' famous, the wine is a modest priced entry level sipper intended to be consumed young or soon after release, lacking the sophistication and pedigree for aging. As with the Marilyn label, "each vintage of Norma Jeane Merlot features a photograph taken of the young actress in the years just before she captured the imagination of the American public as Marilyn Monroe", according to their website.

Norma Jeane is the low end, budget priced label in the portfolio which continues to grow in a range of varietal offerings and price points. The family has grown to also include Marilyn Cabernet and a recently released Velvet Collection. According to their marketing, "Norma Jeane wines have captured the imagination of collectors and as well as those who simply enjoy the exuberance of young and delicious Merlot." Indeed, its more marketing than viticulture and winecraft as the wine's appeal exceeds its wine pedigree. They're striving to address this with their premium Velvet Collection label.

Evidence of their marketing success is in the pricing of their 'vintage' wines. Today, their winesite offers ten vintages of the otherwise 'modest' Norma Jeane label. The release price from Nova for their 2013 vintage is $13 and its generally available from $10 to $14. The 2012 release is also available at $13. But note the price escalation for earlier vintage releases - the 2011 is offered on their website at $70! The 2010 vintage is a bargain at $35 if you look the hefty $110 price for the 2009! The rest of the flight is available at 2008 - $70, 2007 - $55, 2006 - $65, and the 2005 is priced at $100. But wait, after the bargain priced 2004, available at $50, the 2003 is $155 and the 2002 is $175. Hold on, the 2001 and 2000 are offered at $225 each, and you can round out your vertical collection with the 1999 at $110 and the 1998 at $160. Don't fret, the 1998- 2009 Vertical Collection is In Stock and available for $1500. I can't make this up. Don't forget, this is a $12 every day sipper. Marketing!

I refer to Nova Wines as marketers as opposed to producers, since I believe they are more negociants than producers - purchasing fruit or wine from others and remarketing it under their own branding and labeling. I am not aware of land holdings or vineyards attributable to Nova Wines.

According to their stated history, "Marilyn Wines traces its origins to 1981, when a small group of friends started making wine at their home near St. Helena in the Napa Valley.  One evening in 1983, over dinner and a bottle of homemade merlot, the concept of "Marilyn Merlot" was born.  The wine enjoyed a good deal of popularity around the valley and was often donated to charity auctions and given as Christmas gifts.'

"In 1985, the playful idea and the fine wine that bore its name led to the limited production of Marilyn Merlot for sale to the public.  Over the 25 years, continuing acclaim from critics, collectors, and lovers of fine wine have led to the production of Marilyn Merlot, Marilyn Cabernet, Norma Jeane, the Velvet Collection, Marilyn Blonde de Noirs, Marilyn Red Dress, and Marilyn Sauvignon Blonde, and Marilyn Meritage."

While they may own some land, and make some of their own wine, I suspect their incredible success has grown beyond that capacity such that they now source their product from other growers and or winemakers to meet their demands.

As I wrote in earlier blogs about negociants and their practices, while this often provides notable wines at extraordinary prices, since their sources may change from vintage to vintage, there may be no such element of terroir, sense  of place with consistent predictability or uniformity in the product. Here again, this isn't about the wine, its about the brand. Kudos to the Nova team for creating an marketing case study in branding, contrary to my earlier citations on the practice.

 

Norma Jeane Red Wine 2013

Ironically, I picked this up at the local wine shop while I was there to pick up the absolute last available bottles of another negociant label - Ninety Plus Cellars Lot 101 Syrah. Now that its gone, its gone forever. I scoured the market to find the last stock and grabbed it all.

While I follow the releases of Norma Jeane, based on their marketing and labeling featuring images of the starlet early in her career, I've not been a consumer of this wine. I don't have a palette for or particularly enjoy low end modest red wines, despite their affordability at around $10. Its a double edged sword, that as one tastes and studies more wine, and develops a conscious palette for such, one's preferences tend to elevate to more sophisticated wines, which naturally cost more. This is one of the perils of wine enjoyment, one's 'tastes' tend to become more expensive with the more educated palette. As I've written before, this isn't continuous, one reaches their limit of sophistication and preference at a particular level, that typically reflects a pricepoint, whether it be $20, $35, $50 or more. Above that level, I contend that price does not equate with wine quality or appeal, rather marketing and label 'cache' takes over and dictates prices as much as the product itself. Aside the rarified air of certain ultra premium wines, certainly there is a point of diminishing returns for the vast majority of labels. 

This wine was vegetal in character with green pepper predominating over any essence of berry fruit, almost to a point of airing wet grass with woodiness. Buy it for the label, not the contents. Indeed, people will.

RM 83 points.

https://www.cellartracker.com/wine.asp?iWine=1866352