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/
