English translation: Consumers like to be able to read the grape variety on the label.
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08:51 Mar 16, 2007
French to English translations [PRO] Marketing - Business/Commerce (general) / wine labelling
French term or phrase:élément favorable de lisibilité
Toute indication de cépage reste un élément favorable de lisibilité lors de l’achat des consommateurs.
I am re-asking this question, as I messed it up before, apologies (will see if I can get previous one squashed).
I am looking for a good way of rendering the above sentence, which is taken from a presentation on rising wine sales statistics - for use within the industry. I know what the sentence means, but can't decide how best to put it. Suggestions welcomed.
Sorry folks, I'm flying in the face of the level of agreement here, but this answer certainly WAS the right idea and seemed to sit best with the surrounding context. It was all about the British public feeling somehow comfortable seeing the grape variety on the label and being more likely to buy on the strength of it - even if they don't know their Shiraz from their Syrah - which I am reliably told is the same grape but never knew even though I have been downing either - or both - for years! 3 KudoZ points were awarded for this answer
I wouldn't voice an opinion on the British public except from experience buying wine in the UK a few weeks ago, when I was stunned to find that the grape variety aspect was so prevalent. It is just beginning to catch on here - very slowly
...well then perhaps for precisely the same reasons I may be so bold as to know something of wine consumers in a country I have lived in all my life. Being one myself, and knowing plenty of others, in my experience people will often prefer to buy a bottle of wine that shows the grape variety on the label, without necessarily knowing much about that particular grape variety - but then I am talking about 'Joe Public'. And if that sounds dismissive, then I apologize to British wine consumers, but I'm afraid that has been my experience. That was the only point I was making...
Answer - I can because I live here and have done for most of my adult life. And my habits are the same as theirs as a result. I knew nothing about wine before I came here. Or did you mean something else?
Since you're making such a big deal of this - maybe they just feel reassured because it is something they have vaguely heard of. But you can't know that. Anyway, as to the French, they still think in terms of Bordeaux or Burgundy or whatever.
I understand the point you are making - and yes, I have heard people in the UK asking specifically for PG or Chardonnay or whatever, but my point is that in a lot of cases it is simply 'name-dropping'... challenge them at random and (unless you happen upon someone who really knows their wine) and ask them to tell you about that particular grape variety... and see what you get back! I humbly offer myself as a prime example: yes, I prefer to see the grape variety on the label, and am more likely to buy a bottle which shows it - but I still don't necessarily KNOW that much about it unless I go and read up on it. So yes, it is a choice - my only question is the degree to which that choice is 'informed'. I think the whole crux of the matter is that British people are generally very interested in wine and the whole business...because they still regard it as a luxury - whereas the French, who grow up pickled in the stuff, aren't quite so bothered! I do admit, however, that I am perhaps going too deeply into this.
Agree with CMJ. Never heard anyone in the UK specifically order Pinot Grigio or Chardonnay in a bar? As you say, these are becoming tantamount to "brands". Besides, some countries' wines are marketed by variety not region. Take a gander down the offie :-)
Don't dismiss wine drinkers that easily. Amazing in the UK the addition of details of grape varieties took hold a lot earlier than it did in France. All it means is that any indication .... makes it easier for them to make an informed choice
... some interesting answers. The more I look at it, the more I think that what it is saying is simply this: that consumers feel more comfortable with / are more likely to buy a bottle of wine which shows the grape variety on the label. My only hesitation with CMJ's answer is this: as we're talking about UK wine consumers (phillistines that we are!), I feel that many of them might read the grape variety on the label, but still not actually KNOW what they are buying (unless they happen to be rare connoisseurs). So, in many cases, they would still not be making an informed choice per se, so much as seeing the grape variety on the label as a sort of brand (which I suppose in a way, it is) and being more ready to buy as a result. I feel the French sentence is a bit open to interpretation, based on an understanding of the creature that is the British wine consumer. I do agree, however, that the whole thing needs rewriting, as a direct translation into English would not work. I feel that Jacqueline's answer probably comes the closest to what they mean...but am currently still mulling (eeks, an accidental wine pun) this one over. Thanks to all in the meantime.