The Malbec that's got something for everyone; even dress designers
Thankfully, it's not every wine label that has you reaching for the dictionary on just the second word.
But that's exactly the effect Trapiche's "Pure" Malbec had; it's "diaphanous" apparently.
A word used more usually concerning fabrics rather than wine, it means "light, delicate, and translucent". As in "a diaphanous dress of pale gold"; you know, the kind of semi-see-through numbers that Madonna used to wear.
Whilst this Malbec doesn't see any oak during its production, light and delicate are not terms you'd normally consider benchmark categories for the grape variety. Especially not from Mendoza in Argentina.
If anything, Malbec's better-known for its intensely deep colours; an invitingly intense purple that leaps out at you from the glass like a bishop's cassock.
But whichever wine marketing agency Trapiche instructed weren't about to stop their with the wine's back label.
"Natural" gets a look in twice, perhaps with a nod to the rise of the natural wine movement. "Genuine" and "free" add to the suggestion, whilst the awkwardly composed "reflects authentically its place of origin" of course pays homage to that commonplace wine claim of "terroir", or somehow showing you where it's come from.
As a 34-word effort to touch upon just about every current wine fad and fashion, it's a masterpiece. Unfortunately, it also in the process manages to mean nothing whilst saying everything.
Not unlike many an advert that washes over us on a daily basis I supposes.