According to a report circulated yesterday in Italy, more than 70,000 bottles of Langhe Rosso DOC 2010 “Già” have been impounded by Italian authorities. A number of issues cited by officials prompted the seizure: French terms were used on the label (bilingual French-Italian labels are allowed only for Valle d’Aosta DOC and DOCG wines); the alcohol content was inaccurately reported (at 11%); and the contents were described as fresco (fresh) and giovane (young), leading consumers to believe that the wine was novello (new wine) when in fact it was not permissible to classify it as such.
Già is the brainchild of Italian retail tycoon Oscar Farinetti, founder of Eataly and majority stakeholder in the Fontanafredda winery, who bottled the wine. The wine was marketed as an inexpensive, low-alcohol product and an immensely successful advertising campaign positioned it as a revival of traditional winemaking, using images of septuagenarians — some would say, disingenuously — as ambassadors of its quality.
Reported by VinoWire editor Franco Ziliani.