Wine as a bungee jump

New Zealand Winegrowers, the generic body for New Zealand wine producers prepared to pay a levy for promotional activity, has just announced that it is to change its slogan. (I love the thought of all the man and woman hours that must have gone into this.)

 

It used to be ‘The Riches of a Clean, Green Land’. It’s now – wait for it… – ‘Pure Discovery’. I told you it was worth waiting for, didn’t I?

 

What I like best is the rationale. Pure Discovery apparently reflects the fact that NZ wine has changed quite a bit over...