UNVEILING A NEW LOOK
FOR IDIOM’S -ICO(N) BLENDS
Celebrating their heritage and highlighting their varietal building blocks, Idiom Wines is proud to introduce a new iteration in the life and look of its acclaimed blends. From the 2016 vintage, the wines that make up the Idiom blend series will be known as follows:
IDIOM B Blend – the Bordicon
IDIOM R Blend – the Rodanico
IDIOM I Blend – the Iberico Blend
IDIOM C Blend – the Cape Blend.
Idiom, by definition, has always been about wine, words, letters and expressions. With close to 20 varieties planted, Idiom has become renowned as a destination to experience the Cape expression (or Cape idiom) of the great wine regions of the world. The new names for the Idiom blends had to consider all these inputs as well as the heritage, provenance and origin of each wine and its components. Recent and existing European laws enforcing the protection of geographical indication mean that it is no longer possible to casually refer to places like Bordeaux or use words like Chateau anywhere on a foreign wine label, front or back, with the odd historical exception, but fantasy names or fusion words which might hint at these places of origin are allowed.
So began a challenge to find a suitable name for each blend, taking into account what is and what is not permissible, but still continuing the brand identity and lexicon that has been associated with Idiom’s wines. Ultimately the winning theme combined the simplicity of a single capital letter with a supportive descriptive name, referring to each blend’s varietal heritage. By using the classical Greek and Latin origin suffix ‘-ico’, meaning ‘belonging to’ or ‘associated with’, Idiom has created a family of supporting names for its European origin blends.
This new ending also echoes the very meaning of the word Idiom, which stems from the Greek ‘idios’ and late Latin ‘Idioma’ – meaning ‘private property, one’s own’ and ‘particular or peculiar expression’ respectively.
Whether the blends ultimately end up being known by their new single letter or by their regional descriptive name remains to be seen and of course, the beauty of the descriptive ending -ico is that just one extra letter is required for the name to acquire iconic status!
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