Frustrated French vitners are fed up with slow sales, so they decided to try an unusual marketing gimmick: naming their wine "Le Vin de Merde" or "Crap Wine."
Restauranteur Jean-Marc Speziale and winemaker Walter Valgalier concocted their devilish little PR tactic in the caves of Gignac, near Montpellier. Speziale told Just-Drinks.com that the canny name acts as a backhanded compliment to Languedoc's underappreciated wine.
"This draws attention to the fact that we make very good wines," Speziale said. In actuality, Vin de Merde hardly lives up to its name--thankfully. Bottles sell for 7 euros (somewhat pricey by French standards) and are flying off shelves of local carriers. It seems, for now, that this publicity stunt initiated out of angst and frustration is wholeheartedly succeeding.