While some wines sail carefree on a sea of feel-good associations generated by history, fashion, or really good marketing, others seem ever on the verge of sinking beneath waves of ignominy. Wines burdened with a low-rent aura don’t always deserve their fate, however. Scratch some poor, cachet-bereft category and it’s just possible you will find something authentic, honest, and appealing.
Consider Lambrusco, the grapey, juicy, lightly-sparkling red wine with origins in the Emilia-Romagna region of northern Italy, where its place alongside the region’s salumi (sopressata, prosciutto, capicola, and more) has been secure for generations. Manufactured on an industrial scale for a world market proved its undoing, eventually deep-sixing not only its own reputation, but also prospects for anything bearing a resemblance to it. Sparkling reds became about as down-market as a wine category could be. It’s true that some examples of the genre richly merit their nimbus of disgrace, but that doesn’t make the whole category a dud. Often it means new pleasures and hidden value are waiting to be discovered by adventurous types sniffing about for the next new thing.
