Tim Atkin MW: Moving away from ‘icons’
Published: 12 December, 2023
My late friend Michael Cox, who ran Wines of Chile’s UK office for more than a decade, had a great line about so-called “icon” wines. “Is that one word or two?” he would ask with a raised eyebrow. The pun works best in English, but the marketing strategy it points fun at is pretty much universal. Wines promoted as “iconic”, especially
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