Scratch and Sniff Wine Label Makes a Comeback

Domaine Bourillon Dorléans, a wine producer in the Loire Valley, re-released its ‘scratch and sniff’ label. This is the winery’s second attempt at the aromatic label, since its initial “terroir” scent proved unpopular; it was “a bit too earthy and strong in nature for the US market as it smelled a little like mushrooms, so I had to come up with another idea,” says owner Frédéric Bourillon. 

The new scratch and sniff label attempts to capture the smell of flowering chenin blanc grapes, and appears on bottles of the winery’s La Bourdonnerie Vouvray demi-sec. The aroma was captured by a perfume producer in Grasse, according to Bourillon. “Ultimately, I want it to be like my signature on the bottle,”  he says. 

Bourillon is not the only one using the scratch and sniff technique in wine. The Essential Scratch and Sniff Guide to Becoming a Wine Expert: Take a Whiff of That by Richard Betts allows readers to learn the basic aromatic components of wine with a quick rub of the pages. [The Drinks Business] [Photo: Flickr/Eduardo]