Resurrected after being slapped down in the awardwinning film, “Sideways”, Merlot has made a comeback, writes Mira Advani Honeycutt
Merlot is not lying low anymore. If the #MerlotMe movement has anything to do with it, the much-maligned wine is past its identity crisis and back in full force. The month-long ode to Merlot kicks off in October, culminating on November 7 as National Merlot Day. Napa Valley’s Duckhorn Vineyards, known for high-end luxury Merlot, deserves kudos for ingeniously resurrecting Merlot’s image when it launched #MerlotMe in 2013. Supported by several Napa Merlot producers, the movement has evolved into a global phenomenon. Although this year Duckhorn Vineyards are not actively funding the #MerlotMe project, they are nonetheless very much behind it and the movement continues its global outreach. The #MerlotMe stats, according to Keyhole tracking data, show a total of 268,729,298 social impressions from 2014 to 2022.
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