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Michael Mondavi releases ‘super-ultrapremium’ $200-a-bottle cab
Check out this piece by Steve Heimoff in Wine Enthusiast Online about “the launch of the first super-ultrapremium wine” by Michael Mondavi, to be named “M by Michael Mondavi.”
I have just one question.
What does “super-ultrapremium” mean?
(Okay, Heimoff himself explains in a comment to this post that the term was coined by someone — not him — back in the 1990s to describe a price point that was beyond the then-top-tier “ultrapremium.” And in the piece on the release of the Mondavi wine, the word is Heimoff’s, not Mondavi’s.)
Still, what’s next — supercalifragilisticexpialidocious?
Oops, that’s two questions.
Sorry.
For a Q-and-A with Mondavi on his new wine and many other topics, see Steve Heimoff’s blog entry entitled “Michael Mondavi on his new wine, high alcohol, high prices and lessons learned”.
MY lesson learned was in how to spell “supercalifragilisticexpialidocious”….
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Comments
By Morton Leslie
September 1, 2008 12:53 AM | Link to this
To clear up the confusion, you should use the M.L. classification by bottle price Premium = < $5 SuperPremium = $10-15 UltraPremium = $15-25 SuperUltraPremium = $25 -$35 Luxury = $35-50 UltraLuxury =$50 - $100 SuperUltraLuxury = $100 to $150 CultSuperUltraLuxury > $150 Please note: No word has been invented for wines that are over $1000 a bottle (though several words are currently in use for the individuals who buy them), so 1st growths/crus are waiting for a proper classification.By Steve Heimoff
August 29, 2008 5:03 PM | Link to this
Dear Uncorked, that was my word, not Michael Mondavi’s. I apologize if there was any confusion and I didn’t mean to imply it was Michael’s term. Super-ultrapremium is a word somebody [not me] came up with in the 90s when prices got ridiculously high and something stronger than “ultrapremium” was needed.