What does 'Second Label' mean in the context of wine production?

The term 'Second Label' in the context of wine production refers to a wine produced from estate fruit but marketed under a different name. This strategy allows wineries to utilize grapes from their vineyards that may not meet the criteria for their primary label, often due to considerations such as quality or stylistic choice. By creating a second label, wineries can offer a different range of wines with varied price points, thereby expanding their market reach without diluting the prestige of their primary label.

Second labels often showcase the same level of craftsmanship and care in winemaking as the primary label, though they may represent a more approachable price. This can attract consumers who desire quality wine but are looking for options that are less expensive than the flagship offerings. As a result, the second label serves both as an entry point for consumers and as a way for wineries to manage their production and inventory efficiently.