Cupcake Vineyards Mendoza Malbec

We all know the old adage about what happens when you “assume” something to be a certain way. It is an easy trap to fall into and often, unavoidable. But, I am not willing to assume (different use of the word) all of the blame. Advertising plays a big part in it, particularly when it comes to the wine industry.

Take this week’s pick, for instance: the 2010 Cupcake Vineyards Malbec. Grabbing a bottle, I immediately assumed that I was purchasing a mass-market wine targeting newbie female wine drinkers. “Cupcake” is either someone’s cutesy nickname or the product of an advertising agency: I suspect the latter. And, atypically, the name also lacks any geographical reference so there is no immediate association with the origin of the varietals or vineyards. The label design, the same one used for the entire line, is “shabby chic”: stylized but not off-putting.

So, how was it? The ruby color, dark fruits and hint of chocolate were true to the Malbec heritage but it stopped there. I thought it lacked depth and had a short, undistinguished finish. While I applaud their efforts to introduce Malbec to the domestic market, I think that there are much better, and equally affordable options from (native) Argentinean winemakers.