PP Bradshaw

摘要

The Australian Wine and Brandy Corporation (AWBC) recently released the new names for sherry and tokay. You will recall that our industry had to find alternatives in order to placate the Europeans. I am not too sure what we received in exchange. Was it to stop them using the names of Australian regions for their wines? I can't see any of the Europeans wanting to use Coonawarra, Yarra Valley and the like. Unbelievably, this little exercise has cost $lm thus far. So, what exactly did the team of highly-paid consultants come up with? Something catchy and memorable that is evocative of the original names? You have to be joking. 'Apera' is the new name for sherry, and it is 'topaque' for tokay. A pair of ridiculous names, if you ask me. The other finalists are no better: 'solzay', 'solperi' and 'alphrette' for sherry; and 'mellifera' and 'allirea' for tokay. I suspect that the team of consultants must have imbibed too much of the product during their eight months of brain-storming.