Wine information may come directly from the winemaker, winery owner (who may or may not be winemaker), oenologists, sales persons, friends of the family, company brochures, or trade organizations, or from many other sources.
The following twitter exchange - one of numerous similar examples I've come across over the years - portrays pretty much what may happen when a "new wine category" (vino frizzante*) is not being explained but pitched with terms clients are already familiar with (lambrusco)
While this understandable practice will sell products, it eventually will backfire: The world was pitched a sweet red, white and rose' VERSION of true Lambrusco (min. 11% alc.) and told THIS IS Lambrusco. However, since 1995 we know that none of these export versions are actually served in restaurants in Emilia and Mantova.
Lost in Translation
A Twitter Exchange or How a fizzy Emilian white wine made from two white grapes (Trebbiano and Sauvignon) becomes 'Lambrusco from Lambrusco':
Producer: Vino Frizzante Bianco > Distributor: A fizzy white wine from the Lambrusco region > Retailer: Lambrusco from Lambrusco.
We just got BiFri. A brand new sparkling goodness from Lambrusco.
Lambrusco is Lambrusco when made from Lambrusco grapes.
True but this is from a Lambrusco producer. It is and it isn't.
Lambrusco producers make red/rose' Lambrusco and
white 'Vino Frizzante'.
BiFri [is made from] Trebbiano (white) and Sauvignon (white).
You are varietally correct. #WeLiveToFightAnotherDay! :)
....and factually. White Lambrusco Frizzante doesn't [even] exist in Emilia and Mantova.
....also not all fizzy reds from Emilia or Mantova are Lambruscos.
It's a tasty beverage. That's what counts!
Agreed! And providing correct information to consumers.
Real (min. 11% alc.) Lambrusco Frizzante is ALWAYS red or rose'.
Stop thinkin', start drinkin'!
The truth set real (min. 11% alc.) Lambrusco free.
Corporate marketing gave us industrial Lambrusco [versions].
I'm a proud producer of 12% alc. Lambrusco.
BiFri is BiFri. Our Lambrusco is Lambrusco.
Exactly. Thank you.
a top Emilian Lambrusco* producer!