Austrian Wine: Can It Be Capitalized?

The capitalisation of wine names is a complex issue, with no clear consensus. While some sources, such as the *New York Times* and the *Associated Press Stylebook*, opt for lowercase, others, like *Wine Spectator* and *Wikipedia*, prefer uppercase. The Chicago Manual of Style, a reference for novel writers, suggests five rules for capitalisation, including capitalising wines named for the places they come from. However, it's worth noting that neither the Oxford English Dictionary nor the Chicago Style Manual has published definitive rules, leaving writers and publications to decide their preferred style.

When should wine grape varieties be capitalised?

The capitalisation of wine grape varieties is a contentious issue, with many conflicting answers. While some sources claim that grape varieties should always be capitalised, others argue that they should always be in lower case. Ultimately, the choice of capitalisation may depend on the style guide followed by a particular publication or the writer's personal preference.

Grape Varieties in General

Some sources suggest that grape varieties, such as Merlot, Cabernet Sauvignon, and Pinot Noir, should not be capitalised. This is because, grammatically, common names of plants are typically not capitalised. For example, we write "roses" and "violets" in lower case, so it would follow that "grapes" and their varieties should also be in lower case. Additionally, there has been a recent shift towards less capitalisation in writing standards to simplify readability, and some argue that the wine industry should follow suit.

Grape Varieties Named After Geographical Places

However, there is a general consensus that wine grape varieties named after the geographical region where they are grown should be capitalised. For example, "Burgundy" and "Bordeaux" are both regions in France and the names of grape varieties from those regions, so they are typically capitalised. However, it is important to note that if a wine is named after a place but does not come from that place, it should not be capitalised. For instance, a "Chianti" from California should not be capitalised, as it is not actually from the Chianti region in Italy.

Capitalisation in Specific Publications

The capitalisation of wine grape varieties also varies depending on the publication. For example, The New York Times and the Associated Press Stylebook do not capitalise grape varieties, while other sources, such as Wikipedia, Wine Spectator, and Decanter Magazine, do. Ultimately, it is essential to maintain consistency in capitalisation within a particular publication or text.

When should wine region names be capitalised?

Wine region names should always be capitalised when they are used as part of a wine name. For example, a wine from the Champagne region of France should be referred to as 'Champagne', whereas a sparkling wine from outside of this region should not be capitalised. Similarly, wines from the Rioja region in Spain, the Chianti region in Italy, and the Burgundy region in France should be capitalised, e.g. 'Rioja', 'Chianti', and 'Burgundy'.

However, there is some debate over wine region names that have become more general terms for wine blends or grape varieties. For example, 'Bordeaux' blends can come from California as well as the Bordeaux region in France. In these cases, it is up to the writer to decide whether to capitalise or not.

It is worth noting that neither the Oxford English Dictionary nor the Chicago Style Manual has published any official rules on how to approach capitalisation in wine. Therefore, it is most important to be consistent and have a clear in-house style for capitalisation when writing about wines.

What are the rules for capitalisation in wine according to the Chicago Manual of Style?

The Chicago Manual of Style is one of the most used and respected headline capitalisation methods, particularly in journalism. The rules are fairly standard for title case:

• Capitalise the first and last words.
• Capitalise nouns, pronouns, adjectives, verbs (including phrasal verbs such as "play with"), adverbs, and subordinate conjunctions.
• Lowercase articles ("a", "an", "the"), coordinating conjunctions, and prepositions (regardless of length).
• Lowercase prepositions of fewer than five letters, except when they are used adverbially or adjectivally (e.g. "up" in "Look Up", "on" in "The On Button").
• Lowercase the second word after a hyphenated prefix (e.g. "anti-" or "super") in compound modifiers (e.g. "anti-hero").
• Lowercase the 'to' in an infinitive (e.g. "I Want to Play Guitar").

However, there is no industry-specific source for the capitalisation of wine varietals, and the rules can be confusing and inconsistent. For example, The New York Times and Slate.com don't capitalise grape varieties, but most other wine publications do.

The Chicago Manual of Style does not specifically address the capitalisation of wine names, but the above rules can be applied to wine names and varietals. For example, according to the rules above, "Pinot Noir" would be capitalised as it is a noun, whereas "pinot noir" would not be capitalised as it is a lowercase common noun. Similarly, "Chablis" would be capitalised as it is a proper noun, while "Chardonnay" would not be capitalised as it is the name of a grape variety and a common noun.

It is important to note that there may be exceptions to these rules, and some sources may suggest that wine varietals can be capitalised. Ultimately, it is a judgment call that each writer must make, and it is essential to maintain consistency in capitalisation throughout a publication.

How do wine professionals and the general press differ in their approach to capitalisation?

Wine professionals and the general press differ in their approach to capitalisation in a few ways. Firstly, wine professionals tend to capitalise wine varietals, while the general press does not. This may be because wine professionals want to highlight the importance of grape varieties, whereas the general press follows more general grammatical rules. For example, The New York Times and the Associated Press Stylebook do not capitalise grape varieties, treating them like any other plant. On the other hand, wine professionals may argue that grape varieties are different from other plants because they are propagated by cuttings and have unstable properties under sexual reproduction. As a result, they may consider grape varieties to be more like cultivars, which are capitalised in botanical nomenclature.

Another difference in approach is that wine professionals are more likely to capitalise grape varieties when they are named after the geographical place where they are made. For instance, wines from the Burgundy region in France may be referred to as Burgundies, with the region name capitalised. However, if a wine is named after a place but is not actually from that place, it should not be capitalised. For example, a sparkling wine from South America that is not from the Champagne region of France would not be capitalised.

Additionally, wine professionals and the general press may differ in their treatment of specific grape varieties. For example, some wine professionals may capitalise the "R" in Rioja, while others may not. Similarly, some professionals may spell petite syrah with capital letters, while others may use lowercase letters. These differences in approach can be confusing for marketers and copywriters, who need to have a consistent style for dealing with wines.

Overall, the main difference between wine professionals and the general press is that wine professionals are more likely to capitalise grape varieties, while the general press follows more standard grammatical rules and conventions.

How does capitalisation impact branding and advertising?

Capitalisation is an important consideration in branding and advertising, and it can impact how a brand is perceived and how effectively it communicates its message. Here are some ways in which capitalisation can influence branding and advertising:

• Consistency and Standardisation: Establishing consistent capitalisation rules is essential for maintaining a professional and polished brand image. Inconsistent capitalisation can create a sense of discord and may detract from the overall visual appeal of marketing materials. Having a clear set of guidelines ensures that all brand touchpoints, from packaging to promotional content, adhere to the same standards. This consistency fosters a sense of unity and attention to detail, contributing to a positive brand perception.
• Legibility and Readability: The use of capitalisation can impact the legibility and readability of text in branding and advertising. For example, excessive capitalisation or the use of all capital letters in body text can make content harder to read. On the other hand, strategic capitalisation of specific words or phrases can draw attention and improve readability. Legible and easily readable content ensures that the brand's message is effectively communicated to the target audience.
• Emphasis and Hierarchy: Capitalisation can be a powerful tool for creating emphasis and establishing a visual hierarchy in branding and advertising. By capitalising certain words or phrases, designers can highlight key messages, taglines, or important information. This selective use of capitalisation helps guide the reader's eye and ensures that the most critical information stands out. It can also contribute to a dynamic and visually appealing layout.
• Brand Personality and Tone: Capitalisation choices can influence the perceived personality and tone of a brand. For example, using sentence case for headlines or product names may convey a more relaxed and approachable tone, while title case can suggest formality and elegance. The capitalisation style chosen should align with the brand's desired image and the emotions it wants to evoke in its audience.
• Adherence to Style Guides: To maintain consistency and accuracy, it is essential to follow established style guides when capitalising in branding and advertising. For example, the Associated Press (AP) Stylebook, widely used in journalism and public relations, provides guidelines on when to capitalise words and proper nouns. Deviating from these standards can lead to errors and inconsistencies, damaging the brand's credibility.
• Legal and Trademark Considerations: Capitalisation can have legal implications, especially when it comes to trademarks and brand protection. The capitalisation of a brand name or logo can impact its distinctiveness and, consequently, its eligibility for trademark registration. Inconsistent or incorrect capitalisation may result in trademark infringement or dilution, affecting the brand's intellectual property rights.

In conclusion, capitalisation plays a significant role in branding and advertising. It influences how a brand is perceived, how effectively it communicates its message, and how it connects with its target audience. By paying attention to capitalisation rules, brands can ensure consistency, legibility, and emphasis in their visual communication, ultimately contributing to a stronger and more impactful brand presence.

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