The Allure of Perfume in Wine, and Not Vice Versa {The 5th Sense in the News}




Perfumes inspired by the scent of wine or liqueur, sometimes described as "boozy" in perfumista's parlance, are far from being uncommon. There are several kinds: the crypto-boozy scents like the chypres; the replica-boozy scents such as perfumes directly sourcing their main accords from a vintner's reserve like Frapin; the enhanced-by-booze scents where a wine or rum note gives a je-ne-sais-quoi to the composition; and most avant-gardist of the lot, the aged-like-wine boozy perfumes, left to mellow in wooden caskets, an original idea implemented by Thierry Mugler.

If the relationship of wine and perfume is rich, and bilateral, if we consider flavor to count as perfume, it has never been so openly affirmed as with the latest concept signed by Mazzetti d'Altavilla...

The Italian label has launched a collection of 3 wines in the Italian and German markets meant to seduce women, and only them. How better to do so but by bottling womanly wines in bottles inspired by fragrance flacons and given names that sound like Chanel emulators. Not content with advertizing their wines in supposedly girly garbs, the makers have also added floral-bouquet twists.

No 4 Ruché is jasmine-scented, No 6 Malvasia is a rose wine, and No 8 Moscato is a violet wine. Borrowing the codes of the beauty and perfume industries, the wine bottles are colored in soft pastel shades, bear chic European names, and are numbered, like the iconic No. 5 by Chanel.

This is not the first time that the media have reported on the cultivated ambiguity. In the past, alcoholic beverages impersonating as fragrance bottles were issued reportedly to help teenagers escape parental scrutiny.

Via The Guardian

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