Our SECRET is out… Dark & Delicious Petite Sirah™ is coming.

It had to happen. Someone had to make a Dark & Delicious, and it had better be PS I Love You, from my mind’s eye view.

It began with, “What if?”

What if some wine company decided to make a Petite Sirah and call it Dark & Delicious… as a brand? It could happen. I’ve seen several of my catch phrases for wine become brands by others. I’ve created a few unique wine blog titles and concepts, and within a year someone’s released the idea. I never saw the idea before I wrote it about it… take Rock n”Roll wine for instance, and voila! It’s a wine brand.

I can’t blame anyone for seeing a great idea and trademarking it, if I didn’t get there first. It’s the way it works. My great uncle invented the automatic transmission, took it to a major car maker, they brought in their mechanical engineers – who looked it over and said, “Hum, we don’t need to buy the plans from you.” But, you do realize that company is credited for inventing the automatic transmission, don’t you…

Once I saw that retailers were having Dark & Delicious tasting events, I realized that we had to get on that one. If it’s something we do, then it makes sense to me… We created it. But, if PS I Love You isn’t involved and some retailer is using our eight years of marketing success, certain expectations aren’t going to be met…

  • Is PS I Love You is putting on the event?
  • Will be members’ wines be poured?
  • Food is also a part of our event, will food pairing be happening?
  • What if something goes wrong at the event and someone decides to blame us?

When it’s not this circumstance and they aren’t members of PS I Love You, is that fair to all concerned? (I’m remembering the Rotary International Four Way Test, and it would be a huge #fail.)

1. Is it the truth? 2. Is it fair to all concerned? 3. Will it build goodwill and better friendships? 4. Will it be beneficial to all concerned?

So, I got to thinking… What if some wine brand – member or not – decided to create a brand called Dark & Delicious? I know it would bite a lot harder if it weren’t a member; but it would still sting, if it were. So, I began to trademark Dark & Delicious Petite Sirah as a wine brand… beyond the “event” that’s now registered as Dark & Delicious Petite Sirah®.

When I brought it to the board as a process started on behalf of PS I Love You, I actually had one member who didn’t realize that I already had it for us, and wanted to buy the name… Yeah, it’s that good of an idea. I had to tell him that PS I Love You is now the first one in the queue, so we’ve got it. Meanwhile, I dodged the bullet I saw coming.

Once we were registered, the office for trademarks wanted something tangible that we’re already using it, so we’ve had to create an actual brand, in order to get it registered… We’re on our way.

Winemaker Miro Tcholakov stepped up to be our winemaker. With the 90 point scores he pulls for Trentadue and his Miro Cellars Petites all of the time, the quality is going to be in the bottle. Another broad member has volunteered his wine, too, so it’s a collective. Dan Gustafson is also committed with grapes from his Gustafson Family Vineyards.

Once our label is approved, we’re on our way, and will be able to share with our fans. It will be a very limited production… I’m not ready to be selling a lot of Petite Sirah. It will be kept for sales at our annual Dark & Delicious Petite Sirah® event, as our Dark & Delicious Petite Sirah™ wine. If anyone had told me 12 years ago, when all of this started with Petite Sirah, I would never have believed this development… Yet, it’s here.

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