Decopas is a wine dedicated to the Millennial audience, and I believe that this wine is perfectly suited to that age group; however, I love it, too.

Their label tells the story perfectly, doesn’t it? (See below)

The label doesn’t tell the story of the winemaker, we don’t know about the Estate Vineyards, we don’t know about winemaking practices, it’s not on the label. All we know is that this is very cute and and eye appealing, and we’d like to be in that cartoon for an afternoon adventure. Their cartoon is the Saugivnon Blanc label (without “The office is closed… Time to Decopas,” which is slang for “By the glass?”).

History Pre Millennial

Personally putting on an annual wine and food event for PS I Love You, called Dark & Delicious ®, I get to watch how generations, all enclosed within an old Navy hangar in Alameda (at Rock Wall Wine Company) behave. People of all ages attend, but I don’t have time for empirical research, because I’m trouble shooting the entire time; however I do have to respond to everyone’s needs and wants, and  I have to watch every detail for any derailments. It’s always the Millennials that are so jazzed to be there, over and beyond others.

  • Could it be that they’re still so young (in comparison to my age) that they’re still just naturally enthusiastic?
  • Could that be because they’ve not been around wine long enough to be somewhat jaded?
  • I once read that sophistication is when your not shocked anymore… So, could it be that each new wine provides an “aha!” moment?

It could be all of the above. One thing I am sure of is that I write from a historical perspective, having been writing about wine since the early 1990s. I write from what I’ve learned over that period, but I also write from new things that I’ve just learned… and the latter is when I have my “Aha!” moments. When I first started it was all Aha! Now, someone has to work really hard to impress me, and I was just really impressed.

Decopas wines just did it for me. Not because of the everyday quality of the wines…  I highly recommend them for an everyday, fun value.

It’s because of how they’ve targeted the wines… directly at Millennials… a demographic that every producer should pay close attention to, regardless of your wine’s price. This group talks to each other via social media, so you can forget the time honored writers pre-social media. They don’t talk to Millennials. If anything, they’ve taken the time to talk down to them… a big whoopsie, in my humble opinion. Part of that may be due to the fact that those writers who are mostly men… Not all… Sorry for you guys who have approached it this way. Women tend to approach a younger generation in a completely different way. They’re our children, if you’re my age. They’re the kids who we taught in school, scouts, summer camps, dancing, art, and music classes… So, you won’t find many women talking down to Millennials. We talk up to them, because they’re our future. One gentleman, whom I adore, is Fredric Koeppel. (He calls his wine site, “Bigger Than Your Head,” which – of course – wine is, as a beverage that you’ll never fully comprehend in its massive state of learning.) Fred’s a man who’s embraced social media and is adored by Millennials, because he’s never been on the attack. Lesson for all to learn, by watching our friend Fredric, with his mismatched, magic socks.

Decopas ~ Millennial Wine

Above proves that I do indeed throw history into my writing… Let’s move on to Decopas…

Their legend, and I couldn’t have written this any better:

“Decopas” is Argentine slang for “happy hour”

Their marketing:

Each day in Argentina, thousands of colleagues, family and friends turn to each other and ask: “¿Decopas?”  Buenos Aires slang for “By the glass?” this joyous invitation signals the start of Happy Hour! As bars start to fill and the wine starts to flow, patrons relax in a welcome atmosphere in which food, music and dance combine and culminate in lively conversation. It’s these moments—full of fun, friendship and laughter—that we cherish because they bring us closer together. So join us with Decopas and savor the good times …after all, Life is Full of Flavor!

The parent company:

Excelsior Wine Company exclusively distributes the Chilean wines of Concha y Toro as well as its Argentine property, Trivento, and the newly acquired Little Black Dress and Five Rivers lines of California wines. Expanding on a decades-long relationship, Banfi Vintners and Concha y Toro formed this sales and marketing venture for the US, revolutionizing the way brands are brought to the market.

Founded in 1883, Viña Concha y Toro is Latin America’s leading producer and occupies an outstanding position among the world’s most important wine companies, currently exporting to 135 countries worldwide. Uniquely, it owns around 9,500 hectares of prime vineyards, which allows the company to secure the highest quality grapes for its wine production.

The wines:

Decopas Sauvignon Blanc

While Sauvignon Blanc is an older variety associated with Bordeaux, development of it in Argentina has been slow. (It can be vegetative, and so this problem has had to be overcome).  Cultivation has expanded over the last few years in Mendoza, and they’re having great success with it.This wine proves it.


Light and lovely.


Lemony and tempting.


As delicious as its aroma suggests… Lemony flavors are well balanced. This one is full of flavor in all the right places.  I can see a Millennial party, where this one is the hit in the white wine division…

Sauvignon Blanc rating for my Jo Diaz Meow Factor:

Three Claws (See yesterday’s claw factor scale.)

The ending:

Lingering on my palate, I was reminded why I love Sauvignon Blanc, the mother of Cabernet Sauvignon

[Father, Cabernet Franc ~ Mother, Sauvignon Blanc… (Or, is it the other way around?)]

Decopas Malbec*

Malbec is one of the Bordeaux varieties, and this one has had tremendous success in Argentina, to the point of me thinking… Argentine red wine? Malbec. This one is 100 percent Malbec and fits really well with grilled meat dishes or firm cheese appetizers.


Garnet with purple edges, medium dark.


Perfect nose, with alcohol being 13.5 percent the aromas aren’t masked in alcohol fumes… Dark cherries come through with great aplomb.


Sweet cherries woke up my taste buds, but a dry finish told me that it was a natural phenomenon, not tons of residual sugar. Simply delicious and characteristic.

The ending:

Smoky toasty wafting… a delightful experience.

These wines are available nationally, and sell for $12 a bottle… Very affordable and pleasurable, too.

*Thanks to Michael and Riccardo (in the comments) for updating my incorrect thinking about Malbec being mistaken for Merlot for years in Argentina. I was Carmenere. I have removed the incorrect info, because not everyone reads the comments, and I don’t want to confuse anyone, by leaving incorrect information, “hoping” that people also will read the comments.