In it, he offers selected advice for the wineries and winemakers of Australia. One piece of advice was particularly interesting: "Empower the consumer with factual data".
Specifically, Dan is talking about putting things like the Total Acidity and pH information on the label.
This is all pretty arcane chemical information. It’s unlikely that very many people would have any idea what it means or what the difference is between a wine with a pH level of 3.55 and 3.8. Dan understands this. He writes, "How many consumers can interpret these numbers. This is not the point. Those who can interpret these numbers are the consumers you want to win over and hold on to."
I think he’s absolutely right.
Even more than alcohol or the name of the appellation on the label, the pH level can deliver loads of information about the wine in the bottle, mostly about its structure and ability to age way. It’s one thing to right on the back label, "this wine should age well for blah blah blah". It’s another to write, "THIS is why this wine is more likely to age well" then offer up the number.