Wine is no stranger to trends — one minute, you’re the toast of the tasting room, and the next, you’re the punchline of a wine snob’s joke. But how does a beloved varietal or entire region fall from grace? Sometimes it’s overexposure. Sometimes it’s a bad pop culture moment (Sideways, we’re looking at you). And sometimes, it’s just the curse of being popular at the wrong time, in the wrong way. At Pairable™, we think it’s time to uncancel some of these unfairly shunned sips — because every grape (and every region) deserves a second pour.
Chardonnay: From Queen Bee to Basic Becky
Once upon a time, Chardonnay was that girl. But the ’90s did her dirty. Over-oaked, over-buttered, and absolutely everywhere, Chardonnay became the wine equivalent of a chain restaurant margarita — predictable, cloying, and a little too eager to please. The backlash gave us the ABC crowd (Anything But Chardonnay), who treated her like an ex that cheated and took the dog.
The Grape Truth: Chardonnay itself isn’t the problem. It’s wildly versatile — it can be crisp and lean (Chablis), creamy and luxurious (California), or balanced and elegant (Burgundy). But trauma from one too many buttery bombs at bad weddings? That lingers.
Riesling: Lord of the Missing Rings
Riesling’s crime? Being too sweet… or at least being assumed to be sweet. That’s what happens when your reputation gets tied to cheap bottles of sugary nonsense from recent history. Wine snobs (and anyone who’s ever suffered through “that one syrupy Riesling”) wrote it off — even though good Riesling can be razor-sharp, beautifully dry, and downright magical with food.
The Grape Truth: Riesling is a shapeshifter — it can be bone dry, lusciously sweet, or anywhere in between. But once you get pegged as “too sweet,” good luck shaking that off. (Justice for Dry Riesling!) Sommeliers, however, have made it their collective mission to rehab Riesling’s reputation, treating it like the One Wine to carefully find with the pairings bind them — because when you know, you know. This isn’t just a comeback story; it’s a precious redemption arc.
Pinot Grigio: The Background Extra
No one hates Pinot Grigio, but no one’s writing love songs about it either. It’s the beige cardigan of wine — safe, inoffensive, and usually forgettable. It became the go-to for people who just wanted “a cold white” and didn’t care what it was. Overexposure + bland reputation = a one-way ticket to the “meh” pile.
The Grape Truth: There are gorgeous Pinot Grigios out there (looking at you, Friuli), but the sea of bland bulk bottles gave it a personality crisis.
Merlot: The Sideways Effect
Poor Merlot. One throwaway line in Sideways (“I’m not drinking any f***ing Merlot”) and suddenly this juicy, plummy, easy-drinking red was uncool overnight. Never mind that it’s responsible for some of Bordeaux’s greatest wines — the power of pop culture turned Merlot into the wine equivalent of cargo shorts.
The Grape Truth: Merlot is soft, smooth, and too easy to like — which made it the victim of its own success. But that comeback arc? It’s starting to happen, and truth be told the premium Merlot based wines never really went away.
Lambrusco: The Sparkling Scandal
Lambrusco’s crime? Being stuck in a time capsule. Back in the ’70s and ’80s, the U.S. got flooded with super-sweet, mass-produced Lambrusco that tasted like grape soda with a kick. Serious wine drinkers turned up their noses, and Lambrusco’s reputation never quite recovered.
The Grape Truth: Real Lambrusco is a revelation — dry, fizzy, fruity, and ridiculously good with pizza or charcuterie. It’s a comeback waiting to happen (if people would just forget about their aunt’s fridge in 1983).
Moscato: Victim of Its Own Popularity
Moscato blew up overnight, thanks to a little help from pop music and a lot of sugary charm. Suddenly, everyone and their cousin was sipping Moscato, whether they actually liked wine or just wanted something sweet and cold. The backlash was swift — sommeliers declared it unserious, and Moscato got stuck with a “starter wine” reputation.
The Grape Truth: Moscato can be fun and fabulous — especially when made with care. But being typecast as the wine equivalent of a dessert slushie? Tough break.
The Regions That Got Roasted (or Ignored Entirely)
It’s not just grapes that suffer from reputation crises — whole regions have been dragged through the dirt (and not the good kind of terroir). Whether it was overproduction, bad export choices, or just being late to the party, these regions know what it feels like to be misunderstood.
- Germany (What was that Piesporter Anyway?)
Germany got boxed into the same sugary corner as Riesling itself, thanks to oceans of cheap, and unsophisticated exports in decades past. In the twentieth century, Piesporter became a shorthand for cheap, sweet German plonk. Think grocery store shelves stacked with Piesporter Michelsberg, often made from bulk grapes sourced from far beyond the village itself. The country’s bone-dry, beautifully balanced wines are still working to reclaim their rightful reputation.
- Spain (aka Bulk Wine Central)
In the late 20th century, Spain shipped out bulk wine by the boatload — cheap, forgettable, and rarely reflective of its rich winemaking heritage. Enter Jorge Ordóñez, a visionary importer who convinced winemakers to focus on craft wines over volume. Today, Spain’s comeback is one for the books, with regions like Priorat, Ribera del Duero, and Rías Baixas proving that Spanish wine is a force to be reckoned with and still often very affordable.
- Emilia-Romagna (It tallied a bad reputation)
We already talked about Lambrusco’s tragic arc — but Emilia-Romagna, the region behind it, also deserves a redemption tour. This region has always known how to make great wine; the rest of the world just forgot to notice. When in Emila-Romagna, do as the Romagnal and Emilians do.
- Australia (aka “Shiraz or bust”)
Big, bold Shiraz and critters on their bulk wine export bottles were Australia’s claims to fame — but the world overlooked the country’s refined Pinot Noir, world-class Chardonnay, and brilliant Riesling. Now, wine lovers are starting to dig deeper, and Australia is showing its full range and there are plenty of regional choices when grilling “shrimp on the barbe.”
- Portugal (Beyond Port)
Portugal has long been known for Port, but its still wines — from the bright Vinho Verde to the deep, structured reds of Douro and the balanced reds from the Alentejo— are finally getting the attention they deserve. Hurry to this party for some of the most amazing budget friendly finds you can imagine.
- South Africa (Finally Getting Its Flowers)
Thanks to trade restrictions during apartheid, South Africa’s wines were late to the global party. But today, places like Stellenbosch and Swartland are producing wines that rival the best of France or California — and they’re finally being recognized for it. The chameleon Chenin Blanc can exhibit a wide range of flavor variations and residual sweetness based on terroir.
The Real Answer? It’s Personal (and Cultural)
Wine hate happens when a grape or region gets typecast — either because of trends, bad experiences, or a tidal wave of low-quality versions flooding the market. But wine comebacks? They happen too. Today’s ugh could be tomorrow’s “where have you been all my life.” And any smart wine drinker will focus on the flavor profiles, terroris and pairings leaving the varietal to the back page.
Moral of the story: No grape (or region) deserves permanent exile. But some definitely need a rebrand.
