All of these arguments for and against varietal labeling are
fascinating. But I do want to make one more point - a beginning wine
drinker's tastes (and income) will tend to change over time. In other
words, today's $4 per bottle plonk drinker might (someday) see a
substantial increase in his/her paycheck. But the habit of shopping by
varietal will likely be set in concrete by then. In that case, the name
Chateau Margaux (one of France's most famous) will mean diddly - the
drinker in question will want to know what is inside. And this person,
who might now have $104 to spend, will be inclined to look for
something else.

Dan-O