Dumbing down the wine experience?

Wife showed me this ad in a current issue of a woman's magazine: "Wine That Loves". http://Www.winethatloves.com. Not quite sure what to think, but a quick look-through of the Website revealed nothing as to the actual grape involved in any of the wines, which are labeled with a picture of the food it is to be served with.

Good marketing tho' not original.

What would naming the variety (though they are may be blends) add?

This wine is aimed at those who don't want to be bothered by, or are scared by such details. There's a whole load of people who want to be told what wine to have with what food.

The KISS principle ... so why not? Now it remains to be seen whether the market perceived by the founders is really there.

I read a little of their reasoning for their selections. It seems they are on the "opposites attract" side of the line, e.g. lower acid food with higher acid wine versus like with like, e.g. a buttery Chardonnay with a buttery dish. That actually gets my vote, but I'll still buy my own wines.

These descriptions also provide their customers with something to say about the wine. That'll make them feel smart.

"Go grab me the bottle with the chicken on it, Thelma! Ya' know, the medium acid one."