Varietal

A varietal wine is a wine made primarily from a single named grape variety, and which typically displays the name of that variety on the wine label. Examples of grape varieties commonly used in varietal wines are Cabernet Sauvignon, Chardonnay and Merlot. Wines that display the name of two or more varieties on their label, such as a Chardonnay-Viognier, are blends and not varietal wines. The term is frequently misused in place of vine variety; the term variety refers to the vine or grape while varietal refers to the wine produced by a variety.

As vintners and consumers have become aware of the characteristics of individual varieties of wine grapes, wines have also come to be identified by varietal names.

The term was popularized in the US by Maynard Amerine at the University of California, Davis after Prohibition seeking to encourage growers to choose optimal vine varieties, and later promoted by Frank Schoonmaker in the 1950s and 1960s, ultimately becoming widespread during the California wine boom of the 1970s. Varietal wines are commonly associated with New World wines in general, but there is also a long-standing tradition of varietal labelling in Germany and other German-influenced wine regions including Austria, Alsace, and the Czech Republic.

The alternatives to the marketing differentiation of wines by grape variety are branded wine, such as Hearty Burgundy, or geographical appellations, such as Champagne or Bordeaux. The poor quality and unknown provenance of many branded wines and the multitude of potentially confusing appellations leaves varietal labeling as perhaps the most popular for quality wines in many markets. This is much less the case in places where appellations have a long and strong tradition, as for instance in France. In the past, the grape variety was very uncommonly mentioned on the labels of French wine bottles, and was forbidden for almost all AOC wines. New World varietal wines from newcomers like Australia and Chile have made a significant dent in traditional French export markets like the UK, and so the French are adopting varietal labeling in some cases, particularly for vin de pays. Also, in its own way, Chardonnay is now a powerful brand.

...
Wikipedia