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Snooth User: Etty Lewensztain

Etty Lewensztain - The More Obscure, The Better!

Posted by Etty Lewensztain, May 17, 2012.


Hi! I'm the owner of Plonk Wine Merchants, a boutique style online wine shop that operates the Plonk Wine Club, a monthly wine club that features 4 small production, artisanal, and hidden gem wines each month. Plonk is all about bang for buck and all of the wines in the Plonk Wine Club and in the store are priced at $30 and below. Plonk also specializes in organic and biodynamic wines, which are a particular passion of mine. Every month I scour the world of wine to curate an exceptional collection of boutique wines made from indigenous grapes that are native to their place of origin. I love using the medium of video to teach my customers  and wine club members about new and obscure wines made from lesser known grapes, and I invite you to watch my video blogs on my website:


I got immersed in the world of wine by running the Wines of Chile marketing campaign in the US for about 5 years and then became enthralled with the value sector of the wine biz, particularly with mind-blowingly good wines that could be had for under $30. Hence Plonk!


As a Snooth mentor I hope to shine a much needed spotlight on some of the wine world's unsung heroes such as Mencia, Blaufrankisch, Assyrtiko, and Kerner. I'm also here to befriend fellow wine enthusiasts so please feel free to drop me a line!







Reply by Mike Madaio, May 17, 2012.

Welcome Etty, good to see you on here. I found your site a while back when I was looking for info on a particular wine (Tenuta la Querce Il Viola, IIRC). Love the videos and the site design/branding concept.

Reply by EMark, May 18, 2012.

Welcome, Etty.

Love the concept of your business.  Hate the name.


It's my hang-up.  I do, of course, look forward to your contributions, here on Snooth.  I know that I have a lot to learn and try not to miss any opportunity to learn from all sources.

Reply by Etty Lewensztain, May 18, 2012.

Haha, thanks EMark! Always great to hear everyone's opinions, both the good and the bad. Looking forward to turning you on to some new great wine discoveries.



Reply by Craig Bilodeau, May 21, 2012.

I am a member of her club and have tasted some real gems from the wines I have received. - Loved it! - Delicious!  One of my favorites! - Fabulous gem from Portugal!


Reply by outthere, May 21, 2012.

Plonk? Really? That word does not hold great reverence in the wine geek world so it's an interesting choice indeed.

Reply by dmcker, May 21, 2012.

Probably cooler in the old, casual, British use of the word, but definitely pejorative in the States these days.

Ain't branding a bitch?! In this case it might make you try harder to dive and scrape up the gems from the sea of 'value' wine out there, but....

Reply by Craig Bilodeau, May 21, 2012.

But consider the target market.  Are wine wonks, those who truly consider "plonk" a pejorative, who she is looking to attract?  I suggest not. Instead, I would think that the middle class, especially a younger middle class, whose knowledge of wine is limited (and those who do not have a strong negative association with the word "plonk") would be her primary market.

Reply by shsim, May 21, 2012.

Haha I dont know what Plonk means but I certainly would not associate it with Wine. Nice website though.

Reply by outthere, May 21, 2012.


Plonk (wine)
From Wikipedia, the free encyclopedia
Wine in stemware befitting plonk.

Plonk is an unspecific and derogatory term in British and Australian English for wine that is notably inexpensive or judged to be of poor quality.[1] It is believed to come from Australian slang, in reference to blanc (the French word for "white"), before it became naturalised in Britain. Stereotypical examples of plonk in the British context would include Blue Nun or Liebfraumilch, both sweet German wines, although Spanish wine is often also a target. Despite the reference to the colour white, the term is not limited to white wine, and can as easily indicate a red wine or rosé.[1]In this context, the phrase has even spawned the title of a novel which evokes the perceived tackiness of the 1980s.[2]

This was what I knew it to mean.

Reply by Etty Lewensztain, May 22, 2012.

Thanks for chiming in here! The choice of the term Plonk is meant to be an ironic twist on the concept of cheap - turning cheap on its head and redefining what inexpensive wines can be. Michael Jackson's song "Bad" really meant that he's cool, not bad in the traditional sense. Same idea with Plonk. There are tons of high end gourmet restaurants in the states opening up these days with dumbed down, potentially pejorative sounding names like Animal, Beast etc. It seems that irony is seeping in to many areas of the food and wine world. How about wine labels like Bitch?

Reply by AbbaziaDiNovacella, Dec 15, 2012.

Hi Etty -- I sure hope you have had our KERNER from Abbazia di Novacella - Alto Adige, we are actually famous for it..... :-)

A monastery / winery around for a short 870 years!

We actually have two -- the "Classic" one (label below) and our upper tier one - Praepositus Kerner.

Pure Delish! Saluti -- Becky

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