Intentionally misleading label?

[Catch 22]

My wife came home with a bottle of Villa Mt Eden merlot the other day. The front had a small "badge label" (above the normal label) that said on it " A Napa Valley Winery". On the "regular" label, the wine was called 1997 Villa Mt Eden "Coastal" . Then, below that, it was labeled "California Merlot". Obviously, the grapes for this wine could have come from anywhere in CA. Why, other than to intentionally mislead, would they put "Coastal" on the label, not to mention Napa Valley? I have a decent grasp of the labelling system, but someone who doesn't may think they are buying a wine made from Napa Valley grapes, when in fact, they are not. This type of labelling, while legal,shows a lack of ethics in my opinion. Now that I have completed my diatribe, I must say, the wine was actually decent.

[Jerry D Mead]

As you point out...every single thing on the label is truthful and accurate...but that doesn't stop it from being misleading.

Villa Mt Eden is truly a Napa Valley winery.

"Coastal" has no legal definition...and a petition to the ATF to give it legal meaning was shot down. Meanwhile we have Robert Mondavi "Coastal"...BV "Coastal" and various and sundry other "Coastal" labelings that could very well legally (though not necessarily) contain interior valley wine.

And of course the broad California appellation is truthful...meaning the grapes could have come from literally anywhere in the state.

The use of the "Napa Valley Winery" shield, while truthful, is obviously an attempt to mislead.

This very good winery should not be playing these kinds of games...I'll give the president of the corporation which owns it a call tomorrow.