In the 1950s, the United States experienced an economic boom following World War II. During this time, the American design scene was dominated by flamboyance and complexity. More embellishments and richer designs became trendy. Cars were adorned with shiny chrome decorations. Furniture was covered with intricate patterns and elegant curves. Consumers were enthusiastic about larger and more extravagant products.
Dieter Rams, chief designer of the German electronics company Braun, took a different path.
In an age of design excess, he established the principle of the opposite. The products designed by Rams eliminated all unnecessary elements. They were faithful only to functionality. He pursued simplicity instead of embellishments and efficiency instead of flamboyance.
In 1955, the Braun SK4 turntable he designed caused a stir in the appliance industry. This product was nicknamed 'Snow White’s Coffin' due to its white metal case, transparent lid, and the hardwood wrapped around the edges. The turntable was indeed rectangular like a coffin and had no decorations at all. The design, leaving only minimal operating buttons, stood in stark contrast to the excessive decorations of its American contemporaries. The appliance industry predicted, 'It will not sell because it's too simple.'
The result was the opposite. Consumers were drawn to this simple and modest design. The Museum of Modern Art (MoMA) in New York defined this design as 'a primal image that redefined home audio equipment.'
Subsequently, Rams’ design philosophy, which focused on simplicity and substance, gradually gained recognition. He emphasized whenever he had the chance, 'Flamboyance grabs temporary attention, but true value is revealed when one remains true to essence.'
Based on this philosophy, he established the 10 commandments of design. These principles influenced numerous modern designers, including Apple’s chief designer Jonathan Ive.
The philosophy of simplicity also demonstrates its value in the world of wine.
From the 1990s to the 2010s, the Napa Valley in the U.S. was famous for its masculine and intense wines. The wine producers in this region brewed wines to suit the palate of noted wine critic Robert Parker. This phenomenon was known as 'Parkerization.'
Parker boasts global authority in wine criticism. The scoring standard he established, 'Parker Points,' is out of 100. From the 1990s to the 2010s, the success or failure of a wine's sales depended on how high it scored.
In 1994, Parker awarded 95 points to a wine first produced by the American California winery Sine Qua Non. According to the Parker Points standard, a score of 95 signifies 'an outstanding wine with complex and subtle character.' Immediately after the score was announced, the value of this wine surged in major wine markets such as New York, London, Paris, and Tokyo. All products sold out within two days.
British wine wholesaler Bill Blatch stated in his book, 'The Emperor of Wine, Robert Parker,' that "The difference between a Parker score of 85 and 95 translates to at least 10 billion won in sales for that wine," adding, "If it scores 100 points, it could sell for more than four times its previous price."
Parker often awarded high scores above 95 to wines with high alcohol content over 15 degrees, strong fruit concentration, and distinct vanilla notes from long aging in oak barrels. This encouraged many producers to release overly extracted and insufficiently aged expensive wines competitively.
From this period, the average price of Napa Valley Cabernet Sauvignon wines exceeded $100 per bottle. Wine collectors began to treat Napa Valley wines as investment products rather than food. A strange phenomenon arose where scores and investment value took precedence over the inherent pleasure of drinking wine.
Bread & Butter is a winery that seeks simplicity amid excessive competition. They felt disillusioned with the existing Napa Valley winemaking methods. Bread and butter is the most basic and universally enjoyed combination. Linda Trotta, the representative winemaker of Bread & Butter, said, "Wine must be simple and quality food, like bread and butter that we eat every day," and emphasized, "The word perfection is not used when there is nothing more to add, but when there is nothing more to take away."
They pursue wines that are not flamboyant but that one wants to drink every day. The principle held by Bread & Butter producers is that wine must simply be delicious, without complex jargon, high price tags, or extravagant marketing.
Bread & Butter Napa Cabernet Sauvignon is made by blending grapes grown in various regions of Napa Valley. It retains the typical black cherry and rich fruit aromas of the local grapes. It does not flaunt the excessive oak influence or high alcohol content caused by Parkerization.
Experts suggest that Napa Valley red wines generally have high alcohol content and reach drinking suitability only after 3 to 5 years post-harvest. However, Bread & Butter can be enjoyed right after release in an appropriate state of readiness. This is due to their emphasis on the inherent enjoyment and satisfaction that wine provides, without considering elements like long aging.
This wine received the Daesang at the 2024 Korea Liquor Awards in the New World Red Wine category. The importer is LOTTE Chilsung Beverage.