Orin Swift 2016 "Fragile" Rose - Can't live up to its hype

It was with a sense of excitement that I opened this bottle, after several customers told me that "you can never go wrong with anything made under this label." It's about $17-$19 retail, though I found it on a great sale and was able to sell it for just $10.

It's a deeply-colored rose. I am NOT one who likes only faintly-tinged rose wines. Why penalize a wine for having pretty color? Why turn away from a bigger-bodied rose (which a deeper color suggests may be present)? My Epona rose wine looks much like this one. It's a pretty bottle and label, which present well.

Nose: Not much going on. Sad. Our noses can distinguish thousands of different sensations, whereas our tongues can manage only six. Why winemakers don't pay attention to extracting a great bouquet, is beyond me.

Palate: Huh. A little disappointing. This wine is fine--it's got fruit and good acid. Certainly not a revelation or anything like that. There is a fairly pronounced bitter orange peel note that is too strong for me. The wine's definitely drinkable, and it's fine, but not quite super-enjoyable. Give me the $10 Barnard Griffin Rose of Sangio (a repeat Double Platinum winner up here in the NW) anyday over this. Give me an Epona rose (also $10) over this.