Yes, I guess if they wanted to characterize malolactic as “fermented twice,” then I could see that. I’ve just can’t recall it referred to that way; instead, I’ve seen them specifically mention malolactic.
Sounds like another bit of marketing fluff written by someone who’s never been in a vineyard or winery, much less worked in either, and doesn’t actually have any idea what fermentation is.
Picture it: 3 new barrels in, the winemaker, consultant, property owner, perhaps a friend or two are tasting in the cellar. The all sniff, swirl, taste…finally, one has the courage to speak up:
I’m more concerned about each grape being handled by some unknown who possibly hadn’t washed their hands in awhile. I wonder if they stomped on 'em with their bare feet, too?
Reminds me of a tasting I was at with some friends, one of whom is French. When we were tasting a big, heavily-oaked Napa cab - the latter immediately exclaimed a word that sounded like “vould” (like the way a German pronounces the English “would”). Another looked surprised and asked “You think this is good?” The French fellow said “No! I said it tastes like vould!”