vb, it's a gimmick in that the wine is sold as soon as it is ready, after only a few weeks of fermentation. since it doesn't have time to develop, a lot of wine snobs look down on it. the quote i liked best about it was that it's like eating cookie dough.
also, there's nothing special about the day or the timing of the event; it was invented as a marketing ploy (based on older traditions from the region) to allow people to taste the newest wines, and for the vintners to make a good and early profit from otherwise ordinary wine.
A true lover of nature does not despair now that his mistress has turned a colder cheek.