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.
The way that you wander is the way that you choose. The day that you tarry is the day that you lose.
Sunshine or thunder, a man will always wonder where the fair wind blows.