Among my "favourite" wine merchants, there is one who always manages to attract my attention. I don't know him personally, I've never been to his shop, I only receive advertising mail from him two or three times a year. The opposite of sophisticated graphics on glossy brochures flutters towards me. They are ordinary A-4 sheets - mostly greyish environmental paper - with a confusing amount of information, poorly scanned pictures and thick arrows.
Advertising mailer from a wine merchant for the rather lower price segment |
Usually, such mail goes unread into the wastepaper basket. But not this advertisement, because it is always good for a surprise. Years ago, for example, I discovered a Bordeaux, a so-called everyday wine in the price segment around 10 euros, which has been stored in my cellar ever since, from where I often fetch it, like to display it on larger occasions, occasionally include it in my tastings and also like to recommend it: Parenchère, from Ligueux, in the far east of the Bordelais. I admit, at the time it wasn't the quality of the wine that impressed me (I didn't know the wine at all), but the "good story" that the wine merchant knew how to tell. Namely, how he met the owner of Parenchère at the huge "Vinexpo" in Bordeaux and how a friendship could develop from that. A touching story. Then I simply ordered 12 bottles once and - which is a rarity with spontaneous purchases - and received a very good, then still largely unknown wine. Since then, I have been looking at the mail from this wine merchant.
Château de Parenchère - an excellent Bordeaux for everyday life |
But now the wine merchant has caught me again with a story about a particularly good value "Prosecco". It says, among other things: "Sorry, but we have to admit in all honesty that our last offer for a fine Prosecco from Italy was rather a failure!" What retailer would admit that their product is not getting any attention? But it gets even more unusual:... "so we called about 20 good Chlöpfmost customers (Chlöpfmost = disrespectful Swiss-German term for sparkling wines. pz) and asked why our Prosecco offer fell on deaf ears. The answer almost blew us away: Too cheap!!!??"
Advertisement for an ordinary Prosecco from the Veneto region |
Why am I telling you all this? Quite simply because it is typical how I - the hardened Bordeaux lover and wine collector - am persuaded to buy a product that is unknown to me. There are probably two things that are decisive: 1. trust. I had a good experience once. So I secretly hope it will be repeated. 2. the wine is not just advertised. It is linked to a "story", in this case the story of failure. And the interest is already aroused. Actually, this would be a warning to keep your hands off it. But no, the opposite has happened. The bottles are there, bought!
A cheap or even "cheap" Prosecco% like there are many others |
When I wanted to open the first bottle of Prosecco, I noticed a rather unconventional bottle closure. Instead of the usual wire and tin foil or plastic cap, a loosely tied string around the bottle neck and cork. Never seen before.
Cord closure of the Prosecco |