3 glasses with notions for Enhancing the Enjoyment of WINE

I offer you here in three glasses, notions that can become a reality in helping you enhance the enjoyment of wine.

The most expensive wine in the world is the best (or not?)

No. When a bottle proclaims to be the most expensive in the world, it’s saying a half-truth: “It’s the most expensive”.

In the world of wine, that’s known as  “the money resource”, and consists in using, working on the idea already ingrained in the brain of the consumer who intuits that what’s most expensive is usually the best.

In this process of decision-making, when the consumer faces rows of bottles, he compares what’s offered to him and deduces (along with other signs) the quality of the wine according to its price.

When prices are competitive, Neuro Marketing research concludes that in equal or similar conditions, the consumer tends to think the most expensive is the best.

He thinks that even though hundreds of wine tastings by those knowledgable in the matter, as well as international competitions in blind tasting conclude it’s not true.  Maybe the most emblematic and historic example of this is the “Paris Trial” held at the Paris InterContinental Hotel on May 24, 1976.  During the tastings unknown American wines defeated famous French wines.

-Accordingly, the consumer’s culture in wine is the key. Wine connoisseurs use their knowledge when buying at suitable prices, as well as in finding real riches.

To be uncorked in the company of?

The almost infallible way in which to choose the perfect bottle is to do it thinking of the persons and moment when you’re going to enjoy it.

Those of us professionally dedicated to teaching about wines and distillates, accumulate years of experience and anecdotes that validate the merit of knowing who we’re going to uncork the bottle with.

Hugh Johnson, the famous British critic confessed: “I’ve always been guilty of choosing a wine based on the people with whom I’m going to share it; not just on the wine itself.

Johnson also wrote the following suggestion: “Don’t look at the label.  Don’t think about the price. Just think of the satisfaction of sharing a bottle.”

Save it waiting for the right occasion

Saving a bottle waiting for a special occasion ends up in vinegar.

Saving a bottle waiting for it to grow and increase its value under your roof tends to be a widespread temptation, which also ends up in vinegar.

Wine is alive, sensible to light with a non-written expiration date on the label.  If you don’t have a special wine cellar with controlled temperature, you can lose all your wine.  If you own one and don’t check the bottles periodically, the same may happen.

In his classroom, Jean Huteau, one my tutors showed us a precious label with an expired cork.

“The bottle is the cradle and sarcophagus of wine.  All of us who understand and study wine know this…and yet every year we lose a good bottle waiting for a better occasion, company or moment! Let’s see! raise your hands those of you who have lost a bottle while waiting.“

All of us in the classroom raised our hands.  Huteau, the wise professor, was the first one.

 

Alberto Soria  Writer / Journalist specialized in Gastronomy, Wines and Spirits / University Professor

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