I'm not a fan of
Beaujolais Nouveau--it's often too green for me--but the annual race to be the first bar or restaurant in the world to uncork the newly arrived
vin primeur is a clever marketing ploy that merits at least lip service, figuratively and literally. A tradition since 1951, the young
gamay table wine, which is the first bottled of the season, systematically goes on sale the third Thursday of November. More to do is made about its festive arrival on the market
abroad than is in France, where the general public is looking more for a finished wine than for thrills. But still it's a phenomenon that does not go ignored, although a Frenchman would probably get a bigger kick out of imbibing it in Japan than in Joinville.
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Text & photo ©2011 P.B. Lecron
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