So… remember when I did that whole Domaine de la Romanée-Conti 2010 tasting that I attended? You know, back in the day?
Anti-counterfeit measures at the DRC 2010 NYC tasting
I know… you still hate me for that one, right?
Well, if you makes you feel any better, I’ve not tasted a recent vintage of the fabled DRC since that NYC gathering. I did, however, pen a take on the tasting for my old Playboy.com gig, the result of which was purchased, but never aired (similar to the piece I wrote about a visit to O. Fournier in Argentina).
Today, since I am in the middle of recovering from my second gum graft (combating gum recession due to a combination of genetic predisposition and occupational hazard), I decided to scour the archives, throw some caution to the wind, and share that never-released take on the 2010 DRC.
I suppose that this is, in fact, a bit of laziness on my part, but gum grafts hurt like a motherf*cker, people (and let’s not forget, no wine until this stuff is at least halfway healed up). Putting on some slightly-tinted rosé-colored glasses for a moment, one could (charitably) think of the following article as an alternate take bonus track, 1WD style (fair warning: “1WD style” means that this article contains references to superheroes, ass-licking, despair, and urine).
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My first reaction to the recently-published study/synopsis on “Wine O’Clock” issued by the new firm Enolytics:
Well… yeah… no sh*t!
My second reaction to the recently-published study/synopsis on “Wine O’Clock” issued by the new firm Enolytics:
Wait… holy crap! This is actually important (and I am an idiot)!
At first blush, you might have the same misguided reaction to the report that I did (following the link above, you can read the free version; the full report will set you back $399). Essentially, the study suggests that wine consumers are most willing to engage in content and purchase research about wine during the time that you would most likely guess that they’re drinking the stuff. To wit, here’s a screen-print from the free version of the report:
There you go; we ramp up on such activity from about 4-5PM to 9PM, local time. I don’t know about you, but if you asked me when Wine O’Clock was, I’d have guessed those exact times with an accuracy of about 30 minutes on either side. The report goes on to state:
“Wine consumer engagement increases sharply beginning at 4pm and declines sharply after 9pm (local time).”
So… we start engaging about wine when we imagine drinking the stuff right before dinner, and stop when we are either too drunk to care, need to put the kids to bed, or fall into a stupor of self-loathing and cry ourselves to sleep, etc.
Now, before you succumb to the temptation to declare “no shit!” and pour yourself a glass (assuming it’s around 4PM local time), there’s more to this story that you need to see. Take a quick peek under the kimono of the Wine O’Clock report, and (assuming it’s closer to 4PM local time for you than 9PM, and you’re still sober enough), you’ll see why it’s actually pretty important info. for the wine world…
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