The Irrational Purchase of St Emilion

In which Old Parn explores his difficult relationship with authority, his deification of Waitrose, and his peculiar peccadillo for the eponymous Bordeaux sub-region.

Me, holding a bottle of Waitrose St Emilion 2011I have a problem with authority. Yeah, I bleached my hair and defied my school dress code to exactly the calculated degree of defiance that’d piss people off but not get me told off. But that’s not what I mean. I have a problem with being arbitrarily dictated to, sure. But I also have a problem with dictating.

You see, I’m not a rational wine-drinker. And I don’t really know that much about wine.

And I think it might actually be a turding great problem, y’know, that — when writing about wine — there’s a huge pressure to be an authority.

The only context in which we engage with wine opinion, most of us (if we engage with it at all), is a context in which the one with the opinion is authoritative and definite; objective.

But most of our own personal engagements with wine (even — dare I venture? — those of us who write about the fucking stuff) are leagues away from objectivity.

Here’s an example.

I’m, right now, drinking a bottle of Waitrose St Emilion (currently 25% off, making it £9.99). Why am I drinking it? Well. First up, it was on offer. I don’t typically buy wine because it’s on offer (as — working in retail myself — I nurture an informed suspicion of retailers’ motives in discounting). But when it’s a Waitrose own label, I figure that’s okay. Because saying a product is Waitrose own label is a bit like saying a person is Jesus own label.

So, it was on offer. Fine.

I was in the supermarket, at 7pm, buying myself dinner. My stock of wine at home was running low (normal people look in my wine cupboard and laugh incredulously when they see my idea of ‘low stock’. I realise this).

I saw the St Emilion and I picked it up. Why? I’m not sure. Rationally, I wouldn’t tend to buy Bordeaux at £10–15 from a supermarket. I’d calculate that my money would be spent better elsewhere, in terms of the quality of wine I’d probably end up with.

But I didn’t make my decision rationally. I often don’t. This evening, I bought St Emilion because I loved the idea of St Emilion. I love the fucking words St Emilion, alright? I love the fact that it’s characterised as a kind of underdog amidst the Bordeaux sub-regions, in exactly the same irrational way in which I love Armagnac for not being Cognac. I love the way it sounds so much more elegant than Pomerol or Medoc.

I didn’t think (even bearing in mind the discount) that this bottle would be the best way, objectively, of spending my ten quid in Waitrose’s wine department. Honestly, I didn’t care that much.

I wanted the idea of a St Emilion more than I wanted to make an objective decision.

And now that I’m drinking the blighter, I’m at a loss as to whether I should write much more about it. On the one hand, I shouldn’t — because I’m so far from impartial. On the other hand, I should — because I’m so far from impartial.

Y’SEE WHAT I’M SAYING?

We don’t engage with wine in objective ways and situations, unless we’re (a) in a tasting, (b) being asked our opinion in a rather serious manner or (c) the kind of dull wanker who writes a wine blog.

In the same way, we tend to choose the restaurant meal we fancy, rather than the one we judge objectively will be best.

I’m enjoying this St Emilion, incidentally. I’m enjoying it because I’m writing to you about it (natch), and you’re a really great listener. And I’m enjoying it because it’s sort of reminding me of the time when I went to look round a prospective houseshare and one of the people living there was studying for one of the various wine qualifications and was partway through a blind tasting. He gave me a glass of the wine he was trying to identify (which turned out to be a modestly priced generic Bordeaux), and the St Emilion I’m drinking right now sort of reminds me of that.

Which was goddamn ages ago. But the past was quite nice at times. When it wasn’t being almightily tedious.

I’m enjoying it because it’s Friday, and because I had a damn good martini beforehand. And I’m enjoying it because I like the idea that I’m drinking a Waitrose own St Emilion with a chunk of rare meat and a mushroom and onion sauce.

Is it good? I don’t — honestly — care all that much. I mean, it’s not bad. I’d care if it were bad. It’s somewhere between nice and very good, and might even be excellent. But might, after all, just be nice.

I couldn’t give a crap. And I hope that’s alright with you.

Cellophanity, Putin-pleasuring and Pinot Gris

A significant portion of which is devoted to a spirited ‘crie de coeur’ on the subject of ready meal packaging, and most of the rest of which contemplates distasteful sexual activities practised upon Russian politicians. I’m up-front about this stuff, y’know.

Bottle of Hugel Pinot Gris and some oven ready meal instructions‘Remove cardboard sleeve and peel away plastic film.’

It sounds simple enough, doesn’t it? But, honestly, they may as well have said, ‘Remove cardboard sleeve and give Vladimir Putin a blowjob’, for all the chance I have of accomplishing their instruction with any modicum of ease or pleasure.

I’ve written before about my intense dislike of cellophane that fails grotesquely in its sole goddamn interaction with the customer. But that doesn’t mean I can’t write again. I mean, Christ. Collectively, think of the time humanity wastes on attempting to peel off a plastic seal and instead peeling off a ludicrous thread of plastic from around its rim, repeating this process at each of the carton’s four corners, before (defeated, humiliated) grabbing a knife and slashing psychopathically at the bastard cellophane until our collective shirts are spattered with ragu sauce that looks for all the world like blood.

Time that could be put to better use in — oh, I don’t know — curing cancer or eradicating poverty or watching the latest episode of Sherlock.

Oh, that Sherlock. He wears a nice dressing gown, doesn’t he? (Declare an interest? Me? Piss off.)

But don’t just think of the time. Think of the fucking psychological despoliation wreaked by this supposedly peelable cellophane. Whole generations demoralised by their inability efficiently and rapidly to prepare a godforsaken ready meal (the very words themselves a hollow mockery — for this now ungrippably-cellophanated carton in front of me couldn’t be any less ready); to follow even the unglamorous preparatory instruction — mere prelude to the complex matrix of oven types and temperatures, and frozen vs chilled states. When we see growth rates in the developed world stalling and purchases of pre-prepared food rising, do we not pause to consider the relationship between the two?

JUST AS SODDING WELL, THEN, that I have a half-bottle of Hugel Pinot Gris, 2010 (The Wine Society, £6.95) to calm my cellophane-rage. A sluicing of very pleasant-tasting alcohol to numb my brain to the injustices and indignities of the food packaging regime — analogous, one might venture, to an autocrat’s cynical pampering of an emerging middle class with the finite proceeds of a natural gas boom whose days are numbered.

SEE WHAT I DID, THERE? YOU MIGHT HAVE MISSED IT, BECAUSE IT WAS QUITE SUBTLE. RE-READ THE ABOVE PARAGRAPH IF YOU’RE NOT SURE.

It’s nice, Hugel Pinot Gris. Of the Wine Society’s praiseworthy array of half bottles (several of which I’ve written about already), it’s one of my favourites. I like the way it lies, deliciously inert (like a coma coated in syrup), in your mouth. The way it rings out with fruit, but leaves your tongue free of that ganky aftertaste of the sugary muck that often gets called ‘fruity’.

(Speaking of which — fuck. When you’re pretty much living off wine from TWS and Waitrose, you sometimes forget just how goddamn withering a bad white wine can be. I was in a pub, the other week, and forgot myself to the degree that I actually ordered a glass of white wine — somehow extrapolating from the fact that most wine I drink is quite nice a kind of rule that all wine I choose to drink will therefore be nice. A rule whose inherent fallacy was pitilessly exposed by said pub and its vinous offering.)

Hmm. Somewhere between talking about presidential fellatio and rotten pub wine, I was doing a kind of wine review, there, wasn’t I? Christ alive. Sorry about that. We’ve dispensed, haven’t we, you and I?, with any kind of flimsy, cellophane-esque pretence that you’re here for in-depth or nuanced alcoholic commentary. The commentary of an alcoholic, maybe. But not alcoholic commentary. So let’s leave it at this. Hugel Pinot Gris. Easy to open (if you have a corkscrew). Doesn’t cause you to flail around with a kitchen knife. And definitely tastes better than my ready meal.

Not to mention Putin.