Pain, Lloyd-Webber, Relativism, Redditch and Macon-Villages

In which Old Parn has his pain threshold put to the test, both physically and psychologically, and his concept of luxury dramatically redefined — before collapsing into the embrace of a Wine Society half-bottle.

A photo of a white plastic mask as seen in Phantom of the Opera

‘So, Tom,’ Elaine asked softly, ‘how high is your pain threshold?’

Elaine is, it turns out, very, very strong.

10 minutes later, I am face down with Elaine’s elbow in my back, wimpering like a child.

Elaine grew up in Redditch. I learnt to drive in Redditch. There are lots of roundabouts in Redditch.

My driving teacher, a luxuriantly mulleted old love called Jerry, used to pick me up at the school gates, the strains of The Phantom of the Opera booming from his tiny Peugeot.

Our mutual love of music previously (alas) affirmed, Jerry was eager to know my opinion of Andrew Lloyd-Webber’s seminal work.

I, conversely, was eager to get the fuck out of the school car park. But Jerry wanted me to practise a three-point turn.

Calmly. Carefully. Slowly.

‘…The Phantom of the Opera is there!
Inside my mind.’

Oh, please, Christ, it’s going to be break-time in three minutes.

There is a kind of theme, here. Have you noticed that? It has to do with me being helpless, vulnerable, and yet almost impossibly heroic in the face of danger.

‘Are you doing alright there, Tom?’ asks Elaine.

My hearty reply is undermined as my voice cracks pubescently. I hope that this laryngeal betrayal is muffled by the towel pressed hard across my face. But I’m pretty sure it isn’t.

So. I need to relax.

‘With 90% of the people who come here,’ says Elaine, conversationally, ‘I start on the back then, when that’s done, I go down to the legs. You’re not going to be in that 90%.’

Her tone of voice isn’t menacing. I don’t think she intends this as a threat.

At some point I start burbling manically about pyjamas. This happens increasingly often, these days. This time, though, I keep having to pause, mid-sentence, in a way that is, frankly, entirely lacking in rhetorical justification. The pauses are my only bulwark against a bellowing Parn-howl like that of a bear with its testicles snagged on a barbed wire fence.

And, as bulwarks go, the pauses (right now) feel pretty fragile.

‘… My power over you / Grows stronger yet…’

Briefly, I contemplate the possibility that my life may be flashing before my eyes.

Elaine likes pyjamas. (I also like pyjamas.) She is mildly perplexed at the idea of a dressing gown more expensive than her car. And she is probably right to be perplexed. From my vantage point, the concept of ‘luxury’ has, over the past hour, been rather dramatically redefined simply to denote any experience not involving an elbow in one’s back.

I guess that explains, then, why I hobbled out of that massage and immediately bulk-booked five more. Because what’s an hour of pain and humiliation when the rest of the week suddenly seems, by contrast, like glorious liberation? The Upper Richmond Road has seldom seemed more gold-paved.

And that’s why you should trust absolutely nothing I’m about to write about the bottle of Macon-Villages from Domaine Talmard that I cracked open afterwards. Because, frankly, after all that, I could probably be drinking the bottled contents of a pub urinal in Croydon and still find something positive to say about the experience.

(Well. Okay. Maybe not Croydon.)

So here’s what happens when you drink a half-bottle of Domaine Talmard after a massage from Elaine — your body smugly freed of toxins, your conception of luxury redefined.

You notice, first off, that Domaine Talmard smells a whole lot of apples. Like old, English apples that’ve been sitting around for a bit too long in a crumpled paper bag in the sun.

When you raise the glass to your gob, you experience an electric jolt of pain across your upper back, and your eyelid starts to twitch madly.

But it was worth it. Because it tastes pretty damn nice. Principally, it tastes of toxins. Sweet, delicious toxins. Welcome back to my bloodstream, toxins. I’ve missed you. You and me, toxins, we were a team. I should never have thought otherwise. We belong together.

‘Floating, falling, sweet intoxication
Touch me, trust me, savor each sensation…’

Lazy, perfumed lemon and (yes) those apples, and a bracingly serrated edge of bitterness. And, in your slavering, toxin-thirsty gob, it feels intoxicatingly plump.

Domaine Talmard, you see, didn’t ask me about my pain threshold. Innocent in its demure half-bottle, it just sort of shuffled up close and lent on me a bit. And (unlike that fucking weirdo on the Tube the other day) Domaine Talmard is quite welcome to do that.

But I’ll be going back to Elaine next week.

Because comfortable, snuggly Chardonnay is all very well. But nothing’s going to be quite the same any more.

‘The Phantom of the Opera is there
Inside my mind.’

Wine Macon-Villages, Domaine Talmard, 2011
Grape Chardonnay
Price £5.75 for a half bottle from The Wine Society

What happens when you Drink at Eat?

In which our hero links to his latest guest post — narrating the woeful tale of his attempts to buy wine at Eat restaurant on the South Bank.

A pie and potato from Eat (in disposable pie box) and a mini bottle of Stowells white wineWhen a place calls itself Eat, perhaps that’s, y’know, a kind of subtle hint that the emphasis isn’t on the wine list.

Be that as it may. Defying corporate nomenclature, I decided to put Eat’s wine selection to the test — with characteristic ruthlessness.

Be warned: there are scenes in the following post that readers of a sensitive disposition may find upsetting.

You can read the story of the whole desperate, sorry experience in my guest post across at eVines. Here’s the link.

Oddbins launches promotion *definitely nothing to do with the Olympics*

In which Old Parn is grudgingly impressed by the PR tactics of a reinvigorated Oddbins. Tactics that are in no way related to the Olympics whatsoever, it might be pointed out.

Oddbins promo artwork for a campaign definitely not linked to the OlympicsOkay. Now, I normally tear through unsolicited email press releases like a velociraptor through a paddock of newborn foals. But the Oddbins one I received yesterday was rather entertaining.

Ayo Akintola, the Oddbins MD, has apparently become incensed (with, of course, that particular kind of anger that just so happens to make for a good news story) at the branding restrictions imposed on small businesses that aren’t official Olympics sponsors.

As a result he is offering a ninja discount to all Oddbins customers. It’s not an Olympic discount — because he can’t call it that. It’s just a discount that coincidentally happens to celebrate an unnamed national event and to last for the next three weeks.

Here’s the funny bit.

The discount (30% off) applies to anyone coming into an Oddbins shop bearing items made by non-Olympics sponsors. Nike trainers, Vauxhall car keys, a can of Pepsi, a KFC receipt…

Yup. It’s provocative and attention-seeking. But I kind of like it. Here’s another image.

Oddbins promo artwork for a campaign definitely not linked to the Olympics

Boss Wine

In which a glass of delicious Valpolicella is pressed into the not-remotely-reluctant hand of Old Parn, and he feels guilty, the next day, for his inability to review it properly

A bottle of Bussola ValpolicellaWhen your boss invites you round after work and gives you a glass of wine, you’re not reviewing that wine.

But you still notice when that wine happens to be a lovely fucker, don’t you? And if you have some kind of weird disorder whereby you actually feel a bit guilty for not reviewing a lovely wine (as though the wine’s feelings might be hurt by this scandalous omission), you end up resolving two things:

  1. TO MAN THE FUCK UP AND STOP ANTHROPOMOPHISING THINGS, YOU LOSER; and
  2. to write an unabashedly subjective blog post about it, anyway.

So. My boss (who has a very generous way with the wine, I might add — a generosity that has its drawbacks, the following day) pressed a glass of Bussola Valpolicella into my hand. And — jeeps, boy — it was very lovely indeed. Huge, intense, strong — but soft, yielding, gentle.

The wine, that is; not my hand.

Though my hand is also all of those things.

Anyway. Bussola Valpolicella is a delicious wine. I’m not going to give it a star rating, because this ain’t a real review. But if you’re in Majestic, I’d grab a bottle (it’s £22). You don’t have to review it, either. Just drink the old bugger and enjoy it. Sharing it with your boss is optional.

The Best Wine I Drank All Week

In which Old Parn touts his latest guest post — an attention-seeking spiel about the circumstantial merits of mediocre Pinot Grigio.

A cold bottle of Pinot Grigio made by HardysHow does a cheap, mass-produced bottle of mediocre Pinot Grigio become The Best Wine You Drank All Week?

That’s the question I pose in my latest guest post for eVines. As a bonus, you also get to find out how your hero online order of viagra came to be mesmerising the rural population of Kent with a natty pair of white disposable slippers, and encounter vaguely slapstick anecdotes involving cow pooh.

WHAT’S NOT TO LIKE?

Anyhow, please be my guest and read the whole thing over at eVines.

The Extravagant Complexity of Wine (inspired by white Rioja)

In which Old Parn recounts the tale of his first serious wine purchase — and muses on the notions of choice and experimentation with the aid of a very nice bottle of white Rioja

Closeup of the label of a bottle of white RiojaDo you want to know what I love most of all about wine? Wine is an extravagantly complex universe, with bewildering variety, innumerable secrets and surprises.

I have an embarrassing — borderline clinical — compulsion to try new things. To try ALL THE NEW THINGS IN THE WORLD EVER. When I was a student, I spent a ludicrous amount of my loan (Go Team Maximum Student Loan!) on spirits. ‘Typical bloody student,’ you’re probably muttering, as you rustle your Daily Mail disapprovingly. But, y’see, I spent my loan on every spirit/liqueur I could find. Frangelico? Check. Framboise? Check. Creme de Cacao? Check. Amaretto? Check. Mine was not the shopping list of the typical student, I like to think.

(Christ alive, Parn, eradicate that entirely unwarranted tone of pride from your writing right now.)

Yeah. I wanted ALL THE SPIRITS. Because I wanted to be able to make ALL THE COCKTAILS. As a result, my university bedroom resembled a well-stocked off-license in a wealthy London borough. Except with Radiohead posters and the unmistakable stench of adolescent pretension. People came round to my room for a drink; I gave them a sodding menu.

But then I discovered that — actually — spirits were boring*. The apparent variety of the supermarket spirits section was nothing compared to the variety in my first case of wine. From Majestic.

Let me tell you about that first case of wine. I’d just moved into my first non-student abode. My first shared house. I’d landed my first BIG JOB (putting books back on shelves). I was almost like a Real Grown Up. And as such I decided to do what Grown Ups do: order a case of wine.

(Make your own deductions about my warped conception of adulthood. I don’t care.)

For someone who’d previously chosen his wine from the shelves of Sainsbury’s local, this was a revelation. So much choice! So many unfamiliar names!

I still have that same excitement whenever I browse wines in a good shop (online or off): that vertiginous thrill of bewildering, tantalising choice. The terror of knowing that even if I never drink the same wine twice, I still have no hope of trying them all. And I sincerely cannot imagine buy viagra las vegas being faced with all these tantalising, exotic, unfamiliar names — and then putting a big-brand Australian Chardonnay into my basket. For me, that’d be like going to Thailand and having dinner in Burger King. I don’t mean that to sound snobbish. Because I think that the ‘safe’ ubiquity of big-brand wine is in no goddamn way the fault of customers who are intimidated by incomprehensible choice. Not everyone is a weirdass novelty-seeker like me — and if normal people don’t feel they can explore the unknowns of the wine world, that’s a failure on the part of the industry. But that’s another subject, eh?

So I filled my Majestic basket with unfamiliar fruits. Sure, lots of ’em would be well-known to me now — but then, everything was glimmering and new.

I still remember the first bottle I drank from that case, along with some friends: a white Rioja. And I thought: ‘Whoa. This is interesting. This wine kind of smells a bit like sheep’s cheese or something. How the hell does that work?’

(Nobody else knew what the hell I was burbling about when I said the bit about sheep’s cheese, by the way. They probably thought I was having a stroke.)

If you want to check out the sheep’s cheese thing yourself, I suggest you snap up a bottle of Navajas White Rioja from The Wine Society (????) It’s got that slightly sharp sheepy tang (boy, how appetising I make it sound) that took me right back to that first Majestic bottle. But when you get it into your gob, you’re cavorting with apricots and peaches. It’s dry, mind — and brilliantly, grippingly acidic, holding that jubilant fruit entirely in check.

And it costs £7.25 a bottle.

To me, £7.25 is a miserly amount to spend on a sensory experience that’s so goddamn unusual (so goddamn nice). That £7.25 wouldn’t even buy you a bottle of big-brand plonk in a Bethnal Green off-license (quoth the voice of bitter experience). But here it buys you apricots and sheep’s cheese and nostalgia.

Isn’t that, really, when we get down to it, pretty fucking exciting?

* Do I contradict myself?
Very well then I contradict myself,
(I am large, I contain multitudes.)

Quinta da Espiga Branco 2010 (Casa Santos Lima) review

… may not be a bona fide speed potion mixed by a malicious child — but is certainly nice enough to warrant a shambling kind of jog as you go to fetch your wallet

A childhood photograph of Old Parn and his sister (who has a teddy bear)What was the first cocktail you ever made?

Mine was a speed potion.

In order that I may elaborate further, I’d like to introduce you to my sister — Young Parn, Koozle or Parnell’s Sister, as she is variously known — who, by virtue of being two years my junior, qualified for that most precious form of sibling love: merciless, vile-spirited deceit and manipulation.

Spare a thought, o reader, for Parnell’s Sister.

Spare a thought for her, specifically, as she sits, her eager gob agape, listening to me telling her that I am training to be a wizard.

YES, ROWLING, DID YOU GET THAT? A WIZARD. ROLL THAT UP IN YOUR FORTHCOMING PLAGIARISM COURT SUMMONS AND SMOKE IT. PARN GOT THERE FIRST.

‘What kind of magic can you do?’ asks Koozle, her eyes a-sparkle with gullible excitement.

‘Oh, well, I’m not very good yet,’ I nonchalantly reply, with the inspired modesty of the sociopathic liar. ‘But they did teach me how to make a speed potion.’

‘A speed potion?’

‘A speed potion.’

Next thing, we’re in the kitchen. Of course. And — inspired in equal parts by George’s Marvellous Medicine and innate pre-pubescent sadism — I am making my sister a speed potion.

God knows (and I hope the old chap will one day find it in his heart to forgive me for) what I put into that horrific concoction. I’m fairly sure (sorry, Katie, sorry) there was Fairy Liquid. There was definitely a spoonful of marmite, ketchup, every variety of fruit squash available, a generous measure of milk and an old fruit pastille.

And — of course — in order for the potion to have its full effect, it had to be drunk all in one go. Which, to her further great credit, Young Parn managed with aplomb. I hardly even think she tasted it, honestly, so consumed was she with manic anticipation.

HOW DO I KNOW IF IT WORKED?‘ she screamed, jiggling impatiently from one stumpy little leg to the other.

‘Um … Well, you know how I’m faster at running than you, normally? Well — I’ll race you to the bottom of the garden. If it’s worked, you’ll beat me.’

Reader, it is a testament to the inordinate power of the placebo effect that she might even have done so even if I hadn’t slowed my own running pace to a crawl. Because never again have I seen my sister run as she did that day — spurred like a adrenaline-pumped greyhound by the intensity of her misguided belief in her despicable sibling’s lies.

A shot of the (yellow) label of a bottle of this Portuguese white. In the background, a glass (out of focus), chopping board and cutlery

Quinta da Espiga doesn’t taste like my speed potion (or what I imagine my speed potion might’ve tasted like. I mean, Christ. You don’t imagine I was idiotic enough to try it, do you?) — but it does taste a tiny bit like the second cocktail I ever made: my own top secret recipe consisting of tropical fruit squash, orange squash and water. Mixologists, take note.

That’s not to say that this wine tastes like a mixture of cheap concentrates concocted by a malicious child. Oh dear. This is going all wrong, isn’t it? Because I actually rather like the stuff. In a yes-very-nice-move-right-along kind of way. It’s sharp and bracing and gob-parchingly dry, and, yeah, there’s a backdrop of citrus and tropical fruits that reminds me of my childhood squash-mixing — in case you hadn’t picked that bit up from the laboured anecdote which consumes far more of the length of this post than does the actual review-type bit.

AND WHAT, PRECISELY, IS WRONG WITH THAT, PRAY?

Considering it’s only 12.5% ABV, it’s punchy as you like. It’s got a kind of steeliness to it that I rather admire, and it’s a little forthright, a little dominant — in a polite, middle-class, fluffy-Anne-Summers-handcuffs kind of way.

So whilst I can’t pretend it’ll make you run across the garden at twice your normal speed, I’d contend that — at well under £7 — it’s nice enough to warrant a shambling kind of jog across to fetch your wallet and order a bottle to try for yourself.

Rating ★★★ 3 stars (good)
Region Lima, Portugal
Grapes Fernao Pires, Vital, Arinto and others, apparently
ABV 12.5%
Price £6.25 from The Wine Society

Bonterra Chardonnay 2009 review

… is the kind of wine that probably wouldn’t mind holding onto your parcels for a day or two

(For the background to the following, read the previous post, ‘When Clemmie Misses Her Train’.)

Feeling unaccountably like the boy waiting outside the Headmaster’s office, I found myself standing at the door to my neighbour’s flat.

Pull yourself together, Parnell, I murmured — and administered a falsely assertive rap upon the door.

(When I say ‘rap’, I mean in the sense of ‘knock’ or ‘tap’. Not in the sense of performing a piece of urban spoken music. Though perhaps I should have explored this kind of rap as an alternative means by which to announce my presence. It might have allowed me to retain the initiative a little longer in the ensuing encounter.)

The door swung open. From behind it, a disembodied voice: ‘Do come in.’

Now, reader, let me tell you this: I was all prepared for a doorstep exchange, here. And this invitation to enter wrongfooted me straight away. But what’s a chap to do? I couldn’t very well reply, ‘Um, no, I’d rather conduct this conversation in public view’, now, could I?

So in I went.

‘Don’t you want your parcel?’

This struck me as a needlessly adversarial opening to our conversation.

‘Oh, um, yes please,’ I replied, somewhat meekly.

‘Well why didn’t you pick it up? It’s been here for two days!’

Oh yikes.

‘Gosh — I’m very sorry: it was quite late when I came in last night…’ (Yes, I have a tendency to use expressions such as ‘gosh’ in such situations. I fondly nurture the delusion that it makes me seem charming and socially assured.)

‘But what about the night before? Why didn’t you pick it up then?’

This, I began to suspect, is what intense police interrogation feels like. I began to be confused, to lose track of my cover story. ‘Um… I…’

‘If you’d prefer, I won’t take your parcels. Would you prefer that?’

At this point, I’m sort of stammering — so entirely disorientated am I by the fierce barrage of accusatory questions emanating from this small 98-year-old woman.

‘Um… I don’t know. I don’t want to cause you any trouble.’

‘Well, pick up your parcels! I don’t mind taking them in, but I don’t want the responsibility of keeping them for days.’

(Responsibility indeed.)

‘I’m sorry.’

‘Well. That’s all. You can go now.’

***

A bottle of Bonterra, label with minimalist floral illustrations and handwritten text. In the background a second bottle, out of focusAfter that, as you may well imagine, I needed some kind of alcoholic bracer. And that’s where Bonterra came in.

Bonterra’s is a fruity, a creamy, a taut Chardonnay. While it’s far from self-effacing, there’s none of that wenchy quality that New World Chardonnay can have. There’s some pepper in there, and it’s altogether rather nice — sprightly but full.

What’s more, relative to other chardonnays hailing from its part of the world, it has a pleasant lightness to it. A certain easygoing quality.

The kind of wine, in other words, that probably wouldn’t mind holding onto your parcels for a day or two.

Rating ★★★ 3 stars (good)
Grape Chardonnay
Region Mendocino Valley, California
ABV 13.5%
Price £10.44 from Waitrose, £10.99 from Majestic

When Clemmie Misses Her Train

In which the delightful Clemmie is reintroduced to these pages, and a tale of debauchery, recklessness, minor infringements and cello-loving is recounted

Now, it’s a blogging faux pas to apologise for — or even refer to — the time that’s elapsed since one’s last post. So I shalln’t. Perhaps you’re hoping I’ll account for myself? Hell, believe me: I’m hoping the same thing, and have been for several years. Still hopin’.

But what follows, I guess, is a sort of oblique apology of its own, in a way. I’m going to tell you the story of yesterday evening.

And for this purpose I’d like you, please, to join me in welcoming back to these pages the inestimable Clemmie. Last time you met her, Clemmie missed her bus. This time, Clemmie misses her train. And then Clemmie catches a taxi, a coach, two tube trains and another taxi.

(I know: it’s all in the way I tell ’em.)

A bottle of Durnberg Gruner Veltliner white wine on a wooden outdoor table, with glasses, olives and assorted items

But our riches-to-rags tale begins with the best Oxford can offer: the Old Parsonage Hotel, with its perpetually burning log fire and its perpetually rather damn nice Durnberg Gruner Veltliner — bracing like a sea-breeze in spring. Of all Oxford’s providers of food and drink, this is the place I most miss.

(And I reckon they probably miss me, too. Clemmie and I have put a fair bit of business their way, y’know? And we’re fucking charming customers, too.)

In the garden of the Old Parsonage, Clemmie is on the phone to her mother. Clemmie’s phone only functions in loudspeaker mode:

‘Mum, don’t say anything rude or horrible, because you’re on loudspeaker.’

Clemmie was supposed to catch the train to her mother’s home in Suffolk. But Clemmie is drinking Gruner Veltliner at the Old Parsonage. The advantages of a phone that works only in loudspeaker mode begin to be apparent.

We don’t linger, though, at the Parsonage. Rather prosaically, this is because I have to go to my old home in order to pick up my cello. In so doing, I am also the delighted recipient of two enormous — but very nice — but enormous — cushions. A gift from my kind little sister.

When one is carrying a cello and two enormous cushions, one needs another drink. And that drink was provided by Portabello restaurant on South Parade. A blossoming blackcurranty Carmenere that had, mayhap, a bit too much of the fruit juice about it for my liking, but was nevertheless welcome enough. Welcome also was the brief presence of Anna ‘Big Mitch’ Mitchell from her house on the other side of the road. Anna had a small pinot noir. Anna is quite a small pinot noir herself. (That’s meant to be a compliment.)

By this stage, alas, anything resembling a plan for the evening had been shredded like a tissue in a blender.

So Clemmie and I left Anna to roam the streets of Oxford — and decided to get a coach to London.

At this point, the class and sophistication of our evening began to take something of a dive:

‘It’s a pity we can’t cheap propecia to canada drink wine on the coach,’ said Clemmie, wistfully.

There was a moment’s silence.

‘Is Tesco’s still open?’

And so it was, dear (horrified) reader, that Clemmie and I found ourselves on the back seat of the coach to London, surreptitiously pouring Tesco’s Finest Fiano (SECURITY PROTECTED) into plastic cups.

(Yes, I bought plastic cups. What do you think we are? Savages? Hey, don’t answer that.)

Now, I happen to believe that wine shouldn’t be taken even remotely seriously. Wine is our bitch, and we do to it as we will. So I don’t feel bad for subjecting Tesco’s Fiano to this treatment.

Especially as it’s not a very nice wine. It’s kind of thin, and has a bit of a fizz to it. Not in a particularly good way.

Nevertheless — as you know — we are nothing if not stoical in our pursuit of shitfacedness. So Tesco’s Fiano and plastic cups it was. Lesser humans might have caved; not Old Parn and Clemmie. The Fiano was dispatched.

… And there we were in Victoria. Me with my cello and my enormous cushions; Clemmie with her enormous bag.

Travelling on the underground on Friday night with a cello and two enormous cushions is an experience that itself requires a degree of cushioning — so it was as well that our resourceful acquisition of that doughty Fiano had anticipated this need. So Clemmie, cello and I happily swayed our way to Putney. To a pub.

At the pub, we had some sauvignon blanc. Or that’s what it tasted like, anyway. Look, if you’re still reading this for the tasting notes, you really need to carry out some kind of reality check at this point.

‘’Scuse me — is that a cello in there?’ asked a thin man wearing a tracksuit.

‘Um, yes.’

‘I love the cello. Do you play it with a bow?’

‘Yup.’

‘Can you pluck it, too?’

‘Oh yes.’

‘I love the cello. There’s something about it that speaks to me.’

Carrying a turding great cello around with you is, believe me, a surefire way to kick off some fantastic conversations. Be that as it may, stringed instrument vendors of Putney should take note: there is a man in a tracksuit out there. Make the sale.

Our cello-besotted conversant having departed, we were at length politely nudged in the direction of finishing our drinks. Even in London, y’know, pubs close.

And so Clemmie bundled herself into a taxi. And my cello, my cushions and I made our slow — yet somehow majestic — peregrination home.

***

An illustration of a rabbit and some flowersWhen I opened the door to my flat and turned on the light, I was greeted by a rabbit.

I picked up the card and turned it over. It was from my neighbour.

Tom
Please talk to me about your packages. Why didn’t you pick up the one last night, I knocked on your door?
H—

I turned the card back over, gave the rabbit a sick kind of smile, and went to bed.

(To be continued…)

Wine’s image problem is about far more than supermarket pricing

In which Old Parn outlines his own opinion as to why a love of wine is so often associated with snobbery

The question that’s flapping around the wine world like a startled goose is, ‘Why won’t the British treat wine seriously?’ — and, in parallel to that, why does wine have such a problem with allegations of snobbery?

Well, that flapping goose has woken me up, too. So here are my thoughts.

First up, I think it’s a little too easy to blame supermarkets for the situation in which wine-lovers are stereotyped as snobs.

Guy Woodward (in the Guardian piece I linked to, above) writes:

‘It’s a situation that several supermarkets have helped to create. By directing consumers to the “3 for £10” promotions, stores are hardly encouraging us to discover new wines. The wine industry’s own trade body, the Wine & Spirit Trade Association, has even criticised such “deals”, arguing that they stymie consumer education.’

But I’m not sure that supermarkets’ pressure to hit the lowest price points is really responsible in a fundamental way for perceptions of wine snobbery. After all, supermarkets have surely also remorselessly driven down the price of meat and beer (Guy’s two examples of segments not afflicted by perceptions of snobbery).

So why is wine a target, while meat and beer are not (or are much less so)? It can’t be as simple as supermarket pricing, the issue on which Guy’s article focuses pretty much exclusively.

Incidentally, I absolutely agree with everything Guy says about wine pricing in supermarkets. I just don’t think this is the root of wine’s problems with snobbery.

To which I think there are at least three major contributing factors he doesn’t mention.

Wine’s history

Historically, wine has been associated with privilege in a way that beer and decent meat have not (to anything like the same degree). I’m not saying this association is fair. I’m saying it exists. Powerfully. Not especially because wine was historically expensive, but more because it is associated with Oxbridge cellars, arcane drinking societies, aristocratic dinner parties — in a way that beer and decent meat are not.

That gives wine a hill to climb that others don’t have to contend with.

The lack of a ‘story’ for wine

People have been told a story that allows them to understand and relate to the benefits of spending more on better meat (and allows them unequivocally to feel good about doing so).

The story is that animals get to lead a better life. The customer is supporting a small farmer, not a big corporation. There’s a human touch. Local meat feels more connected to the customer. And so on.

Yeah, sure, the more expensive meat also tastes better. But that’s not actually the main thrust of the story. The emotional story of animal welfare, conservation and support of farmers is the more emotionally compelling factor. Even if it’s not always true or accurate.

Wine is not yet successfully and consistently broadcasting an emotional story that’s as good as this. It could. But it’s not. Notice that Naked Wines is making progress on this — getting customers to relate to wine stories, to see what being a small wine producer (and supporting those producers) actually means.

The relative weakness of wine advocacy

This links with the story argument, above — but goes further.

Neither the decent-meat lobby nor the beer industry persistently shoot themselves in the foot in the way that the wine industry does. I’ve written before about my belief that wine writing is too often insular and exclusive. If wine wants to shake off its snobbish stereotype, the industry needs to make a concerted effort to stop blathering on with terminology nobody understands and implying that there is a hierarchy of enjoyment of wine, the upper echelons of which are reserved for the cognoscenti.

I’m not saying there’s not a hierarchy of enjoyment of wine, incidentally. You may think there is. But implying this is powerfully alienating to people who feel like they’re far from cognoscenti.

Anyhow. Lots of the success of the decent-meat lobby is down to its use of charismatic, passionate advocates to put across its story in an immediate and accessible way: Jamie Oliver, Hugh Fearnley-Whittingstall and all. People who are selling the lifestyle and the benefits, not just the product; who talk to their audience in language that is free of jargon, who seem like ‘one of us’. And, yes, people who have a very high profile.

Now, I realise it’s all very well for me to say ‘the wine world needs advocates like Jamie Oliver’ — when it’s not exactly easy to propel oneself into a position of that kind of influence. I’m not pretending the wine world can just create charismatic, popular advocates — like that. Nor am I saying, incidentally, that every single advocate that currently exists for wine is rubbish. Obviously that’s not the case.

Not one of the above three factors has a quick’n’easy solution.

What I am saying is that, combined, they are (in my view) hugely implicated in the allegations of snobbery with which wine is beset. And that whilst supermarket pricing may play its part, I’d say that the wine industry deludes itself enormously if it lets itself believe that this is the only — or even the principle — cause of its snobbery woes.