I was pouring one white and three red Bordeaux at Central Bottle on a Friday night a few years ago with the idea of playing a little catch-up on a neglected category. I’d noticed that the only attention the little Bordeaux corner got was from French speakers and a few people of – shall we say – mature years. My boss Liz Vilardi pretty much summed up the problem in her teze for the event in the morning email newsletter: Bordeaux. Bor-d. Eaux. Bor-ing. Irritatingly expensive.
She went on to say that she thought the tide was turning, although my sense was and is that this is optimistic. The reaction of visitors to the tasting table that night, particularly the younger ones, bore this out: namely, a sip followed by either no reaction or a frankly puzzled look. After a couple of hours of this, I decided I needed some simple way of explaining red Bordeaux, since it didn’t seem to be explaining itself. I tried the old trick of suggesting these were wines that would come into their own taken alongside the right food (no less true for being a cliché, by the way).
Then, while chatting with a 20-something Chinese couple who were clearly interested in the subject but not appreciative of what they were tasting I tried this gambit: “Bordeaux,” I said, “is a cup of black coffee.”