This is the time of year when all the
“nouveau” wines come out on the market to celebrate the latest harvest. Whether
it’s French Beaujolais, Italian Novello or others, these are wines made in a
hurry that cut corners in their production. Hype is built up about them weeks
before urging the consumer to be the first to taste the new wine from the
harvest. It’s a great excuse for restaurants, hotels, bars, clubs and private
individuals to host celebrations to herald this event. Artistic labels, that
become collector items, are often commissioned for the bottles. It’s really
marketing genius. One must however keep in mind that these are not serious
wines that will keep or age. They’re theoretically created to be consumed
before Christmas.
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