Fine Wine Deflates Snobbery
Europeans engaged in selling products where discernment and good taste are paramount have long had a reputation of looking down on Americans. Take wine, for example. Could most Americans imagine a French winery owner having anything but withering disdain for the American public and its tastes? Imagine my surprise, then, upon reading some of the comments made by the wine aficionados at this year’s Vinexpo, held in the U.S. this year for the first time. According to the president of Maison Louis Jadot, Americans are discerning and willing to pay more for quality, while Philip Guigal of Rhone Valley winery E. Guigal actually said “American people really understand quality” and confessed that other French producers needed to become “less arrogant.” Dare we hope that this attitude will spread to France’s politicians as well?