“Wine with your Dinner… Have you tried it?” What planet is this from? For the early 21st Century sophisticate (or even the Dockers-wearing suburbanite for that matter), it’s hard to imagine a time when wine for dinner was an exotic proposition. Wine for breakfast wouldn’t even be shocking today. Make mine a Mimosa.
I think Wine Manners exhibits the damage done by Prohibition to a generation of Americans. Prohibition didn’t just take away wine, beer and booze, it destroyed centuries of tradition. When it ended, local brewers were replaced by bland mass-market regional and national beer brands. Booze was bottled by a handful of major distillers and wine became the red-headed step-child of American drinking. Each winery and region had its own varieties and distinct character and even the original Mad Men of the 50s couldn’t figure out how to market it as a commodity.
But then, the 50’s craving for sophistication kicked in with a vengeance and people began to rediscover wine.
Reading the copy, you realize the artistry of Wine Manners continues beyond the artwork. The writer compliments the reader with the assumption that she is a “modern,” swept up in the havoc of a hurried world about to be filled with moving sidewalks and flying cars.
Go back and read the copy, it’s worth it. Every word.
The list of “Wine Manners” that follows is equally well crafted and gently leads the reader into the arcane would of wine with warmth and respect. Forget taking that “Into to Wine” course at the community college continuing education program. Read this booklet and use the tuition savings to buy wine instead.