It's been a stressful week here in Strappolandia.
Like, for example, I thought I was having a recurrence of 1993's heart problems. Cold sweats, pains all over (chestward as well), nausea, deathly paleness, gasping for breath.
No, 'twas just depression, anxiety, panic attacks. They act like heart attacks, sort of. The tests came back with HYPOCHONDRIAC written all over them.
Depressive hypochondriac at that.
Still, what with Joe Dressner having his well-aired brain tumor and Kermit Lynch plinking out folk ditties, I wondered what I could do to become recognized as an important, aspirational sort of wine importer. You know, I'm not getting any younger and even though this wine gig is a new thing for me, I've got lots and lots and lots of Life Experience, which ought to count for something, no?
I confess that I can't hang my hat on some magical mantra (sorry for the shoddy alliteration) like Natural Wines*. Cue the heavenly choirs.
Yummy Italian Wines You Can Afford doesn't stake out the high-road position. Autochthonous Italian Wines isn't exactly a crowd-pleaser either. As the implacable Jeff Mazen would say, "It's business!" Business. Certo, sell we must. We're selling. Things are good. Shipment may get waylaid or forgotten about, but things are generally pretty, pretty good.
But it's not just business. It's ego. It's pride. It's the deep human craving to have one of those Sally Field moments every now and then." So," I ask meself, "what can one do to create an aura of almost hieratic importance in the world of wine importers?"
I've come up with a sure-fire Five Point Program to stoke the mystique of Strappo, the Odysseus of wine importers.
1. Always wear the shades. Never take them off no matter how wretched the lighting. (Nice when you're bored and want to catch a cat nap.) It is necessary to cultivate that aura.
2. Always wear jeans, the cruddier and more threadbare the better. Preferably with expensive Italian shoes and no socks and a Brioni shirt hanging untucked, as with a discreet sneer at bourgeois niceties.
3. Always refer to Rudolf Steiner and Luigi Veronelli with casual reverence. It can be done. This will win over the nut cases and the ones who revere a man who made a career of staying for free at many interesting stately homes throughout the country.
4. Mention at least three obscure grape varieties in the first five minutes of any conversation, e.g., "You simply MUST try a Tintore. It is the future of Italy!" (A categorical pronouncement always wins adherents.)
5. Regale all and sundry with anecdotes from the field. Literally. Per esempio:
I slipped and fell deep into the winter mud of the steep vineyard. Raffaele smiled wisely and said, "Now you know what it is like to be a natural-grape farmer. Is never easy. We fight the bugs. We fight the mold. We fight the heat. We fight the cold. But our passion for our tradition, that is what make us carry on."
Doesn't it all bring a tear to the oulde eye? Doesn't it promise authentic bliss in the glass? Doesn't it make me look like the intrepid son of a bitch you aren't, you routine-bound slave to your under-water mortgage, three kids and SUV payments?
On such wee foundations grand reputations can be erected.
* The Peroni Nastro Azzurro beer I'm drinking now proclaims "Tutti Ingredienti Naturali" on the collar label. Boh.
Natural wine, apotheosis of
The first version of this post was published in March of last year. Since then the New Orthodoxy has marched disputaciously on in its jihadic way.
I've always loved those What If stories, like "What if the South had won the Civil War?" "What if Hitler had triumphed?" "What if Attila the Hun had died somewhere in Pannonia before he got to Italy?"
These are all cliches, and the stories usually wind up with the restoration of our manifest destinies. You know, the USA and the CSA are reunited in sea-to-sea glory, though nothing is ever mentioned about the status of black people. American insurgents topple the violent, corrupt, comically incompetent regime of the Nazis, "Hogan's Heroes" meets Abu Graib. The Roman Empire soldiers on and Pope Leo is consigned to the dustbin of history; in a few centuries the Romans hit the beach at Miami and the eagles of the Legions stand guard over Boise in another century or so, with everyone speaking some sort of Latin. (We call it "Spanish".)
These are obvious and well-hashed story lines for alternative history. But no one, to my knowledge, has attempted an alternative history for modern wine. Not that it would alter a thing, but it is a useful exercise in salutary masochism to imagine What if...
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Posted on November 06, 2009 | Permalink | Comments (1)