We're going to take the liberty of quoting our dispatch dated October 12th, 2010:
"There's a marketing plan in the works for Bordeaux, a ten-year plan not for the two or three dozen famous names but for the other ten thousand. The campaign will target casual drinkers who don't care a drop about terroir; it will capitalize on the elegance suggested by the term "château." There will be music, there will be wine, there will be romance.
The tagline: "And the bottle on the table is Bordeaux."
You read it here first."
The only hitch is the headline, which reads "Bordeaux: Des Vins, Un Style." And it translates as badly as it reads in French: "Some Wines, One Style." But the art direction and taglines seem on target: "Aromas of fruit, flowers and spices: the aromatic palette of Bordeaux wines is infinite." Figs, berries, kiwis, licorice, dried leaves, not bad. Still, I liked my headline better.