A wine maker in the Languedoc has recently used self-derision in a pretty bold way to draw attention to his new bottling's. An article in Wine Business International launches 'Vin de Merde,' or Shit Wine.
I was particularly drawn to the phrase 'The Worst Hides the Best.' This can be so very true. A good example for me came in the form of a cocktail book from the early 40's called 'Here's How,' in one edition and 'Just Cocktails' in another. Over all these are just plain bad books. Many mislabeled drinks and screwed up recipes are one thing. Truly racists and sexist cartoon illustrations in the margins are another. They are actually why I kept reading the book the first time I saw it. I couldn't believe how bad it was getting.
Then I came across this gem.
2 oz. Rye Whisky
1/2 oz. Benedictine
Bitters (I like Peychaud's here)
Hmmm. That didn't actually sound too bad. Well those who know me, know I have completely fallen for this drink, even after finding out it really should be called a Monte Carlo (I sticking with Derby though). I think of it as a smart Manhattan and slip it in on people who profess to not like whisky drinks. It borders on being my signature drink and I found it in one of the worst vintage books in my collection. The worst hides the best indeed.