Sunday, 27 September 2009

Monty to say aurevoir to Roussillon?

Passing by London wine merchant, Roberson, this week, I couldn't resist asking whether Monty's French Red (as seen on TV in Channel 4's Chateau Monty) was worth the £9.95 price tag or whether it is just a gimmick. I was surprised with the answer I received...

It turns out that the 2009 vintage may be Monty Waldin's last. Apparently the project is not financially viable and he made more out of the book than he is likely to make out of the wine. So, Monty may be chucking in the towel, which is more easily done given that he rents the vineyard.

After the success of the 2007 vintage (apparently it sold out overnight when it was shown on sale at Roberson in the final episode of the TV series), it was always going to be hard to maintain the momentum generated by his 15 minutes of fame. Unfortunately, this comes as no surprise given the global glut of wine and the £10 price tag on Monty's French red, which, biodynamics aside, is a lowly Vin de Pays des Côtes Catalanes. Of course, the exchange rate hasn't helped either.

This is a sad reflection on the world of wine. Despite all his enthusiasm and conscientiousness, how can a lone smallholder such as Monty Waldin compete in a market dominated by mass produced brands and BOGOFs?

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