Back in the 1990s, one of Coca-Cola’s advertising slogans was to declare that it was ‘the real thing’. This was, of course, intended as a way for Coke to differentiate itself from the imitators out there, something that it has been doing since the late 19th century.
The words never really had much meaning for me. It could have been because I was only 11 at the time. It could also have been because I paid more attention to Cindy Crawford, who adorned their television commercials and billboards at the time. The phrase ‘the real thing‘ was packed full of as much meaning as Fox News’s claim to being ‘fair and balanced’.
What exactly is ‘the real thing’ anyway? Apart from being a tautology, it is also a pointless declaration. Not long ago I discussed the concept of real and natural wine, so I won’t drone on about that again. But what I will do is discuss those times you get the real thing and those times when you get an imposter.
We have all had those moment of success, when that bottle you bought for its striking label it delivered everything you wanted and more.
And then…well then there are the times you found disappointment at the bottom of a rough-and-ready jug wine: something with the consistency of diluted Ribena with a vague flavouring of alcohol.
For instance, Faugeres. This is a small appellation within the Languedoc, inland of Beziers on the French Mediterranean coast. The production here is mostly red wine from the carignan, cinsault, grenache, mourvedre and syrah grapes, although white wines make up about a fifth of the annual output.
This is a young appellation, having been created in 1982, but like much of the South of France, quality levels are high and consistent these days. Two of my favourite Languedoc wines, Domaine Leon Barral Faugeres 2010 and Clos Fantine Faugeres Tradition 2011, both come from Faugeres, selling at £19.50 and £14.50 respectively.
Together they meet all of those expectations that form when opening a bottle of wine: fragrant, rich, earthy, complex and hedonistic.
So to be fair to Domaine Marie Faugeres 2012, it was always going to be fighting an uphill battle. A mere supermarket wine selling for £8.49 at Waitrose could not be expected to be the real thing.
It is lighter in body than the others, big on fruit with a scattering of spices and an easy-drinking style. So what’s the problem? The problem is that it doesn’t quite tick all of the boxes. That it is another affordable wine that falls short of expectations. That I am sure siphoning the essence from the tank of a clapped out Citroen would yield a similar result.
This is one of those wines that reminds you why you should have spent more. It is why people buy a Tag Heuer watch rather than a Timex. One is weighty and expresses quality; the other is light, flimsy and made for mass market consumption.
If you goal is to achieve that slight buzz that only three glasses of wine can produce, Domaine Marie does it just as well as the others. But a fine wine experience it is not.
It appears that in Faugeres, if you want the real thing, you need to spend real money.