MARIANI’S
Virtual
Gourmet
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THIS WEEK ORIENTA Greenwich, Connecticut By John Mariani NEW YORK CORNER CASA TULUM By John Mariani GOING AFTER HARRY LIME CHAPTER ELEVEN By John Mariani NOTES FROM THE WINE CELLAR By John Mariani ❖❖❖
On this week's episode of my WVOX
Radio Show "Almost Golden," on Wed. March
15 at 11AM EDT,I will be
interviewing Prof.
Thomas Moretti about Who Was
the Real William Shakespeare? Go
to: WVOX.com.
The episode will also be archived at: almostgolden.
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ORIENTA 55 Lewis
Street Greenwich,
CT 203-489-3394 By John Mariani
Circuitous are the ways restaurants
are conceived, none more so than Orienta,
which originally debuted in Manhattan in 1995
and is now set on Long Island Sound in a small
space whose interior would look just as
seductive on the Saigon River. Shadowy, but
richly colorful with pink and green palm
wallpaper, lipstick red banquettes, white
tablecloths, Venetian blinds and a cartoon of
a dog wearing a nón lá “leaf
hat,”
it’s a place where you
half expect Michael Caine to show up wearing a
khaki shirt with a gorgeous Vietnamese woman
in a silk ao dai
tunic. Slowly turning ceiling fans would be a
nice touch. ❖❖❖ NEW YORK CORNER
CASA TuLuM 229 FRONT STREET 212-433-5800 As noted last week, some of the most
exciting and stylish new restaurants in New York
are Mexican, and Americans’ familiarity with the
food and conviviality is always part of the
draw. Let’s face it, the mere idea that there
will be a margarita and a bowl of chips in front
of you soon after you sit down (not something
you expect at a sushi bar) is magnetic enough,
and the food in even Tex-Mex places is easy to
love. Open nightly for
dinner. ❖❖❖ GOING AFTER HARRY LIME By John Mariani
CHAPTER ELEVEN
As
David was on his way to the National Archives
that morning,
Katie was on hers to interview the
novelist with the woman’s first name, Evelyn
Dawes, after having checked his work. It
appeared, like many English littérateurs, Dawes
had written everything from novels to
biographies, histories and literary criticism.
Most writers lived on dribs and drabs of money,
but, while American writers tended to be
pigeonholed by publishers as fiction or
non-fiction, the Brits were able to take on work
in a wide range of genres. In the end, the money
came to much the same, which was rarely very
much at all. © John Mariani, 2016 ❖❖❖ NOTES FROM THE WINE CELLAR
HOW TO GET GEN X, Z AND MILLENNIALS TO LOVE WINE By John Mariani Last week in this space I wrote about a
study that indicated the Gen X, Gen Z,
Millennials and young people in general,
worldwide, have not developed the interest in wine
their parents did, and that wine sales among that
age group have decreased. To see how the industry
is coping with that situation I spoke with Catherine
Fallis, Master Sommelier at Bright Cellars, a wine
delivery service based in Milwaukee,
Wisconsin. With
Wine
Sales Dropping Among the Younger Generation, How
Is the Industry Trying to Change Its Image?
All the current stats about wine sales show
that older generations in America and Europe are
still drinking wine, but there has been a fall-off
in sales to the Gen-Xers and others for
whom the market is crucial to allow growth. I
interviewed Catherine Fallis, Master Sommelier at
Bright Cellars, as to how the appeal to younger
people must change in order to make them wine
lovers. Why
does
the wine industry have to make efforts to appeal
to a younger generation? Are there
statistics to prove that? The 2023 Silicon Valley Bank
State of the Wine Industry Report sees a
difficult era for wine. It found that wine
consumption is growing only among people 60 and
older, with 70- through 80-year-olds growing the
fastest. Younger people are drinking; the report
found that 35% of people 21-29 drink alcohol, but
not wine. The fact is, wine sales have been
declining for years, and it means that the industry
needs to get better at appealing to younger
consumers. One way to do that is to demystify wine
culture and bring wine down to earth and make it
easier to get to know and more fun to drink. Bright
Cellars and I share that opinion, and it’s one of
the reasons we’re working together. It’s about being
less intimidating and making delicious wine, at any
price, more fun to discover and experience.
By
“younger
generations” whom do you mean? The
Silicon Valley report cited Gen X, Millennials and
Gen Z as the underperforming cohorts, but that’s a
large range spanning ages 21-60. The industry needs
to focus on Millennials, who represent the largest
population, and Gen Z, many of whom are now
21. You
say
that it is necessary to "Use approachable language
with no technical terms.” Such as what? The
industry tends to speak to consumers as if they know
the “inside” language of wine, using words such as
nose, palate, tannins, robe, legs, etc. Odds are,
the average consumer does not know what these terms
refer to. If someone from the famous food lab in New
Jersey used their industry lingo to describe the
makeup, aromas, flavors, structure and taste of
Doritos, no one would buy them. The wine industry
needs to follow the example of other food and
beverage brands by using language and descriptions
already familiar to people. Keep it simple by
talking about flavor and when it comes to pairings,
make suggestions using real, everyday meals they
might make at home. When
you
say to utilize simple, appealing descriptions,
what do you mean specifically? I like
to use simple, easy-to-digest sentences that anyone
can understand. For example, when we describe
Ochavado Verdejo on the Bright Cellars website, we
say it’s “Light and zingy with notes of lemon zest,
lime, dried herbs, and sea salt,” with images of
these items alongside the bottle. When it comes to
what to pair it with, grilled asparagus and crab
cakes both make the list—two things someone might be
eating at home on a weeknight. This type of language
is now appearing on Bright Cellars’ wine content, on
wine cards, on product pages and more. We have also
added everyday food pairings for real people such as
Cheetos, Glazed Doughnuts and Hot Pockets. Low
alcohol,
zero alcohol, zero sugar brands should be
mainstream and tasty. Easier said than done. How
can this be accomplished? It runs against the
whole idea of drinking wine as a healthy alcoholic
beverage.
It
starts with broader beliefs and preferences. Gen Z
and Millennials have made it clear that they read
labels closely and care about what’s in their food
and drinks. A report last year by Food Insight found
that nearly half of Gen Z tends to purchase
beverages because they are labeled as “natural,”
one-third does so on the basis of “clean
ingredients,” and nearly one third because the
product is organic. According to online alcohol
marketplace Drizly,
wellness, moderation and health are top of mind for
Gen Z, even factoring into their alcohol purchasing
behavior. For example, two of our newest releases
are in the lower alcohol category, at 9% alcohol.
They are both delicious as is and are not
singled-out as lower-alcohol on the label. Zero
alcohol is harder to get right, but with the massive
global growth in that beverage category, and the
appealing results in gins, beers, and more, wineries
are already working hard to create a tasty zero
alcohol product. What
about
the “Ready to Drink“ category that includes Wine
Margaritas, Wine-based Cosmos, Lemon Drops. RTD’s
don’t have to exclusively come in cans. At Bright
Cellars, when we talk about RTDs, we mean any
wine-based cocktail that is ready to be opened and
poured, whether that’s a can, box or bottle. Recent
data from Drizly shows that this category is a
favorite of younger generations. The wine business
writ large needs to see this not as a threat, but an
opportunity, by expanding the market for wine-based
cocktails. Done right, wine stands in spectacularly
for a neutral-base spirit. We are working on a line
of wine-based RTDs offered in traditional, 750ml
wine bottles. The multi-serve opportunity that
bottles like these provide is key to accommodating
social occasions and from a price-value point of
view. But if you switch to fun alternative,
environmentally friendly packaging such as
glass-lined plastic bottles, bag in box and cans,
that would seem to attract the lowest common
denominator.
I would
agree that those over 60 may still have that
perception, but not so with Millennials. In general,
cork-finished wine it is one of the most tedious
products to open. If folks needed a special tool and
complicated technique to open a beer, would that
beverage be so popular? And don’t get me started on
those heavy “wax” capped bottles. The
wine
industry may sell a lot of low-end wine but it
promotes premium wines and above. And restaurants
don’t carry low-end wines. How can that change? Premium
wines need promotion, due to their price. The entry
level, under $10 retail wines, are purchased on
price, and a pleasing label. Restaurants do carry
low-end wines, but the consumer just doesn’t realize
it in many cases. In fact, low-end wines with a high
markup allow restaurants to sell higher-end wines
with a lower markup. I always recommend avoiding a
restaurant’s cheapest wine. Always go up a few
dollars. It’s a very good investment in quality. Do
you think that lower mark-ups on wines in
restaurants will help? It seems that all
restaurateurs are committed to 200-300% mark-ups. Restaurants mark up
food and beverages based on their business model.
Not every restaurant uses industry standard wine
markups. Look at wines on a list in Manhattan vs.
Cleveland, Las Vegas vs. Milwaukee, Paris vs.
Montpellier. Large metro areas have higher operating
costs and tend towards higher markups, just as
highly touristed areas do as well. Also, to put
things in perspective, bar programs have much higher
markups. A martini may have 2-3 ounces of premium
gin or vodka, costing the establishment less than
$1, while the cost to the consumer is $9 to $22, or
more! I do not think lower markups on wine will
help. I think better buying strategies will. The
restaurant wine buyer should be open to exploring
new grapes and regions, finding great value where
others wouldn’t have. It just takes a little more
legwork, an open mind, and support from
management/owners. ❖❖❖ MOST
INFORMATIVE ARTICLE
OPENING OF THE WEEK
"Alto Adige is a great
place for wine. You can taste it. You can buy
it."—"Italy's Wine Wonderland," 2FoodTrippers
(2/19/23).
❖❖❖ Any of John Mariani's books below may be ordered from amazon.com. The Hound in Heaven (21st Century Lion Books) is a novella, and for anyone who loves dogs, Christmas, romance, inspiration, even the supernatural, I hope you'll find this to be a treasured favorite. The story concerns how, after a New England teacher, his wife and their two daughters adopt a stray puppy found in their barn in northern Maine, their lives seem full of promise. But when tragedy strikes, their wonderful dog Lazarus and the spirit of Christmas are the only things that may bring his master back from the edge of despair. WATCH THE VIDEO! “What a huge surprise turn this story took! I was completely stunned! I truly enjoyed this book and its message.” – Actress Ali MacGraw “He had me at Page One. The amount of heart, human insight, soul searching, and deft literary strength that John Mariani pours into this airtight novella is vertigo-inducing. Perhaps ‘wow’ would be the best comment.” – James Dalessandro, author of Bohemian Heart and 1906. “John Mariani’s Hound in Heaven starts with a well-painted portrayal of an American family, along with the requisite dog. A surprise event flips the action of the novel and captures us for a voyage leading to a hopeful and heart-warming message. A page turning, one sitting read, it’s the perfect antidote for the winter and promotion of holiday celebration.” – Ann Pearlman, author of The Christmas Cookie Club and A Gift for my Sister. “John Mariani’s concise, achingly beautiful novella pulls a literary rabbit out of a hat – a mash-up of the cosmic and the intimate, the tragic and the heart-warming – a Christmas tale for all ages, and all faiths. Read it to your children, read it to yourself… but read it. Early and often. Highly recommended.” – Jay Bonansinga, New York Times bestselling author of Pinkerton’s War, The Sinking of The Eastland, and The Walking Dead: The Road To Woodbury. “Amazing things happen when you open your heart to an animal. The Hound in Heaven delivers a powerful story of healing that is forged in the spiritual relationship between a man and his best friend. The book brings a message of hope that can enrich our images of family, love, and loss.” – Dr. Barbara Royal, author of The Royal Treatment. ❖❖❖
MARIANI'S VIRTUAL GOURMET
NEWSLETTER is published weekly. Publisher: John Mariani. Editor: Walter Bagley. Contributing Writers: Christopher
Mariani, Misha Mariani, John A. Curtas, Gerry Dawes, Geoff Kalish.
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