Not so much an insult. More like a piece of dirt that you really ought to know about. A bit like a piece of really good spin that may eventually bring down the ruling party.

“They produce more red wine in the one French region of Bordeaux each year than the whole production of all of the winemakers in all of Australia put together you know.”

A lot of ‘other’ winemakers don’t like the winemakers in Bordeaux. They would like to see them knocked off their grand pedestal. They would like it if they weren’t some of the most famous wines in the world, which commanded the highest of prices.

They would be pleased if customers weren’t prepared to pay upfront for wines two years before they were bottled and a decade before they were ready to drink.

Yes. ‘Other’ winemakers are prepared to use negative PR.

Now it is true. Let’s be honest. They do make an awful lot of wine in Bordeaux and an awful lot of it is really quite bad. But, you see, the point is it does also produce some simply stunning, iconic wines and not just at the mortgage end of the market either… and that’s the point isn’t it… that’s why we are here… to pick out the good stuff.