• Sweden edition

Wine Freedom - Vinfrihet

Raising a toast to a more competitive wine market

Archive for June, 2009

To your health

Saturday, June 6th, 2009

It starts with the selection process down in the wine cellar and continues with the opening of the bottle, inspection of the Orrefors wine glass and the sound of the splashing of the wine as it stains the bowl red with the handicrafts of a distant winemaker.  The excitement of the first smell and taste is like the door of the Boeing 747 opening up at Kai Tak Airport in the old days of Hong Kong – not the stench but the anticipation that something special is about to happen.

Swirl the glass and breath in the aromas; enzymes and hormones are flooding my body, eyes dilating, taste buds watering and it takes restraint to not rush in for the first taste. As the wine slides over the lip of the glass, past my teeth and floods my tongue with the first shocking flavours of the wine my mind has already been prepared for the effects the wine is to have on my body. Fruits, flavours, memories of people, meals and winery visits swirl around as fast as the wine still swishing around the glass. A good wine, great wine,  matching the food or did I open the bottle too early or late in its development? I am transformed, transferred even to another state of mind, another place perhaps as I remember where I first tasted or purchased the wine. The day at work is behind me, the world’s wars, famines and financial worries a twilight zone away. I close my eyes, let the second gulp caress my senses again as an affirmation or reassessment of the first impression. Gee this is a great wine!

So this is my hobby and it makes me feel bloody good! I feel relaxed, less stressed and there are lots of anti-oxidants now running around in my blood like little Pacmen shooting all the bad things that try and make me feel unwell. Red wine combined with a healthy low fat low sugar diet with regular exercise is a lifestyle one should be proud of and the authorities encouraging.

I drink a glass of red wine a day, pretty much every day and the last time I had a day off work sick was 2004 (pppp). There is always an open bottle in the fridge ready to satisfy my daily dose of healthy invigorating nectar of the gods.

If you read any media that is not Swedish you will find an encyclopeadia full of articles on the health benefits of wine. Not surprisingly the Systembolaget website lists none of them. Goes against their bag of shame marketing philosophy. So I am going to help my Swedish friends to start summarising many of the medical studies that prove the health benefits of drinking a glass or two or wine a day.

Now you will be able to shed the shame, proudly pour the red wine and turn off the TV while you chat to your partner in your new health regime of one (you gotta stop at one or two glasses though, more than that can be harmful) glass a day.

There is even a regular email you can get from Wine Spectator Magazine giving you updates on wine health news:

http://www.winespectator.com/Newsletters/0,4665,,00.html

I will use this and other sources to give you the good news on your healthy hobby!

see the link up to the right titled Healthy Drinking Updates for regular medical research updates!

To your health!

Mark

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Rainy Thursday: Sunny Customer

Thursday, June 4th, 2009

The summer must have come somewhere in Sweden because our sales of summer wines has been going very well (if you want a case of the green monster Nova Moscato you better order quickly) but tonight I stood by a muddy football field watching 10 boys aged 7 all run round in a pack after a water soaked ball. So this is a summer in Sweden!

I was brightened to receive an email from a member who it seems had the smart sense to take it upon himself to put some dazzle into his dreary night with a great bottle of wine. Here is what he wrote:

Just wanted to let you know that I am a satisfied customer… I just had a fantastic wine experience. We just had dinner and for no particular reason decided to open a bottle (normally never happens on a workday). Both of us just stopped and looked at each other as we took our first sip – wow! I guess I should not be that surprised as it was a Sauvignon Blanc from Marlborough (Dog Point)…

I will spare publicizing his name in case people start to talk about his drinking habits (“a bottle of wine on a weekday, could that lead to a serious and irreversible drinking problem?”) but thank you Mr. G, getting emails about how we give our customers amazing wine experiences reinforces why we love what we do and gives a real purpose to our constant struggle against the government and the pro-monopoly forces.
There is no such thing as bad weather, just bad wine…..right?
Cheers
Mark
p.s. my son’s team won 4-1

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Highlights from Follow Sweden

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As diverse as Sweden is, there are a few societal norms that are distinctly Swedish. Understanding a handful of them will hopefully prepare you culturally before you relocate. When you're invited home to a Swede, you better be on time and take your shoes off, writes expat Lola Akinmade-Åkerström. Read more »

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