How the much-maligned Beaujolais could show racing the way to go with its Premier project
A short detour before we get on to the racing stuff, via some vineyards in France. You may have heard of Beaujolais Nouveau, particularly if, like me, you're getting on a bit.
It was extremely popular in Britain in yuppy bars in the late 1980s and 1990s and is made in Beaujolais, a region in France to the north of Lyon. Nouveau wasn't particularly great, but good enough. However, one consequence of its success was that the Beaujolais region was characterised as a one-trick pony.
It could produce easy-drinking, cheap wine, but when it came to quality the perception was that you had to look elsewhere – a perception that still persists today. And how do you change people's perceptions? Effective marketing, of course.
Read the full story
Read award-winning journalism from the best writers in racing, with exclusive news, interviews, columns, investigations, stable tours and subscriber-only emails.
Subscribe to unlock
- Racing Post digital newspaper (worth over £100 per month)
- Award-winning journalism from the best writers in racing
- Expert tips from the likes of Tom Segal and Paul Kealy
- Replays and results analysis from all UK and Irish racecourses
- Form study tools including the Pro Card and Horse Tracker
- Extensive archive of statistics covering horses, trainers, jockeys, owners, pedigree and sales data
Already a subscriber?Log in
Copy- Cartmel's unique experience makes a refreshing change - it must be protected at all costs
- Farcical contradiction in the Gambling Bill will see racing and betting pushed closer together
- Should private equity or sovereign wealth be offered a slice of racing's crown jewels? We won't know until we take a look
- It's horses rather than movies and motorbikes for young Izzi Ryder - and so she joins my list of apt racing names
- The reaction to HorsePWR shows we are on the right track, but now we must go further
- Cartmel's unique experience makes a refreshing change - it must be protected at all costs
- Farcical contradiction in the Gambling Bill will see racing and betting pushed closer together
- Should private equity or sovereign wealth be offered a slice of racing's crown jewels? We won't know until we take a look
- It's horses rather than movies and motorbikes for young Izzi Ryder - and so she joins my list of apt racing names
- The reaction to HorsePWR shows we are on the right track, but now we must go further