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Open a Bottle, Get a Date

File this under, "what won't they think of next?" The world of wine marketing has taken some pretty strange twists and turns over the years: wine in a box (good idea!); critters on the label (who would have guessed?); wine just for women (lame!); integrated plastic cups for drinking (huh?).

Now the latest from the drunk staffers at some marketing agency somewhere in France: open a bottle, get laid get a date.

Apparently the scheme works like this. Several different types of wine are sold under the moniker of "Soif du Coeur" (Thirsty Heart). You buy a pink bottle if you're a girl. You buy a blue bottle if you're a boy. You open it up and drink it. Then after you've emptied the bottle and are feeling lonely (not a bad bet) you can see a code that you enter on a web site to be matched up with presumably some other lonely wine lover who wanted a mate bad enough to drain a bottle.

Because, you know: if you drink the same crappy wine, you MUST be compatible.

Well, I suppose the good news is that the wine only costs three Euros, so it will be a pretty cheap date.

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Required Reading for Wine Lovers

The Oxford Companion to Wine by Jancis Robinson Wine Grapes The World Atlas of Wine by Hugh Johnson to cork or not to cork by George Taber reading between the vines by Terry Theise adventures on the wine route by Kermit Lynch Love By the Glass by Dorothy Gaiter & John Brecher Noble Rot by William Echikson The Science of Wine by Jamie Goode The Judgement of Paris by George Taber The Wine Bible by Karen MacNeil The Botanist and the Vintner by Christy Campbell The Emperor of Wine by Elin McCoy The Taste of Wine by Emile Peynaud