You have to pay up for a certain level of elegance. That’s what being a lifestyle brand is all about. A Hugo Boss suit. A pair of Manolo Blahniks. A room at the Four Seasons Marunouchi in Tokyo. You pay the price because you know, and everybody else knows, that the return on investment is tenfold and having that reassurance of consistent and never-failing high quality is, in the end, worth more than money.
The CHATEAU MALESCOT ought to be considered a lifestyle brand. Their 2006 Margaux, certainly an off-vintage for the Bordeaux region, is a wine of undoubtable elegance and refinement. There’s proof here that they can make great wine in a tough year, and magnificent wine in a great year (such as ’09 and ’10). This is luxe that’s not out of reach (Chateau Margaux, anyone?—only $195,000 for the 2009, available at the Dubai Airport). Sure, at $75–$140 for a bottle, depending on vintage, this is what most people in our income disparate state of the economy would consider a splurge . . . but it’s a splurge that makes you feel good about splurging. The distinctive saline texture and cottony lightness just before a tide of blackberry and blueberry washes over the tongue—it’s classy stuff. In the end, you buy into a lifestyle brand because you feel it is something you deserve. It is a material reflection of the aspirational vision you have of your self. Therefore, treat yourself, you’ve worked hard to get where you are. You deserve a Malescot. –J.M.
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