Absurdly Driven looks at the world of business with a skeptical eye and a firmly rooted tongue in cheek.

Let the snobs spout their florid nonsense.

Let the snooties swirl it around their mouths and spit it out into gilt-encrusted bowls.

The sheer human truth is that good wine is in mouth of the drinker.

You try something. You either like it or you don't. And one or two tastes, I submit, won't necessarily tell you.

There is, however, a large goblet of snobbery that pervades the wine world. Which is why I'm delighted that an $8 bottle of rosé has just found its place among the best wines in the world.

The Exquisite Collection Cotes de Provence Rose, 2016 sounds fancy. It actually sells for $8 at Aldi supermarkets. And there it is enjoying a Silver Medal at the International Wine Challenge 2017.

This puts it at the same level as the Taittinger Comtes de Champagne Brut Rose, 2006, which retails at over $100. And the Laurent-Perrier Cuvée Rosé, NV, which also can set back three figures.

This isn't the first time a cheap little thing has soared in a wine competition. Last year, the La Moneda Reserva Malbec from Chile was highly rewarded at the Decanter Wine Awards. It retails at Walmart for $6 a bottle.

What's charming about the Exquisite Collection Cotes de Provence Rose, 2016's success is that it's just one of Aldi's wines that did well. Four of its sparkling wines were also garlanded with awards.

"We have been working closely with renowned winemaker Jean Claude Mas to change perceptions around French wine, which is often perceived as expensive and intimidating, so it is fantastic to see some of these products acknowledged as some of the best in the world," Aldi's Joint Managing Director of Corporate Buying, Tony Baines told the Sun.

I wonder what he and his colleagues celebrated with. I can only hope they're not the sort to go to clubs and pour Cristal over the dancers.

Published on: May 27, 2017
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