Did Nossiter seriously imagine that those who bought the Charles Joguet estate would immediately change its name? Charles' name and reputation would have added considerably to the value of the estate, which already had some very good parcels of vines. Surely under Charles' tutelage 'Charles Joguet' was already a brand – albeit a very good one.
Nossiter continues: 'However, it is important to point out that having tasted them numerous times, I wouldn't say that the wines now labeled "Joguet" are bad. But without the touch of the artisan-artist, the Joguet Chinons have become banal. Which may be more dangerous.'
Over the next couple of pages Nossiter keeps referring to the post-Charles Joguet era wines from the Domaine Charles Joguet – 'Joguet brand imposter' and 'the counterfeit Joguet wine'. I do think that the Charles Joguet wines declined after the sale in 1997, although they are now returning to form. But I find Nossiter's view naive and silly – after all wine estates in France do change hands quite frequently and quality levels rise and decline. Why are the Charles Joguet wines now 'brand imposters' and 'counterfeit', when the estate was doubtless properly sold in 1997.
I'm not surprised that Liquid Memory has enraged some reviewers, notably Mike Steinberger in Slate (30th October 2009) in a post entitled In Vino Pompousness.