Hey Free Rangers,
I really am trying to understand the psychology of the fridge starers. A repeat customer who had been shown the signage on the fridge and had been repeatedly asked by Derek and then Wesley to do his shopping on the wall instead of in front of the fridge continued to pace back and forth between the wall and the front door. I had already had a long talk with him in the red section and successfully helped him find what he was seeking there, but he had declined assistance with the pink and orange. The fourth time he abandoned the wall to squint into the dark fridge, I asked which bottle he was looking for (assuming he had selected one). But he hadn’t, and the little man moved back to the wall again briefly, and then went back in front of the fridge, where he was again in danger of being hit by the front door, should someone else attempt to enter. In genuine pursuit of understanding, I calmly asked him what it is about staring into a dark refrigerator he finds more advantageous than looking on the wall, where the bottles are arranged by price, they’re all labeled, and where the lights are on. He laughs- as if he hasn’t been blatantly disregarding all of us for the better part of 15 minutes- and tells me that he always finds it easier to look in the fridge because the bottles are closer together. As he says this, he’s crouching down, and moving his head around the fridge door signs to peek at what’s behind them, but somehow standing upright in one place where all of these same bottles are displayed on the wall is just too much work for him. I point out the sign again, state the policy, and ask him to please shop from the wall, instead of willfully driving us all insane. He looks at me blankly, with the corners of his lips curling downward, showing a slight quiver, the way an infant does who is about to use a mild excuse to burst into tears. He huffs once, and stomps out of the shop, leaving his previously chosen bottles on the counter, and like a thorn removed from our collective soul, he’s gone. He gets to think he’s punished us by not making the purchase, and we don’t have to deal with his little man entitlement syndrome anymore. It’s a win/win. But seriously, on the off chance that you read these e-mails, if looking at the wall is too much of a difficulty, you may be too fragile to shop here, and should probably just order online. Who knows what other hardships might befall you on the complicated sidewalks of Boerum Hill. … Sigh. … The next three people through the door were the more typical sort of kind, engaging locals who generally visit us, and Wesley and I had a nice talk about how lucky we are that most of the people who patronize our little shop are really great, and how unfortunate it is that the abrasive exceptions to the rule tend to eat up so much of the collective oxygen. Squeaky wheel and all. Some days it’s tough not to focus on the brutally vocal minority who love to ruin people’s days. So big thanks to all of you who are not that guy! And continued thanks to those of you who actually read these things, and then tell us how much you enjoy them. It means a lot.
Without any further adieu (or bitching on my part): holy cr@p, it’s Lopez!
Lopez de Heredia is an icon of Rioja that needs little introduction, as they’ve been doing it since the 1870s, and very little has changed there in the last century. I am far from the only wine nerd on Earth who believes that this house produces THE classic Rioja. Quite famously, they hold back their releases beyond what is required by Rioja regulations, such that the “current” release of Tondonia Reserva is from the much lauded 2010 vintage, and we just picked up a whole bunch. If you have reasonably temperature controlled storage, you’ll want to squirrel a few of these away, as this is a banner vintage that will only improve in bottle for at least another decade (or three), though it’s certainly balanced and elegant enough for immediate drinking. Also just in is the latest release of the somewhat fuller bodied Bosconia 2011, and library releases of Tondonia Reserva 2001 and 2005 (directly from the source), in both 750ml and Magnum. You’ll find below a discounted 3-pack of Lopez de Heredia Tondonia Reserva 2010, and much more discounted 6-pack, well as a double vertical 6-pack including Bosconia ’10 and ’11 along with Tondonia ’01, ’05, ’07, and ’10. There are also a small number of super rare magnums of Tondonia Res ’01, ’05, and ’10, at significantly reduced pricing.
(!) Click here for the hidden sale page (!)
sale: retail:
Tondonia ’10 3-pack $159 $179
Tondonia ’10 6-pack $279 $358
Vertical 6-Pack: $333 $425
Tondonia ’01, ’05, ’07, ’10
Bosconia ’10, ’11
Tondonia Mags 2001 $185 $229
Tondonia Mags 2005 $155 $189
Tondonia Mags 2010 $120 $150
*** Online exclusive! ***
*** This week only! ***
Cheers,
Jack
Proprietor
Free Range Wine & Spirits
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