Turnaround for chardonnay

Monday, 16 December, 2013
William Turvill, Daily Mail
Sales of bottles of once-derided chardonnay have rocketed in the space of a year and experts are putting the increase down to the Bridget Jones effect.

They say that the fictitious character's favourite tipple has helped increase the amounts being sold by Waitrose, Tesco and Majestic.

This could be fuelled by Helen Fielding's much-anticipated third book in the series, Bridget Jones, Mad About a Boy, which was released in October.

According to The Times, Waitrose this year reported a 16 per cent increase in chardonnay sales.

Pierpaolo Petrassi, Waitrose’s master of wine, told the paper: ‘It helps that chardonnay has been talked about in the context of Bridget Jones this year.

‘I think a different generation of wine drinkers is seeing it in a different way.’

Ms Fielding's new Bridget Jones book, Mad About the Boy, was released in October this year - 15 years after the original.

The new storyline sees Bridget, once a chaotic singleton, married and widowed since she was last portrayed by Ms Fielding.

Tesco also said chardonnay had proved ‘very popular’ this year, citing the move away from the ‘oaky’ taste associated with it in the 1990s.

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