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French food & drink in America

William Deutsch
Last spring, Frances consul general in New York, Philippe Lalliot, presented William Deutsch, chairman of Deutsch Family Wine & Spirits, with the insignia of Chevalier of the Lgion dHonneur. The importer was given the coveted distinction in recognition of his efforts during the past 50 years to bring French wines to Americans lips. Deutschs portfolio includes some of the most respected names in French wineAndr Lurton, Marcel Guigalbut this marketing genius is most famous for the annual Beaujolais Nouveau fanfare, the coast-to-coast parties celebrating the U.S. arrival of the first French wine of each harvest. He and Georges Dubuf, now old friends and co-owners of a winery, will celebrate the 30th anniversary of Beaujolais Nouveau in the U.S. this November. You started out as an accountant. How did you end up in the wine business? In my first job, I was sent to audit Gold Seal Vineyards in New York, which had acquired the rights to import wines with the Maxims de Paris label. Maxims had a British salesmanPeter Townsend, Princess Margarets old beauand Gold Seal needed an administrator, so they hired me because of my accounting background. On my first visit to France, in 1963, I traveled with Townsend, and he pointed out all the places he would go when he was running away from the pressBordeaux, the south of France, Burgundy. He quickly established wonderful relationships with vintners, and I was surprised at how warmly they welcomed me, too.
C O U R T E S Y O F D E U T S C H FA M I LY W I N E & S P I R I T S

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Talking Beaujolais Nouveau with
Bordeaux ngociants are just a few of the winemakers that Ive represented, some for more than 25 years. Ive had one wife but lots of wines.

THE AMERICAN IMPORTER WHO MADE A FRENCH WINE THE STAR OF COAST-TO-COAST PARTIES

You later managed sales for Gold Seal, then in 1974 went to Austin, Nichols & Co. to run its import division. Was it difficult to sell French wines to Americans? I actually did well selling to restaurants and retailers across the country. At the time, French wines were just beginning to grow in popularity; people were traveling more, going to Europe and seeing how Europeans drank wine. It was the early stages of Americans beginning to learn about wine. The following year, you met the late Alexis

Some people turn up their noses at Nouveau, which goes on sale the third Thursday of November. There are very serious wines and there are wines that arent so serious yet taste very good and bring enjoyment at different times of the year. Beaujolais Nouveau is the first wine of the vintage. It gives people an indication of what the vintage will be like. Its made very rapidly by good Georges Dubuf and William Deutsch offer a toast. winemakers, and its made for early Lichine, acclaimed wine expert and, for a time, consumption. Many people agree owner of Chteau Prieur-Lichine. I owe a lot that it goes well with Thanksgiving turkey. of my knowledge to him. He traveled with me to the same regions in France that Id visited How many bottles of Nouveau have you sold in before, but he went into things in much greater the U.S? Somewhere between 36 and 40 million. depth, explaining the who, what, where and how. We tasted lots of wines and met so many What sorts of things have you done to promote people. In 1977, we were traveling in eastern it? One year, we had a race from Kennedy Airport France, and we met Georges Dubuf, a young to midtown Manhattan; we sent wine via taxi, the man whod started his business traveling on a subway, bicycle and a runner. The subway won. bicycle selling wine to restaurants and shops. It was great. The most memorable Beaujolais Nouveau for me, though, was in 2001. After Then in 1981 you went out on your own. Yes, the September 11 tragedy, I was betwixt and I believed there was a niche in the U.S. wine between as to how we could do something that business for a wine-import company that would was meaningful because it was a very difficult work with prestigious family producers around time for everyone. Georges Dubuf was able the world and sell to family distributors. A year to secure some firefighters helmets from fire after going out on my own, I got a call from stations in Romanche-Thorins, where his winery Georges Dubuf. He reminded me that wed is, and we invited New York firefighters to the met in 1977. He hadnt exported any wine to the Beaujolais Nouveau luncheon that year. I had U.S. and wanted to know if Id be interested in tears in my eyes. One of the French helmets is representing him. now on display at the New York City Fire Museum. Now Im responsible for 195 employees, and my son Peter is CEO. We represent the And this year? You can hold a smart phone top-selling brand in the U.S., Yellow Tail from up to the label Georges designed and view an Australia, and the leading French wine producer interactive image that will tell a magical story in the U.S., Georges Dubuf. We also represent of Nouveau created by Marco Tempest, the brands from California, Chile, Italy, Portugal, Virtual Magician. Well also have parties New Zealand and Spain. In France, Jeannationwide and invite customers to enjoy the Michel Cazes, Anthony Barton and a number of wine. Nouveau is a wine of celebration! f

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This article originally appeared in the Fall 2012 issue of France Magazine.

$5.95 U.S. / $6.95 Canada / francemagazine.org

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Founded in 1985, France Magazine is published by the nonprofit French-American Cultural Foundation.

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