Episode Details

We ask… What do the US National Turkey Federation, Spanish grape growers, French wine producers and the British Milk Marketing Board all have in common? The answer is they have all used clever marketing to make us buy things because we think it's traditional to do so. But in actual fact, it's just the result of modern advertising campaigns. If we start first of all, then, Richard, with the French wine producers.

我们要问的是……美国国家火鸡联合会、西班牙的葡萄种植者、法国的葡萄酒生产商以及英国牛奶营销委员会，这些机构有什么共同点？答案是：他们都运用了巧妙的营销手段，让我们因为“以为这是传统”而去购买某些东西。但事实上，这些所谓的传统，只是现代广告宣传活动的结果。那么，理查德，我们先从法国的葡萄酒生产商说起吧。

Yes, there's an area of France, Beaujolais, they produced the first wine after the season's finished. That particular wine, that Beaujolais, became very popular with the Parisians, didn't it? Yes, but the key moment was in 1985 when they chose the third Thursday in November as the first day this wine could be drunk, the first wine in France to be drunk for that season. Yes, Beaujolais Nouveau Day.

是的，法国有一个地方叫博若莱，那里的酒庄会在当季结束后酿造出第一批葡萄酒。这种酒——博若莱葡萄酒——在巴黎人当中变得非常受欢迎，对吧？是的，但关键的时刻是在1985年，当时他们把11月的第三个星期四定为这种酒可以正式开喝的第一天，也就是当季法国第一款可以饮用的葡萄酒。没错，这一天就是“博若莱新酒节”。

So the French wine producers, they went out of their way to really promote it as the wine to be drunk on that day. And there was a race to get it into London and who was going to drink the first bottle of that year's Beaujolais. Yes, and now millions of bottles are produced and sold each year.

因此，法国的葡萄酒生产商不遗余力地把它宣传成“那一天一定要喝的酒”。甚至还出现了谁能最快把酒运到伦敦、谁能喝到当年第一瓶博若莱新酒的竞赛。是的，如今每年都有数百万瓶博若莱新酒被生产并售出。

Now, it's interesting because in the United States, it's promoted as the drink for Thanksgiving, which conveniently falls one week after Beaujolais Nouveau Day. The Thanksgiving originally, well, it's supposed to celebrate the early settlers in America in the 17th century. Yes.

有意思的是，在美国，它又被宣传成感恩节的应景饮品，而感恩节恰好在博若莱新酒节之后的一周。感恩节最初呢，据说是为了纪念17世纪来到美洲的早期移民。是的。

And people think traditionally you've got to eat turkey and pumpkin pie. But actually Thanksgiving first became a national holiday in the US in the 19th century, which is when turkey and pumpkin pie were beginning to become quite popular. But it didn't really become as the thing to eat on Thanksgiving until the mid-20th century.

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