PAUL GARRETT:He 'Dared' to promote American wine

摘要

"First of all, it must be remembered that wine is a food - a wholesome substitute for meat. Wine is the handmaid of the soul, nourish-er of nerves and brain power."So wrote Paul Garrett in his 1905 book, The Art of ServingWine. For one completely devoted to his cause, it's no surprise he was the most successful winemaker and salesman of his time.Garrett's book was only one item in his massive 60-year crusade to turn America into a wine-drinking nation. In his quest to affect a lifestyle - everyone tipping at least one glass of wine a day - he created Life magazine advertisements, brochures, billboards and articles for The New York Times. And then there was his radio spot that rang out in the 1930s, "Say it again, Virginia Dare!," which is said to be the very first on-air wine commercial.