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Roll up, roll up for the 9th best wine in the world!

Is it just me who finds today’s email from London’s Fine & Rare Wines touting 'The 9th Best Wine in the World' both charming and absurd?

 
Fine & Rare are very enthusiastic emailers and my inbox is a regular recipient of news of their offers. But 9th Best Wine in the World sounds like the title of a particularly plaintive novel to me.
 
For the record, this snip is Brancaia, Il Blu 2004 IGT Toscana, a blend of Sangiovese and Merlot with a little Cabernet from this organic estate in Radda-in-Chianti, sold as half of a six-bottle case...