Freixenet
Nothing says “Christmas in Spain” like Freixenet (pronounced, “fresh-in-NET”).
Freixenet–headquartered an hour’s drive from Barcelona–is Spain’s largest and most well-known brand of cava. You’ve all seen Freixenent at your local liquor store. It’s that sinister-looking black bottle with the gold lettering and foil-wrapped stopper.
“Ahhhhh,” you’re now saying. “*That’s* Freixenet?! So tell me…what the hell is in that bottle?”
As I said, it’s cava. Cava, quite simply, is Spanish champagne. But the Spanish can’t call it champagne because, amongst other reasons, Spain isn’t located in France.
But I’m not really here to write about Freixenet the drink. You can buy your own bottle and figure it out for yourself. No…I’m here to talk about Freixenet the Christmas tradition.
It’s impossible to avoid Freixenet during Christmas-time in Spain. Neighbors force a glass upon you at every opportunity. Employers uncork a bottle in the conference room during the last workday before Christmas break. Even my bank has a bottle at the ready in its lobby–which makes remembering my PIN just that much more difficult.
But the Freixenet/Christmas tradition really hits its peak over the television airwaves. Why? Because each December, Freixenet airs the season’s most kitchilicious TV commercial. Each year, they break the bank to hire a big-name celebrity to star in the latest installment. Past commercials have featured Pierce Brosnan, Penelope Cruz, Demi Moore and some classical music guy that all Europeans (but few Americans) are apt to recognize.
Then they produce a minute(s)-long extravaganza that is best described as “Bollywood meets Barcelona.” Freixenet’s Christmas commercial is a much-anticipated event. The company even takes out newspaper advertisements announcing when, and on which channels, it will air.
This year’s celeb de jour is Gwyneth Paltrow–who, in addition to being quite foxy, speaks fluent Spanish.
Tellingly, the company doesn’t disclose the ratio of Freixenet to Dom Perignon bottles in Ms. Paltrow’s personal wine cellar. But one might be forgiven for wondering.
