$15 wine: the new normal

[robin]

http://www.latimes.com/features/food...4,0,1196.story

To an overwhelming degree, retail customers are spending less for a bottle of wine than they did two years ago. In 2009, we wrote in these pages that, in terms of a sales sweet spot, $25 was the new $40. If anything, that median is trending further downward in 2011. For many, $15 to $20 might be the new $25.

I can't remember when I last spent more than $20 on a bottle of wine outside of a restaurant.

 

[kwilkinson]

at the shop i work at, about 60% of the inventory is $14 and under. that represents almost 75% of our total sales. regular (aka non-sf) people just dont have the coin or desire to buy mid-range stuff anymore. there are tons of great value wines out there that are very enjoyable.

 

[Chico2007]

I'm usually anywhere in the $12-$24 range for my weekly drinkers.

A to Z Pinot Noir been getting massive consumption in my house.
Acrobat Pinot, Paul Lehman Clancy too.

On the whites...lotta Babich Sav Blanc.

 

[PandArts]

For everyday drinkers $20 in my max. But for that special occasion or when I'm visitng a vineyard/winery (especially one I love) then I'll certainly pay more.

But I did see that sort of trend while working in a wine store here in Chicago during 2009/2010. Not only on the consumer side but also on the retailer's side with a smaller selection of $25+ bottles.

 

[Piobaire]

I wonder if this trend also has to do with a growing knowledge base/sophistication of the average US wine consumer? I know I actually have a lower average bottle price now than I did several years ago when I first fell in love with wine. When I was a complete novice, vs. just being a relative novice now, I used name recognition and price as a proxy for good taste and was not often disappointed. It takes some knowledge to learn what bottles are likely to drink like a $45 bottle but cost $22.

Just a thought.

 

[DerekS]

ive always spent around $15-20 on a bottle unless I have an occasion. Theres so many great wines at such low prices you dont have to spend a lot to get a good drinker.

 

[Dakota rube]

:small-timer alert:
I don't have the slightest hesitation in saying that I can be sufficiently entertained, inebriated and satisfied with a sub-$15 bottle of wine. I've consumed some $7-10 bottles that were really quite nice.

 

[Piobaire]

However, I remain unconvinced there is much in the way of "great wine" at ~ $20, let alone plethora of it.

 

[PandArts]

Originally Posted by Piobaire

However, I remain unconvinced there is much in the way of "great wine" at ~ $20, let alone plethora of it.

True! I like to call them non-cerebral wines

 

[kwilkinson]

there isnt any vino di meditazione at that level but sometimes that isnt what you want every night

 

[Piobaire]

Originally Posted by kwilkinson

there isnt any vino di meditazione at that level but sometimes that isnt what you want every night

Agreed. Some nights I'm happy to crack a $15 bottle of spatburgunder...in the 1 litre size!

Speaking of which, check you PM K.

 

[Nil]

Originally Posted by Dakota rube

:small-timer alert: I don't have the slightest hesitation in saying that I can be sufficiently entertained, inebriated and satisfied with a sub-$15 bottle of wine. I've consumed some $7-10 bottles that were really quite nice.
Yup. I feel like my wine palate isn't sophisticated enough to be able to sufficiently appreciate the difference between a good $15-20 wine and a great bottle that costs twice that, at least not enough to warrant the price difference.

 

[gomestar]

Originally Posted by Piobaire

I wonder if this trend also has to do with a growing knowledge base/sophistication of the average US wine consumer?

I assume this has an effect, but I'm guessing it's only minor. The cheap jug wine sales are still massive and I can't really see the $45/bottle average guys going to $20/bottle average and having it really shift the numbers like we see. Confusing me even more: "bottles priced at $20 or more rose the most last year, gaining 11 percent over 2009, though the biggest category of wine sales was the $3-to-$5.99 range" (from that french/us wine consumption article). Seems contradictory, no? (note: I am on a conference call now, everything I just typed could make no sense at all and I'll have to look at it again later)

 

[celery]

Originally Posted by Nil

Yup. I feel like my wine palate isn't sophisticated enough to be able to sufficiently appreciate the difference between a good $15-20 wine and a great bottle that costs twice that, at least not enough to warrant the price difference.

+1

While I can tell differences in flavors and textures to a degree, I'm not sure if what I like is also considered "good" by a connoiseur. Most likely it isn't.

 

[PandArts]

Originally Posted by Nil

Yup. I feel like my wine palate isn't sophisticated enough to be able to sufficiently appreciate the difference between a good $15-20 wine and a great bottle that costs twice that, at least not enough to warrant the price difference.

Originally Posted by celery

+1

While I can tell differences in flavors and textures to a degree, I'm not sure if what I like is also considered "good" by a connoiseur. Most likely it isn't.

As the moto goes from the wine store I used to work at: The best wine for you is the wine you like the best!