2011 wine price update

Some thoughts to follow up on the December post about what the experts are calling consumer-friendly wine prices in 2011:

? Italy invented pinot grigio as a wine to sell in the United States, but the recession may have helped change Italy's pinot grigio dominance. Alfonso Cevola, the Italian Wine Guy, has done an analysis of selected U.S. pinot grigio sales for 2010, and California looks like it will replace Italy as the varietal's top producer. There are a couple of couple of caveats, says Alfonso, but his conclusion looks solid. And the reason California is passing Italy? Cheaper wines, such as Barefoot, which are replacing Italian brands that cost $10 or more. "Value wines still reign," he wrote.

? How far have white zinfandel sales fallen? So far that Beringer, which is among the top two white zinfandel producers in the country, is not only price cutting, but marketing. And the last time anyone needed to market white zinfandel in the U.S. Never, probably. Beringer is giving away a downloadable single from crooner Michael Buble, and has teamed with Buble to pair wine, songs, and food. This is a lot of trouble to go to sell a $7 wine.

? The Wine Economist blog has put much of what has happened over the past couple years in perspective, and has discovered consumer-friendly pricing in the process.  "As I am writing this, the neighborhood Safeway is offering an extra 20% off any wine selling for $20 or more," noted Mike Veseth, who posted that the sales increase in more expensive wines that has the industry so excited is almost certainly coming from this kind of discounting.

? A few Dallas-area, very consumer-friendly prices from the past couple of weeks of shopping: Rodney Strong chardonnay, about $15 list, for $10; Wente chardonnay, about $15 list, for $10; and House Wine, a very nice red blend from Washington state, usually $12 or $13, for $10. Looks like it's time for a House Wine review.

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