Ask the WC 9: Premiumization, wine bottles, Chicago Cubs

Ask the Wine Curmudgeon

“Damn, that’s a heavy bottle for a cheap wine.”

Because the customers always have wine questions, and the Wine Curmudgeon has answers in this irregular wine advice feature. Ask the Wine Curmudgeon wine-related question .

Dear WC:
I’m confused about all this talk about premiumization. I’m not buying more expensive wine, and none of my friends are. We’re buying the same price wine we’ve always bought. So where do they get the numbers that say we’re buying more expensive wine?
Cheap and confused

Dear Confused:
There is data that shows that the dollar value of U.S. wine sales is increasing and that Americans are buying less wine that costs $7 a bottle or less. Hence, premiumization. What is less clear is why this this is happening. Are we consciously buying more expensive wine? What’s the role of price increases? And what does it mean that the demographic that bought all that $7 wine is getting older and drinking less? No one has really answered those questions. To my mind, it’s not so much that the average price of a bottle of wine is increasing; it’s that the same numbers show wine sales are flat. So, in the end, it’s a tradeoff, and one that’s not good for wine.

Wine Curmudgeon:
Why is so much inexpensive wine still sold in heavy, expensive bottles? You’d think that would add to the cost of the wine, and I don’t want to pay for it. I want to pay for the wine.
The glass is not half full

Dear Glass:
Because wine has to come in a heavy glass bottle with a punt and a cork, or consumers will think it’s crappy wine. Still. The good news is that, as glass and shipping prices have increased, more and more producers are switching to lighter bottles to keep their profit margins. So we’re seeing some change, albeit slowly.

Hey Curmudgeonly One:
Now that your Chicago Cubs are in first place by a lot, are you still going to buy that $300 bottle of wine if they win the World Series? Won’t that destroy your reputation as a cheapo?
Not a Cubs fan

Dear Not:
Do I detect a little St. Louis Cardinals jealousy here? It’s a long baseball season, and the Cubs aren’t playing well after that incredible start. I’d love the opportunity to buy an expensive bottle to celebrate, but I’ve been a Cubs fan for too long to count on anything. Remember 1969?

More Ask the Wine Curmudgeon:
Ask the WC 8: Restaurant wine, storing wine, sparkling wine
Ask the WC 7: Winespeak, availability, Bordeaux
Ask the WC 6: Box wine, wine closeouts, open wine

2 thoughts on “Ask the WC 9: Premiumization, wine bottles, Chicago Cubs

  • By George Christo - Reply

    The Cubbies have Theo. Remember 2004.

    • By Wine Curmudgeon - Reply

      George, my friend, this is when I quote the much missed Steve Goodman:

      “You know, the law of averages
      Says anything will happen that can,” that’s what it says
      “But the last time the Cubs won a National League pennant
      Was the year we dropped the bomb on Japan.”

Leave a Reply

Your email address will not be published. Required fields are marked *
You may use these HTML tags and attributes: <a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <cite> <code> <del datetime=""> <em> <i> <q cite=""> <s> <strike> <strong>

This site uses Akismet to reduce spam. Learn how your comment data is processed.

Want to buy cheap wine that's worth drinking? Tired of getting scammed by high prices? Then click here, fill out the form, and get the Wine Curmudgeon in your mailbox every day.