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 by clicking here.
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
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.
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
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
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?