Geyser Peak, once a great cheap wine brand, has seen sales fall by one-half and quality sink perhaps even more
Dear Robert Pepi Jr.:
I see you are the consultant for the new owners of Geyser Peak, once one of California’s great cheap wine brands. This is welcome news, given your family’s long tradition with sauvignon blanc, the varietal that made Geyser Peak one of California’s great cheap brands. Is it possible that you can convince the wine’s new owners to restore its $10 sauvignon blanc to greatness?
I ask this because American wine drinkers are eager for a $10 California label that offers consistency, quality, and value. Because, as we have too often noted on the blog, that’s almost impossible to find anymore. Geyser Peak was once once of those wines and a member of the $10 Hall of during the blog’s early days. In fact, the Big Guy used to joke that he knew it was summer in Texas when he started drinking Geyser sauvignon blanc.
But that hasn’t been the case for a long time. Your new bosses are at least the brand’s fifth owners since 2007, and the last owner drove sales from around 300,000 cases a year to half that. And no wonder. The last couple of times I tasted the wine it was, to be polite, crummy. Who mixes riesling with sauvignon blanc unless there is an ulterior motive?
Plus, the quotes I read from the new bosses didn’t fill me with confidence: “500,000 cases. … growth potential. … expanded sales force. … honing our focus.” Shudder – nothing about making quality wine in any of that, is there?
Earlier this year, a leading wine industry analyst said California desperately needs “sexy brands at $7 or $8 per bottle. …” Which you and the new owner have the chance to do with Gesyer Peak (and a $10 price would be fine, too). Grape prices have declined, so it will be possible to buy better quality grapes to put in the wine. The brand has a long history of quality – how more reassuring than marketing it as, “Great Geyser Peak wine is back, baby!”? And maybe you can even convince the new owner that this would be the perfect way to bring younger consumers to wine – cheap, fruit forward, and a product that tastes like wine.
As always, I am ready to help in any way I can.
Yours in quality cheap wine,
The Wine Curmudgeon
Photo: Librestock, using a Creative Commons license