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Wine meme update: Let’s not forget about premiumization

premiumization memeThis wine premiumization meme is for you, wine business — enjoy

The blog’s wine meme survey has looked at why young people don’t like wine, the three-tier system, and trolling the cyber-ether for people who disagree with you. So how have we missed premiumization?

Until now, that is: The ultimate wine premiumization meme.

Of all wine’s problems — and there are entirely too many to mention — premiumization may be the one that makes me the craziest. Case in point: I got an email the other day touting a $25 gruner veltliner, a white wine from Austria. Check Wine-Searcher, though, and there are dozens of gruners in Austria that cost €4 or €5. How did an everyday wine in Europe become a luxury in the U.S.?

As a friend noted the other day: “We can moan and complain about wine prices all we want, but this is what it comes down to in the end: a $25 bottle of gruner. On sale. Is it any wonder hard seltzer is all the rage?”

So this wine premiumization meme is for you, wine business. Enjoy.

Photo courtesy of OME Gear using a Creative Commons license

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