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What do wine drinkers want?

wine drinkeresWine drinkers want mostly simple things. Why is that too much to ask?

• Wine prices: What do wine drinkers pay for a bottle of wine?

What do wine drinkers want? That is, those of us who drink wine because we enjoy it and aren’t chasing scores, trying to impress others with how much money we spend, or aspire to become wine geeks.

I shouldn’t have to ask this question, but as I start to gather material for the blog’s 11th annual Birthday Week starting Nov. 12, it remains in the forefront. Because, as one Dallas retailer who usually doesn’t say things like this said the other day: “Why is the wine business starting to treat consumers and wine drinkers like they’re idiots?”

So what do wine drinkers want?

• Fair pricing. The point is not how much a wine costs, but whether it’s worth what it costs. Barefoot, regardless of anything else, usually offers $6 of value. How many $20 wines can say that? And, as noted too many times in the past couple of years, fewer and fewer wines that cost more than $15 are worth that much money – to the Dallas retailer’s point.

• Truth in labeling. If a wine is sweet, say it’s sweet. Why is that so difficult to do?

• Varietal correctness. Chardonnay should taste like chardonnay, merlot should taste like merlot and so forth. Why is this so difficult to do?

• Legitimate availability. I get at least one email a week from a reader saying she or he can’t find wines I’ve written about. This happens even though I try to write about wines that are generally available. So why the problem? Because the system is rigged in favor of the biggest wholesalers and the biggest retailers, but not the consumer. Hence, the most available wines are usually the least interesting, the least varietally correct, the least truthful about sweetness, and the most unfairly priced.

• Knowledgeable sales people. Why a Chicago-area grocery store wine salesman would be rude to my mom when she asked about a wine I had written about is beyond me. But behavior like that is becoming the norm – when you can find someone to help you.

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