Liz Thach of Sonoma State University talks about premiumization, the wine tariff, wine prices and what else to expect in 2020
Sonoma State University’s Liz Thach, MW, PhD, is one of the most respected wine business analysts in the country, so her take on what will happen next year with wine prices, premiumization, and the tariff is worth a podcast. And Thach doesn’t offer much hope for those of us who appreciate quality cheap wine:
• Yes, the grape glut in California is good news for consumers. But she also expects wine prices to continue to thrive between $12 and $20, as premiumization continues.
• The tariff will benefit California producers, and especially hurt Spanish wine. Australia, long out of favor with U.S. consumers, may also benefit.
• French wine won’t be hurt as badly as Spain, given its higher prices.
Click here to download or stream the podcast, which is about 9 ½ minutes long and takes up 3.6 megabytes. The sound quality is almost excellent, despite Skype’s refusal cooperate.