Peeking Under the Wine Industry’s Skirt
What exactly does it mean when a group of talented folks can release a wine brand upon the world that at once delivers wine that is the clear equal in quality of wines priced at double and three times their wines, and yet they can make a good living selling this wine?
It doesn’t quite mean that Fred Franzia is correct ("no wine is worth more than $10"…or something to that effect), but it might mean that many of us who are looking for wines well above the average in quality are often paying too much for the privilege of rising above the commonplace juice.
There are so many factors that go into the assessment of a product’s value: scarcity, reputation, pre-conceived notions of what is "good", the product’s appearance, what others say about it, what it would take to duplicate the benefit we believe a that product will bring us. The list is long.
One of the things that was driven home as I walked out of a meeting with a wine marketer today was that we are probably paying too much for REALLY good wine. I also learned that in order to confirm this you need to be willing to search for value.
Value in wine is not something that is relatively low priced. Value is experiencing something that far exceeds your expectations for quality at the price you paid for it.
The dirty little secret in the wine industry is that if you lift up the industry’s skirt, underneath which resides its scandalous and tantalizing secrets, you find a product that, even at the highest levels of quality, is priced far beyond …I mean REALLY far beyond…what it cost to produce.
What you find when you look underneath the wine industry’s skirt is not quite obscene….But it sure is a little dirty.