The Wine is Dry and You’ll Like it, Damn It!
A new survey conducted on behalf of Jordon Winery answered the question, at what age do Americans begin appreciating wine. The answer was 29 years old. The survey doesn’t answer why it takes this long, and that’s disappointing.
However, the survey did ask the question what does the average American like about wine:
“Americans prefer their wine to be smooth (56 percent), fruity (48 percent), and sweet (47 percent)…”
This is interesting but hardly surprising. All you have to do is into the past and to the present at the popular types of wines that have caught the attention of Americans going back to “Fighting Varietals”, Bartles and James, and through to the Red Blend craze and the current Rosé mania. Each and everyone of these trends highlighted sweet, non-tannic, fruity drinks.
Americans like their liquid SWEET. Why, I don’t know. I know I like sweet drinks. Diet Pepsi, Roy Rogers, Jack Daniels. Sauterne, cider.
However, I like my wine fairly dry. I’ve learned to like it that way. And so do most experienced drinkers. However, ask the average American Bordeaux or Burgundy lover how they used to drink their wines when beginning their foray into the wine category and they will tell you the same thing: I liked it sweet.
An interesting question to ask is did those who migrated from sweet wine to dry wines do so because they were told to or because they developed a taste for it? The answer is probablly a bit of both, but I’d wager that a considerable number were able to develop a taste for dry over sweet wines because they were told they should.