Understanding Wine Pricing
This week, a news notification alerted me to an article on wine from my preferred news source. A respectable wine expert was promoting organic wines and finished the article with a list of wine suggestions and where to buy them. It got my attention…
I noticed however that more than half of the suggested wines were under £10.00. Now, I hear you say; ‘I can find great drinking wines at my local supermarket for seven or eight quid…what are you on about?’ Well, clearly this can only be good for your wallet, and fine if you don’t care about anything else in this world. Today, however, people are waking up and are conscious of the consequences of their actions in the food (drink) chain. Bottom-line is that wines under a tenner are by definition suspicious. Certainly, if they pretend to be sustainable and/or organic. They are either mass produced, using unsustainable methods, or the winemaker is left with very little at the end of the day. Despite all of his bio-dynamical and loving, artisanal care for his delicate grapes from his low yielding plot of land.
Consumers need to be aware of the consequences in all buying decisions. Think, for example, of the water-filled chicken filets you find for only £1.50 in your supermarket! And, yes, to pay nearly six pounds for a sustainable piece of the free-range fillet, is asking for a small sacrifice. But it is the right choice. Or, have you ever wondered about that dolphin friendly logo on tins of tuna? Pretending to be sustainable towards dolphins, but not toward tuna? Best not eat them at all. You really decide with your wallet how this world is run!
In wine, another bizarre consumer phenomena regarding price, I find, is the schizophrenic perceived value between buying wine for home consumption (off trade) and drinking in a bar/restaurant (on trade). It amazes me that people perceive £25 bottle of wine to drink at home to be very premium to purchase. And yet, they will accept any old sauvignon blanc in a glass in any restaurant or bar for a mere price of £9.00! That makes for an eye-watering £36 a bottle (when applying British units of measure). Conscious decision making proves to be a very difficult process.
Understanding wine and price takes a bit of effort. Less is, in this case, certainly not more. Be smart; learn and understand what you are buying and drinking. Read the label, know where the wine is from and how it is made. And if you are willing to pay an over the top price in a restaurant, make sure it is worth its salt, demand a sustainable or organic, hand crafted well-made wine. Only then you can truly enjoy what you drink and enjoy your wine, even more, knowing you paid a fair price.
At Pull The Cork most of our great sustainable wines are between the £15-25 price point. We know all of our suppliers are passionate about great and responsibly made wines and are sourcing sustainably. We feel confident this is a fair trade for everyone involved. And if everyone else is happy, well, then we are happy too.