Monday 7 Jul 2008: They always buy the 10¢ wine
No, not an expose of the cheapest wine in America, but an old story about Ernest Gallo, who once offered a customer two wines to choose from: a 5¢ bottle and a 10¢ bottle (this was back in the depression). The buyer chose the 10¢ bottle; the wines were the same.
A new discovery of mine, the American Association of Wine Economists, takes this further, noting recent studies from the National Academy of Sciences, showing fairly conclusively that people ascribe better qualities to wine that has a higher price attached to it. In it’s own study, the AAWE found absolutely no correlation between wine price and quality.
I for one am not terrribly surprised. Wine knowledge is generally so weak, and shrouded in mystery, snobbery, and jargon, that the average consumer has nothing to go on but price.
I agree – great comment! As I went to the liquor store today to get some red wine for sangria, I literally made my decision based on the price tag, and the region it came from. I had not heard of the brand or knew how appropriate the grape-blend was for my purpose! And the vintage? forget it!
Always worth taking notes to remember what (brand, winery, region or grape) you enjoy. Then you can make a better judgement on those intimidating trips to buy booze!