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Home > Blogs > Uncorked > Archives > 2007 > June > 25 > Entry
Wine festival-goers overly obsessed with price
Yesterday’s Festival of the Vine wine-jazz event at the Fraze was a success, from all indications (and that wasn’t just my opinion). Good crowds turned out in spite of the threatening skies early in the afternoon, and they were rewarded with a sunny, gorgeous evening and plenty of sweet-sounding jazz. Let’s hope for a return engagement next year.
I witnessed one exchange at one of the festival’s wine booths that has lingered with me and, like a gnat floating in a glass of wine, I need to get it out.
A festival-goer was trying to choose between two rosés, and the person pouring the wines obligingly held up both bottles for her to view. She pondered her decision for a moment, then asked, “Which one’s more expensive?”
Now, at this particular festival, some pourers were volunteers who did not have a deep knowledge of wine, and this pourer cheerfully replied, quite accurately, “Oh, they both cost the same.” Because a taste of each wine DID cost the same — two bucks. Of course, the woman wanted to order the wine that cost the most in the stores, believing it would, be definition I suppose, taste better.
The pourers at the Fleurs de Fete have said they experience the same phenomenon all the time: festival-goers walking up and asking, “What’s the most expensive bottle you’re pouring? I’ll have that.”
What is it with us? Are we so obsessed with drinking labels or with perceived status or with getting our money’s worth out of our admission prices (although there was no admission cost at the Fraze) that we must act like boors? I mean, sure, price is one measuring stick of quality, but festivals offer so much opportunity for exploration, and we’re just throwing that opportunity away.
Why not take advantage of tastings such as this to discover some hidden gems, some great values that we would never taste except at this type of event? Why not walk up to the pourer and say, “I’d like a glass of your least expensive wine, please.” They’ll be glad to pour it for you — after they get up off the floor.
Okay, I’ll admit, I’ve never done that. But yesterday, if I had asked for only the “most expensive” wines, I wouldn’t have discovered a delightful little wine wine from Argentina: the Astica Torrontes, made from the Torrontes grape. The wine was perfumed and fruity, with plenty of concentrated, distinctive flavors and a dry, refreshing finish — perfect for summertime. It was only much later I learned the price of the wine: $6.99 a bottle. That one small discovery or a true wine bargain made the whole festival worthwhile.
I’m glad I didn’t know the price before I tried it.
And I’m damn glad I didn’t walk up to that booth and ask for “the most expensive thing you’ve got.”
What do you think?
Cheers!
Mark Fisher
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Comments
By Easy Quaffer
June 28, 2007 12:30 PM | Link to this
I am one who frequently does like to sip the “most expensive” wine available at tastings because it is usually too expensive to buy a whole bottle. More often than not I walk away satisfied that once again I’ve found a wine that was badly over priced and that I’ve saved myself a lot of money that can be better spent on truly good wines at a fair price!
By Nancy Bentley
June 25, 2007 3:52 PM | Link to this
I agree with Mark and Ben. A few months ago we attended a blind Cabernet Franc tasting in a private home. We brought a $50 Veeder. 13 of the 14 people at the blind tasting of seven wines rated our $16.95 Cabernet Franc #1, and the 14th rated it #2. It’s like women’s skin care… if you pay an exorbitant price to a high end manufacturer like Estee Lauder, you assume it’s better than what you get at Target!
By Cathy
June 25, 2007 3:09 PM | Link to this
There are occasions when I’ll buy a taste of an exhorbetantly priced wine when I wouldn’t pay the bottle price. But if going to a festival, the thing to do is to taste small sips of BOTH rose’s, decide which one is more to your taste, THEN learn the bottle price. However, it seems that this festival’s flat price of $2 a taste discourages that tactic, and, as Bob points out, it would seem a better deal to spend that $2 to taste a more expensive wine. All that being said, thanks, Mark, for the tip on the Argentinan wine. I, too, seek out value wines — anyone can find a decent bottle of wine for $50, but finding one under $10? Well, that’s part of the fun of wine tasting.
By nutley
June 25, 2007 1:33 PM | Link to this
Bob has a point. I suppose if I went to these events, I may care to know and try one of those bottles I’d never even think of purchasing, on price alone. As it is, I’ve found I’m not always missing that much. Having tasted some of these $$$$ wines, I’ll happily turn them down now for a $$ bottle that I just plain enjoy. Speaking of boors,what about the pushing and gorging? I’m hoping that with no admission and “pay as you go” the Fraze event was a little more civil and relaxed. Even at high-priced wine events, I’ve been through one too many scenes that look like “last call at the all-you-can-eat salad bar” to go anymore. Sharing just one bottle with good company is worth a sip of anything poured under those conditions.
By Janet
June 25, 2007 10:26 AM | Link to this
In 2000 we were on a wine trip to Argentina and Chile. Discovered a bottle of Torrontes in the grocery store that we shared with fellow travelers. Went back the next day to get more and the American with us saw it only cost $1.99…asked the wine person if that included the bottle. Glad to hear there is a new one to try.
By Ben
June 25, 2007 9:12 AM | Link to this
I agree with you, Mark. The wine tasting group I belong to often does blind tastings of the same wines, but different winemakers, disguising the bottles with paper bags. Most of the time the wine selected by the group as “best” was priced lower than the top priced wine. We’ve learned that price doesn’t mean anything.
By Bob
June 25, 2007 8:45 AM | Link to this
Mark, I think you might be jumping to conclusions as to people’s motives for asking for the most expensive wine in a venue such as a wine tasting. While I’m sure you are correct in some cases, another explanation might be that these people want to taste wines they might not be able to afford if they would have to purchase a full bottle in a store or restaurant. People are always looking for bargains - would you rather spend $2 to taste a $6.99/bottle wine or a $50/bottle wine?