How much should an everyday wine cost? Between $5 and $12, according to the poll that ran on the blog and that you can find at the bottom of this post. Thanks to everyone who participated. Several thoughts about the results:
• The $5 to $12 range, of course, is completely at odds with the wine industry’s view of how much everyday wine should cost — $12 to $18. That range came in second, but it wasn’t particularly close. Yes, this was not a scientific effort with margins of error, and yes, the results were almost certainly skewed because it was hosted by someone whose reason for being is cheap wine. But I was still surprised. I thought $12 to $18 would win, because that’s what the experts keep telling me wine drinkers want. But sometimes even I forget wine drinkers are usually smarter than the experts.
• Ultra-cheap wine, less than $5, finished fourth, barely ahead of expensive wine. This was also surprising, given how much of this wine is sold each year — some 5 million cases annually for just Two-buck Chuck, the $2.99 (or whatever) wine sold by Trader Joe’s. Either $5 fans didn’t do the poll, or many consumers see Two-buck Chuck and its ilk as something to keep in the fridge when they want a glass, but not necessarily something to open when they want a bottle of wine with dinner.
• Fewer than 2 percent of the votes were cast for expensive wine. Which also surprised me. I guess I need to remember why I do this and why so many people read what I do.
• The comments were almost as much fun as the poll, thoughtful and well-written (you can find them at the link at the top of the post). How about the guy who makes his own wine so he doesn’t have to pay for it? Or the several intelligent discussions about wine quality and price? Which is another reminder that the wine business misses an opportunity when it underestimates the intelligence of its customers.