Hints on Wine Buying
Posted by Her on March 10, 2010 
I’m still obsessing over the stack of 1960′s wine pamphlets a friend gave Us last week. Reading the (often hilarious) recipes bring up fantasies of throwing boozy, Mad Men-like dinner parties wherein I don a sexy little apron over my curvy dress and heels and then get to work in the kitchen. Sipping bubbly as I stir the sauce for “Duckling in Burgundy.” (Yes…I just typed “sexy little apron.” Think Joan rather than Peggy– or even that stiff little Betty.)
Of course I love the look of the booklets as well. With their over saturated pictures, kitschy type and clipart, cheeky copy–really the designs are perfect.
Today I spent too much time reading and gawking at Wine is Fun, published by “the wine growers of California, acting through the Wine Advisory Board, San Francisco.” It’s an educational booklet “introducing to Americans the Wines of our country…the goodness of fermented juices from fresh ripe grapes…to be enjoyed without Wine Hokum.” The advice is simple and easy with an “everyman” kind of vibe. For example, when picking a wine for food don’t worry about what the experts say, “suit yourself!”
Nice idea, but do most people really suit themselves when pairing wine and food or do they tend to go for what is recommended? The page on buying wine got me thinking further about how I chose wine and if it differed dramatically from others.
I conducted a little informal poll on criteria when buying wine, in order of importance. The results:
1. price
2. recommendation
3. varietal
4. label aesthetic
5. producer or winemaker
6. region/food (tie)
7. ocassion/rosé (tie)
My own order is:
1. occasion (including weather)
2. grape
3. price
4. winemaker
5. region
6. recommendation/shelf talker
7. yes…the label. But more than anything a clever label makes me suspicious. Why are they trying so hard? Unless it’s SQN–because Manfred is an effing genius when it comes to wine and making art (amongst other things).
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and mine:
1. varietal
2. price
3. brand trust/recognition
4. label
5. recommendation
A few highlights from the poll takers:
Ruth picks rosé, but “only for by the pool, of course”
Alan likes a “cool label” and Rachel goes for a “funny name.”
Eric says, “If I’m at 55 Degree Wine, go straight to the shopkeeper. Otherwise, attractiveness of label.”
Weekly Wine Journal gets specific about the food pairings (depends on whats for dinner: steak…cabernet, red pasta..shiraz, cream pasta…sauv blanc) and the price (Is it special? no? then under $15, if yes then over $15).
For me, I gotta say:
1. Producer/winemaker
2. Price
3. Region
4. Grape
5. Label (definitely get suckered in, gotta admit…)
6. Recommendation
Interesting post, would love to see some more feedback from others
For the record – mine are:
1 – region/varietal,
2 – price,
3 – food pairing,
4 – producer/importer
good points raised above re: weather/mood, etc. – I think that could be lumped in with me on #3, in a general bucket called ‘context’, which could include occasion as well.
From Jack:
Friends first, reputation second but, all following occasion. Shop keeper as a last but usuaally good resort.
From Leighlan:
Wine vibrates. Its a visceral choice.
From Roxana:
Criteria: first white, red, rose or sparkling, second country, third producer vs. price. Price always wins.
From George:
i like animals on the label, especially kitty kats… nah… not really. i like to ask “so which wine will i be sorry about if i don’t buy it right now” knowing full well whatever is suggested might be code for “well, i have a lot of XXX that i need to unload!”
Maybe there could be further investigation about the price motive. Are people saying “I only buy wines under $10 or what ever their price point is?” or are they saying “Wow that $50 wine is on sale for $35 I think I’ll buy it?”
Another comment from our Facebook page, this one from Savita, who gave Us these sweet little pamphlets:
1. mood 2. price 3. recommendation 4. if unsure, go with what i’ve enjoyed before
i’m with Tim, let’s explore relativism in defining “QPR”