Wine, what are saving it for?

[Kcwhippet]

If price is the big issue, why not push a lot of the wines out there that are under the $10 mark? There are quite a few very good (I think) wines out there that qualify. The Cline Cotes D'Oakley Vin Rouge and Vin Blanc at $6.99, and the Stracali Chianti at $5.29 come to mind. If they want to get new consumers on board, why not push the good values out there and then wean them to higher priced wines? Two months ago, I met a gentleman at a local wine shop who's going on a buying trip to Napa. He's recently come into a lot of money (lottery) and wants only the best - so if it costs less than $50, he won't buy it, and he wants to drink it NOW. He plans on going to Phelps and bringing back some 3L Insignia. I asked why since it should sit down for 15-20 years. He thought all wine should be drunk on release, because nobody ever told him otherwise. In the past 6 months, he's built a cellar of Screaming Eagle, Colgin, Insignia Opus One, etc. (almost 500 bottles) because it's the best, but he's received no education on why. Now he wants to learn. I think new consumers should be targeted with lower priced, but good quality wines, and simultaneously educated on what good wines really are. It's simple marketing. Sell a non-educated consumer on a good product at a price he(she) won't choke on. Then when they're hooked (for lack of a better word), make them aware of all the other great products at somewhat higher prices, and teach them about the product while you're at it. That will work for almost any product - why not wine?

Bob