Is $15 the New "Best Buy" Price Point?

January is traditionally the month when new discounts come up on all kinds of products. After the holiday "sales," merchandisers need to come up with new deals to entice consumers. This holds true for wine as well. As I stated in my last blog (see below) consumers continue to expect "deals" on their wines.

During the past week, I have seen wines on sale at Esquin and in supermarkets for $15 or less that were previously priced at two to five dollars higher. I have picked up several, and after tasting them, have come to the conclusion that $15 or less is the price point at which many consumers are motivated to buy "premium" on sale.

The first four examples come from Columbia Crest and Chateau Ste. Michelle which shows clear evidence of how economies of scale at wineries of their size result in high quality/price ratios.

2009 Columbia Crest H3 Pinot Gris, Horse Heaven Hills (on sale for $11.88 at Thriftway - Regular: $18)

This wine displays a brilliant grayish gold color and a fresh pear, melon and lilac-scented nose and lively, well textured flavors that glide across the palate, picking up notes of grape skin, orange peel, lanolin, minerals and almonds on the way to a lively finish that is accented by touches of grapefruit and passion fruit. 18/20 points.

2008 Columbia Crest H3 "Les Chevaux" Red, Horse Heaven Hills (on sale for $11.88 at Thriftway - Regular: $20)

This wine tastes more expensive than it is. It displays a deep ruby color and a smoky, sultry raspberry and cassis nose with scents of dried roses and rubbed sage. The semi-roasted berry flavors convey a sense of Horse Heaven terroir and the back reveals notes of cocoa powder, licorice and orange peel, followed by a supple ripe tannin finish. 18+/20 points.

2008 Ch. Ste. Michelle Indian Wells Merlot, Columbia Valley (on sale for $13.99 at Esquin - Regular: $20)

This wine offers an intriguing nose of wild raspberries, cherries, plums, sandalwood and dried roses. The dark fruit flavors are thickly textured and underlain with notes of bittersweet chocolate, licorice, coffee grounds and earth. On the back, the chewy texture continues and leads into a supple moderate tannin finish. 18+/20 points.

2007 Ch. Ste. Michelle Merlot, Horse Heaven Hills, Canoe Ridge Estate (on sale for $16.99 at Esquin - Regular: $25)

This comes in at $2 higher than $15, but offers extraordinary value. It exhibits a deep ruby color and intense aromatics of blackberry, mulberry, cassis, lavender, rose petals and smoldering incense. The flavors are well saturated and loaded with bittersweet chocolate, licorice, scorched earth and French roast. The flavors thicken further on the back, with sensations of macerated berries, finely ground spices, coffee grounds, orange peel and cinnamon bark laid on a supple ripe tannin finish. 18.5/20 points.

The following are more examples of aggressive price point marketing.

2009 L'Ecole No. 41 Semillon, Columbia Valley (on sale for $10.99 at Esquin and Thriftway - Regular: $18)

Last year, the "special" pricing on this was $13.99, so this is a significant price drop. It offers an attractive nose of pear, peach and cantaloupe with apple blossom scents. The fruit compote flavors are fresh and vibrant, with touches of beeswax, toasted almonds and minerals. A touch of citrus (from 17% Sauvignon Blanc) adds crispness. 18/20 points.

N/V Bookwalter "Subplot No. 24" Red, Columbia Valley (on sale for $12.99 at Esquin - Regular: $20)

This blend of 30% Merlot, 29% Syrah, 27% Cabernet Sauvignon and others shows a deep ruby color and a rich nose of blackberry, cherry, cassis, spice and lavender. The flavors are well packed and direct, redolent of macerated berries mixed with bittersweet chocolate, licorice, loamy earth and black tea, and lead into a ripe supple, lightly spiced finish. 18/20 points.

2008 Tamarack Cellars "Firehouse" Red, Columbia Valley (on sale for $12.99 at Metropolitan Market - Regular: $18)

No doubt the increased supply of quality bulk wine has made this possible at this price. A blend of Cabernet, Syrah, Merlot and other grapes, this has an attractive nose of raspberry, cherry, plum, lavender and sage with generous well saturated flavors that show undertones of bittersweet chocolate, licorice, mocha and graphite. The intensity holds up on the back, with gently macerated, spice infused berries on a moderate tannin finish. 18/20 points.

2007 Goose Ridge Estate Cabernet Sauvignon, Columbia Valley (on sale for $14.99 at Esquin - Regular: $30)

From the vineyards surrounding the winery, just southwest of Richland, this wine packs a lot for the price. It offers a deep garnet color and rich aromas of blackberry, cherry, cassis, cedar, tobacco and dried rose petals. The flavors are thick and supple, with undertones of bittersweet chocolate, licorice, mocha, graphite and espresso. On the back, the chewy texture thickens further with sensations of macerated berries, coffee grounds, earth, nutmeg, clove and cinnamon, followed by a sweet-dry tannin finish. 18+/20 points.

2006 Goose Ridge Estate Syrah, Columbia Valley (on sale for $14.99 at Esquin - Regular: $26)

Deep purplish colored, this wine emits rich aromas of blackberry, raspberry, lavender and rubbed sage. The dark fruit flavors are ripe, juicy and well saturated, with a supple texture that is mixed with tones of Swiss chocolate, licorice and minerals. On the back, the dark fruits continue, along with notes of cinnamon bark, pomegranate juice, and coffee on a chewy tannin finish that has been smoothed out with some age. 18/20 points.