Wine Unfiltered

I love wine tasting and the wine country but I don’t like what it does to my wallet.  I go for the experience, the grounds, the people, the relaxation and most of all, the ability to taste and choose some of my favorite (or new) wines.  It’s so exciting and refreshing, yet relaxing.  It’s on your time and most certainly, your dime.  From Santa Barbara to Napa, the coastal vineyards and rolling hills all the up to Northern California, you simply can’t go wrong.  I recently went to Paris, France and spent considerable time tasting their fine wines.  They were good, but if truth be told, it only reiterated my devotion to California wines.  I’m such a poster boy for “Bottle Shock” and “Sideways.”  For all the fanfare and hype of those movies, the truth is in the bottle.  After my Paris trip, I was in need of real palate satisfaction, so I ventured on a road trip from Los Angeles to Calistoga.  I stopped many a time at familiar and some unfamiliar wineries and came home fully stocked with a nice variety of hand-picked selections.  I was so excited to share with my friends, family or drink solo by the fireplace.  But first I needed some cheeses and that’s where the trouble began…

I went to my local WholeFoods – a grocery store not known for being inexpensive – and what I found was a giant selection of wines.  Having my wine quota full, I thought I’d just quickly browse to see what they offered.  I was quickly stunned to see they had almost all of my favorites from both SB and Napa.  Even better – their prices were about $4-5 cheaper than what I paid!  WholeFoods!  The grocery store that I only do “selective” shopping due to their over-priced items, has great prices on great wines!?!  I was excited and my blood started to boil all at the same time.  First, I realized I no longer need to savor that special wine thinking I’d have to make another trip up North to get the next bottle, or order online.  I can come right here and choose from their “Buy Local” selections.  “Hell yeah!,” I thought.  Then the blood-curdling started… “Wait a minute – I’ve been had!”  Not by WholeFoods, but by these wineries.

Chart from winebusiness.com

Sure, it’s nice to get the full experience visiting a winery, but at what price?  It’s not just the tasting fees, but what gets me are the grandiose tasting fees at most wineries.  Especially during this time of economic struggle for most folks. It’s a further dig when you purchase bottles and then the tasting fee is still tacked on to your bill.  Why?  I tasted so I could buy, which I’m doing now and you want to charge me anyway? I understand if you don’t buy, then you pay, but if you buy, you shouldn’t have to pay. Simple business, right?  Some wineries charge up to $20 or more and that really kills the opportunity to visit more vineyards.  Don’t they see these fees take away from purchases?  There are some ways around fees but these routes can be a bit bogus too – joining their wine club or purchasing a specific amount (usually more than you intended) before the fee is waived.  It all feels like trickery.

My wife and I were recently at a famous winery in the Napa area which charged $20 per person (there’s a good $40 bottle down the drain).  Anyway, their rule was “purchase $100 and get one tasting free.”  Oh boy, what a deal!  It is a bit insulting, isn’t it?  Regretfully, we did it anyway because we spent the money driving up there, paying for the hotel and feeding ourselves at the local hot spots in order to have a good time.  The irony of it all was the billionaire owner standing next to us like a celebrity shaking hands and saying “hello” to folks.  After purchasing my $100 of goods to avoid one fee (fell for that hook, line and sinker – sort of), we walked around the grounds a bit.  There was a giant lake with all the fancy winery trimmings.  It was, indeed, very nice and peaceful.  But I couldn’t help thinking, “it better be, I just helped pay for it all.”

I could go on and on, but have confidence that connoisseurs and consumers know all too well what I am saying. It’s time to fight back and demand a break – we buy, you don’t charge for tasting!  Simple as that.  Give us, wine enthusiasts, a break to enjoy more of your goods - we will, it’s true!

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