So one of our discount German stores have just announced their latest offers, and they include a range of “wines”. I’ve decided to question the word or term “wine” in this instance. Here’s the maths:

  • Sale Price              €3.16
  • Ex VAT                  €2.60
  • Minus Excise       €0.14

Within that 14c there is a budgeted cost for

  1. “Wine”, or the liquid within
  2. Dry goods: labels, corks, glass, boxes
  3. International Shipping and internal freight

At what point do we just decide to throw away everything that is unique about wine, and just start making alcoholic grape juice? Do we really want to continue this race to the bottom? Will we decide to stop when all recognizable quality is finally eradicated from all wines? When all quality producers are out of business? When all choice and uniqueness has been eradicated in favour of lower-priced, soul-less wines?

Most of the trade here has worked hard the last 30 or so years educating and helping improve the Irish palate, so it is difficult to see a 21st century version of 70s Yugoslavian wine re-appearing.