Mea culpa to beer drinkers
I upset a lot of beer drinkers yesterday on my blog post and for that I apologize. I guess they just didn’t see that I was having some fun at their expense. Do I really think beer drinkers are stupid while wine drinkers are smart? Of course not. Some people mistake parody for earnestness. I know that craft or artisanal beer is fantastic stuff and I occasionally crave it myself. I had an IPA from a Napa company recently that blew me away and I even told the proprietor it was as good as any wine I’d ever had. So, foamheads, put down those pitchforks and stop stalking me. You are good people.
Keep in mind that these Nielsen statistics represent scanning data from supermarkets and large superstores like Costco and Wal-Mart and so they do not capture the upscale market. Wine Market Council and Nielsen are the first ones to admit that they have little or no idea concerning trends in the above $40 wine tier, and I would guess that the small, local micro-brews also do not show up in scantrack data. So when I posited that wine drinkers are more adventurous than beer drinkers, what I meant was at the supermarket level. People who shop at supermarkets are considerably more limited in their choice of beers than their choice of wines. The beeries are more likely to grab what they had last week and last year than the wine people. I suppose there are those who always drink the same boxed wine or cheap magnum from the bottom shelf, but the real action is on the eye-level middle shelves, and it’s there that wine drinkers seem to be more adventurous, today grabbing, say, Souverain, tomorrow choosing Dancing Bull or Kenwood or Robert Mondavi, tomorrow opting for Peju or Cambria. Of course, a lot of their choice is dependent on sale prices, or the language on a shelf talker, so maybe the word “adventurous” is a little misleading. It’s not that wine drinkers have the personalities of bungee jumpers and rock climbers on excursions to Half Dome, it’s that the realities of the wine industry compel them to jump around when it comes to brands.
I don’t think there’s any real brand loyalty in wine. Maybe a little, but not the way there is in beer. If you’re a Coors guy, you’ll likely stay one. If you’re into Napa Smith Amber Ale, you probably buy it all the time. But I don’t think that people are wedded to any one particular wine brand in the popular price range. More likely, they switch around.
Wineries try to make people loyal to their brands, but that’s very difficult, almost impossible. It’s the Holy Grail of P.R. folks, but it’s really a hopeless task. Nearly 100% (96%) of core wine drinkers are not members of wine clubs, while only 82% of marginal wine drinkers are. If people were loyal to their brands, those numbers would be far lower (meaning that most drinkers would be members of wine clubs). (I’m back to using Nielsen data again.) This is because most wine drinkers “find the selection of wines where I regularly shop to be sufficient.” So we’re back to the infamous Wall of Wine, the Aisle of Angst, where shoppers make the best decision they can, cross their fingers and hope for the best.
So, beer drinkers, if I offended you, I offer my deepest regrets. But I do stand by my assertion that wine goes better with food than beer. Not with all food. I would much rather have beer with Chinese, Vietnamese and Thai food than wine. Ditto for standard Mexican (burritos, tacos), although at a place like Maya, I might spring for a cocktail or New Zealand Sauvignon Blanc. But for upscale California-style cuisine, with French or Asian influences, which is the majority of the good dining I do, it’s always going to be wine. Ditto for barbecue and grilling, which is big year-round here in Cali. Ditto for almost every appetizer I can think of, and it’s been a long time–like never–that I went anyplace where somebody served beer for a cocktail or aperitif.
I’ll say this for wine drinkers and craft beer aficienados (and it’s something a few of the commenters pointed out). We certainly have a lot in common. I have a feeling if I lived someplace in Oregon’s brewski country I’d fit right in. I never met a brewmeister I didn’t instantly like. A young, visionary beer maker is like a young, visionary winemaker: both are artist-entrepreneurs seeking to wrest beauty from the plants of the earth, their feet on the ground and their heads in the clouds, not wanting to put on a suit and tie everyday and march off to some job simply for the money. Come to think of it, that describes most wine writers too.