Location, Location, Location

This week at work I tasted three Napa Valley Cabernets, all three costing between $20.00 - $30.00, and all three were wines that I did not feel the least bit bad about spewing into the spit bucket.
If I got on a plane, I could be in Napa Valley in just over an hour. The French wine I am drinking right now is half the cost and twice as good. How, I ask, is it possible for a guy in France to grow grapes, harvest them, turn them into wine, buy a bottle, buy a label to put on the bottle, buy a cork to seal the bottle, ship it across the world, and then still have that bottle show up on a shelf at a retail cost of $16.00? Why can’t our friends up in Napa do that?
Real estate, baby.
Livin’ in Napa ain’t cheap, whether you’re a person or a grape.That guy in France is probably pulling his grapes from a vineyard that is sitting on land that was paid off a hundred years ago or so. His land is less costly to own, therefore his grapes are less costly to grow, therefore you can buy his wine for $16.00. Not so for a winemaker in Napa.
It’s a simple and obvious fact that the cost of grapes is one of the things that affects the cost of wine, but one that consumers often forget about in the wine aisle. Sometimes you are paying for an address, and that’s it. Drinking those Napa Cabs this week was like living in Manhattan in a crappy little shoebox studio apartment. Sure, you live in Manhattan. But some guy living in the far outskirts of Brooklyn probably has a much nicer apartment, for a quarter of the rent. When you’re apartment or house shopping, it pays to venture into lesser known neighborhoods; likewise, when you’re shopping for wine, the real bargains are usually from regions that are a little less hyped up. The $16.00 wine I'm drinking tonight is French, but is it from from Bordeaux or Burgundy? Nope, it’s from the much lesser known region of Anjou.
In the states, that same theory applies. In my opinion, if you venture out of Napa Valley, the odds of finding a wine that is both affordable and delicious go up. According to my buddies at Wine Press Northwest,Cabernet Sauvignon grapes in the Napa Valley cost upwards of $2,266 per ton. Roughly speaking, one ton of grapes makes around 700-750 bottles of wine. That puts the cost of the juice itself at less than $4.00. But then factor in labor and rent and supplies and the general cost of doing business in an area like the Napa Valley, and charging $20.00 for a bottle of wine doesn't put a lot of money back in the winemaker's pocket. Winemakers in regions like Napa simply have to charge more for their wine to survive. In comparison, if a winemaker in Washington State wants to buy Cabernet grapes, Wine Press says it will cost them only about $1,261 per ton. In Sonoma County, Pinot Noir grapes cost $2,507 per ton. In Oregon, on average, it costs around $2,130. Now, Pinot Noir grapes from Washington State cost a measly $910 per ton, but this doesn't mean you should run out and stock up on Washington Pinots (if you’re actually able to find any). Washington has a hard time growing a good Pinot grape, so buying a bottle of Washington Pinot is likely to be more of a mistake than a bargain. Like all purchases, educate yourself first and if a deal seems too good to be true, it usually is.
Continue to buy Napa Valley wines: there are some truly delicious wines made in Northern California that don’t cost an arm and a leg.(Joel Gott is one to check out) But in comparison, wines from the Northwest often give you more for your dollar. This might not be the case for much longer. So get in, while the gettin’s good.