A lot has changed since the dreaded Recession/near Depression and economic slide of 2009. We are definitely different shoppers, consumers, diners, cooks, and lest we forget, different drinkers. The specialty wine industry of high-priced labels may be truly limited to the top 1% of the population. They may not even know that there’s been a slowdown, a change in purchasing power. They may not have been affected, but they have to be making purchases or nothing will change.

It’s the 99% pf the Universe that has felt each bump in the road, each change and bit of negative news. Restaurants have clearly felt the impact–the naked eye shows more empty tables at once crowded hot spots (Search the blog under “restaurant,” and you’ll see a history of change). Grocery stores (a similar search) are tripping over each other to show how low their prices are. The wine industry has not been immune to these shopping trends. Not that everyone is drinking Two Buck Chuck which is often closer to three bucks, but the Under $10 bin is getting more competitive.

We could have always supported that bin if we had just focused on our neighbors to the South: Chile and Argentina. They both offer many fine, wonderfully drinkable wines that have been consistently affordable: Think Casa LaPostolle Sauvignon Blanc and Alamos Malbec. Likewise, many wines from Australia and New Zealand (Think Wolf Blass Shiraz or a Yalumba Riesling) have always offered top value add wonderful flavor profiles. Wines to pour.

The question is: Will the high-end winemakers be able to win back customers? Are we better educated now in our drinking habits and quicker to abandon the Big Labels in favor of our new finds?

The Champagne industry has long struggled with a marketing perception problem: They want to be all-round beverage rather than just a special occasion pour. Now its price point receives significant competition from sparkling wines such as Cava (Spain’s traditional Champagne Methode sparkler) and Italy’s contribution, Prosecco, both in the more affordable category.

Whole Foods, Trader Joe’s, and Wegman’s have figured out how to capture the new wine drinker. Expensive wines are still available, but the crowds gather around the more drinkable, affordable, wines to go with their scaled-down price-sensitive shopping list.

Just serve my red a little chilled.

Salud!