Every week, virtually every day, one of my Cool Springs Wines & Spirits colleagues comes to me with a story. These stories invariably relate to a wonderful conversation about wine. These related stories follow a similar track. Customer comes in not sure what they want but know they want something different, but do not know what wine to buy. One of our CSWS sales team members spends the time with the customer and sells them a really cool wine to try. Said customer comes back to the shop and shares their experience with our team member. The result normally follows the track of great wine, never would have found it, thank you and show me (customer) something else to try.
This is what we do and what we really enjoy doing every day. We are professionals who love learning about wine and sharing our knowledge and most critically, passion, about wine with others. In 2010, the United States become the largest wine market in the world, huh? Correct, the US bought more wine in 2010 than France or Italy, a stagering 330 million cases of wine beating out second place France’s 321 million cases. While US per capita consumption of 2.6 gallons is low when compared to France or Italy, there are far more US consumers purchasing wine now than ever before. California leads the home front charge producing 241.8 million cases, 199.6 millon cases sold within the US. Meaning California exported roughly 28% of their production. Considering that so much of California’s wine production is seated in bulk production in boxed wines and mass market jug wines, what was really exported?
Here is where we get into the nitty gritty of this post. How much good to high quality California wine was exported instead of being consumed domestically? It is not a secret that, as a whole, US consumers are nearly addicted to foods containing High Fructose Corn Syrup (HFCS) and research such as a 2010 Princeton University research team demonstrated that this sweetener is not like table sugar and other sweeteners. HFCS causes long term weight gain, increased body fat especially around the abdomen. What does this have to do with wine? The report releasing the information about US wine consumption and California wine production also showed trends in California wine varietals. Growing notably in production were Muscat, Riesling and Zinfandel. While Zin by itself is not sweet, when it is used to produce White Zinfandel it is. By liquid measure, more Zin is used to produce White Zinfandel than normal Zin (red wine). Even with US consumption trends, Americans are beginning to consume more and more sweet wines.
At a recent wine tasting CSWS hosted, we proudly and enthusiastically presented the fabulous Riesling wines of Weingut St. Urbanshof from Germany. Several of our customers who attended the wine tasting commented that they had never had Riesling wine that tasted like the St. Urbanshof beauties. Further discussions revealed that most making these comments had consumed very sweet, lower quality Riesling that also was lower priced. Several attendees did not understand how the delightful St. Urbanshof Riesling could be so expensive considering they were Rieslings. Here we go, now we are on to something!
Many of the US wine drinkers have had their pallets and wine impressions skewed and dumbed down by products and producers working along the least common denominator that so much of US processed foods contain High Fructose Corn Syrup and thus unnaturally sweet for the product, that we all more or less addicted to the stuff and expect the same inexpensive, sweet stuff in our wines. No, no, no. Good wine - good, cheap sweet wine – um, well, not as good. Again, the impression is that Riesling is inexpensive and sweet wine. It is true that most, by liquid measure, Riesling consumed in the US is inexpensive and cheap, good Riesling is fabulous, not necessarily HFCS sweet and priced at fair market value. Some Rieslings are off-dry, some more acidic than others and far more interesting that the mass market stuff.
The point is that our staff at CSWS spends a lot of time speaking with our wonderful wine customers about choice and quality. A very small few have said we are being wine snobs because we prefer fancy wines. Not all cool, high quality wines are fancy let alone expensive. None of us at CSWS are rich or getting rich selling wine. However, what we have is knowledge that we are ready and willing to share with our customers. Good wine, forget that, great wine doesn’t have to be fancy or expensive. You just need access to the product and knowledge about the product. At CSWS we provide both. On Saturday January 21, 2012 we hosted an in-store wine tasting. We poured red wines from the Languedoc, Marselan and Priorat regions as well as Cream Sherry from Spain. People were amazed at the wonderful quality and uniqueness of the wines. Tasters were also amazed at the relative low price for these great wines. When given the opportunity to try good to great wines for free and learn about the grape varietals and wine regions many people have the light bulb go off over their heads. Ah hah! or Eureka moments do also happen in wine shops.
No, there is no snobbery to sharing knowledge and educating US wine drinkers when it comes to great wines. What is fascinating is that wine drinkers do not have the money for a twenty dollar bottle of Spanish wine, but when they taste the wine and the unbelievable quality is revealed, all of a sudden money can be found for two bottles of twenty dollar wine.
Cool Springs Wines & Spirits is all about education and revelation of great wines. Come in a find out why.






































