Attendees tasted two glasses of sparkling, Chardonnay, and Bordeaux blends, respectively, and were asked to guess which was higher-priced. While we assessed each wine's value, Chang also shared details on what goes into the price of wine. Better understand why a wine costs what it does after the jump.
A number of factors determine the price of wine, like supply and demand, particularly in scenarios like that of the coveted Grand Cru Bordeaux. But there are also other standard costs, including labor, real estate, grapes, barrels, fuel, machinery, bottles, labels, corks, marketing, and winemaker and staffing expenses. Take a look at the price breakdown for a $100 bottle of Napa Valley Cabernet:
|Grapes (to buy)||$7.00|
|Labor (harvesting grapes)||$6.67|
|Winery costs (maintenance, etc.)||$6.82|
|Barrels (to buy)||$2.67|
|Glass bottles (to buy)||$1.50|
|Other (labels, corks, etc.)||$3.59|
|Total cost to produce||$28.25|
While I was surprised to find out how high some of the costs were (how can a bottle cost $1.50 when Two-Buck Chuck is $2? Think about that!), it was also a wake-up call to learn that many wines are marked up anywhere between 300 and 600 percent retail — or more, especially if you're ordering a highly sought-after bottle. Here's what some wines look like, on average:
|Wine Description||Cost to Produce||Retail Price||Markup|
|Generic 2006 Bordeaux||$2||$12||600 percent|
|2000 Dom Pérignon||$33||$150||455 percent|
|2005 Chateau Pétrus
(Bordeaux first-growth equivalent)
Do these figures shock you?