Costco is denying a rumor published in Examiner.com that it plans to sell only wine which receives a rating of 90 points or higher and sells for $15 or less. Speculation was based on a recent study of Italian wine drinkers that showed that they maintained the same quality of wine they were drinking in better economic times, just drank less of it. Americans are drinking the same amount, but drop down a step in price.
From discussions I've had with my friends, I would say this is accurate of many American wine drinkers. This does point out one of the dilemmas facing the wine industry since it's also believed that once people trade down, they tend to become comfortable there and don't move back up.
Also interesting speculation on the wine drinking habits of millennials. They don't care about scores, but are focused on value and prefer regional labels.
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