Tag Archives: three-tier distribution

Lifetime Vintage’s Blind Tasting Bundles – An Incredible Study Tool

Recently I moderated a virtual blind tasting sponsored by the California company, Lifetime Vintage. Being in Europe, I wasn’t able to sample the wines myself, so I got to play detective.  I listened to Kendeigh Worden of The Grape Grind, Noelle Harman of Outwines, Jeff Burrows of FoodWineClick, Lauren Walsh of The Swirling Dervish and Dylan Robbins, CEO of Lifetime Vintage, describe on Zoom–from across four different states and an ocean–the wines they were tasting.

Blind tasting set up

Photo courtesy of Jeff at foodwineclick.com

We broke it out into two sessions, which Lifetime Vintage recorded–the first covering two whites and the second on two reds. So you can watch the fun yourself, but I’ll give you a little spoiler–I sucked!

Well, kinda. I got 1 out of the 4 right and was in the ballpark for a few others. But I still learned a lot with the most significant takeaway being that if you’re a wine student in the US, you absolutely need to check out Lifetime Vintage’s Blind Tasting program.

Seriously.

Now I’ll note that even though Lifetime Vintage sponsored the Zoom tasting by hosting it and sending Kendeigh, Noelle, Jeff and Lauren their kits, this is a wholly full-throated and unbridled endorsement. The only compensation that I’ve received was a huge amount of FOMO and jealousy over not being able to use this service myself.

I’m not kidding.

If I were still in the US, I would be all over this because it is, by far, one of the best study tools for blind tasting that I’ve come across.

At the beginning of the first video on white wines, Dylan explained the concept behind the kits. But I’ll give you a little summary here and why I find this so awesome.

1.) They have a network of retailers in 44 states so they can coordinate sending the same wines to study groups across the country.

Lifetime Vintage blind tasting bottle

Photo courtesy of Lifetime Vintage

Sadly, the archaic wine laws of Illinois, Pennsylvania, New Hampshire, Kentucky, Alabama and Utah still have those states on the sideline. Though it sounds like maybe Illinois might be able to join the party eventually.

But think about this and what potential it opens up with your studies.

Nearly every Master Sommelier and Master of Wine will harp on the benefits of study groups. Even if you are only reaching for the CMS Advance or WSET Diploma level, you can’t overstate the value in sharing ideas and approaches with peers. However, time and distance will always be hurdles when it comes to getting a group together. But with digital platforms like Zoom and Lifetime Vintage doing the logistical legwork, you could set up a tasting group with folks almost anywhere in the US.

This is also a boon for wine educators as well. You could have an instructor in New York hosting a tasting with students in Washington, Colorado, Texas, etc. And everyone will have the same wine to taste and experience. As someone very familiar with how much of a colossal headache the American three-tier system is, I’m in awe at the amount of behind the scenes work that the Lifetime Vintage team had to put in to get this network together.

But it gets even better.

2.) They will curate the bundles based on what you want or need to study.

This was a jaw-dropper for me. I honestly don’t know how long they are willing to do this without eventually raising the price. But this is huge for wine students. Think of all the things that are usually trouble spots for blind tasting.

The evil dwarves of Albariño, Grüner Veltliner, Pinot gris and Chenin.
The numerous laterals of wines that show raisination–Syrah, Grenache, Corvina, Zinfandel.
Pinot noir vs. Gamay.
Brunello vs Barolo.
The strange way that all the red Bordeaux varieties can be so different yet so similar.

You could have Lifetime Vintage come up with a 4 or 6 bottle set for any of that–just email them before you place your order. For those studying for the WSET Diploma D3 Wines of the World exam, you could ask for wines covering the four kinds of flights you’ll get.

Photo courtesy of Jeff at FoodWineClick.com

Protip: You could make your own mock D3 exam with two of the 6 bottle sets. (And get free shipping too)

Three wines from the same grape variety. (Usually different regions.)

Three wines from the same country. (Usually different varieties or winemaking styles.)

Three wines from the same region. (Usually different quality levels or winemaking styles.)

Three unrelated wines. (Hodgepodge Free for All!)

And, of course, you could also use this for non-study fun. As Lauren noted in her write up, these are perfect for hosting a kick-ass, hassle-free tasting party. If you want to do something with friends and family from across the country, you could ask for easy well-known wine styles (NZ Sauv. blanc, Buttery Chard, Napa Cab, etc.) Or all red wines. All whites, rose, sweet wines, whatever.

I mean, if Lifetime Vintage is going to do the logistical legwork of getting these kits together, then why not?

3.) The wines come in half bottles and all are exam quality.

Now, this does yield some limitations since not every wine is offered in this format. But times are changing and wineries are getting smart to the idea that 375ml bottles provide a lot of value. Not only do they fit in with the move towards moderation, but they also limit waste and the need to have a Coravin.

Sure, if you’re doing the six-bottle set all at once, you may still want to Coravin. But resealing and consuming four half-bottles over 2 to 3 days is not going to be a challenge for many wine lovers. And if you’re doing something like what we did with 2 whites one night and 2 reds the next, it’s even easier to ensure that there is no waste.

So How Much?

Right now, the basic four bottle sets are $95 each and the six-bottle sets $135. That’s an average of $23.75 and $22.75 a bottle, respectively. There is also a premium four bottle bundle for $150 ($37.50 bottle ave). While they will curate for free with the basic sets a lot of different things, if you’re asking for something like a Sangio vs. Nebbiolo battle, you’re probably going to be in the premium range.

On top of the base cost, there is a $6.99 procurement fee (same for both 4 & 6 bottle sets). For orders over $195, it’s free shipping, but orders less than that there is a cost. I tested it with my old address in Washington and the shipping was $22.99.

Lifetime Vintage

The Nitty Gritty

Based on the wines for our Zoom event, the quality level more than lives up to the price. Jeff of FoodWineClick did the math and noted that the retail price for the four bottles we got in our set came out to $75. Of course, that’s across several different retailers since the odds of finding them all at the same shop are low.

So essentially for that extra cost, you’re paying for:

The curation and preparation of the sets for blind tasting.
The legal and technical logistics of the LV team working with multiple retailers in 44 states to procure the wines and send them to different locations.
The convenience of shipping and home delivery.

As a wine student, think of how much we’re spending already procuring and tasting wines. Think of how tough it is trying to blind taste wines by yourself. To have someone do a lot of that work for you is an immense benefit that is well worth the cost. In one of the videos, I told Dylan of Lifetime Vintage that I honestly think he’s undercharging for his service-especially when you think of what other services like SommSelect charge.

With SommSelect, it’s a monthly subscription locking you into $199 for six bottles.

And these are full 750ml bottles (3 whites, 3 reds). So you pretty much have to use a Coravin or you’re likely going to waste wine. Now, yes, you do get the tasting notes and tips from Master Sommelier Ian Cauble, but it’s still a substantial cost ($2400 a year). While I enjoyed using the SommSelect kits when I was in the States, I ultimately had to drop it because it was just too much.

For almost half of that $2400, I could get 10 of the four bottle Lifetime Vintage blind tasting bundles tailored to what I need to study. At this point in my journey, I don’t need to be blinded on New Zealand Sauvignon blanc, off-dry Mosel Riesling, Alsatian Gewurztraminer or Napa Cabernet Sauvignon. I’m nailing those pretty regularly.

But I still have tons of blind spots and laterals that keep biting me. If I was in the US, you better believe that I would be a frequent customer of Lifetime Vintage. It’s one of the best investments that any wine student could make for their studies.

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Who makes your Supermarket Wine? (A Running List)

April 2019 update: A lot of brand movement following the huge deal between Constellation Brands and E & J Gallo.

Sept 2018 update: If I come across new connections that haven’t been widely publish I will update this page. But I’d like to direct folks interested in this info to Elizabeth Schneider’s way more user-friendly and searchable list on her Wine For Normal People blog. It’s also regularly updated and is a fantastic resource that is worth bookmarking.

Beverage Dynamics released their report this month of The Fastest Growing Wine Brands and Top Trends of 2017.

One of the most glaring features of the report is how often you see the names Constellation Brands, E & J Gallo, The Wine Group and more appear in the rankings with their multitude of different brands. As I described in my post The Facade of Choice, when you walk the wine department of your typical grocery store the vast majority of the wines you see are going to be made by the same handful of companies.

It’s important for consumers to be aware of just how artificially limited their choices really are–especially because consumers should have choices when there are over 4000 wineries in California, over 700 each in Washington and Oregon and tens of thousands more across the globe.

Yet the average wine drinker is only ever going to see a fraction of a percent of these wines–especially those of us in the US. This is not just because our archaic three-tier distribution system severely limits consumers’ access to wine but also because of the wave of consolidations among large wine distributors.

Consolidation of Choices
Photo by Tatsuo Yamashita. Uploaded on Wikimedia Commons under CC-BY-2.0

To the best of my knowledge, General Mills and Unilever are not in the wine business….yet.

For the sake of efficiency (and profits) these large distributors tend to focus on the big clients in their portfolios–the Constellations and the Gallos. They can back up a trailer to a warehouse and load in pallets of “different wines” with different labels from all across the globe and then take that trailer right to the major grocery chains. With about 42% of the “off premise” wine (as opposed to on-premise restaurant purchases) in the US being bought at supermarkets, every consumer should take a hard look at how limited their options really are.

In some cases, you have more true options in the yogurt section than you do in the wine department.

For a couple years now I’ve been keeping an Excel spreadsheet of the various brands I’ve came across and which mega-corporation they’re made by. This is FAR from an exhaustive list and has room for a lot of expansion. Plus with the way that winery brands get bought and sold almost like trading cards it will probably be outdated by the time I hit publish. If you know of any additions or errors, please post in the comments.

Note some of the names are linked to the companies by exclusive distribution agreements.

Constellation Brands

7 Moons
Alice White
Charles Smith Wines
Cooper & Thief
Dreaming Tree
Drylands
Inniskillian
Jackson Triggs
Kim Crawford
Meiomi
Robert Mondavi
Monkey Bay
Mount Veeder
Naked Grape
Night Harvest
Nk’Mip
Nobilo
Paso Creek
Red Guitar
Rioja Vega
Ruffino
Schrader
Simi
Thorny Rose
The Prisoner
Woodbridge

E & J Gallo

Alamos
Allegrini
Andre
Apothic
Arbor Mist
Ballatore
Barefoot
Bella Sera
Black Box
Blackstone
Blufield
Bodega Elena de Mendoza
Boone’s Farm
Bran Caia
Bridlewood
Carlo Rossi
Carnivor
Chocolate Rouge
Clarendon Hills
Clos du Bois
Columbia Winery
Cooks
Covey Run
Cribari
Dancing Bull
DaVinci
Dark Horse
Diseno
Don Miguel Gascon
Ecco Domani
Edna Valley Vineyard
Estancia
Fairbanks
Franciscan Estate
Frei Brothers
Gallo of Sonoma
Ghost Pines
Hidden Crush
Hogue Cellars
J Vineyards
J. Roget
La Marca
Laguna
Las Rocas
La Terre
Liberty Creek
Livingston Cellars
Locations
Louis Martini
MacMurray Ranch
Madria Sangria
Manischewitz
Mark West
Martin Codax
Maso Canali
McWilliams
Mia Dolcea
Milestone
Mirassou
Orin Swift
Paul Masson
Peter Vella
Pieropan
Polka Dot
Primal Roots
Prophecy
Rancho Zabaco
Ravenswood
Red Bicyclette
Red Rock
Redwood Creek
Rex Goliath
Sheffield Cellars
Simply Naked
Starborough
Souverain
Talbott
Taylor’s
The Naked Grape
Tisdale
Toasted Head
Winking Owl
Turning Leaf
Vendange
Vin Vault
Whitehaven
Wild Horse
Wild Vines
William Hill Estate

Brown-Foreman

Sonoma Cutrer
Korbel Sparkling wine

Delicato Family Vineyards

Black Stallion
Bota Box
Brazin
Diora
Domino
Gnarly Head
Irony
Night Owl
Noble Vines
Twisted Wines
Z. Alexander Brown

Terlato Wines

Boutari
Bodega Tamari
Chimney Rock
Domaine Tournon
Ernie Els Wines
Federalist
Hanna
Josmeyer
Klipsun
Il Poggione
Luke Donald
Markham
Mischief & Mayhem
Rochioli
Rutherford Hill
Santa Margherita
Seven Daughters
Sokol Blosser
Tangley Oaks

Precept Brands

Alder Ridge
Browne Family
Canoe Ridge Vineyard
Cavatappi
Chocolate Shop
Gruet
House Wine
Pendulum
Primarius
Red Knot
Ross Andrews
Sagelands
Sawtooth
Shingleback
Ste. Chappelle
Waitsburg Cellars
Washington Hills
Waterbrook
Wild Meadows
Willow Crest

Vintage Wine Estates

B.R. Cohn
Buried Cane
Cameron Hughes
Cartlidge & Browne
Cherry Pie
Clayhouse Wines
Clos Pegase
Cosentino Winery
Cowgirl Sisterhood
Delectus Winery
Firesteed
Game of Thrones
Girard
Girl & Dragon
Gouguenheim
Horseplay
If You See Kay
Layer Cake
Middle Sister
Monogamy
Promisqous
Purple Cowboy
Qupé
Sonoma Coast Vineyards
Swanson
Tamarack Cellars
Viansa Sonoma
Windsor
Wine Sisterhood

Ste Michelle Wine Estates

14 Hands
Chateau Ste Michelle
Col Solare
Columbia Crest
Conn Creek
Erath
Merf
Motto
Northstar
O Wines
Patz & Hall
Red Diamond
Seven Falls
Snoqualmie
Spring Valley Vineyard
Stag’s Leap Wine Cellars
Stimson
Tenet/Pundit wines
Vila Mt. Eden
Villa Maria

Crimson Wine Group

Archery Summit
Chamisal
Double Canyon
Forefront
Pine Ridge
Seghesio
Seven Hills Winery

Jackson Family Estates

Arrowood
Arcanum
Byron
Cambria
Cardinale
Carmel Road
Copain
Edmeades
Freemark Abbey
Gran Moraine
Hickinbotham
Kendall Jackson
La Crema
La Jota
Lokoya
Matanzas Creek
Mt. Brave
Murphy-Goode
Penner-Ash
Siduri
Silver Palm
Stonestreet
Tenuta di Arceno
Yangarra Estate
Zena Crown
Wild Ridge

Vina Concha y Toro

Almaviva
Bonterra
Casillero del Diablo
Concha y Toro
Cono Sur
Don Melchior
Fetzer
Five Rivers
Jekel
Little Black Dress
Trivento

The Wine Group

13 Celsius
Almaden
AVA Grace
Benzinger
Big House
Chloe
Concannon
Corbett Canyon
Cupcake
Fish Eye
FlipFlop
Foxhorn
Franzia
Glen Ellen
Herding Cats
Insurrection
Love Noir
Mogen David
Seven Deadly Zins
Slow Press
Pinot Evil
Stave & Steel

Treasury Wine Estates

19 Crimes
Acacia
Beaulieu Vineyards
Beringer
Butterfly Kiss
BV Coastal
Cellar 8
Ch. St Jean
Chalone
Colores del Sol
Crème de Lys
Dynamite Vineyards
Etude
Gabbiano
Greg Norman
Hewitt Vineyard
Lindeman
Matua
Meridian
New Harbor
Once Upon a Vine
Penfolds
Provenance
Rosemount
Rosenblum Cellars
Seaview
Sledgehammer
Snap Dragon
Souverain
St. Clement
Stags’ Leap Winery
Stark Raving
Sterling
The Walking Dead
Uppercut
Wolf Blass
Wynns Coonawarra

Bronco Wine Company

Black Opal
Carmenet
Cellar Four 79
Century Cellars
Charles Shaw
Crane Lake
Colores del Sol
Estrella
Forest Glen
Forestville
Gravel Bar
Great American Wine Co.
Hacienda
Little Penguin
Montpellier
Quail Ridge
Rare Earth
Robert Hall
Sea Ridge
Stone Cellars

(LVMH) Louis Vuitton Moet Hennessey

Bodega Numanthia
Cheval Blanc
Cheval de Andes
Cloudy Bay
Dom Perignon
Domaine Chandon
D’yquem
Krug
Mercier
Moet & Chandon
Newton Vineyard
Ruinart
Terrazas de Los Andes
Veuve Clicquot

Trinchero Estates

Bandit
Charles & Charles
Dona Paula
Duck Commander
Fancy Pants
Folie a Deux
Fre
Joel Gott
Los Cardos
Menage a Trois
Montevina
Napa Cellars
Newman’s Own
Pomelo
SeaGlass
Sutter Home
Sycamore Lane
The SHOW

Deutsch Family Brands

Cave de Lugny
Clos de los Siete
Enza
Eppa
Fleurs de Praire
Hob Nob
Joseph Carr
Josh Cellars
Kunde Family
Peter Lehmann
Ramon Bilbao
Ruta 22
Skyfall
The Calling
The Crossing
Villa Pozzi

Guarachi Wine Partners

Black Ink
Castillo de Monseran
Guarachi
Kaiken
Nobilissima
Santa Ema
Surf-Swim
Tensley
Tenshen

Foley Family Wines

Acrobat
Awatere Pass
Butterfield Station
Chalk Hill Winery
Chalone Vineyard
Clifford Bay
Dashwood
EOS
Firestone
Foley Johnson
Four Sisters
Goldwater
Guenoc
Lancaster Estate
Lincourt
Lucien Albrecht
Merus
Nieto Senetiner
Pebble Row
Pepperwood Grove
Piccini
Poizin
Roth
Sebastini
Smoking Loon
Tahbilk
The Four Graces
Three Rivers Winery
Wayne Gretzky

Pernod Ricard

Brancott
Campo Viejo
Graffigna
Jacob’s Creek
Kenwood
Stoneliegh
George Wyndham

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The Facade of Choice

To see more of how much your choices are limited at the supermarkets, check out our post Who makes your Supermarket Wine? (A Running List)

The Wine Industry Advisor posted their list of most read articles of 2017 with the number one article,from March, being on the launch of Liberation Distribution‘s web-based platform designed to connect small wineries with retail and restaurant clients.

LibDib aims to fill a huge gap in the traditional three-tier distribution network where the wholesale tier is dominated by a few large players who virtually ignore all but the largest portfolios. This is an exciting development for wine lovers to watch.  When small family-owned wineries gain avenues to retail shelves and restaurant wine lists, it results in consumers getting real choices.

That’s not the case right now at all.

Don’t believe me? Let’s take a stroll to a local grocery store and look at the shelves.

Click to Enlarge
Here’s a snapshot of 20 Cabernet Sauvignons. That’s a lot of Cabs right? Well out of the 20, we have 5 of the wines being brands that belong (either whole or partially) to E. & J. Gallo. That’s 25% of the shelf right there. Of course that percentage could be higher if we include Gallo’s recent purchase of Orin Swift wines or add other popular and well known Cabernet Sauvignons from the Gallo brands of Bridlewood, Carnivor, Souverain, The Naked Grape and Vin Vault.

Let’s move over to Chardonnay where Jackson Family Estate holds considerable weight in the market place. Both the Kendall Jackson Vintner’s Reserve and La Crema Sonoma Coast regularly vie for top-selling Chardonnay in the United States but Jackson Family Estates can also control the shelf with Chardonnays from their Carmel Road, Freemark Abbey, Brewer-Clifton, Byron and Matanzas Creek brands.

Click to Enlarge
In recent years, the Jackson Family has been aggressively acquiring brands in Oregon and now includes such notable names as Penner-Ash, Zena Crown and Willakenzie in their portfolio.

If we head over to red blends, we see a lot of familiar names and many of them are under the umbrella of Constellation Brands. The past couple of years, Constellation has been spending mad money buying virtually everything from high-end Napa estates like Schrader Cellars, several of Charles Smith’s Washington labels to distilleries like High West and breweries like Ballast Point.
Click to Enlarge

Constellation Brands has certainly been on a buying spree of late. It is becoming something of a parlor game to guess who they are going to swallow up next. For many observers, the betting money is on Constellation making a move to acquire Ste. Michelle Wine Estates.

Speaking of Ste Michelle Wine Estates…

A quick peak at the Syrah and Merlot sectionshows what a commanding presence they have in Washington State. Of the 17 skus featured on the shelf here, nearly 50% are made by this one company.

Click to Enlarge
That doesn’t even include their other well known brands. Things like Seven Falls, Drumheller, Northstar, Spring Valley, Stimson, Tenet/Pundit, Col Solare as well as their original CSM label. It also doesn’t include some of their partnership projects and recent purchases of California wineries like Stag’s Leap Wine Cellars and Patz & Hall to go with their previous holdings of Conn Creek, Villa Mt. Eden, and Erath in Oregon.

Restaurants can have wine lists of 100+ wines made up of nothing but brands owned by Ste Michelle Wine Estates.

And this is not unusual in the world of wine. The consolidation of distributors and flurry of mergers and acquisitions of wineries by big corporations puts immense pressure on dwindling shelf space.

This results in making it virtually impossible for many small wineries to break through. So it’s not surprising that a start up like Liberation Distribution is capturing attention. It potentially could be a game changer for many family wineries.

It’s something worth watching and certainly worth raising a glass to toast the success of.

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