I traveled to San Francisco and Sonoma County, the heart of the California wine region, to find out how business was holding up during the recession. I interviewed the president of an international wine making and distributing company, the CEO of a small boutique winery, a biodynamic winemaker, a psychologist, a wine shop owner, a bartender and numerous consumers. Turns out that in spite of — or because of — tough economic times, wine drinkers are refusing to give up their indulgence. However, they are flocking to cheaper bottles, a trend I heard echoed in my conversations and backed up by a recent Nielson ratings report. Many consumers say that the newly popular price point category of $7-$10 bottles offers wines that taste great.
The video, which was reported, filmed and edited by Elsa Butler, covers the boom in affordable wine sales.