Newswise — "There will always be 'wine snobs' and 'cork dorks' who try to acquire wine from elite producers and cult brands, of the right vintage and store them for years. But more and more people have been buying mass produced, economically friendly wines that have a pleasant taste and taste the same each time they drink them."
So says Karen Goodlad, a hospitality management lecturer at New York City College of Technology (City Tech), and the numbers support her claim. From 1994 through 2007, the U.S wine market grew every year, increasing in volume a total of 66 percent. In 2007 Americans over the age of 21 consumed on average a record 2.47 gallons for the year.
"As the U.S. marks the 75th anniversary of the end of Prohibition on December 5," she adds, "it is interesting to note that while Americans are drinking more wine, particularly more red wine, they are drinking much less beer and the same amount of hard liquor as they did 50 years ago."
Sales of U.S wine reached 745 million gallons last year for a total retail value of $30 billion, making the U.S. the largest retail wine market in the world, according to The Wine Institute.
A boom in wine sales was predicted when Prohibition was lifted in 1933, but it was not realized. "First the Depression and then a lack of research and development by the industry, coupled with the overplanting of inferior grapes, kept sales down," explains Goodlad, who is researching the history of the American wine industry. "It wasn't until the 1970s that the U.S. began to be seen as a serious wine-producing region."
"The first peak in per capita wine consumption was in 1985," she adds, "but there was a drop right after this as more people linked wine to drunkenness, warning labels were put on bottles and the effect of the legal drinking age going from 18 to 21 years old was felt."
The current increase in wine's popularity can be attributed to baby boomers, who appreciate its health benefits, and to 25- to 35-year-olds, who tend to eat out more than their parents' generation, she explains.
"People tend to have a glass of wine with dinner when they are out of the house rather than opening up an entire bottle for one glass," she adds. "I don't expect this consumption to change much in the economic downturn, but we will see more sales of less expensive wines."
In addition, people trying to incorporate environmentally friendly items into their lifestyle can feel good about wine, since wine grape growers have been the leaders in the sustainable and biodynamic agriculture movement, a growing approach to organic farming.
"That being the case, people may wonder why we don't see more organic wine. The answer is that the grapes may be grown organically, but even if a small amount of sulfites are added, the wine will not get the government's organic label. And for many winemakers, the addition of sulfites is done in order to prevent the wine from going bad," she says.
The health benefits of wine are in the skin of red grapes, which contain antioxidants called flavonoids. However, Chardonnay, a white wine, is the most popular wine in the U.S., with the reds Cabernet Sauvignon and Merlot in second and third place, respectively.
Goodlad, who teaches the wine and beverage management course at City Tech, is quick to respond when asked what happened to the "snootiness factor" that many used to associate with wine. "In two words, 'Yellow Tail,'" she explains. "This large winery exemplifies an industry trend -- the consolidation of mom and pop producers into larger companies who can assure a uniform taste of their product from year to year, regardless of what the growing season is like.
"Most people want to just enjoy the benefits of a pleasant glass of wine," she continues. "They're not analyzing its color and 'nose.' They drink it because they like the taste, not because it comes from an elite region or producer." Wine has come a long way since the immediate post-Prohibition era, when for years it had a high sugar content.
"And people who keep Kosher are not limited to syrupy wines. There are excellent, well produced wines from Israel to choose from," she notes.
Prior to joining the City Tech faculty, Goodlad worked for more than ten years in both catering and restaurant management positions with prestigious hotels and restaurants in the New York Metropolitan area. She is currently completing an MA in business and policy studies at Empire State College, SUNY.
Goodlad and her husband, a marketing manager for a wine and spirits distributor, always have a glass of wine with their evening meal, something she hopes more friends and relatives will do. "Every time they choose a glass of wine over soda with their dinner I celebrate," she says. "My children are young now, but when they are of drinking age, I hope they will enjoy wine with dinner as much as we do."
Following are four wines that she recommends and why:
White Wines
* King Estate, Domaine Pinot Gris, ~$10.00"Made from 100% organically grown grapes, this Pinot Gris (or Grigio) from Oregon shows ripe pear and honeysuckle aromas and is rich on the palate. Enjoy the wine on its own or with roasted chicken." *Kunde Wine Estates, Magnolia Lane Sauvignon Blanc, ~$15.00"Known for its sustainable growing practices, Kunde Wine Estates produces this lovely Sonoma County, California Sauvignon Blanc. The wine shows flavors of fresh grapefruit and melon. It is crisp and clean and pairs well with raw oysters and grilled shrimp."
Red Wines
* Morro Bay, Split Oak Vineyard, Cabernet Sauvignon, ~$10.00"This single vineyard Cabernet Sauvignon will please those looking for great taste and an affordable wine from a winery that practices sustainable farming practices. The wine has complex black cherry and toffee notes with just the right amount of tannin. Enjoy with a pasta with bolognaise sauce or steak." * Kunde Wine Estates, Cabernet Sauvignon Reserve, ~$20.00"Known for sustainable wine growing practices, Kunde Wine Estates produces a delectable reserve series of wines. The ripe, lush blackberry flavors show beautifully through the toasty oak. Enjoy with grilled steaks and roasted vegetables with garlic."
New York City College of Technology (City Tech) of The City University of New York, located in Downtown Brooklyn, is the largest public college of technology in New York State. Its hospitality management program, founded in 1947, offers the only public bachelor's degree program in New York City. Alumni include some of the New York City and the country's top chefs, including Michael Lomonaco (Porter House New York), Michael Romano (Union Square Cafe) and Sherry Yard (Spago Beverly Hills).
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