CONSUMERS STILL ENJOY MERLOT DESPITE INDUSTRY OPINION

We’ve heard it again and again: “Sideways,” the popular wine flick, ruined merlot and popularized pinot noir. Not true according to the latest Wine Opinions survey. It’s the wine retailers and others in the wine marketing industry that has turned their backs on merlot, not the actual consumers. Wine drinkers really like merlot according to John Gillespie, co-founder of Wine Opinions.

"Consumers show a very strong liking for merlot wines, even if they are not always a favorite," he said. " The trade, however, seems to have turned its back on merlot, especially in comparison to other red wine varietals."

The sudden surge in pinot noir and drop in merlot may be the result of marketing rather than a true shift in consumer preferences. 70% of consumers that would be likely to buy a merlot priced over $20 while only 58% of people in the wine trade industry said the same.

No one, however, is disputing the growth of pinot noir. Even before “Sideways” premiered, pinot was already experiencing double digit growth which continued to jump after the movie’s release. However, the latest supermarket and drug store wine sales data shows that the sales growth has returned to where it was prior to the “Sideways” mania.