Wine Fashion: Is Syrah the Latest Victim?
Saturday, June 23, 2012 at 3:00PM Wine, like any other product or work of art subject to consumer demand and preference, is affected by fads, phases, and consumer trends that dictate what wines are fashionable to drink. Some fashions are born of time tested, widespread positive experiences, as evidenced by the inevitable "Chardonnay tax" and "Cabernet Sauvignon tax" that are inherent to most restaurant wine lists in this country. Restauranteurs prey on the fact that most customers are familiar with Chardonnay and Cabernet Sauvignon, and are likely to order these wines with their meals as part of a desire to remain within a comfort zone. The reality of the situation is that while wine consumption is on the rise within the United States, few consumers want to waste time and energy learning about wine. It is this condition that results in the majority of wine buying decisions being made on the basis on myth, media-driven recommendation, popular culture, and "comfort-zone" experience.