A 'vine' of the times
Affordable, delicious, diverse and challenging - wine is quickly becoming the beverage of choice for many college students.
"It's become a hip beverage for the 21 and up crowd," said Tom Fischer, a sales representative for Elite Brands, which sells wine to grocery stores, restaurants and liquor stores around mid-Michigan.
"Ten years ago you saw a huge proliferation of martini bars," he said. "Five years ago it was Mike's and the 'malternative' beverages and they were directed right at 21-year-olds."
Wine from many regions has become affordable in recent years for a combination of reasons, including the poor economy and an excess of product. Fischer said the best price range to look into is $7.99 to $15.99, or even lower in some instances.
"All over the world, they make decent wines in that price range," Fischer said. "The most bang for your buck right now are Spain, Chile and Argentina. The quality of product-per-dollar has greatly increased - the days of Boone's Farm are over."
Besides affordability, another reason for the increased population of wine is social influence and popular culture. Fischer said movies and television programs like "Sideways" and "Entourage" have helped lead to a popularity of wine, as has the rise in popularity of the Food Network.
"It has really pushed the level of cooking, so you need a beverage to go with that," Fischer said.
He also said that wine is growing in popularity because it's seen as a higher-class drink, with a mystique and intricacy to it.
"That's all perception to me," Fischer said. "You didn't have 21-year-olds drinking wine five years ago. Even the beer-swilling frat boys are drinking it, because that's what the chicks are drinking."
Todd Gurzick, owner of T.O. Dbl D's party store, 104 E. May St., echoed the idea that wine sales in a college environment are largely driven by women, based on the increase of women living in the apartments surrounding his store.
"I'm pretty much surrounded by women, so we've seen an increase in wine sales," Gurzick said.
The diversity of wine selection and the potential for exploration and discovery of new tastes is also a driving factor for young people drinking wine.
"Being young, you're kind of willing to try different things, like Malbecs from Argentina, or Cabernets," said Jamie Pyecroft, a bartender at The Brass Cafe & Saloon, 128 S. Main St.
"They (college students) are not necessarily going to pair it with food, they just want to find out what wine's about," Pyecroft said. "College students want to be challenged."
Fischer said if young people want to discover wines they should find their favorite first, then work to new and different things.
"The key to finding the wines you think are a value, is to first discover the kind of wine that you like and what kind of grapes you like," he said. "Start with what you like, then branch out from there."
Fischer advises that novice wine drinkers should start by trying sweeter wines and then work their way into the dryer, more challenging varieties.
"If you jump right in to a cabernet, you'll never drink wine again," Fischer said.
As a closing reminder, Fischer said that responsibility is a must in drinking, especially with wine.
"Remember, all things in moderation," he said. "The worst hangover you'll ever have is a wine hangover."
features@cm-life.com
